1Thrive Boosts Email Signups 4.26% by Highlighting Exclusive Deals Over Instant Discounts

1Thrive creates modular wall organizer systems and family command centers that help families stay organized and productive.

Brett Stern

CEO & Founder at 1Thrive

Profile

Challenges

Email signup conversion was plateauing despite a strong welcome discount.

Solutions

A/B tested popup messaging by replacing the upfront discount with access to exclusive deals.

Results

+4.26% signup rate+$1.70 ARPU+1.52% conversion rateBased on A/B testing

January 9, 2026

Results

Testimonial

Brett Stern

CEO & Founder at 1Thrive

Profile

Maestra helped us unlock hidden revenue by optimizing our email capture strategy. Replacing upfront discounts with exclusive deals was a masterstroke that drove a 1.52% increase in conversion rates while simultaneously growing our subscriber base. They are an essential partner for our growth.

Why Removing the Discount Actually Worked

1Thrive had been using a $20 off $149 welcome discount in their popup — a strong offer they believed would reliably convert. But performance was stuck and lead capture wasn’t improving.

Their Maestra CSM spotted the issue: the popup wasn’t highlighting the real value of email subscription.

Julia Lo

Founding Director of Customer Success at Maestra

Profile

1Thrive offers email subscribers incredibly valuable exclusive promotions. They send at least one promotion weekly, and during BFCM and the holidays almost a different one every other day — sometimes up to 50% off! None of these promotions ever appear on the website. I felt like the popup wasn’t communicating that value.

The CSM proposed an A/B test: replace the upfront discount with exclusive deal access — and the promise of bigger savings.

Original popup offering $20 off $149 welcome discount

New popup highlighting exclusive deals and savings up to 50% off

The counterintuitive approach won across every metric:

By focusing on exclusivity and a higher potential discount (up to 50% vs. a fixed $20), the new popup positioned email as the only gateway to insider pricing. Removing the instant offer also filtered out one-time coupon hunters, attracting subscribers genuinely interested in ongoing deals — which drove the higher ARPU.

More About Lead Capture & Popup Optimization

1. Enlightened Equipment Achieves 20x Growth in New Subscribers — How A/B testing lead forms took signup rates from 0.37% to 6.1%

2. Blossom Flowers Triples Popup Conversion Rate with A/B Testing — Testing popup timing rules increased lead capture from 0.26% to 0.8%

3. JOLYN Increases Email Capture by 21% with AI-Optimized Popups — Smart discount personalization boosted revenue per user by 22% while protecting margins