Newsletters remain one of the most effective ways for publishers to build lasting relationships with readers. The challenge lies in encouraging sign-ups at just the right moment, without disrupting the reading experience.

Goal

Increase newsletter sign-ups by prompting engaged readers to subscribe through visible, conversion-oriented pop-ups.

How it works

Pop-ups appear at strategic moments in the reading journey - for instance, when a user spends time in a specific content category or reaches a certain point in the article. By pairing contextual timing with persuasive copy, pop-ups help turn engaged readers into loyal newsletter subscribers.

Example scenario

A reader spends several minutes browsing the Culture section, reading reviews and interviews. As they scroll through a long-form article, a pop-up appears:

Enjoying our culture stories? Get the best reviews and interviews every week - straight to your inbox!

Subscribe now

The message links to a dedicated newsletter sign-up page, where the user can quickly subscribe.

Benefits

• Drives immediate newsletter subscriptions

• Targets users at peak interest moments

• Increases visibility with clear, well-timed calls to action

• Builds a qualified email list for ongoing engagement

Best practices

• Use timing rules to avoid showing the message too early, e.g., display after 30–60 seconds or after a specific scroll depth.

• Match the message to the topic or section being read.

• Test the copy and CTA to find what resonates best with your audience.

Display rules and targeting options

• Show once for a user or display after the set time period

• Trigger by:

  • Time on page

  • Scroll depth

  • Exit-intent

  • URL or content category

  • Device type

  • Web push subscription status

Expected results

• Higher newsletter subscription rates

• Improved reader retention

• Stronger connection between content engagement and long-term loyalty