Online retailers have been encouraged to add pop-ups to their website advertising their email marketing campaign.
AJ Kumar, who is the co-founder of digital marketing agency Single Grain, has claimed that pop-up adverts are a great way to inspire high-quality subscribers to opt-in to a campaign.
In an article for entreprenuer.com, he argued it might be worth irritating a small percentage of a website's visitors in order to obtain a quality range of new email subscribers.
He said: "Although some people find pop-up ads irritating, their continued presence on some of the web's top sites can only mean they're effective for some marketers.
"It's a judgement call. If you do decide to put opt-in forms in pop-ups, be sure to track your site's metrics carefully. What you want to see is an increase in opt-in subscriptions without a corresponding increase in your site's bounce rate."
Although traditionally regarded as annoying to web users, a report cited by econsultancy.com has suggested that pop-ups could start being used a lot more by retail websites.
The article suggested that a third of online retailers will use pop-ups to comply with the upcoming cookie consent laws. This is despite 34 per cent admitting that they have yet to do anything in response to the new regulations.