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There are several reasons why it's beneficial, from both a UX and a business point of view. The main UX reason being - not all email clients can handle HTML emails. This is less of an issue these days but it's still a fact. There are hundreds of email clients out there, on loads of different devices. Some browser-based, some OS based, some 3rd-party client ...


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The lightbox (modal) approach is to create a greater focus on the form to prevent them from doing anything else but Sign in or Sign up while the modal is open. Your questions seems to be more of style preference, which I'd say it really doesn't matter as long as the flow is considered with usability in mind. Make sure the form is navigable with keyboard, ...



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