Meet WagWell
WHO THEY ARE: Vet-formulated dog supplements, grooming, and treats
BUSINESS TYPE: E-Commerce
PLATFORM: Klaviyo + Attentive
TIMELINE: 6-months
SERVICE(S): Enhanced E-Commerce Email Package + Monthly Campaign Retainer
+69% email share of DTC revenue, from 3.45% to 5.84%
The Challenge
By April 2026, WagWell had more than 25,000 email subscribers, but email drove just 3.45% of direct-to-consumer revenue, and the program leaned on promotions to get orders. The goal: reach 5-8% by sending the right message to the right dog parent at the right moment.
What I Did
Audited Klaviyo and Attentive so every decision started from real data
Built a four-group audience framework: engaged purchasers, engaged non-purchasers, lapsed purchasers, and truly unengaged
Built the full lifecycle: Welcome, Post-Purchase, Replenishment, Abandonment, Winback, and Sunset flows
Ran every monthly email and SMS campaign from start to finish: the campaign calendar, strategy, copywriter briefs, creative, segmentation, and scheduling
Ran SMS alongside email, with its own testing and reporting
Delivered a report, learnings, and the next round of tests every month
What We Learned
Educational emails earn clicks as often as promotions
Free gifts converted better than the deepest discount tested
Simple wins: text-only SMS beat image versions in 3 of 4 tests
The Welcome flow is a standout, led by first-email non-purchasers
The Results
| Metric | Result |
|---|---|
| Email share of DTC revenue | +69% (3.45% to 5.84%) |
| Email-attributed revenue vs. baseline | +45% quarterly |
| Welcome flow revenue, Q2 to Q3 | +160% |
The Work
A few examples:
All Treats, No Tricks (Halloween flash sale)
Seasonal promo with built-in social proof
A 48-hour BOGO with “no code required” removes every step between wanting and buying. Customer reviews under each product do the selling, so the brand doesn’t have to.
Itch, Please. (Itchy Pup Bundle)
Benefit-led product education
Instead of listing ingredients, each block names one result a pet parent can see, like less scratching, calmer eyes, or easier breathing. The playful headline earns the open, and the clear benefits earn the click.
Paw Pads Take a Beating (Paw Protector)
Problem-aware comparison email
It opens by telling readers they’re already doing the right things, then names a gap they hadn’t thought about. A side-by-side comparison makes the “why this one” obvious, and a loyalty points reminder closes with a reason to buy now.
From Ruff to Radiant (Get Glowing Bundle)
Seasonal bundle with a gift-with-purchase
Short, scannable lines connect summer to real changes in a dog’s skin and coat, then the bundle shows up as the answer. The free gift block puts one of WagWell’s testing learnings into practice: gifts converted better than deep discounts.
*Click to see more designs in the gallery!
In Their Words
“Tails & Emails was an invaluable strategic partner in shaping and elevating our email and SMS programs. With deep expertise in the pet industry, Jess hit the ground running, providing a thorough assessment of our existing efforts, thoughtful strategic recommendations, and consistently high-quality creative. She was always analyzing performance, testing new approaches, and refining our strategy to drive stronger results. She was equally nimble in adapting to changes in our marketing calendar and proactive in identifying new opportunities to strengthen our performance. Beyond her expertise, Jess was an absolute pleasure to work with—kind, collaborative, and genuinely invested in our brand and the success of our business.”
- Katie McKay, President
