What Is an Expression of Interest Form in Marketing?

An Expression of Interest (EOI) form is used in marketing to collect signals from users who want to know more about a future product, service, or event. It is commonly used during pre-launch periods to validate interest and build a priority list.

Unlike a standard signup form, an EOI form is framed around exclusivity and anticipation — often paired with limited availability or beta access incentives.

You can use Gleam’s Capture App to launch an EOI popup on your site and begin collecting real-time leads while your offer is still under wraps.