Thanks for sharing the math! I hate pop-ups, especially ones that break the display, but I also hate digging for a newsletter I want to sign up for. And I won’t refuse to sign up for a newsletter just because of the pop-up. So it’s nice to see some data about that!
I think in the online sphere the best examples of marketing are clothing companies, such as Express. And they have been abusing pop-ups for email signups and crazy “freebies” in their newsletters for over a decade.