The Challenge
In March 2020, COVID-19 disrupted global business operations. The company needed to convert substantial Facebook ad traffic into email subscribers while managing economic uncertainty. It was important for the company to leverage the expertise of partners with proven experience scaling eCommerce brands.
The Solution
Kinga Dow Productions implemented a "Lottery" gamification strategy using Klaviyo email flows. The approach featured:
- A popup offering "mystery discounts" in exchange for email addresses
- Customers discovered discount amounts only at checkout
- 48-hour validity window after opt-in
- Discount range: $5-$100 (80% redeemed lower-tier discounts)
This mechanism leveraged psychological commitment bias, encouraging customers to complete the purchase experience.
The Results
Email Performance:
- First email: 62% open rate, 42% click rate
- 11.5% of users placed orders from initial email
- Revenue from Lottery flow: $4.93M
Subscriber Growth:
- List grew from near-zero to 400K between March-August 2020
- Mobile: 411.56K subscriptions (23.4% submission rate)
- Desktop: 36.69K subscriptions (12.1% submission rate)
Loyalty Integration:
- 44K new loyalty program members
- Additional $1.2M revenue from loyalty program purchases
- Total revenue: $5.53M
Key Takeaway
Strategic email marketing combined with engaging gamification mechanics proved remarkably effective for rapid customer acquisition and retention, even during unprecedented economic disruption.
