You have likely experienced this many times: you visit an online store for first time, and within a few seconds, a small window appears over content, offering a ten percent discount code if you type in your email address. That small window is a newsletter popup, and it is one of most popular digital marketing tools in world.

While some people find them slightly annoying, online stores continue to use them because they work incredibly well. Getting a visitor to buy something on their very first visit is difficult. Most people look around and leave. If they leave without giving contact details, store owner might lose them forever.

A newsletter popup turns a passing visitor into a long-term contact. By offering an immediate reward, like a discount code or a helpful free guide, store trades value for an email address. Once customer joins email list, store owner can send updates about new products, weekly sales, and helpful tips, building a relationship that brings shopper back to store repeatedly.