How to Use Popups (the Right Way!) to Grow Your Email List

This post was originally published in 2017 and has been updated in 2025 to reflect current best practices for Kadence users.

Building an email list is one of the smartest moves you can make for your business. It gives you a direct line to your audience with no algorithms, no guesswork, just genuine connection. If you want a step-by-step plan, my Email Marketing Sprint Course shows you exactly how to grow a list!

While we’ve shared plenty of ways to grow your list on our blog, there’s one tool that always sparks debate: popups.

Love them or hate them, when used thoughtfully, popups can be an effective way to convert casual visitors into loyal subscribers but let’s dive further into the pros and cons of using popups.

What Exactly Is a Popup?

A popup is a small box that appears while someone is browsing your website, usually prompting them to take action, like subscribing to your newsletter, grabbing a discount code, or downloading a freebie.

Popups are designed to grab attention, but they can also interrupt the user experience if not handled carefully. The key is to use them strategically so they help rather than hinder your visitors’ experience.

What Google Thinks About Popups

A few years ago, Google started cracking down on intrusive popups, especially on mobile devices, to ensure users could access content easily.

Here are a few examples of what Google doesn’t like:

• Popups that cover most or all of the page right when someone lands on it.
• Popups that force the visitor to close them before seeing any content.
• Pages where the top section looks like a popup, pushing real content below the fold.

If your popup falls into one of those categories, Google may penalize your site, and that’s definitely not worth the risk.

So… Should You Still Use Popups?

Definitely, but only if you use them the right way.
Here’s how to make your popups work for you (and not against you):

1. Use Exit-Intent Popups
   These only appear when a visitor is about to leave your site — perfect for offering a last-minute freebie or discount without interrupting their reading experience when they first land on your website.
2. Delay Your Popup
   If you prefer to show it during a visit, set it to appear after at least 15 seconds (or after scrolling 50% of the page). Give your visitor a chance to engage first.
3. Try Slide-Ins or Bottom Bars
   Instead of full-screen popups, opt for more subtle versions that slide in from the bottom or side. They get noticed without blocking content. Kadence Conversions from Kadence is a great way to achieve this!
4. Disable Popups on Mobile
   This keeps your site user-friendly and ensures you don’t risk a ranking penalty from Google.

Alternatives to Popups

At Restored 316, we believe your website design itself should do a lot of the work for you. That’s why our WordPress themes are built with multiple conversion-focused opt-in areas without popups.

Themes like Impact, Wonderland, and Dearly include beautifully integrated email sign-up options that blend seamlessly with your brand and layout.

If you want to use a popup, you can easily integrate your email platform (like Kit or MailerLite) with their respective plugins, which gives you total control over design and timing, without sacrificing user experience.

Popups can work wonders, but they’re not the only way to grow your list. You can also build trust through strategically placed opt-ins across your site, like a header signup bar, sidebar form, or embedded freebie offer.

Need ideas? Read our guide on creating a free opt-in offer that actually converts.

Final Thoughts

Popups can be a powerful way to grow your email list when used with intention. Make sure they enhance your reader’s experience rather than interrupt it.

Focus on offering something valuable, like a free guide or mini training, and deliver it in a way that feels helpful, valuable, and not pushy.

If you’d rather skip the popup game entirely, explore our Kadence themes — designed with email list growth in mind. Explore All Themes →