BRANDING

Email Pop-Ups That Aren’t Annoying

27 January, 2025

Engaging (Not Frustrating) Your Visitors

Straight up, email pop-ups are one of the most effective tools for capturing email subscribers. Websites with well-designed pop-ups see an average of 4.01% in conversion rates, compared to around 2% for those without. And, through fine-tuning the targeting strategy, such as adding opt-out, lead magnets, form fields, images, etc., conversion rates can be significantly improved. So pile it all on, right?

Wrong.  

There’s a fine line between engaging and annoying. 

At Coura, we know the best email pop-up feels like a helpful nudge, not a disruptive roadblock. So here’s how to strike that balance and create pop-ups that convert without alienating your audience.

Timing is Everything

When it comes to pop-ups, timing can make or break your user experience. Trigger your pop-ups strategically to maximize engagement:

  • After 5–10 seconds: This gives users a moment to absorb your vibe and content before you ask them for something. 
  • When users scroll 50% of the page: This indicates they’re engaged and might be more open to subscribing.
  • As an exit-intent popup: This utilizes cursor tracking tech to detect when users are heading to the exit button or address bar to leave your site and provides a last-chance offer or reminder to sign up.

Pro tip: Avoid showing pop-ups immediately upon page load. If they’re a new customer, how would they know if there’s any interest if they haven’t seen anything? It should come as no surprise, research shows that pop-ups triggered after 5 seconds convert 2x better than those that appear immediately.

Offer Real Value

People are more likely to engage with your pop-up if they feel they’re getting something worthwhile in return. Consider these tried-and-true incentives:

  • Discount codes: A simple “Get 15% off your first order” can work wonders.
  • Free shipping: Everyone loves saving on delivery fees. Like, literally everyone.
  • Exclusive access: Offer early access to a new product, sale, or piece of content.

Make it clear what they’ll gain from signing up, and don’t forget to deliver on your promises. According to OptiMonk, 80% of users are more likely to engage with a pop-up when it offers a clear benefit like a discount or freebie.

Stay Mobile-Friendly

With the majority of web traffic coming from mobile devices, your pop-ups need to be designed with smaller screens in mind. Keep these best practices in mind:

  • Size matters: Use smaller, unobtrusive pop-ups that don’t cover the entire screen.
  • Placement counts: Ensure the close button is always visible and easy to tap.
  • Test responsiveness: Make sure your pop-ups look great and function seamlessly across devices.

Surprise surprise, a bad mobile experience can lead to frustration and quick exits.

A/B Test Copy and Design

Even the smallest tweaks can have a big impact on your pop-up’s performance. A/B testing is key to finding what resonates with your audience:

  • Headlines: Test attention-grabbing phrases like “Don’t Miss Out!” vs. “Get 20% Off Today.”
  • CTA buttons: Experiment with different colors, sizes, and text (e.g., “Subscribe Now” vs. “Get My Discount”).
  • Design elements: Try variations in imagery, animations, or layouts to see what drives the most sign-ups.

Data doesn’t lie. Use analytics to guide your design decisions and continuously optimize your pop-ups for better results. Businesses that A/B test their pop-ups can see conversion rate improvements of 20% or more.

Charm Without Overloading

The best pop-ups feel like an extension of your brand. Keep the tone friendly and conversational while avoiding excessive text or clutter. A visually appealing, well-crafted pop-up can leave a lasting positive impression.

A Few Popups We’re Loving Right Now:

Maybe this isn’t everyone’s aesthetic cup of tea, but Everlane’s pop-up is simple, direct, and clean. There’s no confusion about what they’re offering, or how to get it.

Email Pop Up Example

Glossier is a beloved brand that expertly leverages insider access to get potential customers to sign up.

Email Pop Up Example

There’s a lot happening, but Olipop makes the list because they demonstrate the value in their sign-up by utilizing social proof to encourage customers to think, “Should I sign up for this too?”

Email Pop Up Example

 The placement of Fort’s mobile pop-up is as perfect as it is enticing. It stays with the customer so they can check things out before snagging a massive discount.

Email Pop Up Example

Bathing Culture makes a smart move on their desktop website by keeping product shots in view. Clicking out of the pop-up to see what’s going on isn’t necessary, so the likelihood of the pop-up being viewed as helpful is significantly higher.

Email Pop Up Example

Blume does a great job of connecting the dots between saving money and fixing a problem. Between that and gorgeous, chic branding, we can all but promise they’re converting left and right.

Email Pop Up Example

A clear brand identity and a mystery discount? Say less. We’re clicking through and signing up.

Email Pop Up Example

Conclusion

Creating email pop-ups that aren’t annoying is all about balance. With smart timing, valuable incentives, mobile-friendly design, and a commitment to testing, you can engage your audience and grow your email list without driving visitors away.

Need help perfecting your email pop-ups? At Coura, we’re experts at designing seamless, conversion-optimized experiences that your users will love. 

Contact us today if you’re ready to make your Shopify storefront work harder for you.