Email Popup Conversion Rate Benchmarks
The average email popup converts about 2.1% of displays (Omnisend, 2025, 1.24B displays). Top performers clear 9%. See how trigger, offer, device and vertical shift your sign-up rate.
Email popup conversion rate
The share of popup displays that end in a submitted email or SMS sign-up, usually 2–4% on an online store.
Email popup conversion rate is the number of sign-ups a capture popup collects divided by the number of times it was shown. Most popup tools report it per display (impression). Some analytics setups divide by sessions or unique visitors instead, which gives a lower number for the same popup. Check the denominator before you compare yourself with any benchmark.
The rate depends heavily on four things: when the popup fires (the trigger), what it offers, which device it shows on, and what you sell. A timed 10%-off popup on mobile for a beauty brand and an exit-intent newsletter box on desktop for an electronics store are different instruments. Benchmark each one against its own segment.
The most recent large dataset is Omnisend's 2025 analysis of 1.24 billion popup displays. It puts the average conversion rate at 2.1%. More stores ran popups in 2025 than in 2024 and collected more emails in total, but the average rate per display softened slightly as adoption grew.
The older figure many sources still quote comes from Sumo's analysis of roughly 2 billion popups: a 3.09% average, with the top 10% converting at 9.28%. The distance between those two numbers matters more than either average. Your trigger, offer and form design decide which end of the range you land at.
Email popup sign-up rate (per display) by trigger, device and vertical. Headline rows are published figures. Segment rows are Metricuno estimates built from those anchors and do not come from a single published study.
| Segment | Typical rate | Top quartile | Notes |
|---|---|---|---|
| All popups: average (Omnisend 2025) | 2.1% | n/a | 1.24B displays; slightly below 2024 |
| All popups: average (Sumo 2017) | 3.09% | 9.28% (top 10%) | ~2B popups; older and broader mix |
| Trigger: on page load (0s) | 1.0–2.0% | 3% | Interrupts before intent forms |
| Trigger: timed delay (5–15s) | 2.5–4.0% | 6% | Default for most stores |
| Trigger: scroll depth (40–60%) | 2.0–3.5% | 5% | Fewer views, more engaged viewers |
| Trigger: exit intent (desktop) | 3.0–5.0% | 8% | Catches visitors who would otherwise leave without converting |
| Two-step (teaser tab / click-to-open) | 5–10% of opens | 15%+ of opens | Low view count, high intent |
| Device: mobile | 1.8–3.0% | 5% | Exit intent unreliable; keep to 30% of screen |
| Device: desktop | 2.5–4.0% | 7% | Exit intent works well |
| Vertical: beauty & skincare | 3.0–5.0% | 8% | Discounts and samples convert strongly |
| Vertical: apparel & footwear | 2.5–4.0% | 7% | Early-access and size-drop offers do well |
| Vertical: home & furniture | 1.5–2.5% | 4% | High AOV; long consideration |
| Vertical: electronics | 1.0–2.0% | 3.5% | Price-led shoppers, low brand loyalty |
Read the table as one popup per row. Exit intent shows a higher rate partly because it reaches fewer, more decided visitors. Page-load popups get the most views and convert the fewest of them. Compare total sign-ups per 1,000 sessions as well as the per-display rate, or a popup that rarely fires can look like your best performer.
Estimated popup sign-up rate by offer type (per display)
What moves the number
An incentive is the single biggest lever. A popup with no incentive that just asks people to join the newsletter usually stays below 2%. A clear 10–15% discount often doubles that. Gamified formats like spin-to-win rank highest on sign-ups. They also bring in the most discount-only subscribers, so check revenue per subscriber 60 days later as well as the sign-up rate.
After the offer come timing and form friction. Delaying the popup by 8–15 seconds or 40–50% scroll usually beats firing on load. Asking only for an email, then phone on a second step, beats a single form with three fields. On mobile, a full-screen interstitial risks Google's intrusive-interstitial guidance. A bottom sheet covering under 30% of the screen is the safer default.
For SMS capture, the two-step pattern is standard: collect email first, then ask for a phone number on the success screen. Expect roughly 20–35% of new email subscribers to add a number (Metricuno estimate). Make sure the SMS step and its consent wording sync correctly to Klaviyo, Attentive or Postscript.
A higher sign-up rate can still lose you money
A popup that lifts sign-ups from 2% to 5% can still lower revenue per visitor. It can interrupt high-intent product-page sessions, train shoppers to wait for a code, or push mobile visitors back to the ad they came from. Always A/B test popup changes against revenue per session and checkout conversion, not sign-up rate alone. Keep a no-popup holdout of 10–20% of traffic to measure the true net effect.
What good looks like for your store
For a Shopify or WooCommerce store doing €1M–€15M a year, a popup at 2–3% per display is average. 4–6% is strong, and anything above 8% puts you near the top decile Sumo reported. Measured per session, that works out to roughly 1–3% of all traffic turning into subscribers, the figure that actually drives list growth.
If you're below 2%, test in this order. First the offer (none vs. 10% vs. free shipping). Then the trigger (load vs. 10 seconds vs. exit intent). Then the format (single-step vs. teaser tab). Each test needs a few hundred sign-ups per variant to be reliable, so stores with modest traffic should run one change at a time. Popup tuning sits within your wider landing page optimization programme, so give paid-traffic landing pages their own rules.
Email popup conversion rate: FAQ
Omnisend's 2025 data puts the average at 2.1% of displays, and Sumo's older study at 3.09%. For most online stores, 4–6% is strong and above 8% is top-decile. Compare against your own trigger and device segment, not one blended figure.
Per display, usually yes. Our estimate is 3–5% for exit intent vs. 2.5–4% for a timed delay, because exit intent only reaches visitors who are already leaving. It is shown far less often, so it may collect fewer sign-ups in total. Many stores run both, with frequency caps so the same visitor doesn't see two.
Exit intent doesn't work reliably on touch devices, small screens make forms feel heavier, and full-screen mobile interstitials can hurt SEO. Use a bottom sheet or slide-in that covers under 30% of the screen, trigger it on scroll or time, and use the correct keyboard type for email and phone fields.
Almost always, often doubling the no-offer rate. The trade-off is margin and subscriber quality. Test free shipping or early access against a percentage discount, and judge each variant on revenue per subscriber after 30–60 days.
Spin-to-win typically brings the highest raw sign-up rate, around 5–6% in our estimates. It can attract shoppers who only want the deal and cheapen a premium brand. It suits fashion and beauty promotions better than high-AOV home or electronics stores.
They can. Each popup app adds JavaScript, and loading a second or third app alongside your analytics and testing tools hurts Core Web Vitals, mostly on mobile. Load the popup script asynchronously and audit how much script all your tools load together.
8–15 seconds or 40–60% scroll depth usually beats firing on page load. Don't show it on checkout pages, and consider suppressing it for visitors arriving from email or paid retargeting, who are already subscribers or already have high intent.
Use a two-step form: email first, then phone number on the success screen. Asking for both at once lowers the email rate. As a rough estimate, 20–35% of email subscribers will add a phone number at step two.
Divide submitted sign-ups by popup displays and multiply by 100. For list growth, also divide sign-ups by total sessions. A popup that rarely fires can have a high per-display rate and still add very few subscribers.
On paid landing pages, an early popup can lower add-to-cart rate even while it grows your list. Treat popups as part of landing page optimization: A/B test them against a holdout and measure revenue per session, not sign-ups alone.
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