Success Stories
Branded Lead Captures & Zero-Party Data Collection For A Consistent Customer Experience
Tomlinson's worked with Fuel Made to build a branded welcome experience that recreates their in-store feel while collecting zero-party data. First-time visitors choose a freebie—a dog treat or cat toy—in exchange for their email, then a second screen asks whether they're a dog person, cat person, or "other." Built as four separate pop-ups, the flow lets Justuno pass each subscriber's exact selection to Klaviyo as a custom property, which triggers a personalized welcome series matched to their pet and stores the data for future segmentation. The series also educates subscribers on choosing the right food for their pet and sends a final discount reminder on a 24-hour timer to anyone who hasn't converted. That single extra data point didn't cost Tomlinson's any sign-ups—their pop-ups lead the industry at an 11.74% opt-in rate on mobile and 7.54% on desktop, while the personalized welcome flow converts new subscribers at an exceptional 23%.
The Solution
Tomlinson’s doesn’t just use the zero-party data from their lead captures in their welcome series, but in other automated campaigns to keep their database engaged and coming back. For win-back campaigns, they send best sellers based on the pet-type property designed to drive dormant customers back to the site to discover products they’re most likely to be interested in. And for just general brand awareness and education campaigns like this one with summer tips for your pet. These kinds of emails aren’t just important for staying top of mind with customers but in the animal/pet care industry are a crucial part of connecting with consumers. Building that relationship by showing you care and are a resource for them. Lisa Oberst, Director of Email Marketing, Fuel Made
Justuno makes it possible to bring to life the next-level strategies we like to create for our clients. They are a crucial part of our toolbox along with Shopify & Klaviyo when it comes to helping brands take their website and email marketing to the next level using zero-party data for personalization.
Lisa Oberst
Director of Email Marketing
