Email pop ups are now a marketing necessity. The tactic is incredibly effective for email capture, website traffic conversion, and visitor engagement. So the question is no longer "Should I use an email pop up?" It's now "How do I get the best results out of my email pop up?"
One simple way to convert more traffic through email pop ups is through design. This is essentially a quick sales pitch for your brand and newsletter which needs to be good if you want to convert visitors. Here's a short checklist of design aspects to consider when creating an email pop up.
- Marketing copy - Show personality, spur action, and create need/urgency
- Imagery - Visually grab attention, showcase products or services
- Branding - Match the pop up to website design and company branding
- CTA (call to action) - Engaging button copy and button color
- Value proposition - Why should someone enter their email? Could be an incentive, promotion, or simply why your newsletter is valuable to them.
Below, I've provided 10 email pop up designs along with a few specific characteristics that have led to superior email capture results.
1. Email Capture Pop Up by Mountain Standard
Marketing Copy/Incentive: In most cases, straight forward copy tends to work the best. The headline boldly grabs a visitor's attention and tells exactly what action must be taken to receive the value, in this case, a discount. This is a great example of marketing copy to start with. You know it's going to work. If you feel like getting a bit more creative, you can adjust the copy and A/B test it against the original.
Clear Branding: Mountain Standard uses the same color scheme as their website and also includes their logo. This gives the pop up a clean and consistent look that represents the brand effectively.
Beautiful Photography: A black and white landscape of a hazy mountain range, now isn't that pleasant? Not only is this a spectacular background but also associates with Mountain Standard's ideal customer, the outdoor enthusiast.
2. Contest Pop Up by Karmaloop
Giveaway Incentive: Want to grab a new visitor's email? Then run a contest! This is an extremely engaging promotion and visitors are highly likely to submit an email to receive significant value. Karmaloop runs a weekly gift card giveaway to drive email list growth.
Photography aligned with brand: Lifestyle and product photos that represent your brand are a great way to customize your email pop ups. Streetwear brand, Karmaloop, uses a hip photo of a man sporting some of the latest styles.
Pop Up Color: Sometimes it's a good idea to match pop up color to your website's design. However, using a completely different color scheme can make your pop up stand out and attract eyeballs. Go for colors that make sense, not colors that may burn retinas. Karmaloop has a great example of how to use a different color scheme without interfering with their current website design.
3. Pop Up Promotion by Shinesty
Clever Headline: Clever copy, when done right, can effectively engage a visitor, draw some laughs, and spur action. The headline "emails suck, ours don't" resonates with online shoppers and by this simple association, shoppers are more likely to subscribe.
Relevant and Fun Imagery: Does anyone still eat spam? Rhetorical question. All jokes aside, this image is awesome. It aligns with the pop up copy, shows off some Shinesty Apparel, and shows the dislike for spam emails. Again, siding with the shopper.
Incentive and CTA: Shinesty uses a simple $10 off of orders over $30 which is a mutually beneficial offer. Shoppers get a discount and Shinesty has a consistent dollar amount discount so they know exactly what they are giving away (as opposed to percentage off).
The CTA "Get $10" is incredibly engaging and makes the shopper want to submit their email.
4. Email Pop Up by Wee Squeak
Adorable Photo: This pop up shows off a cute lifestyle of a little girl running in her Wee Squeak shoes. This image also acts as a visual cue with the girl running toward the copy. This causes your eyes to subconsciously move directly to where the girl is facing.
Actionable Headline: A clear headline will relay your message most effectively. Wee squeak takes it a bit further by adding some urgency. The simple addition of "Hurry" can cause a shopper to take action. Another option is to use a count down timer.
First Purchase Incentive: Getting shoppers to purchase from you for the first time is no easy task. To make this easier, Wee squeak offers first time shoppers an incentive of 10% off their order. This is a no brainer promotion to run for first time visitors.
5. Contest Pop Up by Tower Paddle Boards
Product/Lifestyle Photography: Anytime you can showcase your products in beautiful photography to shoppers, it's always a good idea. This photo from Tower Paddle Boards grabs attention and is perfect for their promotion.
Big Ticket Item Incentive: Tower not only chose a big ticket item for their contest but also an item that is attractive to their ideal customer. This way, they know they are capturing emails from people who are interested in their products. Big ticket items drive tons of email sign ups!
Layered Imagery: I haven't seen many pop up designs with layered background imagery but it really adds an attractive element to the pop up. It just looks great on their site.
6. Discount Promotion Pop Up by UProtein
Bold Offer: There's no missing what this pop up is offering. While, 5% may seem like a small discount, every little bit matters. Also, as a business, you need to use promotions that make sense with your margins. Discounts are always a great incentive to drive email sign ups and can also prevent shoppers from coupon hunting and price hunting.
Nice Branding: This email pop up fits the website design perfectly and looks like it took some significant time to develop (but it didn't).
Badges: Credibility and trust is critical for any successful ecommerce business. UProtein showcases their guarantee, shipping cost, 20 years in business, and secure shopping. These badges are a great thing to put right in front of shoppers with an email pop up.
7. Free Shipping Promotion by Beloved Shirts
Unique Font: Beloved Shirts always likes to have some fun with their pop ups. This is no exception. The "Mega Sale" is tough to miss and fun. I'm drawn in, that's for sure.
Simple Copy: While the headline is fun, the copy is informative on what action needs to be taken and what value will be received. Free shipping is also an incredible sales driver!
Coupon Code Within Pop Up: Letting your shoppers know that the coupon code will appear inside of the pop up makes it easier on the shopper. They can immediately receive the benefit without having to wait for an email and as a retailer, anytime you can keep a shopper on your site, that's a positive.
8. Exit Intent Pop Up by U.S. Patriot Tactical
Personalized Exit Headline: Since this is an exit offer, this only shows to visitors who are about to leave your site. By using a unique headline to cater to leaving visitors, you're more likely to grab their attention and get them to take action.
Perfect Exit Visual: U.S. Patriot Tactical picked the perfect image for an exit offer. As a leaving visitor, it's pretty hard not to interact with this pop up.
Capturing More Info: While using a single field opt in form is the easiest for visitors to submit, there are benefits to using multiple field forms. This is a perfect example of additional fields that are relevant. It's only one additional field and asks for "Area of Service." This additional field will result in more targeted emails for subscribers.
9. Gated Content Email Pop Up by Momentum Mag
Asking a Question: Momentum Mag engages traffic with a popular question that many have interest in the answer. They immediately provide an incentive with a free downloadable guide. This is a perfect example of how to use gated content to drive email signups.
Associated Imagery: Bike owners most likely own one or two types of the bike locks displayed. This imagery pulls them in by association and drives engagement.
Strong CTA: Copy on a CTA always needs to be tested... But this copy is damn near perfect. It spurs action and uses two words that are known for driving conversions: "Get" and "Free". Here's a list of other conversion driving words to use in pop up and CTA copy.
10. Email Capture Pop Up by Packed Party
Welcome Message: It's important to recognize that you are actively engaging visitors on your site. Packed Party keeps it simple with a bold welcome message.
Pastel Grabs Attention: I spoke to using unique color schemes earlier in the article. While this doesn't match their website color scheme, it still aligns with their brand and also grabs attention which is key for email pop ups.
Playful Copy: It's always nice to show some personality and also set some expectations for your email newsletter. I love this copy that Packed Party went with. The only thing I'd change would be to make the 10% off a bit larger. It may grab some more attention.
Design Your Own!
Pop up design isn't rocket science but there are definitely a few aspects to be aware of. These 10 email pop ups above are great examples and I encourage you to draw inspiration from them when creating your own. Get started with Justuno here!
Interested in achieving more with email pop ups and promotions? Grab a copy of The Ultimate Guide to Holiday & Seasonal Promotions packed with a calendar, Helpful tips, key stats, and seasonal trends! Get the free e-book below!