sackit’s newsletter signup worked the way most ecommerce brands’ do. A popup offered 10% off in exchange for an email address. Visitors signed up, but the popup told nothing about who those new subscribers actually were.
A customer looking for garden furniture and a customer looking for lighting landed in the exact same welcome flow, with no way to tell them apart. Every follow-up email had to speak to everyone at once, with no sense yet of what each new subscriber actually wanted.
Sackit wanted a signup flow that kept converting visitors but also learned something about each subscriber from the first click. That way, every email after it could be relevant from day one.
Instead of leading with the discount, Web2Media and sackit changed the order of the conversation. The new popup opens with a single question. What are you interested in? Visitors choose from garden & terrace, lighting, living & dining room, or home accessories before they ever see the 10% offer.
Only after that first click does the second step appear, asking for name, email, and birthday in exchange for the discount code.
This is a tactic called micro-commitment: ask for something small first, and people are more likely to say yes to the bigger ask that follows. Clicking an interest category costs the visitor nothing, but it means they’ve already started. Entering their name and email then feels like finishing what they began rather than a new decision. The first click does the hard work, and the second step closes the loop.
Every subscriber who completes the flow also arrives in Klaviyo tagged with an actual interest, not just an email address.
“The 12% lift is great, but the real win is the data. We now know what each subscriber cares about before we send the first email.“
In the first three months, the new flow lifted sackit’s combined conversion rate across its six live markets, with the biggest gains in Sweden, the EU, and Germany.
Beyond the conversion numbers, those interest tags give sackit a way to stop sending every new subscriber the same welcome flow. Someone who picked garden & terrace can get emails about garden furniture, and someone who picked lighting can get emails about lamps.
The next step for sackit and Web2Media is measuring how those segmented emails perform as more subscribers come through the new flow.
“A discount code gets someone through the door, but we only learned what they cared about once they’d bought something. Now we know what each subscriber is interested in from the very first click, so we can keep our emails relevant long after the 10% has been used, and not just in the welcome flow.“
