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). Source -

Below, you'll see two popup demos. Basic one on the left and foot-in-the-door technique popup on the right.

Recommended App - Privy

Trigger the basic popup
Trigger Yes/No Popup