How We Did It

Branded Lead Captures & Zero-Party Data Collection For A Consistent Customer Experience

Tomlinson’s wanted to create an engaging welcome experience for first-time visitors that mirrored what a customer might expect when they walked into their storefronts. Fuel Made worked with them to create a beautiful, branded lead capture that combined that feeling with their new zero-party data collection strategy.

On the first screen, Tomlinson’s asks visitors if they would prefer a dog treat or cat toy as a freebie for signing up to receive their emails. Then, on the next screen, they go a step further by asking if they’re a dog person, a cat person, and/or other.

This two-step process ensures two things—that one, their freebie is one of their choosing, and two, that Tomlinson’s knows if they have other animals besides their choice in freebie.

Fuel Made built this using four separate promotions so that Justuno can accurately tell Klaviyo if the new subscribers clicked on ‘Dog Treat’ versus ‘Cat Toy’ or ‘Other.’ Justuno’s integration with Klaviyo seamlessly passes a custom property that was selected, letting them know the new subscribers want a ‘Dog Treat,’ for example. This triggers a personalized welcome flow specific to dog owners and is then stored in their Klaviyo profile for future segmentation purposes.

Then, the welcome series Fuel Made, designed in Klaviyo, is triggered based on their answers for instant personalization, just like new customers would receive in the store.

These are just the dog and cat examples, but as we said earlier, there is an ‘Other; option—perfect for those with other furry (or feathered) friends. The secondary option, asking them directly what type of pet they have, allows Justuno to pass a specific property over to Klaviyo for even more personalized experiences both in the welcome flow, return visits to the site, and beyond.

Tomlinson’s then takes a more educational approach in the next step in their welcome series on how to choose the right food for their pet type based on the property mentioned above.

If new subscribers still haven’t converted after this email, then they’re sent yet another personalized email reminding them to use their discount and putting them on a 24-hour clock before it expires.

As you can see, this single additional data point about their new subscribers allows Tomlinson’s to personalize their welcome flow in a way that they simply couldn’t without asking for one small additional piece of information. Adding in this additional zero-party data field didn’t detract visitors from opting in; in fact, Tomlinson’s pop-ups are leading the industry with an 11.74% opt-in rate on mobile and 7.54% on desktop.

But the real conversion power comes from the welcome email flow, with an exceptional conversion rate of 23% for new subscribers.