• by Ray Schultz , Columnist, February 27, 2025

Intuit Mailchimp has unveiled a refreshed popup forms experience featuring mobile-first designs.  

Now in beta, the new popup forms feature is accompanied by an ad campaign titled “Popup Like It’s Hot.” 

The pop-up revamp is rolling out in English to Mailchimp customers in Australia, Canada, the United Kingdom and the United States, with full global availability arriving soon. 

Marketers can effectively connect with customers through email and SMS. But first they need to capture opt-ins, and pop-ups can help them do it, the firm says.

“As consumer behavior evolves, marketing tools must evolve with it to create authentic connections with their customers and prospects,” says Matt Cimino, product lead and founder of Amped, which was acquired by Mailchimp last summer. “Today, roughly 75% of website visitors browse on mobile, yet most popup forms are still built for desktop experiences.” 

Brands can use the new pop-up types to drive discount promotions, free shipping, free content, consultations, contests and giveaways, event signups, newsletter subscriptions.

According to Mailchimp, the benefits include: 

• Unlimited design customization to create mobile-first popups
• Access to 80+ design templates 
• Customization of templates, including fonts, buttons, colors, imagery, logos, and layout to match brand identity
• Dynamic visitor targeting with custom filters and triggers.
• Zero-party data capture for building customer profiles for targeted email and SMS campaigns
• Opt-in lead generation
  

One brand -- Avenova -- has grown its SMS list by 27% in one month, using pop-up forms in its marketing. 

"We were thrilled to gain deeper insights into our customers' behavior and journey—understanding how they discovered our brand and what drives their purchasing decisions," says Joe Gray, senior manager of digital marketing at Avenova.

Meanwhile, Mailchimp worked with its in-house creative agency, Wink Creative, on the “Popup Like It’s Hot” campaign. 

“Bringing this campaign to life over the iconic early 2000s hip-hop beat was an exciting challenge that pushed our creative boundaries," says Jeremy Jones, executive creative, Wink Creative at Mailchimp. 

The Wink Creative team collaborated with Breakfast for Dinner to blend “still imagery and emerging AI technologies,” Jones adds.

"Marketers are increasingly prioritizing ownership of their customer relationships and data, with lead generation as a crucial step toward long-term success," concludes Fay Kallel, vice president of product and design at Intuit Mailchimp. "Popup forms solve a top pain point for marketers and SMBs, allowing them to collect data directly from customers, creating a frictionless way to capture leads, grow their customers, and build deeper, more meaningful relationships.”