Every site shows an email signup popup, and 98% of users click the close button. Why? Because the signup request doesn’t have the right context. The user has just landed on the site, they don’t even know what makes your business unique.
Tacklewarehouse.com also needs email sign-ups but they use a clever context tool to present their request. On each of their category pages they have this (red arrow in screenshot below):
And when users click it they show this context-rich pop-up:
And that’s how it’s done.