Disclosure: I work at Claspo, this is a client’s popup built on our platform, client stays anonymous. Home & garden DTC brand, that’s as specific as we’ll get. No link, nothing to sign up for.
We keep pulling this campaign up internally because it breaks most of the popup advice you’ll read in this category, and the client had a reason for each break.
Mother’s Day weekend only, three days live. The headline is “Celebrate Mom with 20% Off Storewide!”. Under it a badge cycles the extra tier, 15% / 10% / 5%, and the screenshot caught it mid-cycle on 10%. Below that, three flowers, the email field, and a PLAY NOW button. The subline says “choose a box” while the graphics are flowers, which is a copy bug that shipped and nobody caught. The fine print spells out the consent explicitly, marketing emails, unsubscribe anytime, link to the privacy policy.
Shorter forms convert better, and that holds for the form in isolation. A flat “subscribe for 10% off” gives people nothing to do once they’ve typed the email. Here you type it and then pick a flower, and that pick costs you something small. By the time you’re choosing between three flowers the email is already gone. The roller anchoring on the biggest tier works like an “up to 70% off” banner, except the worst outcome here, 5% extra on top of 20% storewide, still lands fine, so nobody walks away feeling played.
Running 20% storewide plus an extra code year-round would teach every visitor to wait for a sale. Compressed into one holiday weekend it reads as a one-off, and Mother’s Day explains why the number is that big. That was the client’s actual goal: gamify a generous offer so the short window justifies its size without setting a permanent discount expectation.
The targeting rules were tight. It fires on the home page and collection pages only. Product pages are excluded, because the client’s read was that someone on a PDP is close to checkout already and a popup there mostly eats margin on a sale that was happening anyway, while at collection level you’re catching people still browsing the catalog. Existing subscribers never see it, B2B pages are out, capped at once per session. None of that is platform-specific, so you can rebuild the same logic on whatever you’re running.
Results: top 10% of email capture campaigns on our platform for Q2 by opt-in rate. We’re not sharing the client’s absolute numbers.
Caveat I’d raise if someone showed me this: gamified signups skew toward deal hunters, and we have no visibility into the client’s unsubscribe or repeat purchase rate after the sale ended.
That’s also the part we can’t see from the platform side, since it happens after the handoff to email. If you’ve segmented seasonal promo signups separately, did that cohort ever start behaving like your organic list, or did it stay a discount segment forever?
