Grew Engagement with Value-Driven Content Emails

Overview:  

Petplan wanted to become a trusted source of pet health knowledge, not just a transactional brand. Integrated pet care articles into the lifecycle flow, creating email content that delivers value beyond the transaction keeps customers engaged and opens the door for future conversion.

Results:

• 60% increase in click through rate

Strategy:

Blended educational content with lifecycle messaging to provide added value and increase engagement. 

My Role: 

• Pitched  and developed content email strategy

• Partnered with marketing team to surface key themes

• Briefed emails into copy and design teams 

• Coordinated with Vet team to ensure content accuracy 

• Monitored engagement and optimized cadence

Execution:

• Launched a pre purchase and post purchase email series

• Adjusted subscription management to update plan options 

• Worked with dev to add a subscription widget to all product pages

• Collaborated with DTC team to revamp landing pages

• Briefed marketing team on new full-funnel subscription assets