Email Marketing Problems: Google’s Mobile Popuppocalypse is Upon Us
Question: Do you like website pop-ups? Silly question right? Who the heck likes pop-ups?!
No one. That’s who.
But guess what; email optin pop-ups work. Extraordinarily well.
Content Marketing Institute and Social Media Examiner have 180,000+ and 550,000+ email subscribers respectively. Joe Pulizzi and Michael Stelzner attribute over 70% and 80% of their email list growth to email pop-ups on their websites.
When I built Drillinginfo’s email list to over 1,600 subscribers in less than 6 months, over 90% of those subscribers came from an email opt-in pop-up.
If you’ve talked to me about email marketing for longer than 5 minutes, none of this is news to you. I’m constantly extolling the virtues of pop-up email optins.
Which is why it stung when news broke Google would begin penalizing mobile websites with “intrusive interstitials”. In plain English, that means websites with pop-ups on mobile devices aren’t going to show up in Google search results after January 10th, 2017.
A lot of people aren’t happy about this. They got 99 email marketing problems, and here’s another one.
Email Marketing Problems: Mobile Edition
Google offers up this graphic to show you what isn’t allowed anymore. In short, they aren’t having any of this mobile pop-up business.
It’s hard to argue with the logic behind this move. Websites that slap you in the face with a pop-up the moment you arrive are annoying. Google doesn’t want to send its users to annoying websites. If you get annoyed enough, you’ll stop using their search engine, and they’ll be forced to shut-down their money printing machine.
But, while it’s logical it’s a hard pill to swallow. The number of people accessing the web via mobile devices continues to grow. When SimilarWeb released its “State of Mobile Web in the US 2015” report it showed 56% of traffic to top websites comes from mobile devices.
But if you’re savvy, you know the first step to converting website traffic into leads is building your email list. And now Google says you can’t build your list with pop-ups for mobile visitors.
While it’s easy to feel attacked by changes like this, here’s the thing; they’re nothing new.
Google has been on a mission to deliver high-quality search results to its users from the beginning. You used to be able to rank first by saying the same phrase 50 times a page. Spammers took advantage. Google improved its algorithm and crushed them.
This is another move to remove spammers from search results. No one wants to be a spammer. So don’t see this move a penalty. See it as an opportunity.
Google will keep weeding out the bad guys. The good guys who consistently deliver helpful, relevant, educational and entertaining content will keep winning.
Do it right and score one for the good guys!
For more tips on avoiding Google’s pop-up penalty, check out “10 Ways to Get Ready for Google’s Mobile Interstitials Penalty on January 10th” over at Search Engine Journal.
Call to Action
Did this come as news to you? Are you glad you know before Google starts dropping the hammer? If so, share this post with one person you think will find it helpful.