nonu adds 2.8x more newsletter subscribers per day with a scratch-off popup
How nonu, a Berlin jewelry brand on Shopify and Klaviyo, replaced its default signup form with a scratch-off popup and unique discount codes. Same 10% discount, 15.6 to 43.8 new subscribers per day, and €8,198.80 in revenue from popup codes within 11 days.
Company
NONU
Website
nonu.shop
Industry
Jewelry
Company Size
2-10 Employees
Stack
Shopify, Klaviyo
Location
Berlin, Germany
About
nonu makes skin-friendly titanium jewelry, mainly earrings, for people who react to conventional earrings. Founded in 2022 and growing since summer 2025.
Loyal customers, a default popup at the door
nonu sells titanium earrings to people who react to conventional earrings. That shapes how customers buy. The first purchase is the hurdle. Once customers see that the jewelry works for their skin, they stay loyal and come back for every product launch. Around 20% of revenue already comes from returning customers, and founder Robin Linnemann sees 30% as realistic. Email is the channel that carries this repeat business, so every new subscriber feeds directly into it.
“Many customers need to take the leap on their first purchase. Once they see the product works for them, they are very loyal and come back, especially for new products.”
Robin Linnemann, Founder, nonu
The email setup was mature. Klaviyo has been in place for two years, the flows were built by an agency and Robin keeps revising them. The list stood at around 4,000 subscribers in August 2026, with cohort analysis just getting started as the base grows.
Signups came through the default Klaviyo popup: an email field and a 10% welcome discount, delivered by the existing welcome flow. In the 28 days before go-live, the Klaviyo list grew by 15.6 new subscribers per day on average. An interactive signup with a few questions up front had been on nonu's list for a while, the team had looked at an external quiz tool, and the build was still open.
What went live
nonu joined PopUplift as a pilot customer in August 2026. After a demo call on August 11 with Robin and Mireya Muñoz Machuca, who runs email marketing, Meta ads and customer support at nonu, the setup happened in one 1:1 session on August 13: app installed from the Shopify admin, Klaviyo connected, popup built. The first popup view in the live store was on August 18.
The popup is a scratch-off. Visitors scratch to reveal the discount instead of typing their email into a plain form. The offer stayed exactly where it was, a 10% welcome discount. What changed is the mechanic and everything that happens after the signup:
Unique code per subscriber. Every signup receives its own discount code, created in Shopify. Each redemption is attributed to the popup down to the order.
Double opt-in with automatic code delivery. PopUplift created the Klaviyo flow with one click. The code goes out the moment the confirmation arrives.
Sync to Klaviyo and Shopify. Every signup lands in the Klaviyo list and as a customer profile in Shopify.
Branding from the store. Logo and colors were imported from the Shopify theme, legal links stored once for the popup.
Effort on nonu's side: one setup call. Timeline: demo call on August 11, setup on August 13, go-live on August 18, pilot period through August 28, 2026.
PopUplift features in use
Scratch-off
Visitors reveal the discount themselves. The interaction replaces the plain email field, the offer stays at 10%.
Unique codes
One discount code per subscriber, registered in Shopify. Every redemption is attributed to the popup down to the order.
Double opt-in flow
PopUplift detects whether the Klaviyo list uses single or double opt-in and creates the code-delivery flow with one click.
Klaviyo sync
Signups land in the chosen Klaviyo list with their profile data. Existing lists or a separate list, as the brand prefers.
Shopify sync
Every signup becomes a customer profile in Shopify. Discount codes are created and tracked in Shopify.
Branding import
Logo and colors come straight from the Shopify theme. Legal links are stored once and shown where they are required.
The result
n the 28 days before go-live, the Klaviyo list grew by 15.6 subscribers per day. In the 10 full days with PopUplift live, it grew by 43.8 per day, 2.8 times faster with the same 10% discount. Over the 11-day pilot, 649 people signed up through the popup, 80% confirmed the double opt-in with a median of one minute between signup and confirmation, and 67 of them ordered with their code: €8,198.80 in revenue at €122.37 per order.
2.8x faster list growth: 15.6 to 43.8 new subscribers per day, measured on the full Klaviyo list
Around 1,300 new subscribers per month instead of around 470, projected from the daily rates
649 signups through the popup in 11 days
80% double opt-in confirmation, median of one minute from signup to confirmation
67 orders with a popup code, €8,198.80 in revenue, €122.37 per order
10.3% of all codes redeemed within 11 days
Same 10% discount before and after
One setup call, live five days later
Only orders with a redeemed popup code are counted. Purchases by new subscribers without a code, and every later purchase through the newsletter, come on top.