Last updated Tue May 30 2023
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.
We’ll cover these email capture software:
Wisepops — Email capture for small and growing online stores
Sumo — Free, basic email capture tool that does the job
Klaviyo — Lead forms for large ecommerce websites
WPForms — Best tool for sites on WordPress
LeadPages — Best for setting up landing pages to capture leads
OptinMonter — Premium WordPress plugin for ecommerce
Gravity Forms — Email form builder for WordPress
Wisepops is one of the best email capture software you can use for newsletter signups, product pre-launch signups, sales promotions, upsell, driving traffic, or selling with discounts and special offers.
You’ll get all the features you’d need for capturing leads and selling (full design customization, page-level targeting, analytics, unique Shopify discounts, etc.) available in all plans.
Wisepops comes with website popups, bars, and embedded signup forms, so you can create pretty much any lead capture form for your website (and be able to add it where you need). Online businesses use the app for lead generation, email list building, and converting visitors with special offers.
This popup was made with Wisepops to capture leads on Blume:
Thanks to full customization, this gorgeous popup design looks like a natural part of Blume’s website.
One feature of Wisepops that makes it stand out among the best email capture tools is onsite notifications.
It’s a feed that acts like a personal inbox on a website. You can add a signup form there, of course, and generate leads, like here:
The feed can help you boost email list building and client acquisition.
Proof: OddBalls, a leading UK underwear brand, generated £50,000 in revenues by sharing a discount code with the fee (here’s the case study).
Besides newsletter forms, you can also add forms to drive traffic, share discounts, and make product announcements.
Make popups, embedded email capture forms, & website bars (here are some of the popup templates)
Onsite notification feed—a social media-like signup feed for websites
Spin-to-win wheel popup for product giveaways and gamification
Choose how to display forms (immediately, with time delay, page depth, etc.)
Audience targeting (decide who sees your forms)
Compatibility with Google and GDPR requirements
Campaign performance analytics and A/B testing
Integrates with a wide range of third-party apps
Who is this email capture tool for?
Wisepops is perfect for ecommerce stores, marketing agencies, and high-traffic blogs. It’s also available as a Shopify app and a WordPress plugin.
Free 14-day trial. Pricing starts from $49/mo: full pricing details.
Blume converts 5% of visitors using Wisepops popups. Learn more: Blume case study
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 Sumo, you’ll need to upgrade.
Still, not too bad if you need an email capture app to get started with lead generation.
Simple and customizable email capture forms
Discount codes in forms
Visitor group targeting
Built-in email marketing app
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 to build an email list, Sumo should be a worthy email capture tool for you.
You can use Sumo for free until the app helps you generate $500 in sales. After that, you’ll be required to pay $39/mo for a premium subscription.
Faguo, a clothing store, generated 4,000+ emails in one month thanks to this campaign: Faguo email capture case study
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.
Popups, embeds, fly-outs, and teasers
Drag-and-drop form customization
Targeting based on visited pages, activity, and more
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.
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).
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.
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
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.
The most affordable plan costs $49/yr (for one website). Note that this email capture tool has only annual pricing.
Are your popups not getting enough emails? Check your campaigns for these common website popup mistakes.
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.
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
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.
The pricing for this email capture software starts at $49/mo.
A mobile popup form got 600 emails more than the desktop one and generated a CTR of 50.8%: Charlotte BIO case study
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.
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
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.
No free version. The basic plan costs $19/mo. More advanced features are included in the Pro plan which goes for $59/mo.
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.
Conditional logic to personalize forms
Multi-step signup forms
Quizzes, polls, and surveys
Custom form CSS
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.
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, let me recommend our own email capture app, Wisepops. It’s 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 great 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 Sumo could be a great way to go.
Oleksii Kovalenko is a digital marketing specialist and a writer with a degree in international marketing. He has six years of experience helping ecommerce store owners to promote their businesses.