How Ziggy Family captured 9,300 email subscribers with educational popups and embeds

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. Each product is crafted with premium ingredients, reflecting the brand's commitment to feline health and French culinary excellence.

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

The Solution: High-Converting Lead Generation Through Educational Content

Ziggy Family designed their onsite strategy around a powerful insight: pet owners actively seek expert guidance on nutrition. By offering valuable educational content in exchange for email signups, they achieved exceptionally high engagement rates while building a qualified subscriber base. Their approach focused on three pillars: education, acquisition, and self-service support.

Strategic overlays triggered at key decision moments

Use Case 1: Welcome Offer & Newsletter Sign-up

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 e-commerce 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.

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

The Bottom Line

Ziggy Family demonstrates that exceptional email capture and engagement rates are achievable when brands lead with education and value.

Ziggy Family proves that in subscription e-commerce, combining high-value educational content with strategic popup placement drives exceptional signup rates and builds a highly qualified subscriber base—creating a foundation for long-term customer relationships and sustainable growth.