Modernized Trigger Emails for 26% CVR Lift

Overview:  

Petplan's critical automated emails were outdated and underperforming due to poor design. This update unlocked more revenue from a top-performing channel by fixing what was broken and modernizing the customer experience.

Results:

• 26% increase in conversion rate

Strategy:

Elevated high-performing, high-intent trigger emails by updating strategy, copy, and segmentation logic. Ensured new triggers were timely, personalized, and visually consistent with the brand.

My Role: 

• Audited existing trigger flows and analyzed granular design performance

• Collaborated with design team to overhaul entire look and feel while keeping personalization elements

• Pushed prioritization of updates with leadership

• Coordinated launch across teams 

• Analyzed results and reported improvements to leadership