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Email Marketing

What content will you be having today? Asking subscribers for their interests and sending personalized content

American tall pop-up that offers 15% off American tall pop-up that offers 15% off
American tall welcome email that says American tall welcome email that says

The Challenge

American Tall makes clothing designed for everyone who has ever been asked “how’s the weather up there?” In other words, styles designed exclusively for tall people. When American Tall expanded from men-only clothing to also include women's collections, they wanted to be respectful of every subscriber's interests. American Tall was already gathering emails with a simple spin-to-win wheel pop up but they had no reliable way of distinguishing their subscribers. They came to us to help them figure out how to do that.

Our Approach

Our goal is to only send relevant content to American Tall email subscribers. If they want to hear about men’s or women’s clothes (or both), we want to give them the ability to control that. For this to be possible, we have to first ask each subscriber for their preference. We do this by giving subscribers different opportunities to select their preferred content. This means they can adjust their interests either when signing up via a pop up, after a purchase via a flow email, or through any campaign's footer link. Then we set up segmentation within Klaviyo flows to send one of three content versions: Men's clothing, Women's clothing, or a mix of both.

  • Copywriting
  • Visual Design
  • List Growth
  • Full Service Email Marketing
American Tall email preferences center that asks customers what content their interested in. There's another image that shows how to get to the preference center from the footer of an American Tall email
American Tall email preferences center that asks customers what content their interested in. There's another image that shows how to get to the preference center from the footer of an American Tall email

“Fuel Made provided us with great recommendations when we needed advice on how to build out our EM so the whole experience was painless.”

American Tall pop up sequence that collects an email for 15% off and then asks customers what kind of content they're interested in getting
American Tall pop up sequence that collects an email for 15% off and then asks customers what kind of content they're interested in getting
American Tall email gif that flips between a man and a woman. It says American Tall email gif that flips between a man and a woman. It says
American tall email showing men's and women's joggers American tall email showing men's and women's joggers

Highlights

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.

11.06%
Welcome sequence conversion rate
3.3x
Boost in email capture rate

Ready? Let’s Talk.