èßäÊÓƵ

The Challenge

Le Chameau's welcome email was the same for everyone. A first-time visitor who'd spent five minutes browsing the homepage and signed up out of curiosity received the same email as someone who'd been deep in the Vierzon boot product page, comparing sizes, and was clearly ready to buy. Same introduction, same content and same tone.

For a premium brand with a considered purchase cycle, that first email matters. It sets the relationship. A visitor who already knows the brand and is close to purchasing doesn't need an introduction. They need a reason to come back and buy. A visitor who's earlier in their journey needs the opposite. They need to understand what makes Le Chameau different before they'll consider spending.

Without a way to tell these subscribers apart at signup, the team had to pick one approach and apply it to everyone. That meant the welcome email was either too salesy for casual browsers or too slow for ready buyers.

The Hypothesis

By segmenting welcome emails based on real-time intent data, we will improve engagement and reduce unsubscribes by matching the first touchpoint to each subscriber's level of purchase readiness.

The Le Chameau team believed that the welcome email should feel like a continuation of the on-site experience, not a reset. If someone signed up while actively evaluating products, the email should reflect that momentum. If someone signed up while casually exploring, the email should earn their attention before pushing product.

In Closing the èßäÊÓƵ Gap, 71% of consumers say they expect interactions that reflect their intent, and 76% feel frustrated when that doesn’t happen. The welcome email is often the very first post-visit touchpoint. Getting it wrong doesn't just reduce engagement. It costs you the subscriber entirely.

The Solution

Le Chameau added real-time intent data to their existing Klaviyo welcome flow. Instead of one welcome email for everyone, the team built two paths based on the subscriber's intent stage at the point of signup.

High intent subscribers received a product-led welcome email. No lengthy brand introduction. Instead, the email led with "Our boots aren't made to sit on a shelf" and went straight into the core collection. Vierzon, Chasseur, and tailored descriptions. The message assumed they already knew who Le Chameau were. It gave them a reason to come back and browse with purpose.

Low intent subscribers received a brand storytelling email. "The right boots, for the right kind of outdoors." The content focused on what makes Le Chameau different: waterproof, long-lasting, shaped for a purpose, built for generations. It introduced the range (Vierzon, Chasseur, Saint Hubert, Vierzonord) with more context and education. The message earned attention before asking for action.

The segmentation was powered by Made With èßäÊÓƵ's real-time intent stages and ran inside Klaviyo. Same welcome flow, but two very different first impressions.

The Impact

Without èßäÊÓƵ, every new subscriber received the same welcome email regardless of how engaged they were at signup or how close they were to purchasing.

With èßäÊÓƵ, welcome emails adapted to the subscriber's mindset. High-intent signups got product-led content. Low-intent signups got brand storytelling.

Key Results: +18% increase in email open rates and -33% reduction in unsubscription rate.

This Play proved that the welcome email is too important to keep generic. By matching the first email to intent, Le Chameau improved engagement and kept more subscribers. The open rate increase suggests the subject line and message felt more relevant. The unsubscribe reduction shows that when the content matches the mindset, people stick around.

They are now exploring how intent-led segmentation could extend across the full lifecycle, tailoring re-engagement, product launches, and seasonal campaigns to subscriber intent.

A welcome email is a first impression. Sending the same one to a ready buyer and a casual browser means getting it wrong for at least one of them. This Play shows how intent data helps you start every subscriber relationship on the right foot.

Want to make your welcome series intent-led? Explore more about Email Segmentation with èßäÊÓƵ.