Popups… We love them.
(and no, we’re not talking about the old school spammy type)

We’re talking about the type which are well timed, packed full of value and are what your audience actually wants to see.

Because, when used right, popups can:

• Boost engagement

• Grow your list

• Reduce abandonment

• Increase conversions

Mailchimp’s new popup builder does just that – without being annoying.

…but sometimes it’s hard to understand when and what type of pop up is right for you – the last thing you want is a pop up that irritates, there’s supposed to “add, not subtract”

So let’s break down the different types of popups you can use in Mailchimp in 2025—and how to use them like a pro.

1. Fullscreen Overlay (Welcome Mat)

Used for: Welcoming a user when they first visit your website. This is bold and effective especially if it’s relevant and well designed.
How it works: A welcome mat covers the whole screen when someone first arrives on your site. This format delivers a high-impact message, ideal for immediately highlighting key offers or capturing attention.
Try this: Use an irresistible offer such as “Join our list today and get 15% off.” Make sure there is a no thanks option. Consider showing different welcome offers to visitors based on their referral source or other relevant criteria.

Slide‑In Popups

Used for: Those subtle nudges when a user is mid scroll, content upgrades.
How it works: Less intrusive but still eye catching, they glide in from the bottom or top of the page.
Try this: A user is halfway through reading one of your blogs. This is your opportunity to match the upgrade to the content they’re reading, such as a downloadable checklist or an exclusive guide.
Experiment with different scroll percentages in Mailchimp to pinpoint the optimal moment to trigger the slide-in for maximum engagement.

Scroll‑Triggered Popups

Used for: Giving offers to people who are actually interested.
How it works: These popups appear once someone scrolls a certain percentage down your page—a clear signal they’re interested.
Try this: They’re deep into your content. Then, up pops an offer for an advanced cheat sheet in exchange for their email. Make sure the content provides value.

Mobile‑Optimised Popups

Used for: SMS sign ups and mobile-only offers.
How it works: A visitor’s on your site, phone in hand, when up pops a sleek, mobile-friendly message. Clear, compelling, and mobile-first.
Try this: When a mobile user lands on your site, a short, sweet and easy-to-close popup appears: “Sign up for texts and get exclusive mobile-only offers.” Make sure the popup is responsive and avoid full-screen popups on mobile (they’re annoying). Always test across screen sizes.

Timed Delay Popups

Used for: Capturing interest after initial engagement.
How it works: Timed delay popups appear after a visitor has spent a specific amount of time actively browsing a page. This trigger indicates a certain level of interest in your content. You’re waiting until a visitor has had time to look around your website first, before you offer them something relevant.
Try this: 30 seconds into browsing your services page, an invite pops up: “Join our free webinar.” It’s timely, targeted, and tied to the page they’re viewing. Just don’t overdo it—set frequency limits to avoid popup fatigue.

Exit‑Intent Popups

Used for: Reducing cart abandonment. Offering a compelling last-minute incentive like a discount.
How it works: The pop-up is triggered when the user’s cursor moves towards the close or back button, indicating their intent to leave.
Try this: Test different incentives (discount vs. bonus gift vs. product reminder) and cap the frequency so it’s helpful, not harassing.

Bonus Tip: Pick the Right Popup for the Job

It’s important to remember that popups aren’t one-size-fits-all. The best type of popup? That depends on what you’re trying to do.

• Want to save a sale? Use an exit intent popup.
• Fancy growing your list? Use a welcome mat or slide-in popup.
• Promoting a webinar, guide, or offer? Use timed or scroll-triggered popups so you don’t appear too pushy.

Always remember to be relevant. Mailchimp lets you fine-tune who sees what—based on device, behaviour, list segments, and more, so you show the right message to the right person at the right time.

Final Thoughts: Popups Done Right

When popups are targeted, valuable, and well-timed, they work—so test, test, and test again.

Try different popup types, triggers, placements, and offers. Use Mailchimp’s reporting to see what’s landing—and refine from there.