The headline is what appears just about the input fields for your opt in forms. It is important because without it, subscribers wouldn't know what to do with your form and why they should enter an email address.
What to Write in the Headline
A good form headline will usually:
- Provide incentive for your site visitors to sign up for your email
- Set expectations about what one will receive
- Assure the privacy of the information provided
For example, I might tell give an idea of what type of information I will send (e.g. newsletters, training series, etc.) and let the view know that I won't share their address with anyone else.
Don't worry about getting too wordy, but try to cover each of these points so that when someone notices your form on your page, they feel compelled to sign up for your email.