The Challenge
Le Chameau wanted to expand their newsletter audience. Because they are a considered purchase, but also because they know their comms can turn subscribers into buyers. However, as a high-end product with a team who care about customer experience, blanket email capture pop-ups for every visitor felt too disruptive and off-brand.
Without intent, they relied on the typical static rules, like showing a pop-up after a visitor visits three pages or has been on site for 30 seconds. And this challenge isn’t unique to Le Chameau. Nearly every ecommerce brand with email capture has faced the same balancing act of growing their list without harming their experience.
The team knew that showing email capture pop-ups at the wrong moment, especially to highly engaged shoppers, could do more harm than good. Conversion could dip. Perception could suffer. They needed a more considered approach.
The Hypothesis
By targeting email capture pop-ups at unengaged or struggling visitors at the right moments, we will get more sign-ups without negatively impacting the site experience.
The Le Chameau team believed if they could identify visitors who were losing interest or likely to exit, they could introduce email capture experiences more naturally. This would allow them to capture valuable contact details without risking friction for those already progressing. They could add to their list without adding disruption.
And there’s good reason to be considerate. According to The èƵ Gap, 40% of online shoppers say pop-ups make them less likely to buy, and 55% dislike them when they appear in the first moments of a session.
The Solution
By enriching their existing Klaviyo experiences with our real-time intent data, Le Chameau triggered email capture pop-ups based on in-session behaviour. They created a custom segment to focus on visitors showing low intent to progress in their current purchase journey. This included those who weren’t engaging deeply or who showed early signs of leaving the site.
By using the matching with this segment as the trigger, the team could ask relevant visitors right at the opportune moment. Meanwhile, visitors identified in a Focus state, which we define as those actively progressing toward conversion on a positive journey, were excluded entirely. This ensured that the experience only appeared where a softer, more appropriate option could add value.
The result was a softer, more strategic capture moment for relevant visitors, without interfering with the primary journey of likely buyers.
The Impact
Without èƵ, email capture was both early and generic, making it easy for experiences to disrupt shoppers and damage brand.
With èƵ, email capture was reserved for the right moments, helping Le Chameau grow their list without harming conversion or reputation.
Key Results: A 24% incremental revenue from this segment, started by a 3% increase in email sign-ups.
This Play proved that email capture doesn’t need to be intrusive. By using real-time intent to guide the timing and audience, Le Chameau added value without adding friction. The proof isn’t just in the extra emails, but in the extra orders.
They’re now exploring new offers and placements to scale this approach across different touchpoints in the journey.
Great ecommerce experiences shouldn’t interrupt focused shoppers. But they also shouldn’t overlook future buyers. This Play shows how intent-led email capture can add impact to your signups and your bottom line.
Want to upgrade your approach to email capture? Explore more about Email Capture with èƵ.
