We will start with one Internet Marketing myth - pop-ups do not work today. They give no effect to web site, they do not bring any traffic, just distract attention. This myth is partially true: old-fashioned pop-ups do not work. Modern pop-ups have advanced much further: today they give fresh look to web site.
Who can say that pops-ups do not work if Corey Rudl - a very famous Internet marketing millionaire, let God take his soul to heavens - made huge money with his hovers (it is way he called pop-ups)? So, when someone says about poor marketing effectivity for pop-ups, you have a reply, "Maybe you talk about old pop-ups. I know that a famous Internet marketer made $2,064,000 in 2004 with a new-styled pop-up window. Don't you think it is quite effective with such profits?"
Now let's try to figure out difference between old and new pop-ups and why modern pop-ups are so important for targeted traffic and sales on any web site.
The old pop-ups were a real natural disaster. They always popped out, bothering you from viewing and using web sites. When web sites even used multiple pop-ups: imagine you found a web site and then 5-10 pop-ups appear on your display. It is not marketing, it is torturing!
Old pop-ups looked very similar. Once pop-up window appeared, you already new it is not interesting to look what is written inside. Even perfect copywriting could not save old pop-ups from being closed by angry web surfers.
No wonder that producers of web browsers decided to stop this "pop-up tragedy". They made special functions for their browsers to recognize pop-ups and block them. It was a saving step for Internet users. But it was not end of pop-ups.
When something has sound ideas (and pop-up idea is very interesting for marketing), it will not disappear. And pop-ups were reinvented soon. The changes were really favorable.
First of all, they started looking like a real picture which shows professionalism of web site owner.
The pop-ups today can emphasize idea of what clients will after clicking on link of this window or after subscribing to web form in it. For example, if pop-up window promotes subscription to free educational course, pop-up can look like a book with high quality design. If pop-up promotes a discount limited in time, window will be looking like a countdown link, etc.