Level Up Animal & Pet Care Business with Win-back Emails

animal and petcare

This is a part of an ongoing series on the best practices for ecommerce brands by industry.

Do you run an ecommerce store in the animal & pet care industry? If so, this one’s for you.

Recently, one of our marketing analytics pros dove into our data to see what the top ecommerce stores in the animal and pet care industry were doing with their email marketing strategy.

What is the secret to a top performing animal and pet care businesses email strategy?

The data was clear—win-back emails.

Our data showed that 76% of the top quartile of performers by ROI have a win-back (also known as replenishment, re-engagement, or repeat customer email) actively running compared to the bottom quartile where only 36% of accounts have one live.

While many ecommerce stores are focused on new customer acquisition, taking the time to focus on customer retention is a straightforward way to increase your revenue and scale your business.

Win-back emails, are sent to customers who made a purchase (usually 3, 6, or 12 months ago) but not since. They’re a targeted way to reach and re-activate dormant customers.

In a recent benchmark report, we took a look at the performance of win-back emails and found the average revenue per recipient.

average revenue per recBut in the pet and animal care industry we saw not just any type of win-back emails, the top performers included additional related products and also had a focus on replenishment.

Let’s take a look at one super successful animal & petcare business that is killing it with win- back emails.

Pawstruck’s seven-touch win-back series

Pawstruck has six flows that are segmented by types of products. These flows remind the purchaser what they ordered in the past and encourages them to buy again, while some emails include popular product recommendations.



Pawstruck email 1


This email is part of a seven-part flow sent out to those who have purchased their Bully Sticks product. The flow mixes plain text and fully designed emails.

Let’s take a look at their sending cadence.

Email # Hours after purchase
Email 1 120 (5 days)
Email 2 720 (30 days)
Email 3 1440 (60 days)
Email 4 1800 (75 days)
Email 5 1920 (80 days)
Email 6 2400 (100 days)
Email 7 2880 (120 days)


While seven emails might feel like a lot, the timing and content of the series are spread out enough that the messages seem more like friendly reminders, then over the top pushes to sell.

So, which of the seven are having the best performance?

Over the last thirty days emails, two and three (sent 30 days and 60 days out) are seeing the highest revenue in the series.

You can check out the entire flow series right here.

Email 1

Email 2


Email 3

Email 4


Email 5

Email 6

Email 7

Improve your win-back emails

Whether you’ve already begun to build a win-back email flow or the idea is a new one, here are a few tips to get you started on building your win-back flows.

Think about the timing of your email flows. This seems straightforward enough, but the more timely and relevant your win-back flow is the higher your likelihood of getting a conversion. Just think, if it takes 30 days for your average dog to finish a bag of dog food, then it would make sense to send the email at 28 days It will be a helpful nudge to order Fido some more kibble.

If you’re interested in reading more about how to decide on determining the send time for your win-back flow, check out this guide.

Segmenting your win-back flows. Want to see your win-back flows really crush it? Consider different ways to segment your flows such as by a shoppers previous purchase history or how much they have spent overall. For more ideas on how to segment your win-back emails head over here.

For more on building and improving your win-back emails, check out our list of top resources.


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