How we rapidly took over the email & SMS campaigns for a mid 8-figure pet brand

Natural Dog Email Feature

Key Results Acheived

Increased revenue from email by 35% in the first 3 months of engagement (compared to previous 3 months)

Onboarded and took full control of email & SMS within just 2 weeks from previous team

Optimized segmentation to add 60,000 people to their “180 Engaged” segment in Klaviyo within 3 months

How It Started

Natural Dog Company is a well-known, mid-8-figure brand that sells incredible supplements, balm, food additives, and chews for dogs. They are very successful on both their online Shopify store and wholesale channels like Amazon, Chewy, and more.

 

Their executive team needed to make some changes to their organization and bring in a fresh perspective in light of changing economic conditions.

 

After interviewing many email marketing agencies, they decided to hire 100 Celsius to take over their broadcast campaigns for both email & SMS.

 

Some of the initial priorities organizationally included:

 

👉 Driving more incremental revenue from broadcast email campaigns (without annoying their subscribers).

 

👉 Leveling up the copywriting and design on emails.

 

👉 Increasing their repeat purchase rate and active subscribers.

 

👉 Maximizing SMS as a revenue channel in a thoughtful way.

What We Did

Even though their turnaround and onboarding timeframe was fast, our first step in working with Natural Dog Company was conducting an extensive audit of their existing marketing and customer journey, and putting together a step-by-step roadmap for their email & SMS marketing program.

 

Some of our key action items that we recommended and implemented include:

 

✅ Drastically simplifying their suite of automations down from approximately 30 to about 12, cleaning up conflicting triggers, filters, settings, and faulty “personalization” in the process

 

✅ Fleshing out SMS automations in PostScript, ensuring that they are cohesive and coordinated with email automations in Klaviyo

 

✅ Developing a new segmentation framework that allowed us to increase campaigns sending frequency by about 30% and expand our engaged segments without tanking deliverability

 

✅ Creating a recurring “Anchor Campaign” that serves as a catch all engagement opportunity for subscribers

The Results

Cody written testimonial

Within just 3 months, we were able to achieve significant improvements for Natural Dog Company, including:

 

  • Increasing revenue from email by 35% compared to the previous 3 months
  • Optimized their segmentation framework to add 60,000 people to their “180 Engaged” segment in Klaviyo
  • Increasing sending frequency of SMS campaigns from 1 send to 2 sends per week in a thoughtful, educational way
Moreover, we were able to rapidly onboard within just 2 weeks and nail their voice and brand guidelines immediately with minimal revisions, ensuring that even in the midst of an organizational shakeup they didn’t miss a beat on the email & SMS front.

Here’s what VP of Marketing, Cody, had to say about working with 100 Celsius

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