You'd put the placeholder
in your email input.
email_field
returns a text_field
of type email, so appending the placeholder attribute to the end of the parameter list in your email_field
helper call should produce the expected result:
<div class="form-group">
<%= label_tag(:email, "email") %>
<%= email_field(:user, :address, placeholder: 'ex: joe@joe.com') %>
</div>