Why most pop-ups flop (and how to fix yours)

Pop-ups get a bad rap - and honestly, that’s because most of them deserve it.

You know the ones:
They show up the second you land on a website, cover the whole screen, and offer you 10% off something you weren’t even planning to buy.

No wonder people click the little “X” without even reading the offer.

But here’s the thing, when done right, pop-ups can quietly become one of the most effective list-building tools in your entire email strategy.

Most brands settle for around 3% conversion, which is what Klaviyo considers “good.”
Mine? Typically 6–12%.

And no, it’s not because I’m handing out massive discounts left and right. It’s because every element - timing, design, copy, and offer, works together.

Let’s break down what makes a pop-up actually work.

1️⃣ Time it right

Don’t hit people with a pop-up the moment they land on your site. Give them a chance to breathe.

The sweet spot? A 3–6 second delay.

That’s long enough for them to understand what your brand is about, but not so long that they’ve scrolled away or clicked off.

2️⃣ Make the offer exciting

A “10% off” offer can work - but only if it’s paired with something people actually care about.

Think:

• A free gift with their first order

• Early access to your next drop

• Entry into a giveaway

• A members-only discount

The best offers spark emotion, not just savings.

3️⃣ Design boldly (but clearly)

Your pop-up should grab attention without being obnoxious.

Here’s a quick test: squint your eyes.
If you can still read the headline and see your main call-to-action, you’re on the right track.

High-contrast colours, large buttons, and minimal text always win.

4️⃣ Nail the copy

Forget the generic “Sign up for our newsletter.”

Instead, write something that sounds like you - and makes people feel like they’d be missing out if they didn’t sign up.

Try:

“Join the list everyone wishes they were on.”
“Exclusive drops, zero spam.”
“Be first. Always.”

5️⃣ Don’t forget mobile

More than half of your visitors are on their phones.

Your mobile pop-up should load fast, be thumb-friendly, and fit naturally within the flow of the page.

The bottom line

If your pop-up is live but barely converting, it’s not a lost cause - it just needs a rethink.

Inside Clicks & Flows, we build fully-optimised forms and landing pages that actually grow your list (instead of sitting there gathering dust).

If you’re ready to see those subscriber numbers finally move, let’s talk about how we can make it happen.