How Ziggy Family captured 9,300 email subscribers with educational popups and embeds
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About Ziggy Family
Ziggy Family is a French premium pet food brand specializing in fresh, high-quality cat food made in France. With a focus on transparency, nutrition, and sustainability, Ziggy offers personalized subscription boxes that deliver healthy wet food, pâtées, and croquettes directly to cat owners' doors. With a focus on nutrition, transparency, and French craftsmanship, Ziggy has built a loyal customer base across France, Germany, and the UK.
Company size
Industry
Use cases
Features used
Midsize
Pet food / D2C subscription ecommerce
• Capture newsletter subscribers
• Improve subscription UX
• Drive ebook downloads
• Educate customers on subscription management
• Promote limited-time offers
• Popup builder
• Onsite feed
• Embeds
• On-click triggers
• AI product recommendations
• Multi-language targeting (FR/DE/EN)
• URL-based page targeting
• A/B testing
• Integrations: Klaviyo
Key results (July - November 2025)
The challenges
Pet food subscription businesses face unique conversion challenges that go beyond traditional e-commerce. For Ziggy Family, success meant not just acquiring customers, but educating them about subscription flexibility while building trust around a premium product.
Key challenges:
Capture qualified leads interested in cat nutrition and premium food at scale
Build an engaged email list with cat owners interested in pet nutrition education
Achieve high engagement rates that exceed industry benchmarks
Educate subscribers about subscription management without creating support friction
Balance promotional offers with brand positioning as a premium pet food provider
Support multi-market growth across French, German, and English-speaking audiences
Optimize for mobile-first shoppers who browse on-the-go
Reduce support inquiries by proactively providing self-service information
Phase 1 — Popups and embeds (July – November 2025)
Ziggy Family's strategy started with a clear insight: cat owners actively seek expert guidance on nutrition. Rather than relying on discounts alone, they led with educational value — turning visitor curiosity into qualified leads and conversions.
What they built
Welcome offer: A brand-aligned popup offering 10% off first orders in exchange for email sign-up, shown to new visitors after a short delay.
Educational lead magnets: On-click ebook campaigns on nutrition topics (kitten, food transition, senior cats, digestion…) on relevant blog and product pages — with CTRs reaching 74.9%.
Promotional campaigns: Time-sensitive discovery bundle offers and seasonal promotions driving urgency at key conversion moments.
Subscription management popups: Click-triggered informational popups helping existing subscribers manage delivery, payment, and pausing — in FR, DE, and EN. Reduced support tickets while improving retention.
Use Case 1: Welcome Offer
The foundation of Ziggy's acquisition strategy: a clean, brand-aligned popup offering 10% off first orders in exchange for email signup, shown after page delay.
5.7% overall signup rate was achieved across all campaigns—nearly double typical ecommerce benchmarks of 3%.
Use Case 2: Educational Lead Magnets
Ziggy transformed potential support questions into lead generation opportunities through educational ebook offers.
On-click popup campaigns:
Strategic value: These campaigns positioned Ziggy as a trusted pet nutrition expert while capturing highly qualified leads interested in cat health topics.
Use Case 3: Limited-Time Product Offers
Time-sensitive promotional campaigns driving urgency for discovery bundles and seasonal offerings.
Use Case 4: Click-Triggered Subscription Management Popups
This is where Ziggy's strategy truly differentiated itself. Rather than waiting for customers to contact support, they created on-click informational popups accessible throughout the subscription management journey.
Strategic impact:
These click-triggered popups transformed customer support from reactive to proactive, reducing ticket volume while improving customer satisfaction and retention.
The results speak for themselves: 9,300 qualified subscribers in just five months with a 5.7% signup rate—nearly double our industry benchmark. Wisepops has completely transformed our lead generation strategy. The ebook campaigns are brilliant—achieving up to 74.9% CTR while attracting cat owners who genuinely care about their pets' health. We're not just capturing emails, we're building an engaged community of pet parents. The click-triggered popups have also been a game-changer for reducing support tickets around subscription management. It's the perfect combination of education, engagement, and efficiency.
E-commerce Manager, Ziggy Family
Phase 1 results
Phase 2 — Adding the notification feed (December 2025 onwards)
After five months of strong popup performance, Ziggy Family expanded with the Wisepops notification feed — a persistent, bell-icon panel that lives on the site without interrupting browsing. Visitors open it when they choose to.
The logic was clear: popups excel at capturing new visitors at high-intent moments, but they can't reach the same visitor twice. The feed fills that gap — serving returning visitors with relevant content and offers on every visit, entirely on their terms.
What they built in the feed
Use case 1: Newsletter signup
An always-on email capture card for non-subscribers, present on every visit without a popup trigger.
Use case 2: Product discovery
Best-sellers and recently viewed items, keeping returning visitors engaged and moving toward conversion.
Use case 3: Interactive tools
A ration calculator helping cat owners size portions correctly — Ziggy's highest-engaging feed card at 22.7% engagement rate.
Use case 4: Support access
A persistent contact entry point embedded in the feed, reducing friction for customers mid-journey.
Adding the notification feed wasn't about replacing what was working — it was about reaching the visitors our popups couldn't. People who come back regularly, who already know us, but had closed our popup weeks ago. The feed is there for them on every visit, completely on their terms. And the numbers back it up: more sign-ups, more conversions, more engagement — without a single extra interruption.
Ecommerce Manager, Ziggy Family
Onsite Personalization Framework
Ziggy's technical implementation demonstrates sophisticated audience segmentation:
Multi-language & Market Targeting
URL-based content localization serving French, German, and English campaigns
Language-specific ebook campaigns matching site language
Geo-targeted offers based on regional availability
Mobile-First Optimization
All campaigns designed with mobile-responsive layouts
Single-column popup designs for small screens
Touch-optimized CTAs and form fields
Behavioral Triggers
On-landing popups with a delay for new visitors (welcome offer)
On-click triggers for subscription management education
Exit-intent for high-value cart abandonment
Time-delayed popups for engaged browsers
A/B Testing
Continuous optimization of offer messaging
CTA language testing (Eg: "Let's Meow" vs. standard CTAs)
Image testing for ebook campaigns
What excites us most is that we've only scratched the surface of what Wisepops can do. We're planning to expand our usage significantly in the coming months. The AI product recommendations feature could revolutionize how we suggest the right food combinations for each cat's needs. We're eager to test the onsite notification feed—that social media-like experience feels perfect for sharing subscription updates, loyalty offers, and new product launches in a non-intrusive way that keeps our customers informed without interrupting their browsing. We also want to dive deeper into advanced segmentation using custom properties from our subscription data—imagine serving different campaigns based on subscription frequency, product preferences, or pet age. And of course, we'll continue A/B testing to optimize every element. Wisepops has so many powerful features we haven't had time to explore yet. The platform grows with us as we scale.
Ecommerce Manager, Ziggy Family
The results: better performance across every metric
Once the campaign mix stabilized in January–February 2026, the combined popup + feed strategy outperformed the popup-only baseline on every KPI.
Phase 1 — Popups only (Jul–Nov 2025 avg)
Phase 2 — Popups + Feed (Jan–Feb 2026 avg)
Avg engagement rate
4.3%
6.5% ↑
Avg monthly email sign-ups
2,360
2,538 ↑
Avg signup rate
4.1%
4.7% ↑
Avg monthly conversions
395
483 ↑
The improvement comes from two places: the feed adds a new engagement layer for returning visitors who'd already seen the popup, and the updated popup campaigns launched alongside the feed carried a higher signup rate. Together, they lifted every metric.
Ziggy Family's results show what happens when onsite marketing covers the full visitor journey. Popups deliver strong, measurable results at high-intent moments. The notification feed then extends that reach to an audience popups can't serve — returning visitors who engage entirely on their own terms.
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