How Mechanism Got 47% of Email Subscribers to Upgrade to SMS

Meet Mechanism

Mechanism is a popular ecommerce store dedicated to solving gamers' problems.

They specialize in high-quality grips and mounts designed to enhance gaming setups, whether at home or on the go. Their mission is to help gamers create the ultimate battle station with ease.

The challenge

Mechanism wasn’t just after more subscribers—they wanted quality leads who would genuinely engage with their brand.

Their challenge? Growing both their email and SMS lists without overwhelming visitors. Asking for too much upfront risked lower conversions. At the same time, they needed deeper audience insights to craft more personalized marketing campaigns.

The solution

The Mechanism team introduced a multi-step popup with a mystery offer to boost engagement.

Instead of asking for an email upfront, it started with a simple question, making participation easy. This approach required a low commitment from visitors while also helping Mechanism segment visitors effectively.

After answering, users entered their email to unlock a 10% discount.

Then came an optional upgrade—join the SMS list for a 15% discount. Only those opting in were asked for their phone number, keeping the process smooth and non-intrusive.

Here you can see the complete funnel:

This approach, known as the Trojan Horse Method, developed by Jason K. Williamson, has helped many brands grow their SMS lists without hurting email signups.

By framing it as an exclusive perk rather than an obligation, it encouraged more opt-ins.

With curiosity, incentives, and a structured approach, this popup effectively turned visitors into subscribers.

The results

So, did this strategy actually work? Absolutely. Mechanism achieved an impressive 11% email conversion rate and a 5% SMS conversion rate, significantly outperforming traditional popups. This means that 47% of email subscribers decided to subscribe to SMS too.

Beyond the numbers, they gained deeper insights into their audience. With better segmentation and personalized data, they can now send targeted offers that drive higher engagement and conversions.

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