There is a trend in the recent years, where visitors are given a choice when a pop-up appears: either say “yes” to signup your email address in a second step to get a freebie, or not take the offer by choosing “no”.
This tactic is commonly known as the foot-in-the-door technique, where a small agreement paves the way for subsequent, larger requests (Freedman & Fraser, 1966).
Trigger the basic popup
Trigger Yes/No Popup