Personalization strategies driving a 23% welcome flow conversion rate

Tomlinson’s Feed, a Texas-based pet supply brand known for its natural products, teamed up with Fuel Made to elevate how it connects with customers through personalization. By capturing zero-party data directly from subscribers, we helped Tomlinson’s build smarter, more engaging email experiences that drive real results.

23% welcome flow conversion rate
11.7% mobile pop-up capture rate
7.5% desktop pop-up capture rate

Client	Tomlinson’s Feed
Industry	Pets
Website	tomlinsons.com

Fuel Made's Role

Strategy
Copywriting
Visual Design
List Growth
Full Service Email Marketing

Side-by-side pop-up design: the left side offers free treats or toys for your fur baby with buttons for 'My pup', 'My cat', or 'Neither'; the right side asks for your pet’s name and whether you’re a dog or cat person, with a submit button.

The challenge

Limited personalization data

Tomlinson’s wanted to better understand its customers’ preferences but lacked sufficient first-party and zero-party data to personalize marketing messages effectively.

Traditional data collection

As privacy laws tightened and third-party data became less reliable, the brand needed a way to gather actionable insights directly from subscribers—without sacrificing customer trust.

Tomlinson's welcome email for cat owners: upper section shows a close-up of a curious cat with the headline “Has anyone ever told you you’re the best pet parent ever?”; lower section explains how to redeem a free cat toy by adding it to the cart and entering a code, with a ‘Treat My Cat’ button.

Kate Knecht Vice President, Tomlinson's Feed

our approach

Interactive, data-rich pop-ups

We designed engaging pop-ups that asked subscribers about their pet type and preferences, enabling Tomlinson’s to capture valuable zero-party data right from signup.

Segmented welcome flows

Using Klaviyo’s custom properties, we created segmented welcome flows that delivered tailored messages—like showcasing cat toys to cat owners and dog treats to dog lovers.

Ongoing refinement and testing

Our team continuously optimized the pop-up design and flow logic to improve capture and conversion rates, ensuring Tomlinson’s email performance exceeded industry benchmarks.