Pet Product Email Marketing Audit Case Study
Luwello
INDUSTRY: Dog Settle Mats, Harnesses, Leashes, Collars
PLATFORM: Klaviyo
TIMELINE: 2 weeks
TYPE: E-Commerce
SERVICE: Email Audit & Strategic Roadmap
Meet Luwello
Luwello's founder, Jennifer Logemann, has built a brand her customers genuinely love - a Project Pitch It Season 9 winner featured in Modern Dog Magazine with an email open rate more than double the pet industry average. But that attention wasn't converting. People were opening but not clicking or buying.
An agency had built her initial flows but left no playbook for what comes next. Every campaign went to the same segment, the welcome series repeated the same discount code six times - heck, even nine key automations were missing entirely.
The Challenge
Full list send for every campaign: When you send emails to your entire list every campaign, you risk damaging your sender reputation, trigger spam filters, and increase unsubscribes.
No conditional logic in the welcome series: Continuing to send “here’s [X]% for your first purchase” after the subscriber has already converted creates a confusing + frustrating customer experience.
No winback or re-engagement flow in place: Inactive subscribers are silently disengaging with no attempt to bring them back → hurting deliverability over time and losing potential customers permanently.
The Solution
We ran a 30-point audit across five categories - list health, deliverability, campaigns, automations, and strategy - evaluating three complete calendar months of performance. The audit uncovered both the strengths to celebrate (an incredibly engaged audience, a welcome flow already driving revenue, and a clean technical foundation) and the specific gaps holding the program back. Jennifer walked away with a 24-page strategic report, 9 prioritized recommendations organized into a 90-day action plan, and a standalone tracker to guide implementation week by week. Every recommendation included the "why," the current state, the desired outcome, and step-by-step instructions.
The Results
Reviewed 5 categories of email health
Including: List Health & Growth, Deliverability & Technical, Email Campaigns, Automations & Flows, Strategy & Measurement.
Each section evaluated overall strengths, what opportunities were available for improvement, key insights into the current state, and how each section matches again current pet industry benchmarks.
Created an overall strategic roadmap towards growth
From Quick Wins to Foundation Builders top Growth Accelerators.
5 key areas were addressed and broken down into why it’s considered a priority (& matters to growth!), the current state, what the desired outcome is with the recommended plan for improvement, and steps on hot to implement (in case you have to DIY!).
A 90-day action plan was included (including a checklist!)
You get a 3-month plan on how to implement all of the roadmap priorities over 90-days, included success metrics and any additional resources needed to accomplish the plan.
“Jess is an absolute expert. She provided a detailed analysis of my email systems and, more importantly, gave me the clear, DIY instructions to implement the fixes myself, while offering great tiered options for support if needed. She caught critical tweaks that a previous professional team completely missed, providing me with a better understanding of the "why" behind each email automation and flow. Jess truly looks out for the best interests of both the brand and the customer. She makes complex systems simple to understand and is incredibly efficient. High-value work. I highly recommend her!”
JENNIFER LOGEMANN, FOUNDER, LUWELLO
Read the behind-the-scenes on how this project came together!
The strategy, the process, the decisions - all of it in the companion blog post.
You deserve results like this.
Your email strategy should work as hard as you do.
If your program feels dormant rather than broken, you're closer to a real revenue channel than you think.