You either hate popups or you love them. You love them if you’re a marketer but you hate them if you’re a user.

Why do marketers love popups? Because they get more people to sign up for their email list. It’s just a fact that when you use popups on your website, you will get more email subscribers.

That’s why, naturally, a lot of people put popups on their website, but as users, we hate them. They’re intrusive and annoying.

When you’re on your mobile device, you’re trying to zoom in and click the X on the popup, it’s moving around, and you can’t close it, it’s frustrating, it’s not respectful of your time, and it fights the Rule of Reciprocity.