15 Email Popups That Actually Convert

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15 Email Popup Examples (With Takeaways)

Let’s be honest — popups have a bad rep. We’ve all been annoyed by them. But here’s the twist: popups still work — when done right.

Below are 15 real popup examples from popular brands. You’ll see what works, what hurts conversions, and quick takeaways you can apply today to your own list-building strategy.

1. Kiehl’s

Bright visuals, a best-selling product as the focal point, and clear copy: this popup is a gift, not a demand.
Instead of asking for your email in exchange for a discount, they show you the code upfront. That small shift builds trust — you’re not being forced to hand over data to get value.

Takeaway: Treat your popup like a welcome gift, not a trade.

2. Mankind

Brand colors match, visuals are clean, and the incentive is strong. They’re offering discounts, exclusive offers, and early access — all clearly stated.

Takeaway: Tell people exactly what they’ll get. Don’t leave it vague.

3. P&O Cruises

Beautiful design — but the offer is bland: “Sign up for fantastic offers.”
No clear incentive. Plus, the form it leads to is long, which adds friction. The experience quickly goes from appealing to frustrating.

Takeaway: Always balance design with clarity and simplicity.

4. Copyblogger

They nail the copy: free training, big success metrics, urgency (“This will turn into a paid product”), and social proof (expert testimonial).
The CTA isn’t passive — it’s “Get the Free Training” — which feels like a benefit, not a chore.

Takeaway: Layer benefits, urgency, and credibility for high-converting popups.

5. Grenade

This one’s bold and very “on brand.” The incentive is high: a free box of protein bars.
Even the decline button adds pressure: “I don’t like offers.” A bit cheeky, but effective.

Takeaway: Don’t be afraid to inject personality, especially if your brand allows it.

6. Fender

Simple popup, offering 5% off. It may not seem like a lot, but considering the high price of their products, it adds up.
Bonus points: it gives users the option to skip without pressure.

Takeaway: A small reward can still work — if it’s aligned with the product value.

7. Gibson

Slick design, but a bit of a misfire. They ask for your name, email, and birthday — and offer nothing in return.
Compare that to Fender’s easy signup and clear value… and Gibson’s feels like work.

Takeaway: Less friction = more signups. Always.

8. Filofax

A great example of doing less, better. No clutter. Just a clean design and a simple message.
Sometimes, clarity wins over cleverness.

Takeaway: Simple popups work, especially when they’re visually calming.

9. OptinMonster

They know what they’re doing — after all, it’s their product.
The headline grabs you, the trust badge (“1,000,000+ websites”) seals credibility, and the 60% discount is hard to ignore.

Takeaway: Make your value impossible to miss.

10. Kindlepreneur

The popup is understated but powerful. It speaks directly to the user: “Want to sell more books?”
There’s even a countdown timer for urgency. It feels helpful, not spammy.

Takeaway: Speak to a clear, specific goal your audience wants to achieve.

11. Huel

Clean and modern, which fits their brand.
They ask for your phone number — which might hurt conversions unless you explain why. (Spoiler: they don’t.)

Takeaway: If you ask for more than an email, give a reason.

12. Jellycat

Adorable popup. Super on-brand.
But… no incentive. No offer. Just vibes. It banks on brand love — which may not work for everyone.

Takeaway: Even cute needs clarity. Tell them why to sign up.

13. Pret

Uses a top-of-screen popup bar. It’s subtle and doesn’t interrupt, which is great for UX.
But subtle also means easy to ignore. Lower impact, lower conversions.

Takeaway: Choose subtlety only if the goal is gentle brand presence, not list growth.

14. Apple TV+

Sticky bottom bar — same story as Pret. It’s ever-present without being annoying.
A smart choice when you don’t want to disrupt the browsing experience.

Takeaway: Popups don’t always have to be in-your-face. Stickiness can work too.

15. Reiss

Slide-in form from the bottom right. Looks clean, but… they ask for your phone number, not email.
That’s a hard sell unless your brand has high trust or a clear reason.

Takeaway: Know your audience’s comfort level before asking for personal info.

Final Thoughts

A good popup doesn’t just “appear.” It connects.
Whether that’s through a great offer, a pain point you solve, or a fun brand tone — the best popups make signing up feel easy and worth it.

Want more conversions? Test often.
Simplify. Clarify. And always put the user first.

📰 Today's Headlines in ecommerce

Skechers is going private in a $9.4B deal as 3G Capital acquires the company, paying $63 per share in cash. Analysts say this reflects long-term confidence in the footwear sector despite tariff risks.

Nike has named a new brand president amid a leadership shuffle. As part of the change, Amy Montagne will take over the Nike brand, while Heidi O’Neill retires after 26 years with the company.

Wayfair’s customer base continues to shrink, even as Q1 revenue remained flat. Executives remain optimistic, highlighting the company’s marketplace structure and ability to weather tariff pressures.

Adidas says that if tariffs persist, “of course there will be price increases”. CEO Bjørn Gulden noted that the increases haven’t been implemented yet and that Adidas will follow the lead of others in the industry.

Target has refreshed its Boots & Barkley pet brand with new products and packaging. Two-thirds of the revamped lineup is priced under $10.

Nike and Under Armour are among nearly 80 footwear brands urging the U.S. government for tariff exemptions ahead of back-to-school season, warning that inventory shortages could soon hit U.S. consumers.

Retail leaders are looking to strengthen infrastructure in AI adoption. A new guide outlines infrastructure strategies to build scalable, secure AI systems across retail organizations.

Tariffs are also starting to impact real estate, triggering pauses on some retail and industrial deals, according to recent market data.

Alo Yoga is expanding its retail footprint and will open at Hudson’s Detroit development, joining a growing mix of high-end brands in the city’s newest luxury hub.

Shein and Temu are ramping up advertising in the UK and France as new U.S. tariffs take effect. Both fast fashion giants are shifting focus to international growth while managing U.S. headwinds.

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