5 Hacks to Get More Conversions on Your Email Popup

Woohoo Gamify

The attention span of internet users is decreasing by the day, and it’s no different when they visit your store. There’s a high chance that they get distracted by another brand or their environment, and leave without even making a sale — let alone an interaction. That’s where an email popup comes into play. 

For years, email popups have been given the name of being spammy or intrusive. But when it comes to being effective, using them is the one conversion optimization hack that never fails. 

Partly owing to their look, feel and nature, they are able to pop out and grab the visitor’s attention immediately. Even if it is for a fleeting second, you have that second to nudge this visitor to take the desired action before they leave.  

But just like social media, even email popups are overdone. No matter what site or online store you visit, they’re definitely using one to promote a product, a deal or simply ask the visitor for their email address in lieu of a coupon. 

Now think about the number of times you have closed these email pop ups as the end consumer. Many, right? 

Status quo 

Every store is following a similar strategy when it comes to using email popups.

They either use them to welcome a first-time visitor with a discount code as bait,  use the time spent or their intent to leave the site as triggers.

What’s common is that all they do is offer this visitor a coupon,  in lieu of their email address. It’s a simple give and take.

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But most online shoppers are willing to forego this easy-to-get discount to avoid being spammed by promotional emails later. 

Remember when the marketing maestros said, marketing that feels like marketing is not going to get you conversions? 

Simply put, while the good old email popups are still more useful than having none, it is time to change the strategy we use for them.

Hacks to create a high-converting email popup

1. Gamify the email popup

Instead of making this a barter and making the shopper feel it’s a coupon that they can get easily, gamify this give and take.

First, engage the shopper with a game like spin the wheel, reel of coupons, pick a gift or card dance. 

Let them know and feel that they need to ‘win’ this big discount coupon. Let them feel like they’re not going to get anything if they don’t play the game and win — keep them on their toes.

You can do this easily with apps like WooHoo. The app lets you add any of the above games to your email popup, create exclusive discount coupons that will be shared with winners and target them based on your preference - who you want to target and when. 

Ikonick grew its email list 10x faster by simply gamifying their email popup. They used the game of cards to set up a lucky draw for their store visitors. 

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The best part about gamification is that you don’t need to worry about giving out big discounts to make the shopper happy. You can control the probability of their winning and the maximum discount you want to give out to ensure you remain profitable. 

2. Personalize your email popups based on source and intent 

Most stores will use a generic email popup that promotes an ongoing deal or a discount for all their visitors. 

But when no two visitors are the same, why use the same message to try and capture their attention? 

Say, for instance, you’re running campaigns on Instagram and Pinterest. Now on Pinterest, you know users are mostly just looking for inspiration — there is a high chance they click through your ad, but not convert through it. 

On the other hand, if you’re using the ‘shop’ feature on Instagram, those visitors are going to be more willing to convert. 

That’s where personalization becomes important. 

You could create a custom email popup that offers the traffic driven from Pinterest, a 20% off on their first purchase. 

On the other hand, you could use the email popup to simply nudge your Facebook-driven traffic to subscribe to your newsletter for a welcome coupon code. 

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3. Make it conversational

Marketers treat email popups as a simple, promotional banner. That’s why they don’t put much thought into the copy on it. 

They would simply use a message that asks the shopper to sign up for their newsletter, and that they would send a discount code to their inbox. So what’s interesting and absolutely unique about that? 

In fact, what about that copy that would make the shopper want to interact with it? 

That’s why you need to focus on what your message says, or how you go about it. The popup copy needs to be as compelling as the offer itself. 

The best way to write a high-converting email popup is to make it conversational, following through your own brand guidelines while also creating a sense of urgency. 

Small changes like using the word ‘you’ and ‘you’re’ in the email popup copy; instead of the typical ‘get a 15% off on subscribing to the newsletter’. 

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The shopper must feel like your email popup is you starting a conversation with them, and not ordering them to do something. 

Struggling to write a good email popup copy? Read this guide on it to write a copy that converts shoppers into customers

4. Make your call to action clear and fun 

By choosing to be conversational, we don’t mean to add ambiguity — there's a fine balance. 

Your call to action needs to be crystal clear. What it should also do is reinforce your primary message. It’s like the final nudge you make to someone who’s hesitant buying a dress, ‘Hey! that’ll look really good on you.’ 

Additionally, make sure your call-to-action button stands out on the email popup. Even the color of the button has a big impact on consumer psychology and whether or not they choose to interact. 

ConversionXL wrote an interesting article on which colors convert the best

While the study suggests that there is no one-size-fits-all approach to a call-to-action button color, visual hierarchy matters. 

Picking a high-contrast color for the button stimulates a trigger in the consumer’s mind, nudging them to interact with it. 

5. Analyze and optimize your email popup strategy 

You may not consider this to be a hack, but you’ll be surprised that most online stores follow one popup strategy blindly. 

But just like the marketing channels you’re promoting your store on, experimenting with your approach is important. You need to continually change small elements of your email popup. 

For instance, change your copywriting style and see if it has an impact on the number of conversions. 

Next week, change the offer you’re makin. Instead of a discount, offer free shipping and see how many takers are there. 

Continually measure the impact of these changes you make to your strategy and then optimize it on the basis of actual data. 

If you see that shoppers prefer getting free shipping over an additional 10% discount, why would you want to continue offering that discount? 

Let your shopper data guide your strategy. 

Getting more conversions on your email popup 

A lot of ecommerce marketers would measure the number of impressions and clicks an email popup generates. 

While those numbers speak towards interest a shopper has displayed in what you’re offering, they don’t indicate actual numbers. 

That’s why you need to create custom coupons for the discounts you’re offering via email popups. This allows you to measure how many shoppers used the coupon and attribute the sales and revenue made towards the right channel, or pop-up.

That’s when you really know whether or not your email popup is successful at converting shoppers into subscribers and customers! 

What’s the one hack you’ve used to optimize your email popups for higher conversions? 

About the author 

Vanhishikha Bhargava is the Content Marketer at WooHoo, an app that enables online stores to gamify email popups for higher engagement and conversion rates. She’s always on the lookout for hacks to help online stores grow. You can connect with her on LinkedIn or follow her blogs here


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