How American Tall sent personalized emails and doubled welcome flow conversion rate from 5.45% to 11.06%

Lack of subscriber preference data

American Tall was already gathering emails with a simple spin-to-win pop-up, but had no reliable way of distinguishing their subscribers. Without this insight, emails often reached the wrong audience or missed opportunities for engagement.

Expansion to multiple collections

With the addition of a women’s line, the brand needed to tailor messaging to different customer interests.

Preference-based pop-up

We introduced a new pop-up featuring a checkbox that lets visitors indicate whether they want to hear about men’s, women’s, or both collections. 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%.

Smart segmentation in Klaviyo

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.

Continuous profile updates

Subscribers can easily update their preferences at any time. Every campaign footer includes a link to “update your profile.” 4 days after placing an order, if their preference isn't set yet, we send them an email asking them for it.