Is my email capture rate any good?
It decides which published benchmark you are compared against.
Pick a popup type to begin. The comparison runs in this browser — your numbers are never sent to us.
One rate, with no cause attached.
A capture rate and a band to put it in still cannot tell you which popup, on which page, produced it. Nudgesmart reports capture rate per campaign against the previous period, so the next one arrives with a cause attached.
How it's calculated
Email capture rate is the share of popup displays that end in a submitted email address, so a popup shown 18,400 times that collects 442 addresses has a capture rate of 2.4%.
Bands and averages: Omnisend, 1.24 billion popup displays, 2025 data, published February 2026. Read the source. Nudgesmart publishes no first-party capture-rate figures, so none are used here.
Two numbers and one division. The disagreements are never about the arithmetic; they are about what counts as a display.
- Email signups
- Completed submissions, not clicks. A shopper who opened the popup, typed an address and submitted it. If your reporting counts a click on the form field as an interaction, that is a different metric and belongs in the click-through row instead.
- Popup displays
- How many times the popup was actually rendered to a shopper, not how many page views the store had. This is the denominator, and it is where most disagreements between two tools come from: a popup that only fires on exit intent has a far smaller denominator than one that fires on every page.
- Multiply by 100
- The ratio is a fraction; the bands are quoted as percentages. 442 divided by 18,400 is 0.024, which is 2.4%.
- The bands
- Four thresholds, quoted by the publisher rather than chosen here: below 1.5% underperforming, 1.5 to 3% average, 3 to 5% good, 5% and above excellent. The rating is a descending ladder over those three floors.
- The confidence floor
- Below 100 displays the tool reports the figure and refuses the grade. A percentage over a handful of displays is arithmetic, not evidence.
Nudgesmart is available on the Shopify App Store. Browse the template library or see what it costs.
Rates that grade, and rates that do not
Illustrative arithmetic, not customer data. Every verdict below is produced by the same function the calculator above runs, so the two cannot disagree.
| Scenario | Popup type | Rate | Displays | Verdict |
|---|---|---|---|---|
| Email popup on an exit-intent trigger | Email capture | 2.4% | 18,400 | Average |
| Sitewide email popup, no targeting | Email capture | 0.9% | 52,000 | Below Average |
| Email popup shown only to returning visitors | Email capture | 4.1% | 6,200 | Good |
| Welcome offer popup on a first-time-visitor rule | Email capture | 6.3% | 3,100 | Top Performer |
| Spin wheel on a seasonal campaign | Spin wheel | 3.5% | 9,800 | We will not grade thisno published bands |
| Email popup live for two days on low traffic | Email capture | 25% | 12 | Not enough displays to ratesample too small |
The last two rows are the refusals. Row five is a spin wheel sitting exactly on its own published average of 3.5% — a grader using the email-popup bands would badge it “Good”, which flatters it for being average. Row six is a real rate over twelve displays.
What this number doesn't tell you
A capture rate is not revenue
Two stores at the same rate can be worth wildly different amounts, because what happens after the address lands is the part that pays. A rate that goes up while the addresses get worse is a worse outcome wearing a better number.
The denominator is a choice, and it moves the rate more than the popup does
Show the same popup to everyone and the rate falls; show it only to shoppers who scrolled half the page and it rises, with no change to the design or the offer. Comparing your rate to anyone else is comparing targeting decisions as much as creative.
The bands are cross-vertical
The published figures are an aggregate across a very large number of displays and are not broken out by industry, price point or traffic source. They are a sanity check, not a target your category has agreed to.
Two popup types here carry no grade at all
Spin wheels and non-gamified popups have a published average and no published bands. Every grader that rates them is borrowing thresholds from a different segment or inventing them. That refusal is the one thing on this page that is genuinely rarer than the arithmetic.
It says nothing about whether the popup annoyed anyone
Capture rate has no opinion on the shopper who closed it, the shopper who bounced, or the one who saw it three times in a session. Those cost money and none of them appear in this number.
Questions
What is a good email capture rate for a Shopify popup?
Against the published bands, below 1.5% is underperforming, 1.5 to 3% is average, 3 to 5% is good and 5% or above is excellent. The published average across 1.24 billion popup displays is 2.1%.
Why will this tool not grade a spin wheel?
The publisher reports that gamified popups average 3.5% but never says what counts as good or bad for them. Grading a wheel against the email-popup bands would call a wheel sitting exactly on its own average "Good", while an email popup on its average correctly reads "Average" — the same relative performance graded differently by nothing but which popup type you picked. We show the average and withhold the grade.
How many popup displays do I need before the rate means anything?
At least 100. Below that the arithmetic still works and the answer is still useless: three signups out of twelve displays is 25% and a top-performer badge, which tells you nothing about the next thousand shoppers.
Do the benchmarks differ by industry?
The published figures used here are not broken out by vertical, so this tool does not offer an industry selector. Inventing per-industry thresholds would produce a more satisfying answer and a less true one.
Does this tool need my store, an account or an install?
No. It runs entirely in the page, takes two numbers you already have, and sends nothing about your store anywhere.
Measuring it is the easy half. Moving it is the job.
Nudgesmart builds the popup, targets it on real on-site behaviour, and reports the capture rate back per campaign against the previous period. No code, and the visual editor starts from a ready-made template.
