Pet Product Email Marketing Case Study
Sweet Natured Pet
INDUSTRY: Plant-based Flea, Tick, & Mosquito Spray
PLATFORM: Klaviyo
TIMELINE: 8 weeks
TYPE: E-Commerce
SERVICE: Email Audit & Strategic Roadmap and Core E-Commerce Email Package
Meet Sweet Natured Pet
Sweet Natured Pet makes the plant-powered Natural Flea & Tick Preventative Spray for Dogs & Cats, formulated with real ingredients that actually do something. Founded by Jennifer Brown after her dog Max's health journey, the brand is rooted in a story worth telling.
Jennifer came to Tails & Emails with a Shopify store, a loyal customer base, and an email list that wasn't doing anything - just a sign-up form and silence. The products were genuinely good and the brand story was genuinely compelling - it just needed an email strategy to match.
The Challenge
A great brand with a dormant inbox. Sweet Natured Pet had a genuinely strong product, distinct voice, and existing automation infrastructure - but the email program wasn't doing any of the work it could be.
The three problems to solve:
📭 No email infrastructure: Klaviyo was connected to Shopify, but nothing was set up to work and subscribers were falling through the cracks from day one.
🔀 Strong story but no stage: Jennifer had a genuine founding story - Max's health challenges sparked the brand - but it was buried on an About page. Email could bring it to every subscriber at the right moment.
📊 No recovery for lost revenue: Shoppers were browsing, adding to cart, and leaving without buying. Without any abandonment flows, that revenue was gone with no way to bring it back.
The Solution
A fully foundational email system in 45 days
Split Welcome Flow: A 7-email welcome sequence that branches at Email 1 - one path for new subscribers, one for customers who purchase before opting in. Purchasers get brand education; non-purchasers get a conversion journey ending with a first-time discount.
Complete Conversion Suite:
Browse Abandonment: A warm, low-pressure sequence for shoppers who browsed but didn't add to cart. Focused on education and the brand story rather than urgency, keeping Sweet Natured Pet top of mind without feeling pushy.
Cart Abandonment: A confident recovery sequence with a strategic split on Email 3: first-time buyers receive the SWEET15 discount code, while returning customers get a confidence-led close - no discount needed for people who already love the product.
Checkout Abandonment: Two high-conviction recovery emails for shoppers who made it to checkout. No discount - these are the most motivated buyers on the list. The strategy protects margin while closing the sale with brand confidence, not urgency gimmicks.
The Results
Numbers that speak for themselves!
Within 30 days of launch, Sweet Natured Pet's email program went from zero infrastructure to a working revenue channel — with four live automation flows and measurable results from week one.
+367%
Welcome Flow Attributed Revenue
The new welcome flow brought in 5x more revenue in the first 30 days of launch than the previous 6 months together
+228%
Email-Attributed Revenue MoM
Increase MoM in less than 30 days since pushing core automations live
0.76%
Bounce Rate (Below 2% Benchmark)
-96.2% decrease in Bounce Rate MoM
So, why did this work?
Results like these don't come from templates. They come from strategy decisions made at the beginning - and a willingness to do things a little differently than the playbook says.
Here's what made the difference for Sweet Natured Pet.
We split the welcome flow at Email 1, not after
Most welcome flows split subscribers after a few emails, but customers who buy before opting in shouldn't get a conversion sequence - they already converted. By branching at the very first email, every subscriber got a journey that matched where they actually were.
We removed the discount from checkout abandonment
Conventional wisdom says offer a discount to bring people back, but shoppers who make it to checkout are your most motivated buyers. Offering them a discount doesn't close the sale - it just trains them to abandon next time and wait for one. Confidence did the job instead.
We led with the real story, not the product features
Max's story - Jennifer's dog whose health challenges sparked the entire brand - was sitting quietly on an About page. We brought it into the welcome flow at exactly the right moment.
We built it for Jennifer to own, not to need us forever
Every flow was built with Jennifer's independence in mind - clear naming conventions, a full handoff document, a performance tracker, and a campaign formula she could run herself. A good email system runs without you and that was always the goal.
“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, SWEET NATURED PET
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.