I came across this email sign up page for US company uncommon goods , and although I'm not keen on the branding and layout, it does seem to tick a few boxes when getting people to sign up for newsletters
What is the bare minimum you need to be able to send them an email ?
Give the subscriber a list of benefits to signing up.
What should I expect?
Let me see examples of previous newsletter
I also like this incentive banner from retailer JYSK. You see the value exchange to get you interested.
It would be interesting to see the conversion numbers in any test they did without the incentive, however, and subsequent purchases from subscribers