6 Email Subscription Popup Examples to Increase Conversions

Have you ever visited a website and thought, “This content seems helpful, I wish there were a way for me to receive more information like this in the future easily”? Well, you’re not alone. 

As an online business owner, keeping your existing customers informed and bringing back returning visitors is key to growing your business over time. One of the most effective ways to do this is by offering an email subscription – but only if you implement it properly. 

In this article, we’ll look at 6 creative email subscription popup examples that will boost your conversion rates and help you build your email list. From simple to more complex designs, these opt-in forms have been proven to engage customers and get them to sign up.

Let’s get started!

What are Email Subscription Popups?

Email subscription popups are small windows that appear on a website, prompting visitors to enter their email addresses and subscribe to the website’s email list. They can be triggered by various events, such as when a user lands on a webpage, reaches the end of an article, or attempts to exit the site.

These popups are designed to catch visitors’ attention and encourage them to subscribe, typically by offering a valuable incentive in return.

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Importance of Email Subscription Popups for Website Conversions

There are several reasons why email subscription popups are important for website conversions:

  • Increased email list: By prompting visitors to subscribe, you can grow your email list and expand your reach. This lets you stay in touch with potential customers and update them on new products, services, or promotions.
  • Better engagement: Email subscription popups can help engage visitors by offering them value in return for their email address. This can be a discount, exclusive content, or even a freebie. By providing an incentive, you are more likely to capture their attention and encourage them to take action.
  • Improved conversions: With a larger email list and engaged subscribers, you can increase your chances of converting visitors into customers. Regularly sending out valuable content and promotions can build trust with your subscribers and encourage them to purchase.
  • Targeted marketing: Email subscription popups allow you to target specific audience segments. For example, you can customize popups for first-time visitors, returning visitors, or those interested in a particular product or service. This allows for more personalized and effective marketing.
  • Reduced cart abandonment: By utilizing exit-intent popups, you can capture the attention of visitors who are about to leave your site without making a purchase. By offering them an incentive or reminding them of items left in their shopping cart, you can convert them into customers before they leave.

Key Elements of Effective Email Subscription Popups

For email subscription popups to be effective, a few key elements should be considered: 

Clear and Compelling Headline

The headline is the first thing visitors notice. The headline should clearly state the value proposition and why the subscriber should sign up. It should be attention-grabbing and entice visitors to take action.

Clever copywriting

The copy should be well-written and persuasive, using language that resonates with the target audience. Creativity in copy can make the popup memorable. This can help increase the chances of conversions.

Eyecatching designs

In addition to an appealing design, using colors and images can make a difference in capturing attention and encouraging visitors to sign up. Use high-quality images or graphics that complement the overall aesthetics of the website. Consistent branding elements help in creating a cohesive look.

Call-To-Action (CTA)

The CTA button should stand out and state users’ actions, such as “Subscribe Now” or “Get Updates.” Make it visually prominent with contrasting colors. An effective CTA compels users to take the desired action.

Easy Opt-in Process

Keep the opt-in process simple and user-friendly. Minimize the number of required fields in the form. Consider using a single-field email input for a seamless experience. A quick and easy opt-in process reduces friction.

Privacy Assurance

Building trust is fundamental. Address privacy concerns by including a brief statement assuring users that their information is secure and won’t be shared with third parties. Adding links to the privacy policy can provide transparency.

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6 Email Subscription Popup Examples to Increase Conversions

Below, you’ll find examples of outstanding email subscription popups from various e-commerce websites, analyzed for their smart design and copywriting tactics that aided in increasing conversions.

Tommy Hilfiger USA

Tommy Hilfiger’s popup combines brand loyalty with a tangible reward. With a crisp white backdrop, the popup showcases an alluring incentive – ‘20% off your first order when you sign up.’ The blue CTA button screams Tommy’s iconic branding, urging customers to ‘Sign Up.’

Tommy Hilfiger USA
Tommy Hilfiger USA

Analysis: The headline promises immediate value, while the copy keeps it straightforwardly. Its design aligns with the brand’s color scheme, enhancing brand consistency and recognition.

Impact: By offering an immediate discount, the brand effectively converts visitors into subscribers and potential customers, leveraging conversion and sales.

The Sill

The Sill’s popup offers a unique twist on the traditional email subscription. Instead of just asking for an email, they offer a discount in exchange for signing up via text message.

The sill
The sill

Analysis:  The Sill caters to different preferences and increases their chances of capturing emails by offering a discount and an alternative opt-in method. The copy is straightforward and addresses potential concerns about privacy and consent. The asterisk disclaimer also adds transparency.

Impact: The Sill effectively captures customer emails by offering a unique opt-in option and addressing concerns. They also collect valuable phone numbers for future text message marketing.

Burt’s Bees Baby

Burt’s Bees Baby combines a powerful discount incentive with the promise of organic, chemical-free baby products.

Burt's Bees Baby
Burt’s Bees Baby

Analysis: The headline speaks directly to the target audience, new parents, and highlights the brand’s use of organic materials. The popup’s design is simple and visually appealing. The CTA button stands out in contrasting yellow, urging customers to ‘Sign Up.’

Impact: By targeting new parents and offering a valuable discount, Burt’s Bees Baby successfully captures emails of interested potential customers and potentially converts them into loyal shoppers.


KitchenAid offers visitors a 10% discount on select countertop appliances when subscribing to their email list. The popup background showcases one of their iconic mixers in a vibrant red, while the form fields are nestled neatly beside the headline.


Analysis: The copy promises an immediate benefit and assures visitors of their data privacy – both crucial elements for trust-building. The design features their famous mixer, driving brand recognition and product appeal.

Impact: By offering discounts on products they are already interested in, KitchenAid successfully drives conversion and sales while building a reliable email list. **


Wheels.ca’s popup offers a trial subscription, allowing users to ‘Try 8 weeks for $36, with an attention-grabbing red CTA. The text below the offer also assures users they can cancel anytime.


Analysis: The design is simple yet eye-catching, and the copy focuses on value and flexibility. Wheels.ca creates a sense of urgency by using a limited-time discount, increasing the likelihood of a subscription.

Impact: The offer is enticing and has a low commitment, making it an effective method to attract new subscribers while showcasing the value of their service.

Adored Vintage

This popup’s vintage vibe is delightful. The ‘Join Our VIP List’ headline and The carefully chosen rustic backdrop enhance the overall vintage ambiance. It creates an inviting atmosphere for visitors to become part of an exclusive community. The top-notch discount offer – ‘Save 10% off your first order’ – seals the deal.

Adored Vintage
Adored Vintage

Analysis: The retro aesthetic speaks to a specific audience, giving the impression of being part of an exclusive club.  Introducing a discount enhances the sense of urgency and offers compelling value.

Impact: By exclusively targeting first-time buyers with a discount code while also tempting them with VIP benefits, Adored Vintage skillfully converts visitors into loyal customers.

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Frequently Asked Questions

What is the best time to show an email popup?

The timing depends on the website’s content and goals. Some websites use entry popups, while others prefer exit-intent popups. Testing different timings and analyzing user behavior can help determine the optimal timing.

How can I optimize my Email Subscription Popup for better conversion rates?

To optimize conversion rates, ensure the popup is visually appealing, has a compelling call-to-action, and offers something valuable in exchange for the visitor’s email address, such as a discount, exclusive content, or updates.

How often should I show an email popup?

The frequency of showing an email popup can vary depending on your website’s purpose and visitors’ behavior. It is important to balance not being too intrusive and still capturing visitors’ attention. A/B testing can help determine the optimal frequency for your specific audience.

How can I avoid spammy or aggressive tactics with Email Subscription Popups?

To avoid being perceived as spammy, be transparent about what subscribers will receive, avoid excessive popups, and allow users to opt-out easily. Providing an option to dismiss the popup without subscribing is also a good practice.

What information should I collect in an Email Subscription Popup?

Generally, asking for only essential information, such as the visitor’s email address, is recommended to increase conversion rates. Additional details can be collected later through targeted email campaigns.

What are some common mistakes to avoid when using email popups?

Avoid common email popup mistakes like being intrusive, lacking incentives, and not targeting your specific audience.  It is also important to regularly review and update your popup strategy based on metrics and visitor feedback.  

Can I customize my popup according to user behavior?

Many email popup plugins allow customization based on user behavior. For example, showing a different popup to returning visitors versus new visitors or tailoring the popup based on their visited pages. This level of personalization can greatly enhance the effectiveness of your popup in capturing subscribers and converting them into customers.

How can I make sure my popups are not intrusive?

To ensure your popups are not intrusive, it is important to carefully consider the timing and frequency of displaying them. You should also ensure the design and copy are visually appealing and relevant to your brand image and target audience. Additionally, offering value or incentives in exchange for contact information can make the popup more enticing rather than annoying. 

How do privacy laws affect email subscription popups?

Privacy laws like GDPR in Europe or CCPA in the US require explicit consent from website visitors before collecting personal data. Email subscription popups must comply with these laws and clearly communicate data usage policies. They can be valuable in growing your subscriber base and increasing conversions. Ensure your popup strategy is updated to avoid legal issues. 


Email subscription popups can be a powerful tool for increasing conversions and growing your audience. From the different examples we explored, it is clear that there is no one-size-fits-all approach when it comes to creating effective popups. 

However, by following best practices such as targeting the right audience, using compelling copy and visuals, and offering valuable incentives, you can see significant results. So, don’t be afraid to test and experiment with different types of popups to see what works best for your website and your audience. 

With these tips in mind, you can create an email subscription popup that not only captures attention but also converts visitors into loyal subscribers. Remember that building an email list is crucial for long-term success in any online business or blog, so don’t overlook the power of a well-crafted popup. 

Start implementing these ideas today and watch your conversions soar.

Asif Reza
Asif Reza
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