For many of us, newsletter signup is a key metric we track. After all, if we can get people to signup for our newsletter then we can keep our brand in their mind. That means they will think of us when they come to buy.
But getting people to subscribe can be tough. We get desperate and before long we are pushing annoying subscribe popup overlays at every user who visits our site. And it works! Our subscription rate goes up and we feel justified. But what we do not see is the cost.
The users swearing at their screens as they close yet another annoying ad. Just look at the exit rates. For every user who signs up you are driving many more away.