Opt-in forms and leads

Putting an opt-in form on a page, what happens on submit, double opt-in, the leads list, and unsubscribing.

The quickest way

Ask an agent, or use the create flow tool: given a form path and the steps you want (add subscriber → welcome email → delay → follow-up), it builds the sequence and publishes a complete opt-in page already wired to it. Link to that page. Do not build a separate form — it would not point at the flow.

By hand

Create a list (/lists) and, if you want a confirmation email, a mailing script for it.
Put a form on a page that posts to /optin with the list key and the fields you collect (email, first name, last name, optional redirect).
On submit, a lead is recorded, the person is resolved to a prospect or a member, they are added to the list, and — if the list requires it — a double opt-in email is sent. They are active on the list once they confirm.

Newsletters' Embed form page generates the form for you in three styles. See Newsletters.

Leads

/leads — every submission with its form, time, source and the prospect or member it resolved to. A lead is a record of an event; the person is the prospect.

Tracking the source

A visitor who arrives through a tracked link carries that source onto every lead they create. See Tracking and the funnel.

Unsubscribe and preferences

Every sequence email and newsletter carries an unsubscribe link (/unsubscribe) and a preferences link (/email-preferences). Unsubscribing suppresses the address from all broadcast mail on the site; preferences let a person choose lists.