A quiz turned strangers into segments.

The problem

They had strong signups every day, but almost nobody opened a second email. Dog owners were being shown cat food and cat owners were being shown dog food, because every new subscriber got the exact same welcome message.

The gap

There was no segmentation inside Klaviyo at all, so every signup looked identical to the system. The single highest-intent moment in the whole relationship, the welcome series, was being spent on generic content instead of the right product.

The fixes

• "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.