Those email opt-in popups you see on every other page on the Internet are probably the first thing that springs to mind when you think about expanding your email list.
In this piece, we’ll show you how to make an email popup that gets results without annoying your visitors and, ultimately, helps you collect more leads.
1. Customization is the key to an effective email pop-up
Personalization is one of the finest methods for making a successful popup in an email newsletter. The term “personalization” refers to the practice of showing a pop-up that is tailored to the individual user. A few things the popup may link to:
- The material a user is currently interacting with.
- Where a visitor came from (like a referring site or a social network).
- Details about the user, such as whether or not they are new to the site.
Although the depths to which personalization may go are vast, the advantages can be reaped with very little technological know-how. Among the first steps you can take toward customizing your email popups is to design dedicated newsletter popups:
- High-traffic articles might benefit from customized, contextual pop-ups.
- If another site sends you a lot of traffic, you may want to consider making a custom email newsletter popup only for its users.
- Send a “Welcome back” message to repeat visitors and encourage them to sign up for your mailing list.
To maximize your return on investment, you should zero down on the forms of personalization that prove most successful.
2. Provide a lead magnet as an incentive for site visitors
The use of an email popup is not always a two-way street. What do you have to provide in exchange for a visitor’s email address? “Updates”? Certainly, it could work for some folks, but the vast majority would rather have a more defined benefit.
A lead magnet (also known as a content enhancement) is perfect for this purpose. It is an incentive offered to website visitors in return for their email addresses. It’s no longer a one-way street; rather, you’ve entered into a genuine quid pro quo arrangement.
Everything from a supplemental resource, checklist, video, etc. may serve as a lead magnet. Discounts, free delivery coupons, and points are all effective lead magnets for online retailers. Essentially, all it has to do is provide something of value to your visitors.
Content upgrades, according to the study by Brian Dean, may raise registration conversion rates anywhere from 0.54% to 4.82%. More advanced strategies include integrating lead magnets with customization to provide unique, post-specific resources for your most popular articles.
3. Provide an appropriate photo
Using a picture in your newsletter popup can help it reach more people and be more effective. In addition to being more engaging than a standard popup, it may also aid in getting your point through or inspiring the desired reaction from site visitors.
Compared to conventional email popups, those featuring pictures have a higher rate of conversion.
Confused about what kind of images to use? Don’t immediately resort to using stock photos. Use visuals such as self-portraits, product shots, or even illustrative GIFs.
4. Make an opt-out button
A second button, commonly known as an “opt-out button,” is an additional, often-overlooked feature. There is some evidence that using opt-out buttons may assist you in modestly raising registration rates by getting visitors to rethink their decision to reject your offer.
One-button email pop-ups don’t perform as well as those with an opt-out option.
Your objective should not be to make visitors feel awful for clicking the rejection button; rather, it should be to postpone the desire to shut the popup without reading your CTA.
5. Time of your popup
How often do you get an email opt-in popup right when you visit a website? It’s obnoxious and not an effective recruitment strategy.
Why would visitors who haven’t taken any action on your site provide their email addresses? Being patient and waiting for the ideal moment to show your popup is a much superior strategy.
Think about this:
- Visit duration – show an email pop-up after X seconds.
- Views of the page – hold off showing the popup until the viewer has seen the page twice or three times.
- Display your email popup only when the visitor seems to be leaving your site (exit intent).
To go more precise with your triggers, you can check Google Analytics’s Avg. Session Length measure to determine how long a typical visitor stays on your site, and then schedule your popup to appear just before that time.
6. Use correct targeting rules to prevent bothering site visitors
When it comes to the nuts and bolts of making a successful email newsletter popup, triggers are half the puzzle, and targeting rules are the other half.
There is more to targeting than just matching content with an email popup, which we touched on briefly in the customization section. Your targeting rules also affect:
- Frequency of your email pop-ups among site visitors.
- How many people will notice your email pop-ups?
Let’s tackle the easiest one first. Even if your email subscription prompt is brilliant, the vast majority of your site’s visitors will still ignore it. To cut a long tale short, many individuals will choose to close the window.
You should avoid showing pop-ups every time a page is loaded. Instead, after the user has closed the pop-up, it should be hidden. You should at least give it a day before showing the prompt again. In an ideal world, you would wait at least two days before giving the visitor another popup.
Second, keep mobile users in mind. While pop-ups have been shown to be effective on mobile devices, they may be annoying if improperly designed. Because of this, you may need to take a new tack when making your popups mobile-friendly.
7. Make sure the title and CTA are easy to understand
Copywriting for email popups requires a few key elements.
First, remember that little is more. To keep their interest, you need to do it as shortly as possible before they click the close button. The headline is the first place to start. The title is the first thing that readers see and should entice them to keep reading. Aim to do the following in your headline:
- Express your value proposition clearly.
- Provide a reason for them to continue reading.
Both are very desirable. But sometimes just one will do.
After you have their attention with your headline, you can use the email signup CTA to further encourage them to provide their email addresses. Use a more specific term than just “Subscribe” for the button.
- Specify an unambiguous behavior (e.g. Send me Insights).
- Put yourself in the story.
The success of your email popup will depend on how well you craft its headline and call to action.
8. Make sure the look of your pop-up is consistent with the rest of the page
If you don’t want your email popup to bother your visitors, make sure it blends in with the rest of your site’s design rather than standing out.
In other words, your pop-up should look like the rest of your site: comparable and supplementary fonts, colors, images, etc. Aligning your email popup’s aesthetic with the rest of your site prevents it from becoming intrusive and instead makes it feel like a natural part of the user experience.
9. Try out several forms of less intrusive popups
The term “email popup” often conjures images of intrusive modal windows. There are, however, fewer “in your face” alternatives to popups that may be used.
Try out some variations on:
- Bottom bars
These forms of pop-ups may sometimes achieve the same goals with less potential for annoyance.
If you take the time to adopt these strategies, you’ll improve the overall user experience and see a rise in your email opt-in conversion rates.