How Emma Sleep Scaled Onsite Email & SMS Capture Across 20+ Markets

About Emma Sleep

Emma Sleep (Emma Matratzen GmbH) is one of Europe's most recognized D2C sleep brands, selling mattresses, pillows, and sleep accessories directly to consumers across more than 20 countries. Founded in Frankfurt in 2015, Emma has grown into a global operation, running localized e-commerce storefronts across Europe, APAC, Latin America, and North America.

Emma's growth model is built on high-traffic D2C websites supported by performance marketing, brand awareness, and a rigorous CRO culture. As a result, their marketing and CRM teams operate with a strong test-and-learn mindset: every pop-up trigger, every discount structure, every copy variant gets measured.

Managing 20+ independent markets without losing speed or consistency

Before consolidating on Wisepops, Emma faced a common enterprise challenge: their onsite marketing tooling wasn't built to scale across dozens of country-specific storefronts simultaneously. Each market had different audiences, different pricing contexts, different promotional calendars — and the team needed a solution that could flex to all of them without creating operational chaos.

Specifically, Emma needed to:

• Run localized email and SMS capture campaigns across 20+ markets simultaneously

• A/B test creative formats, timing, and offer structures — consistently and at scale

• Manage seasonal peaks (Black Friday, post-holiday sales) across all markets in a coordinated way

• Experiment with newer engagement formats, including gamification and out-of-stock re-engagement flows

• Keep campaigns compliant with local regulations, including double opt-in (DOI) flows in key markets

Emma chose Wisepops for its combination of multi-site management under a single workspace, its flexibility to support both standard popups and more advanced formats, the possible integrations with internal tools and the ability to run structured A/B tests across market

A structured, test-driven capture strategy — replicated across markets

Emma's team used Wisepops to build a systematic onsite capture plan, starting with their highest-traffic markets and progressively rolling out to new storefronts.

Their approach combines a few key ingredients.

1. Always-on capture — two formats, two moments, one consistent system

Emma's always-on setup runs two complementary campaigns in parallel across every active market: a landing popup for new visitors, and an exit-intent popup for users about to leave. The two campaigns deliberately use different formats, reflecting the different intent at each moment.

The landing popup uses a multi-step format — an interest-selector step ('Tell us what you need for perfect sleep: Mattresses / Pillows / Beds / Others') before the email or SMS capture form.

This creates a sense of personalization and progress: the visitor makes a micro-commitment first, which increases the likelihood they complete the signup. This small multi-step format increased email subscription rate by +50% — turning a passive impression into an active interaction from the very first page while collecting more data from users.

The exit-intent popup takes the opposite approach: a visitor who is about to leave has already decided not to engage further, so the format strips back to a direct, urgent email capture — 'Wait! Don't leave yet!' with a single email field and a strong offer. No extra steps, no friction.

This two-format logic — richer engagement on landing, frictionless urgency on exit — is the backbone of Emma's onsite capture strategy across all markets.

2. Email + SMS collection — multi-step capture flows

Where CRM infrastructure supports it, Emma extends the always-on landing popup into a two-step Email+SMS flow: the visitor first submits their email, then is presented with an SMS opt-in step. Both Ometria (email) and Attentive (SMS) are integrated directly, with form submissions syncing in real time.

The multi-step format is particularly effective for SMS collection — by the time a visitor reaches the SMS step they have already invested in the flow, reducing drop-off. Engagement rates on the combined Email+SMS gamification format reach close to 28% on the latest variants.

3. Flexible installation across a mixed tech stack

Emma's global footprint means a uniform tech stack isn't possible — and Wisepops is deployed accordingly. The majority of Emma's storefronts run Wisepops via Google Tag Manager, giving the team full deployment control without touching site code and making it straightforward to push changes across markets.

A subset of markets run via native Shopify integration, enabling deeper store-level features including revenue goal tracking.

Wisepops campaigns are also configured to exclude traffic arriving via CRM channels — Ometria and Attentive UTM parameters are suppressed across all markets, ensuring existing subscribers are never shown acquisition popups.

This protects list hygiene and avoids friction for returning customers, as visible in the audience settings applied globally across Emma's campaigns.

4. Structured A/B testing — with measurable uplifts

Emma runs a continuous test-and-learn cycle across their markets, using clearly named campaign variants and structured version histories — some campaigns have accumulated 40+ versions over their lifetime. A few examples of what that rigour has produced:

The SMS close text test is particularly instructive: once a visitor has engaged with the gamification popup and submitted their email, the friction on the subsequent SMS opt-in step becomes the primary conversion lever.

Removing a single line of dismissal text translated into a measurable lift across 128,000 impressions — the kind of marginal gain that only surfaces when you're testing at scale with discipline.

Emma runs variants in parallel over meaningful impression volumes and feeds results into the next iteration. The result is compounding performance improvement over time rather than a static setup

5. Cart abandonment recovery & out-of-stock re-engagement

Beyond email and SMS capture, Emma uses Wisepops to intervene at two other high-stakes moments in the purchase funnel: cart abandonment and out-of-stock demand.

On the cart abandonment side, Emma deployed an exit-intent popup on their cart page — targeted at visitors about to leave with items in their basket.

The popup is deliberately simple: no email form, no discount — just urgency messaging, trial reassurance ('Sleep on it for up to 200 nights — return it for free'), and social proof, with a single 'Complete my purchase' CTA. An A/B test confirmed the impact:

On the out-of-stock side, Emma built targeted popups for product pages where inventory was unavailable — collecting intent from visitors who would otherwise leave empty-handed. Captured contacts are re-engaged when stock returns, turning a lost visit into a re-activation opportunity.

6. Multi-market rollout — one workspace, 20+ storefronts

Emma progressively expanded from initial pilots to a full multi-market operation. Active campaigns now run across storefronts in Germany, France, the Netherlands, Spain, Portugal, Italy, Belgium (FR/NL), Switzerland (FR/DE), Austria, Australia, Chile, Colombia, Brazil, Ireland, India, Taiwan, Canada, Korea, the Philippines, and more — all managed under a single Wisepops workspace.

Each site runs its own localized campaign set, while the team benefits from shared templates, consistent campaign logic, and unified reporting across the workspace.

7. Localized seasonal campaigns — and the full promotional calendar

Beyond always-on capture, Emma deploys time-limited seasonal campaigns tied to local promotional moments — each with its own creative, offer, and targeting. Their Irish Week campaign is a strong example: a fully localized popup featuring Irish flag imagery and a market-specific 50% off offer, which achieved a 17.3% email sign-up rate — compared to 7.4% on the always-on baseline running on the same site the rest of the year. That's a 2.3x uplift driven entirely by creative relevance, with no change to targeting or trigger logic.

Emma's seasonal playbook spans the full promotional calendar:

• Pre-peak ramp: campaigns switch creative and offer 2–3 weeks before major moments, lifting submit rates to ~26%

• Peak periods (Black Friday, key sales weeks): dedicated campaigns push to 22–27% submit rates across markets simultaneously — November 2025 alone drove 5.1M impressions and 551,000 form submissions, roughly 3.7x an average month

• Localized moments (Irish Week, French Days, Sleep Weeks, Birthday campaigns): market-specific creative layered on top, regularly reaching 30%+ submit rates

• Frozen periods: when promotions aren't available — post-sales regulatory quiet periods — Emma runs alternate-message campaigns that maintain the capture infrastructure without making discount promises that can't be kept

The frozen period use case is a good example of operational maturity: Emma doesn't just turn campaigns off when they can't offer a discount — they adapt the message, keep the capture running, and switch back cleanly when the promotional window reopens. Wisepops' scheduling and versioning makes this manageable at scale across 20+ markets.

Results: Scale, velocity, and measurable revenue — across every market

Global capture at scale

Since going live in early 2024, Emma has built one of the largest single-account onsite capture operations in Wisepops — with over 41 million campaign impressions served, 3.1 million form submissions, and 2.2 million email and SMS contacts collected across 20+ active markets. With 490+ campaigns run to date, the programme operates at genuine enterprise scale while maintaining a 5.5% average sign-up rate across all active campaigns — well above industry benchmarks.

The multi-step format means performance is best understood as a funnel — each step has its own rate and each step compounds the one before:

Of visitors who interact with the interest selector (step 1), 68.6% go on to submit their email (step 2). Of those who submit an email, 40.8% also complete the SMS opt-in (step 3). These step-to-step rates reflect the compounding value of the multi-step format: each micro-commitment increases the likelihood of the next.

Best-performing markets

While the 5.5% global email sign-up rate is a weighted average across all markets and campaign types, the markets running the full Email+SMS gamification setup consistently outperform — reflecting both the format and the maturity of the local campaign programme:

Ireland's 10.9% rate is the standout — driven by the combination of a strong always-on gamification setup and localized seasonal campaigns (like Irish Weeks) that push sign-up rates to 17%+ during active promotional periods, lifting the site average well above the global benchmark. Brazil leads on SMS, with 377,000 SMS contacts collected at a 6.1% SMS sign-up rate — the strongest SMS performance across the entire account.

Revenue attribution

On the markets where Emma runs Wisepops via Shopify integration, the platform tracks direct revenue attribution from campaign-assisted sessions. Across those markets, Wisepops consistently accounts for around 10% of total online revenue — ranging from ~2% in more mature markets to ~17% in higher-growth ones where list capture plays a more central role in the conversion funnel.

For the majority of Emma's markets, which run via GTM, this attribution layer isn't yet active — meaning the commercial impact of Wisepops across the full account is likely significantly larger than what's currently measured.

Mobile-first performance

Emma's campaigns skew heavily mobile, and these visitors submit at a slightly higher rate than desktop (7.8% vs 6.6%). The gamification landing format amplifies this further: the interest-selector mechanic creates a natural interaction loop that works particularly well on mobile, with engagement rates on optimised variants reaching up to 33% — turning a passive impression into an active moment of intent.

Collaboration: Wisepops’ growth unlocks Emma’s growth, and vice versa

Since Emma joined Wisepops, multiple improvements and new features have been developed, allowing further improvements not only to subscription rates but also to the customer journeys of users in the webshops.

The latest development was the Branch block, which allowed Emma to start storing the product preferences from subscribers and transfer them to Ometria. After testing the Branch block, Emma provided feedback that the backend results should be different from the frontend to match the internal data taxonomy.

In a matter of less than a month, Wisepops developed the possibility to add different values for frontend versus backend, allowing Emma to be one step closer to unlocking true personalisation of their content in email marketing.

What's next: Expanding SMS capture and doubling down on automation

Having established a robust always-on capture foundation across all active markets, Emma's team is continuing to expand the program — both geographically and in terms of use case depth. New markets are regularly being added to the workspace (for example, Hong Kong launched March 2026), each deploying the same proven campaign playbook from day one.

Emma is also expanding the scope of what Wisepops does across the funnel — moving beyond email capture into SMS, cart recovery, and revenue attribution. Key initiatives on the roadmap include:

• Full SMS collection rollout across all markets, building on the combined Email+SMS format

• Automated double opt-in (DOI) compliance flows adapted per market regulation

• Deeper revenue attribution coverage — extending goal tracking to additional markets

• Continued A/B testing on gamification format variants, offer framing, and trigger timing