Meet Sweet Natured Pet
WHO THEY ARE: Plant-based flea, tick, and mosquito spray for dogs and cats
BUSINESS TYPE: E-Commerce
PLATFORM: Klaviyo
TIMELINE: 9 weeks
SERVICE(S): Email Audit and Strategic Roadmap + Core E-Commerce Email Package
5x more welcome flow revenue in the first 30 days than the previous 6 months combined.
The Challenge
Founder Jennifer Brown had a Shopify store, a loyal customer base, and an email signup form, but no emails going out. New subscribers heard nothing. The brand's best asset, the story of her dog Max, was tucked away on the About page. And shoppers who browsed or left items in their cart were never followed up with.
What I Did
Built a 7-email welcome flow that splits at Email 1: brand education for buyers, a conversion journey for everyone else
Moved Max's story from the About page into the welcome flow
Added browse, cart, and checkout abandonment flows, with discounts only where they made sense
Handed it off with naming conventions, a tracker, and a repeatable campaign formula so Jennifer can run it herself
The Results
| Metric | Result |
|---|---|
| Welcome flow attributed revenue | +367% |
| Email-attributed revenue | +228% month over month, in under 30 days |
| Bounce rate | 0.76% (below the 2% benchmark, down 96.2%) |
| Automations live | 4 flows within 30 days of launch |
The Work
A few examples:
Welcome Email 1: "Welcome to Sweet Natured Pet!"
The first email sets the tone with a wink ("the plants are very motivated"), introduces the three hero ingredients, and makes the first-order code easy to find. A "Not ready to shop yet?" block at the bottom tells browsers exactly what's coming next, so nobody feels pushed.
Welcome flow: "Quick question, friend..."
An ingredient education email that opens with a question every pet parent can relate to: when's the last time you understood a pet product label? Each ingredient gets its own card with a clear job, turning "plant-based" from a buzzword into something shoppers can actually see.
Welcome flow: "We could spend another email telling you how great our products are..."
A social proof email that lets a real customer do the talking. The copy acknowledges that trying something new for your pet is a real decision, then answers the hesitation with transparency and a reminder that the code is still waiting.
Seasonal campaign: summer flea, tick, and mosquito season
A timely campaign that pairs good news (summer with your dog) with the reason to act now. Short, scannable cards explain what each pest is doing this time of year, then tie it back to the product's three plant-based ingredients.
*Click to see more designs in the gallery!
In Their Words
“Working with Jess has been a supremely positive experience. She provided clear timelines, detailed plans for my emails, how they were set up, what they would look like and so on and offered tips to keep my email systems a healthy and thriving part of my business. We've already seen sales attributed to emails since implementation and I feel much more confident about handling my emails going forward.”
- Jennifer Brown, Founder
