How to Create an Email Newsletter Popup That Converts (2025)

Our data shows that modal email popups can convert an average of 7.39% of visitors on mobile, and 4.44% on desktop. When done right, they’re still one of the most effective ways to grow an email list.

In this guide, we'll cover ten proven newsletter popup best practices with real-life examples. If you want to create one for your website, you can do it for free using Getsitecontrol — an email marketing platform with a powerful popup builder on board.

10 Best practices for email newsletter popups

Below, we'll cover ten tips for creating an email newsletter popup that will get you more subscribers without coming across as annoying.

1. Make the entry point easier with a two-step popup

Instead of displaying an email signup form immediately, consider using a two-step approach. First, ask visitors if they want an offer, and only show the form if they agree.

Here is an example from Michelle Vella, an online art store:

Two-step email newsletter popups have been trending recently, and for a good reason! They leverage the Zeigarnik Effect, which suggests that people are more likely to complete a task they've already started. Additionally, it's generally easier for users to begin interacting with a simple button click rather than filling out a form immediately.

2. Offer an incentive for subscribing

If you're asking for an email address without offering anything in return, most visitors will skip right past your popup. “Updates” might work for established brands, but most people need a clearer reason to subscribe.

That's where a lead magnet comes in — something valuable you offer in exchange for an email address.

For ecommerce brands, the most effective lead magnets are discounts, free shipping coupons, or reward program points. In the example below, Aussie Ice Baths offers a 10% discount that both grows their list and drives first-time purchases.

This popup is created with Getsitecontrol

Content-based businesses can offer bonus resources like checklists, buying guides, or webinar recordings. These content upgrades demonstrate your expertise while keeping visitors engaged with your brand.

Our study, based on of hundreds of ecommerce websites, shows that lead magnets can increase newsletter popup conversions by over 150%.

To maximize impact, match your lead magnet to the page content. Writing a post about launching a t-shirt store? Offer a launch checklist that follows the steps. Displaying your popup on a product page? Offer free shipping on that purchase.

3. Ask about email preferences

Instead of sending the same emails to everyone, collect preference data at signup, so you can send relevant product suggestions. A simple question or checkbox lets you segment subscribers based on what they actually care about.

Fashion retailer Sixth June asks new subscribers to choose which product category interests them: male or female collection. This one extra field means every future email can be targeted to subscribers’ stated interests.

“Personalized emails to segmented lists drive up to 18x more revenue than broadcasts”, according to Michael Melen, a co-founder of SmartSites digital marketing agency, so tagging new subscribers is definitely worth the effort.

You can ask visitors about:

• Product categories they shop for (men's, women's, kids')
• Problem they are trying to solve
• Content topics they want to read about
• Email frequency preferences (weekly vs. daily)
• Shopping occasions (work, gifts, personal use)

4. Add an attention-drawing image

Images can increase email signup rates by over 60%, so adding one to your popup is always worth it.

Not only will it capture your visitors’ attention better than a plain popup, but it can also help you convey your message or evoke the right emotion.

The popup on Comet Skateboards’ website (example below) is a masterclass in choosing the right image. The photo instantly conveys the thrill and attitude of the brand and makes the offer feel more authentic and irresistible.

Unsure what kind of visuals to use? Resist the urge to use stock images. Consider using your product photos, photos depicting your customer persona, or images resonating with your audience.

5. Add an opt-out button

Another detail that is often overlooked, is a second button, also known as an “opt-out button.” Opt-out buttons are designed to make visitors reconsider your offer before rejecting it, and there’s evidence that they can help you slightly increase signup rates.

Here is what to write on the opt-out button:

• No, thank you
• Maybe next time

Whatever you choose, remember that your goal is not to make your visitors feel bad about their decision, but rather to delay the impulse to close the popup without reading your CTA. For example, there’s no need to use phrases like “No, I’d rather pay in full” or “I don’t like discounts” unless this tone of voice or humor aligns with your brand.

6. Time your email newsletter popup

Have you ever landed on a website only to be met immediately by an email opt-in popup? It's annoying, and not a very good way to get people to sign up.

Instead, a much better approach is to be patient and wait for the right time to display your popup.

The triggers you can use to display your email newsletter popup are:

• Time on site
• Exit intent
• Scroll depth

An excellent example of a store using timing strategically is Mosaic Journal. Their email newsletter popup appears either after a visitor spends 25 seconds on the website, or after a 55% depth page scroll — whatever happens first. Its conversion rate is a whopping 7%.

This popup is created with Getsitecontrol

If you want to get scientific with timing, you can use your Google Analytics’ average engagement time metric to see how long an average visitor engages with your site, and then set your popup to display a little before that.

7. Ensure compliance with GDPR

Depending on where your business operates, your newsletter popups must comply with GDPR, CCPA, and similar data protection laws. Beyond legal requirements, transparent consent builds trust and creates a more engaged email list.

Although brands approach this differently, the best practices are the same.

Collect explicit consent

Add an unchecked consent checkbox with clear language like “I agree to receive marketing emails from [Brand Name].” Never pre-check it: consent must be actively given.

Make it easy to access policy details

Include a link to your privacy policy and be specific about what subscribers are signing up for. For example, instead of vague “updates,” say “weekly product launches and exclusive offers.”

The popup on the Reverie Hats website checks all boxes and serves as an excellent example to learn from.

8. Create compelling headline and CTA

Your headline and call-to-action button are the two most important pieces of copy on your popup. Get them right, and visitors will stop scrolling and read. Get them wrong, and they'll close the popup immediately.

Your headline should:

• Clearly communicate the value
• Stay under 10 words
• Hook attention

Take this headline and CTA from Userlist’s popup.

This popup is created with Getsitecontrol

It's attention-grabbing, straightforward, and perfectly aligned with the needs of their website visitors.

Your email signup CTA should:

• Describe the specific action
• Stay under 5 words maximum
• Use action verbs like “get,” “claim,” or “send”

Skip generic “Subscribe” buttons. Instead, focus on what the visitor receives: “Get My Discount,” “Download the Checklist,” or “Join the Club”.

9. Match popup design with your page

If you want to avoid annoying your visitors with your email popup, it's important that your popup feels like a cohesive part of your site, rather than a random intruder.

To make sure that your popup's design fits with the rest of your site, use similar/complementary:

• Fonts
• Colors
• Images
• Etc.

For example, athleisure brand Lululemon includes its brand’s red, white, and black color scheme, an athleisure-themed image, and its logo on its website popup design. This makes the popup look like a natural extension of their website, rather than making it feel intrusive.

Another example is an email newsletter popup from Urbankissed, an ethical fashion marketplace. Designed in Getsitecontrol, it appears after a visitor spends at least 15 seconds on the website.

Sophie Burner, CEO of Urbankissed, shares that her team was able to grow their email list by 250% within a year after switching from an inline signup form to this popup. “Getsitecontrol provided us with the powerful features and customization options we needed to create effective and engaging popups, while maintaining brand aesthetic”, says Sophie.

Consistency in design not only enhances the visual appeal but also reinforces brand recognition, making the popup more welcoming and less likely to be perceived as intrusive by visitors.

10. Try less aggressive popup types

Apart from modal forms and fullscreens, there are other types of popups appearing less “in your face”, while attracting those genuinely interested in hearing from the brand. For example, the subtle email newsletter signup form below appears as a sticky bar on the Roadskin website, yet it converts 2.9% of visitors into subscribers.

For a more subtle experience for your visitors, consider using:

• Slide-ins
• Teasers (floating buttons)
• Sidebars
• Bottom bars

Create high-converting newsletter popups with Getsitecontrol

You don't need to be a designer or a developer to add effective email popups to your website and start growing your list. With Getsitecontrol, you can choose from a gallery of professionally designed templates, customize them to match your brand, configure timing and targeting rules, and publish within minutes.

Once your popup is live, you can track performance through an intuitive analytics dashboard, tweak the details, and run A/B test for optimization purposes.

Beyond that, Getsitecontrol lets you set up automated welcome emails and nurture sequences within the same platform. This means you can immediately begin building relationships through personalized email campaigns, turning one-time visitors into loyal customers.

Go ahead, register an account, and try it for yourself!