CASE STUDY
Meet Luwello
INDUSTRY: Dog Settle Mats, Harnesses, Leashes, Collars
PLATFORM: Klaviyo
TIMELINE: 2 weeks
TYPE: E-Commerce
SERVICE: Email Audit & Strategic Roadmap
See how Tails & Emails helped Luwello, a woman-owned, USA-made dog gear brand, uncover major email marketing opportunities and build a clear roadmap to turn a loyal audience into real revenue.
ENTER: THE PROBLEM
Where things stood before we worked together
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.
And with less than an hour a week for email, Jennifer didn't know where to start.
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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.
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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.
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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.
MEET: THE SOLUTION
What a tailored email strategy actually looked like
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.
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!).
Also included is a rough time estimate to DIY (so you can plan your schedule), recommended success metrics after implementation, the priority level, and if there are any dependencies (again - so you can plan accordingly!).
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
WANT THE FULL STORY?
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.
READY TO SEE WHAT’S POSSIBLE?
Your email strategy should work as hard as you do.
Let's find out what's missing - and build something that actually moves the needle for your pet business.