"You expect me to believe popups can be useful?" In a word, yes. Although it may seem counterintuitive because "everyone hates popups," there is truth to the statement that popup e-mail opt-ins can be useful for certain businesses. Perhaps there are individuals who visit your website all the time, and are active on the message boards and in entering article comments, but somehow have never signed up for your valuable e-mail list. This could be due to ad or banner blindness, a less-than-flawless site design, or a lack of incentive.