We ask new visitors about their interests via a checkbox field in the lead capture pop up. This way, every new subscriber picks their preference before entering a welcome flow that fits their profile.
American Tall's original wheel pop up used to capture 3.73% of store visitors' email addresses. Even though the new lead capture pop up asks for more information upfront, its capture rate averages 8.56%.
Leads are then entered into a segmented welcome flow that converts at 11.06%. This is 2x higher than American Tall's old welcome emails which converted at 5.45%. This successful boost can be attributed in great part to the fact that we're now sharing more personalized content.
For profiles who sign up for emails via the site footer or at checkout, we give them many opportunities to share or update their preference. Every email they receive includes a footer link to "update their profile to receive customized email content". Moreover, 4 days after placing an order, if their preference isn't set yet, we send them an email asking them for it.
Thanks to these systems, American Tall is now able to target relevant segments when launching new products and communicating about their brand. The long-term goal being to respect their subscribers' inboxes and build stronger connections with customers.