How We Grew Email Campaigns Revenue by 6x for a Travel Dog Crate Company During Black Friday Season
63%
Growth in attributed revenue
(from 13% to 18% in November)
+57%
Increase in campaign placed order rate
+29%
In profile growth from October to November
The Story
This Brand is a company specializing in premium Travel Dog Crates, designed to provide both comfort and safety for pets during car rides.
They aim to enhance the travel experience for both pets and owners, with over 50,000 satisfied customers and a strong commitment to quality.
The Problem
Before Chronos, the Brand was already doing significantly well with their email automations, generating 13% in total store revenue with 88-90% of that coming from flows. One of their challenges was not having enough product photos to use for content. Relying on AI or edited images.
When Chronos came in, we optimized core flows prior to Black Friday and focused more heavily on generating more revenue from campaigns.
Through proper segmentation, leveling up the layout and design, and also utilizing real UGC from customers (and their cute pets using the product), we have since grown the campaign revenue by 6x in November.
What we did:
- Improved the pop-up design through our best practices which increased the form submit rates from Poor/Fair to Excellent.
- Increased the number of campaigns during Black Friday sales period.
- Focused on highlighting real customers through UGC photos in the hero images.
- Optimized core flows before Black Friday to focus more on conversions based on best practices developed by the team.
- Added more flow touchpoints especially to target warm leads.
- Sent more campaign emails to engaged subscribers instead of focusing on winback.
- Included a Hype email before Black Friday to get engaged customers and warm leads excited for the sale
The Outcome:
- Email % growth from 13% to 18% in November (63% growth in attributed revenue).
- +29.3% in profile growth from October to November
- Deliverability score from Poor to Fair even with the heavy sending period during Black Friday.
- Overall decrease in bounce rate (-0.55%), unsubscribe rate (-0.35%), and spam rate (-0.04%)
- +147% increase in campaign click rate
- +57% increase in campaign placed order rate
- Form Submit Rates increase from 0-0.9% to 3.7%-5%
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The Results
63%
Growth in attributed revenue
(from 13% to 18% in November)
+57%
Increase in campaign placed order rate
+29%
In profile growth from October to November
Summary
This premium Travel Dog Crate brand, known for ensuring pet safety and comfort during car rides, had already built a strong email automation system, generating 13% of total store revenue with most of it coming from flows. However, they faced challenges in campaign revenue growth and lacked quality product photos, relying heavily on AI-generated or edited images.
When Chronos Agency stepped in, we focused on optimizing core flows before Black Friday and leveraging campaigns to drive more revenue. By implementing better segmentation, improving email layout and design, and incorporating authentic UGC photos of happy pets using the product, we achieved a 6x growth in campaign revenue in November.
Key Takeaways
- Stronger Segmentation & Email Strategy = Higher Engagement – Focusing on engaged subscribers instead of winback campaigns helped maximize conversions.
- Optimized Pop-Ups Increase Lead Capture – Revamping the pop-up design led to a significant boost in form submission rates.
- Authentic UGC Builds Trust – Using real customer photos of pets with the product instead of AI-generated images made emails more relatable and impactful.
- Flow Optimization Enhances Conversions – Adding key flow touchpoints ensured warm leads received timely and relevant messaging, leading to higher conversion rates.
- Campaign Frequency Matters – Increasing campaign volume during Black Friday helped drive more sales without negatively impacting deliverability.
