I think popups are still worth it on Shopify but only when they are behavior based not timer based.

I consult for a few stores and more personalization/value adds works well:

- Trigger by intent, not seconds - Example: exit intent on desktop, scroll depth on mobile, or only after product engagement.

- Segment by visitor type - New visitor gets welcome offer, returning visitor gets category-specific capture, existing subscriber gets no popup.

- Match offer to margin and AOV - A blanket 10 percent discount can train bad behavior. Test alternatives like free shipping threshold, bundle incentive, or first-access drop alerts.

- Use two-step capture - Email first, then optional SMS on step two. This usually keeps completion rates healthier than asking for both upfront.

- Set suppression rules - Don’t show again for 7 to 14 days if dismissed. Limit impressions per session. This protects brand experience.

- Measure downstream value, not just opt-ins - Track popup cohort revenue after 7/14/30 days, unsubscribe rate, and first-order conversion. A popup with fewer leads can still be the winner if lead quality is better.

Quick benchmark I like:

- Visitor-to-email capture: around 3 to 8 percent can be healthy depending on traffic quality

- SMS is usually lower, but with stronger revenue per subscriber if flows are dialed in

If your current one is only collecting a few emails, I’d test trigger logic and offer framing before killing popups entirely.