Let’s talk about pop-up email forms. You know the ones—they slide into view just as you’re reading about that new treatment, offering an enticing 15% off in exchange for your email address.
As a consumer, I find myself eagerly typing in my email for that sweet discount. But a lot of people find them intrusive an annoying – so what does a business owner do?
To Pop or Not to Pop
Med spa owners are split on this modern marketing tactic. While some swear by the conversion rates of pop-ups versus their more subtle embedded cousins, others worry these interruptions send potential clients running for the virtual hills. The data tells an intriguing story about what actually works in the aesthetic industry, and it might surprise you. Let’s explore why your stance on pop-ups could be making—or costing—you money.
REASONS PEOPLE GIVE THEIR EMAILS
Pop-Up Forms: The Data-Backed Benefits
Pop-up forms, when used correctly, can dramatically improve email subscription rates.
According to a study by Sumo, pop-up forms have an average conversion rate of 3.09%, with the top-performing 10% achieving a staggering 9.28% conversion rate.
Why Pop-Ups Work
Visibility: Pop-ups capture immediate attention, unlike embedded forms that visitors may overlook.
Timing: They can be timed strategically to appear when a visitor is most likely to engage (e.g., after a few seconds or on exit intent).
Engagement: A well-designed pop-up with a compelling offer can prompt immediate action.
Best Practices for Pop-Up Email Capture Forms
Timing is Key: Avoid showing pop-ups immediately when a visitor lands on your site. Delaying them by 5-10 seconds or using exit intent pop-ups can enhance user experience.
Mobile-Friendly Design: Ensure pop-ups are optimized for mobile devices and don’t interfere with navigation, as intrusive interstitials can hurt your Google rankings.
Offer a Valuable Incentive: Examples of effective offers for medical spas include:
“Sign up and get 10% off your first treatment.”
“Join our newsletter for exclusive skincare tips and special promotions.”
Easy Exit: Always provide a clear and easy way for users to close the pop-up to avoid frustration.
Embedded Forms: The Consistent Option
Embedded forms are static subscription boxes that remain visible on the webpage. They are less intrusive and provide a consistent opportunity for users to subscribe at their convenience.
Benefits of Embedded Forms
Non-Intrusive: They don’t interrupt the user experience, making them ideal for blog pages or educational content.
Always Available: Unlike pop-ups that disappear after being closed, embedded forms are always accessible.
Drawbacks of Embedded Forms
Despite their non-intrusive nature, embedded forms tend to have lower conversion rates compared to pop-ups. Without a strong incentive or eye-catching design, they may be overlooked by visitors.
Best Practices for embedded email captures:
Positioning Matters: Place above the fold in a prominent location, typically sidebar or end of content where users expect to find it. Use white space to make it stand out.
Keep It Simple: – Only ask for email address and optional first name. Each additional field reduces conversion rates significantly.
CTA: A clear, benefit-focused call-to-action that communicates value. Example: “Get weekly Insider pricing” vs generic “Subscribe”
Mobile: A responsive design with touch-friendly input fields and buttons at least 44px tall for easy tapping.
Social proof: Near the form like subscriber count or testimonials: “Join or 4,000 clients” or “I love getting Pure’s special insider pricing and skin care tips!”
Test it out: Try different headlines, CTAs, button colors and text, labels and styling to find what works best for your business.
Conclusion
Both pop-up and embedded forms have their place in a medical spa’s email marketing strategy.
Pop-ups, when used correctly, can significantly boost your email list, while embedded forms provide a consistent and non-intrusive option. Regardless of the form you choose, offering a compelling incentive and maintaining a high-quality email marketing strategy are key to building trust and driving long-term client engagement.
By focusing on value-driven content and thoughtful email frequency, your medical spa can nurture leads over time, turning casual subscribers into loyal clients.
