A quiz turned strangers into segments.

The gap

One generic welcome email for every subscriber — dog people getting cat food offers. Segmentation existed in the founder's head, not in Klaviyo.

What we ran

• "Which food fits your pet?" quiz as the primary signup unit — species, age, dietary needs captured as zero-party data
• Welcome journey per segment: 6 branches, each with its own product logic
• Replenishment flow timed to bag size and feeding rate
• Bundle recommendations injected by segment into cart and post-purchase

The result

Flow revenue up 212% in four months. The quiz converts at 3.4× the old popup — and every completion makes the next email smarter.