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5 Steps to Prevent Popup Doomsday From Destroying Your Email Capture Rate
5 Steps to Prevent Popup
Doomsday from Destroying
Your Email Capture Rate
Presented by AddShoppers + Dotmailer
Director + Growth
II. What is #PopUpDoomsday
III. Understanding the potential
IV. 5 Step Preparation Plan
The leading On-site Marketing Platform
(OMP) for Commerce.
We believe on-site marketing should be as
agile + powerful as email marketing. 1,000+
brands worldwide agree with us.
17 years and growing
Over 200 employees
30-45% growth yoy
Offices in New York, London,
Australia & Dubai
7000 clients in 150 countries
Global User Base
Full service & 24 hour
B2B & B2C Marketing
What is #PopupDoomsday…
& what exactly will be
“Pages that show intrusive
interstitials provide a
poorer experience to users
than other pages where
content is immediately
accessible.” - Google
“After January 10, 2017,
pages where content is not
easily accessible to a user
on the transition from the
mobile search results may
not rank as highly.” - Google
Straight from the horse’s mouth...
“Showing a popup that covers the main content,
either immediately after the user navigates to a
page from the search results, or while they are
looking through the page.”
OK Google...what exactly is an
Delayed modals too!
At least they
gave us some
Image courtesy of Googlehttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
What will be penalized?
Anything that covers the “main content” on the page
(aka an “intrusive interstitial”) that wasn’t triggered by
Are there any exceptions?
Yes. Age verification, login screens, and cookie usage
1. Improve Mobile UX:
Avoid penalties by utilizing user-friendly modals that don’t
cover up content unexpectedly.
Improve your email list growth with additional campaigns.
We’ll cover these shortly in our 5 Step Preparation Plan.
What’s the solution?
Will this update really crash your rankings?
Recognize that you need be smart about when,
where, and how popovers appear.
Explore different tools and ways to present
This is just one signal, if your site’s content is
relevant, it can still rank highly.
- “Ads may not direct to landing pages
that trigger pop-ups or pop-unders
when someone arrives upon or exits
- Policed via user submitted
Image courtesy of Facebook
Start planning now
Determine your reliance
on entry modal popups
Improve your mobile UX
Diversify your email capture
Be ready by January 10, 2017!5
5 Step Preparation Plan
Stay ahead of the curve
before it’s too late
You have 81 days to:
- Design a new user experience
- Integrate it into your site
- Import your current campaigns and promos
(Why shouldn’t you just disable popup modals on
mobile? We’ll show you why shortly.)
2. How much do you rely on
mobile popups currently?
Do you get a significant amount
of your email subscribers from
Fact: We need to keep
growing our email lists
● 22.5%: The amount your email marketing
list degrades each year
● 4-7%: The amount of visitors that turn into
subscribers by interacting with a popup
The natural decline along with a possible
decrease attributed to losing new subscribers
from popups, new strategies are needed.
Do you know what percentage of your overall
email capture and/or list growth goals are
met by using entry modals?
Understanding your list dependence before
the algorithm change is extremely valuable.
Checking these steps will put you ahead
of your competition.
Current list growth
Look up your current average email list
growth per month. (Example: 5,000)
List growth from modals
Look up how many of those come from
mobile modals. (Example: 2,500)
Divide #2 by #1 to get the percentage
of your list growth that’s driven by your
Example: 2,500 / 5,000 = 50%
Fill in the blank:
“Popups are annoying…
_ _ _ _ _ _ _ _ _ _ _ ”
Fill in the blank:
“Popups are annoying…
but they work”
AddShoppers Client Example
Entry modal took their email list from losing subscribers to
growing by 2% each month
Popups are annoying, but they work.
So what’s the problem?
Annoying = bad UX (user experience)
Now, traffic is at stake (not just frustrating your users).
"Marketers will kill everything good."
So now we must go
Additional acquisition tactics
Utilize selective placement and pull in additional strategies
Mobile popups need to go, that’s a given.
But from what Google has since taught us, if
it’s not intrusive, it’s a-okay. Especially on
Create new resources
Have your site visitors enter their email
to access whitepapers, blogs, guides or
any free downloadable content.
Make your website work harder. These
CTAs can be bottom bars that capture
email sign ups. No entry modal? No
Multiple email subscriptions
Create multiple, targeted subscription
types, and have their sign ups live in
the footer of your site or key pages.
Expand your outreach in a few ways that will
entice others to visit your site, and offer you
Twitter, Facebook, etc. to offer a new
resource. Sign-up form tabs on your
Facebook page can collect addresses
from social fans. Share buttons also
collect email addresses.
Sign their loyalty
Referral programs are big right now.
They incentivize loyal customers to
refer friends to your site. Two emails,
Include share buttons and CTAs within
emails to subscribed customers.
Include a ‘subscribe’ CTA, so if it’s
forwarded, a new customer can be
Preventative measures are better than
last-ditch efforts to curb unsatisfactory
Ensure your mobile site SEO doesn’t suffer
and take advantage of solutions and
strategies to acquire emails.
Continually monitor the success of your new
efforts. Evaluate and optimize your results for
January 10, 2017
Mobile popup doomsday. Disable all
mobile interstitials before this date.
Know your numbers
Understand the disadvantage your site
will be at without mobile entry modals.
Have a plan
Make sure you know what, how, and
when your next strategy will be put into
To learn more about AddShoppers, join an
upcoming live demo:
Additional Questions? Follow Up?
To learn more about Dotmailer, visit: