Email Popup: Complete Guide with 15 Excellent Examples

09 November 2021 ~ 20 min read 2312 views
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Claspo Blog Email Popup: Complete Guide with 15 Excellent Examples

Email popup — is a little piece of information that is displayed over the website's main content. It helps you get new leads, newsletter subscribers, feedback, or boost your email campaigns.

It is designed to engage the user and get extra attention to a piece of specific information or an offer.

Typically, pop-ups include a call to action that encourages visitors to do a specific action – leave an email to create a list of users that are interested in your product or services.

Are pop-ups effective? Yes, they are, if done right.

A strong email popup helps you to:

  • Help visitors perform the desired action
  • Subscribe to your newsletter, promotions, additional information, etc.
  • Get email leads
  • Boost your campaign
  • And more

Here we will cover 15 email popup examples to see how they work and describe why you might need one.


  1. Email Pop-up Examples & Best Practices
  2. 7 Things to Take Care of When Creating an Email Pop-Up
  3. Conclusion

Email Pop-up Examples & Best Practices

Most often, online stores use pop-up windows to collect emails. But not every business owner or a marketing specialist decides to ask to leave an e-mail for free. The first-time visitor might be lacking brand awareness and just decline your subscription offer. Because of that many businesses offer additional discounts, free shipping, and other goodies for a simple subscription. It seems to work with many brands that provide both products and services.

Some brands don’t offer any rewards and just create engaging content that might be interesting for the user. In any case, it should work – just depends on your marketing strategy.

Get More Subscribers & Customers Now!

1. H&M

The worldwide-known brand H&M provides plenty of tidbits for a simple newsletter subscription:

  • A 20% discount on the first order
  • Free shipping for the newsletter subscription

This discount has no expiration, so the visitor can go back to shopping at any time.

H&M email subscription offer

H&M email subscription offer

Besides offering a discount and free shipping, the brand describes what exactly the user will receive if he or she subscribes to the newsletter. That’s a nice touch so your future client knows exactly what content will be in the mailbox. But make sure to state everything you want to share. If this is done poorly, you might lose the user and get a negative opinion of your brand.

2. The New Yorker

This is one of the most known newspapers in the world that offers a variety of news and topics to any taste. Anyone can find a piece of information to the taste, read some quality material and check the culture.

This is one of the brands that work on their awareness all the time with plenty of great material, promotions, and big names. The marketing team can be sure that people will subscribe just for the content itself. Even though they have extra campaigns, people still come here for the quality content and topics that others might not have.

The email capture pop-up is clean, minimalistic, and simple. The only highlighted element is the subscription button that brings more attention to the desired action. The other button is less attractive and is easier to miss.


The New Yorker subscription offer

The New Yorker email popup example

It is a great case where people come for content rather than for actual things.

3. Tower Puddle Boards

Instead of giving a discount to each customer, you can create a giveaway and give one big present to a lucky subscriber. Tower Paddle Boards online store gives one subscriber a surfboard every month, thus attracting new customers and retaining those who have already signed up for the newsletter.

Tower Puddle Boards subscription offer

Tower Puddle Boards email popup example

This pop-up has a bit of an unconventional look and is hard to notice right when entering the website. However, it has a direct text that means exactly what it means: subscribe and get the chance to get our top-notch quality board each month. Who would say no?

4. Mala the Brand

This brand offers curated candle monthly subscription boxes thus all their tone-of-voice is mellowy, friendly, yet inspiring. It is important to keep the brand’s voice in any kind of campaign, and this is exactly what Mala does with their pop-up offer. Kudos to that!

Mala the Brand subscription offer

Mala the Brand email signup popup

You can see that the language the brand uses is a bit more personal which gives a friendly feeling and a sense of trust. They also note that they won’t spam your incoming box since they know how hurtful it can be. And last, but not least, the Join the Club button creates a sense of community that many brands try to build.

However, it is better to emphasize things like 10% off that can trigger many users.

5. SwissWatchExpo

Pop-up windows with a countdown help push visitors to buy and increase sales. The discount, which is valid for several minutes, makes people more irrational and leaves no time to think twice or ask for advice.

SwissWatchExpo subscription offer

SwissWatchExpo email signup popup

The SwissWatchExpo watch seller offers a $100 discount and free shipping to those who subscribe and place an order within 15 minutes.

6. 100% Pure

This brand provides users with 100% natural cosmetics and products.

100% Pure mystery offer

100% Pure mystery email capture popup

100% Pure mystery offer reveal

100% Pure mystery email popup example

The brand added a bit of interactivity to their email popup. They’ve come up with a simple lottery design that brings excitement and hopes for a better reward. In the end, there might be one type of discount for all, but the first look makes the user stop and sees what’s going on. Besides, the user can personalize the offer and pick what types of products are the most interesting.

We hope that this idea played outright, and all people got the sense of a lottery and a chance of winning something bigger.

7. Hello Fresh

Hello Fresh presents healthy meal plans for a variety of diets, etc. that save a coin and keep bodies in best shape.

Hello Fresh subscription offer

Hello Fresh email pop-up example

Notice the popping photography that is just so colorful, fresh, and tasty, that users see that their meal plans are way better than their ramen noodles from yesterday. It is a service for mostly hard-working people that don’t have time to cook or don’t like it. That’s why it is important to connect with them with straight offers and vivid images.

It also offers $80 off for the first three orders which, probably, brings most of the customers. The message is bold and appealing. However, it is better to have less of a subtext that offers too much information. It seems that this subtext even isn’t that important. Try to move it and see that nothing really changes.

8. Unif

People sign up for more than just a simple newsletter that says that your business is ok. The pop-up promises customers that they will receive discounts and participate in closed promotions, but not right now. Unif clothing brand does the same. The only difference is that instead of a pop-up window, visitors see a horizontal banner. It does not overlap the main page and at the same time is highlighted in bright purple.

Unif subscription offer

Unif email popup example

Displaying the subscription form on the site is a question that each brand decides on its own. Ideally, it's best to try both options, pop-up and horizontal banner, and choose the one that works best.

9. Canva

Canva subscription offer

Canva email pop-up example

Canva brings excellent content in a form of design school projects every week. Once a visitor finished reading the article and is about to leave the page, Canva reminds us that a person can stay up to date with their latest news by subscribing to their newsletter. When a user subscribes, he or she gets a free design and branding instruction book for newbies. The green call-to-action button stands out from the rest of the pop-up.

In exchange for an email address, offer your audience something of value for free.

10. Reformation

Now think about this: people are so used to discounts that they are constantly waiting for them. But brands cannot cut the price every time. this will quickly devalue the product and decrease the overall profit. This means that you need to push visitors to subscribe in some other way.

Reformation email pop-up example

A simple and elegant solution: a nice, minimalistic design with a cool text, like the Reformation online store has. Their pop-up is laconic and rather witty in every sense.

11. Heidi Cohen

This example is taken from the website of a great blogger and speaker Heidi Cohen, who works in the field of media marketing. After reading her article, you will see an offer to regularly receive practical advice. A simple design draws attention to two main things: a header and a call-to-action button.

Heidi Cohen subscription offer

Heidi Cohen email popup example

When offering something for free, make sure that users know what they will get and understands what actions they need to take to subscribe. Use a simple color scheme for pop-ups.

12. Snow Monkey

Snow Monkey is a vegan ice cream retailer that wanted to target the audience based on their geography to maximize regional sales. They’ve started to collect emails with zip codes so they could send emails about their particular products and offers based on the closest store with their goods to the customer.

Snow Monkey subscription offer

Snow Monkey email popup example

Mostly you see email capture pop-ups that are designed in simple forms like rectangles, etc. It is ok, but if you want to create something more engaging and your branding allows you to do so, try different shapes and sizes. This will make your pop-up more memorable and outstanding.

13. P.E. Nation

P.E. Nation offers a big variety of outdoor clothing and they surely add new items quite often. Of course, they want to notify all users they can about new collections, discounts, sales, etc.

P.E. Nation subscription offer

P.E. Nation email popup example

This email is straightforward pop-up that is easy to understand so the user will have zero extra thoughts while reading this. 10% off brings more attention to the offer and boosts the chances of receiving the user’s email.

The color scheme stands out among others: it is clean and minimalistic which makes the pop-up understandable from the first look. However, it is a bit plain, maybe adding some color for the subscription button would help.

14. Bathing Culture

Bathing Culture offers, as you can guess, a large variety of bathing products, everything from a back scrub to a bath salt. And as a product brand, they’ve chosen the option of giving 10% off for signing to the mailing list.

Bathing Culture subscription offer

Bathing Culture email popup example

It is a far from ordinary pop-up that is hard to ignore. Notice how well the brand picked the design that adds to their bath visionary. The message is quite simple so each person understands clearly what is needed to do.

But this subscription offer lacks a bit of extra push. The email field and the Sign Up button are of the same color which is quite confusing from the first look. And the No, Thanks button is way too small. Such small and almost invisible buttons might be considered as manipulation.

15. Big Clothing 4u

The retailer's work is not limited to collecting leads. It is also important to connect with the user so he or she make another purchase in a while. It is always cheaper to retain a customer rather than finding a new one. Here, pop-ups can inform the user about special offers or provide a personal coupon.

Big Clothing 4u subscription offer

Big Clothing 4u email popup example

Big Clothing 4u online store offers a discount on the next purchase after a visitor placed the first order. Great motivation to come back.

7 Things to Take Care of When Creating an Email Popup

What should be the pop-ups look that will benefit your web project? After all, if you use them correctly, you will be able to replenish your contact base for subsequent email marketing activities.

Here are 7 tips that will allow you to look at pop-up windows in a new way, and also allow you to effectively use them on your website.

Make Your Own Email Pop-Up For Free

1. Don’t Show Pop-up Right Away

Showing pop-up window from the first seconds is like when meeting a person, instantly asking some personal questions – intrusive and ineffective. Let the visitor get to know you first, at least a minute. Let him or her know that you have a great product or provide top-notch service. And then offer to subscribe to your newsletter.

The optimal time for displaying pop-up windows should be selected individually. Indeed, depending on the scope of your business, as well as on the traditional scenarios of the behavior of visitors, the time will be different.

2. Remember Cookies

It gets annoying when the same ad is chasing us everywhere. Therefore, remember the user's action with your pop-up, and do not show repetitions. For example, if I have already subscribed to your newsletter via a pop-up, then why would I suggest doing it again? By remembering cookies, you can avoid unnecessary duplicates. And keep you in good standing among the site visitors.

3. Link Pop UPS to the Content

The content of the pop-up should be a logical continuation of the main content.

Consider what, in addition to the mailing list, you can offer a website visitor in exchange for the email. Free demo access? Or a video tutorial course? It is important to give something useful because just so few people want to leave their contacts.

4. Highlight the Pop Up on the Page

The pop-up should be visible and not merge with the rest of the information on the page. For example, you can darken the background a little so that the pop-up is conspicuous and does not distract from its content.

Experiment with the placement of the pop-up and its size. There are great examples when the gigantic pop-up appears on the full screen. And for cautious companies, you can try using the pop-up at the side of the page.

5. Take Care of Usability

Even something as small as a pop-up should be user-friendly. There should be the following elements:

  • Clear text that states what you’ll receive for a subscription
  • The place to enter the contact
  • CTA element
  • The possibility to close the window
  • Information privacy and spam protection
  • Social proof

6. Copywriting is Important

A pop-up headline that motivates to subscribe, a little text describing the benefits of subscribing, and even the name of the CTA button matters. You have a very limited number of characters to convince a person to give you their contact. Therefore, formulate your USP as succinctly as possible. If positioning permits, you can use humor, this is conducive to trusting relationships.

Experiment with the text on the CTA button. Try to name it not Subscribe, but, for example, Upgrade Yourself

7. Keep Testing

All of the above need to be tested. How long does it take to show the pop-up? Which headline is catchy? Which button is clicked better? Where is the higher conversion rate? What can be removed and what can be added? Everything needs to be tested, since there is no recipe for the success of the pop-up, everything is very individual. Therefore, try, measure, and look for the option that will work for you.


Despite the negative attitude towards pop-ups among users, they remain an important tool for converting site visitors into leads. It is important to balance between being useful and annoying.

Never forget these simple rules when creating a pop-up:

  • Think about your users first and then think about your brand.
  • Offer something free of charge before asking for an email.
  • Make your pop-up appear at the right time and in the right place.
  • Provide site visitors with a convenient option to close the window if they do not want to become part of your community.
  • Don't forget to include your brand-specific ingredients in the pop-up design.
  • Use different colors for the CTA button and its text to be sure that everything can be seen.

Pop-up is a promising and useful business tool that allows you to quickly build communication with customers. Pop-ups can increase website conversions, build a warm lead base, expand your customer base, and gather useful information. But you need to use them carefully so that site visitors do not see annoying ads, but a pleasant addition.

We wish you high conversions. Ask for help if you want to create a killer pop-up window for a subscription but don’t know where to start!

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