+10% email-driven sales with gamification opt-in — Man’s Set

The challenge

Man’s Set faced three distinct problems: rising paid traffic costs on TikTok with low conversion rates and climbing CAC, a welcome discount margin problem where lower discounts failed to convert and higher discounts hurt retention, and limited creative flexibility in their email service provider.

Solution

Man’s Set built a single integrated flow combining a sign-up widget with a follow-up email containing the game itself. A first-time visitor sees an animated widget inviting them to play a game after providing their email address. Instead of pushing a generic discount immediately, users engage with the game, receive a “won” reward, then continue through the email welcome journey already familiar with the brand and primed to convert.

For TikTok traffic specifically, the same gamified widget was used with changed display logic: shown only to users arriving from TikTok, and only after adding a product to cart — using Data Layer event-based triggering to target the highest-dropoff moment without increasing ad spend.

Results

• +10% sales across welcome and acquisition funnels

• +10% growth in email-driven revenue (significant given email accounts for ~10% of total revenue)

• -10% Customer Acquisition Cost, especially for paid and new users

Higher checkout completion from cold TikTok traffic was achieved without increasing advertising budget. Spin-the-wheel outperformed the gift box mechanic, delivering consistent results that scaled over time.