Popups get a bad rap. Everyone hates being bombarded the second they land on a site. But here’s the thing: email is still your highest-ROI channel. Without a capture system, you’re burning ad spend and leaving money on the table.
The trick is to collect emails in a way that feels valuable, not spammy. Here’s how to build email capture that grows your list without annoying the hell out of your customers.
1. Rethink the Popup (It’s About Timing, Not Just the Discount)
The bad way: Hit visitors with a giant “GET 10% OFF!” popup the second they load your site.
The better way: Time and design it around user intent.
What works:
- Exit-intent: Show when someone’s about to bounce.
- Scroll-triggered: After they’ve engaged with 30–50% of the page.
- Second-visit targeting: Reward return visitors who didn’t sign up the first time.
- Segmented offers: Different popups for first-time visitors vs. repeat customers.
Design tips:
- Clean, minimal, on-brand colors.
- Only ask for one field (email). If you want phone numbers, do it after they’ve opted into email.
- Make the incentive clear: discount, free shipping, or early access.
Tools to use: Klaviyo forms, Privy, Justuno, Optimonk.
2. Quizzes = High-Value Captures
Quizzes don’t just capture emails—they segment your list automatically.
Why they work:
- Customers love personalized recommendations.
- You gather zero-party data (preferences, goals, style).
- Follow-up emails feel hyper-relevant, not generic.
Examples:
- A skincare brand: “Find Your 3-Step Routine.”
- A fragrance brand: “What’s Your Signature Scent?”
- A supplement brand: “Build Your Daily Wellness Stack.”
Best practices:
- Keep it short (5–7 questions max).
- Give the results instantly.
- Gate the results behind an email capture (“Enter your email to see your routine”).
- Use results to power segmented flows.
Tools to use: Typeform, Octane AI, Jebbit.
3. Embedded Forms That Don’t Suck
Popups and quizzes are great, but don’t forget the low-key list builders: footer and in-line forms.
Where to put them:
- Homepage footer (classic, but often overlooked).
- Blog posts (content-driven brands should always plug a form).
- In the cart or checkout flow (but never force it).
What to offer:
- Early access to drops.
- Educational content (guides, recipes, style tips).
- Rewards points.
Pro tip: Tie your form to the brand voice. Instead of “Sign up for our newsletter,” try:
- “Be the first to know when we drop new [products].”
- “Join the club that never runs out of [benefit].”
- “Want 10% off your first order? Don’t worry, we hate spam too.”
4. Don’t Stop at the Capture—Deliver on the Promise
If someone gives you their email, the next touchpoint has to make it worth it. That means:
- Send the incentive instantly (discount code, free shipping).
- Fire a welcome flow within 2 minutes.
- Reinforce the value: why your brand, what to expect, and what to buy first.
Pro tip: If the incentive doesn’t arrive right away, trust is broken. Make this airtight.
5. Advanced Tricks That Actually Work
- Spin-to-Win Wheels? Skip them. They’re tacky and overused.
- Two-step popups: Step 1 asks a fun question (“Are you a coffee person or tea person?”), Step 2 asks for email. Engagement rises.
- Social proof inside popups: Add “Join 25,000 other founders who…” → builds credibility.
- Progress bars in quizzes: Keep users hooked to finish.
- Back-in-stock signup: Capture emails and guarantee intent.
6. Podcasts & Resources for Sharpening Your Capture Game
- The Ecommerce Influence Podcast (Austin Brawner): Great for lifecycle marketing.
- Klaviyo’s Blog & YouTube Channel: Real case studies + tutorials.
- Privy Podcast: Practical tips from small ecom operators.
- The Marketing Millennials: Mindset-shifting takes on customer psychology.
7. Quick Audit: Is Your Capture Working or Annoying?
Ask yourself:
- Do popups feel like an interruption or an invitation?
- Would you give your email for what you’re offering?
- Are you segmenting based on data collected, or dumping everyone in one list?
- Do subscribers get immediate value—or do they get radio silence?
Final Word
Email capture isn’t about “throwing a popup on the site.” It’s about making the exchange feel fair: a shopper’s email in return for something they actually want. Do it right, and you’ll build a list of buyers—not just browsers.
.jpg)