167% Increase in Email Newsletter Signups

167% Increase in Email Newsletter Signups

In this case study we tested a simple message change for an established online retailer.

Many online retailers do a significant amount of business though email… for this retailer sales from email marketing makes up over half their revenue. Increasing email newsletters signups means more buyers on their list which means more sales.

The “control” was a modal (popup) that asked visitors to join their email list.


After analyzing their business and sales messaging, I decided we should incentivize the signup. “Incentivizing” an offer simply means in exchange for signing up, we will give the visitor something… in this case a coupon code.

Many online retailers would object to this type of tactic because it can lead to lower profits… but in this case the client was already offering 20% off in their online advertising, so there was no risk of undermining profit margins.

The test version contained an incentive… signup and get a 20% off coupon code.


The results: 167% increase in signups

Before After
7/1/13 – 7/31/13
Visits: 19,970
Signups: 172
Conv Rate: .86%
8/1/13 – 8/31/13
Visits: 17,533
Signups: 403
Conv Rate: 2.3%

Small changes can yield large results… the client is now getting three times as many email signups.