Email marketing automation for pet brands

Pet profiles

Asking a few questions at sign-up or after a first order, such as species, size, age and the pet's name, makes emails more useful. A dog owner sees dog products; a kitten owner gets kitten care tips. Keep questions optional and few. Let customers update profiles, and allow for more than one pet. Use the pet's name sparingly; it is friendly once, odd in every subject line.

Flows that suit pet brands

Food replenishment

Bag size and the pet's size give an estimate of how long food lasts; your reorder data refines it. A reminder shortly before the typical reorder point, allowing for delivery, with a link to reorder the same food and size, saves owners running out. Exclude customers on a subscription for that food. Where a customer has switched foods, the reminder should follow the new choice.

Life-stage emails

If you know a pet's age, you can send an email as it approaches a new life stage, such as moving from puppy to adult food. Keep these informative: what changes at this stage and which products are designed for it. The age at which pets move between stages varies by species and breed, so phrase timing carefully and point owners to their vet for advice on their own pet.

Health advice belongs with vets

General care tips, such as how to introduce a new food gradually, are helpful. Advice on symptoms, conditions or medication is not something automated emails should give. Where a product relates to health, describe what it is designed for using your product information, and suggest owners speak to their vet. Have any health-related claims checked by your adviser.

Example: flows for a dog food brand

Checks for pet flows

Sensitive moments

Pets die, and an owner who has lost a pet may still receive food reminders and birthday emails. Make it easy for customers to tell you, through a preferences page or a reply, and stop pet-specific emails promptly when they do. If a regular food customer stops ordering suddenly, keep win-back emails gentle.

Measuring pet flows

Track profile completion, reorders after replenishment reminders, orders after life-stage emails, clicks on care tips and unsubscribes. Compare reorder gaps before and after replenishment started. Review flows yearly.

Households with several pets

Some customers have more than one animal, sometimes of different species. Profiles should allow several pets, and flows should avoid sending conflicting reminders for each one on the same day. Where a household buys for a dog and a cat, a combined email with both reminders can be tidier than two separate ones.

Switching foods

When a customer buys a different food, replenishment should follow the new product. A post-purchase email for a new food can share general guidance on introducing it gradually, drawn from your product information. Exclude the old food from reminders once the switch is clear.