7 Best Email Capture Software Reviewed [Free + Paid]

Here, you’ll find email capture software and plugins to collect leads’ emails, data, and/or phone numbers on any website or landing page. 

If you’re looking for tools:

• to create forms of any type (popups, signup forms, bars, and even landing pages)

• to get lead signups and be able to save and send them to other apps easily

• that integrate with email marketing apps and others…

…then keep scrolling.

What is email capture software?

Email capture software helps you collect visitor email addresses (and other contact information) through forms, popups, or embedded blocks on a website. The goal is simple: turn anonymous visitors into leads you can nurture through email marketing.

These tools typically offer:

• Multiple form types (popups, embedded forms, slide-ins, bars)

• Campaign customization options to match your brand

• Targeting and trigger settings (exit-intent, time delay, scroll depth)

• Integration with email marketing platforms and CRMs

• Analytics to track conversion rates

Types of email capture software

Not all email capture tools work the same way. Understanding the differences will help you choose the right solution for your needs:

• Dedicated email capture platforms (like Wisepops and BDOw!) are built specifically for creating popups, forms, and embedded campaigns. They focus entirely on converting visitors into leads with advanced targeting, A/B testing, and campaign optimization features. These tools integrate with your email marketing platform to sync captured leads.

• Email marketing platforms with built-in forms (like Klaviyo, Omnisend) offer popup and form builders as part of a larger email marketing suite. The advantage is having everything in one place—capture, send, and automate emails from a single platform. The tradeoff is that form features are often less advanced than dedicated tools.

• WordPress form builders (like WPForms, Gravity Forms) are plugins designed specifically for WordPress sites. They excel at creating embedded forms, contact forms, and surveys, with some popup capabilities. Best for WordPress users who want seamless integration with their CMS.

• Landing page builders with popups (like LeadPages) focus primarily on creating standalone landing pages but include popup features as a secondary function. Choose these if you need both landing pages and basic email capture.

Email capture tools compared: pricing and features

Email capture benchmarks: what conversion rates to expect

Based on our 2025 research analyzing over 1 billion popup displays across Wisepops users, these benchmarks will help you understand what's possible and set realistic goals for your email capture campaigns.

Average performance:

• Overall popup conversion rate: 4.65%

• Top 10% of campaigns: 19.77% average CVR

• Mobile vs desktop: Mobile popups convert 38% better (3.75% vs 2.67%)

By popup type:

• Multi-step popups: 5.64% (84% higher than single-step at 3.07%)

• Popups with images: 5.46% (vs 3.22% without images)

• Discount popups: 8.62% (top 10% reach 23.61%)

• Spin-to-win gamified popups: 10.15% (125% higher than traditional)

• Exit-intent popups: 2.81% (but capture otherwise lost visitors)

Key timing insights:

• Delayed popups (20-50s): Up to 45% lower bounce rate, 20-43% higher email capture

• Immediate popups (<5s): Up to 5x higher bounce rate

• One-page delay trigger: Highest CVR at 28.98%

Email capture software

We’ll cover these email capture software:

1. Wisepops — Email capture for growing online stores and SaaS

2. BDOW!— Free, basic email capture tool that does the job

3. Klaviyo — Lead forms for large ecommerce websites

4. WPForms — Best tool for sites on WordPress

5. LeadPages — Best for setting up landing pages to capture leads

6. OptinMonster — Premium WordPress plugin for ecommerce

7. Gravity Forms — Email form builder for WordPress

1. Wisepops

Wisepops is a comprehensive email capture platform built specifically for ecommerce stores and growing online businesses.

Unlike basic popup tools, it offers four distinct capture channels

• popups

• embedded forms

• onsite feed, and

• bars,

giving you multiple ways to convert visitors at different stages of their journey.

What sets Wisepops apart is its focus on revenue, not just email collection. You get built-in revenue tracking to measure actual ROI, advanced A/B testing with up to 5+ variants, and deep ecommerce integrations including native Shopify discount code generation and Klaviyo segment targeting.

You can create highly targeted campaigns with granular control—from page-level targeting to behavioral triggers based on cart value, visitor type, or browsing patterns. Multi-step popup flows, gamification options like spin-to-win, and mobile-optimized designs help you achieve conversion rates that consistently outperform industry averages.

Examples of campaigns made with this email capture tool

Nutrimuscle (sports nutrition brand) drives €3M+ in monthly revenue using Wisepops' combination of popups, feed notifications, and AI product recommendations to capture leads and guide customers to relevant products.

MakerFlo increased email leads by 18% with targeted onsite campaigns that capture emails, highlight bundle savings, and convert visitors into customers through strategic timing and personalized offers.

Pierre Hardy (luxury fashion) collected 6,500+ emails through personalized campaigns that maintained their premium brand experience:

Highlights:

• Capture emails with popups, embedded email capture forms, & website bars

• Use onsite feed—a social media-like signup feed for websites

• Goal and revenue tracking

• Spin-to-win wheel popups for product giveaways and gamification

• Advanced ecommerce features: built-in Shopify discount codes and Klaviyo segment targeting

• You're in control of how to display forms (immediately, with time delay, upon reaching a page depth, on click, etc.)

• Audience targeting (new/returning visitors, organic visitors, paid ad visitors, etc.)

• Full compatibility with Google and GDPR requirements (even for mobile popups)

• Campaign performance analytics and deep A/B testing (5+ campaign variants)

• Integrates with a wide range of popular email marketing apps.

Who is this email capture tool for?

Wisepops is perfect for ecommerce stores, marketing agencies, and SaaS businesses. It's also available as a native Shopify app and a WordPress plugin.

See stories of businesses using Wisepops:

Pricing:

Free 14-day trial with all premium features. Plans start at $49/month. The annual subscription includes two free months.

See Wisepops pricing.

Grab a free account to try Wisepops for email capture on your website:

2. Sumo (BDOW!)

BDOW! (also known as Sumo) is arguably the best free email capture software out there. You can create, customize, add email signup forms for free to your website, and even choose which audience will see them. But if you generate over $500 with this email capture tool, you’ll need to upgrade.

Still, not too bad if you need an email capture app to get started with lead generation.

Highlights:

• Simple and customizable email capture forms

• Discount codes in forms

• Visitor group targeting

• Built-in email marketing app

• Analytics

Cons:

In the free version, statistics for email capture forms are available only for 30 days.

Who is Sumo for?

If you’re a startup or a very small company that needs try different email list building strategies, Sumo should be a worthy email capture tool for you.

Pricing: 

You can use BDOW! for free for less than 10,000 monthly visits and 500 sent emails. After that, you’ll be required to pay $25/mo for a Plus subscription.

3. Klaviyo

Besides being a popular email marketing app, Klaviyo also boasts a suite of lead capture forms. You get all the features you need to capture emails, make customer surveys, and announce your sales and special offers.

Highlights:

• Popups, embeds, fly-outs, and teasers

• Drag-and-drop form customization

• Targeting based on visited pages, activity, and more

• Multi-step forms

• A/B testing

Cons:

Klaviyo is more of an email marketing app with a decent built-in email capture tool. User reviews say that it can be overwhelming even if you have marketing knowledge because of the numerous flows and segmentation options—that’s why beginners should look elsewhere.

Who is this email software for?

Large ecommerce businesses that need an email and SMS marketing app and an email capture software in one.

Pricing: 

Klaviyo is free for 500 monthly email sends. Paid plans are starting at $30/mo for 1,000 subscribers (the more subscribers you have, the higher the price is).

4. WPForms

If you need to build your email list on a WordPress site, consider WPForms. As the name suggests, this plugin was built for this platform. But it’s not a simple plugin, though, as you get user segmentation, form abandonment, and other advanced features.

No coding knowledge is needed to use this lead capture plugin.

Highlights:

• Decent set of features: newsletter, survey, payment, and contact forms

• Use a vast library of pre-made email capture form templates

• Dynamic forms that change depending on what visitors choose

• Embedded signup forms

• Available in 14 languages

Cons:

The free version is pretty underwhelming, as you can get only a few email capture form templates to make use of.

Who is WPForms for?

The majority of users are WordPress sites—digital marketing agencies, blogs, and consulting companies.

Pricing: 

The most affordable plan costs $49.50/yr (for one website). Note that this email capture tool has only annual pricing. 

5. LeadPages

This email capture software is helpful if you’d like to create custom landing pages and simple lead capture forms on your website. According to users, LeadPages is especially effective when trying to get visitors to sign up for a software demo, a lead magnet, or get in touch with a sales team.

Highlights:

• Landing pages & popups

• Blog sidebar that turns into an email capture form when clicked

• On-click popups for blog author bio links

• Time- and behavior-triggered popup forms

• Landing page templates with build-in popups

Cons:

LeadPages is first and foremost a landing page building software, so it misses some of the important lead capture features like mobile popups.

Who is LeadPages for?

Online businesses that need to convert their traffic with landing pages.

Pricing: 

The pricing for this email capture software starts at $49/mo. 

6. OptinMonster

OptinMonster is a top-rated Wordpress lead generation plugin used by bloggers, marketing agencies, and ecommerce websites. You can create just about any signup form and add it to your website easily thanks to simple WordPress integration.

Highlights:

• Popups, bars, embeds, and spin-to-win wheels

• Page-level targeting to make campaigns personalized

• Retargeting features to convert returning visitors

• Conversion analytics and revenue attribution

• Seamless integration with many marketing apps

Cons:

• Users say the software takes some getting used to if you’re a beginner

• The cost of Pro plan (where many useful features are) is high for small businesses ($59/mo)

Who is this lead capture tool for?

This software is made for marketers with some lead generation experience. Also, the features of this email capture software make it a good fit for agencies.

Pricing: 

No free version. The basic plan costs $21/mo. More advanced features are included in the Pro plan which costs $57/mo.

7. Gravity Forms

Gravity Forms is another paid WordPress lead capture plugin. It’s got many of the features that OptinMonster does but is a bit cheaper. This email capture software is popular among membership websites and blogs because it makes creating popup surveys and user registration forms easy.

Highlights:

• Conditional logic to personalize forms

• Multi-step signup forms

• Quizzes, polls, and surveys

• Mobile popups

• Custom form CSS

Cons:

Signup forms without custom CSS can look very basic and unappealing.

Who is this email capture tool for?

Blogs, membership websites, nonprofits, and ecommerce startups.

Pricing: 

No free plan. The basic license for one year of using Gravity Forms costs $59. The Elite license that allows you to use this plugin on unlimited websites goes for $259.

Email capture software: summary

Picking the best email capture app can be a bit confusing. There’s a lot to consider, obviously, but I hope this list gives you a better idea of how to make a good choice. 

If you still need some advice, Wisepops is perfect for ecommerce websites and has all the features you need to build an email list quickly, and engage traffic consistently thanks to targeting.

If you need a dedicated WordPress plugin, though, OptinMonster and WPForms are best options. Both were developed first and foremost for WordPress-powered websites.

LeadPages is obviously the best email capture app on this list if creating landing pages is your goal. But if you’re a startup trying to get started with generating leads, then BDOW! could be a great way to go.