Email Marketing & Crisis Management
130% Revenue GrowthFrom Email MarketingIn 24 Months
How we turned a brand crisis into a revenue engine through systematic email marketing
From social media allegations to 130% revenue growth. We helped Loving Pets restore trust and build a customer lifecycle system that quadrupled email revenue in 2 years.
Where they were stuck.
Premium USA-made natural dog treat brand facing social media crisis and stagnant revenue. 16 years in business with retail presence across US, Canada, and UK, but zero emotional connection with customers and declining online performance.
Brand Crisis & Social Media Allegations
False allegations about product quality spreading on pet parent Facebook groups and TikTok. In the pet industry, hypervigilant pet parents spread negative information 6x faster than positive. One rumor can destroy decades of trust.
- Social media allegations about ingredient sourcing threatening brand reputation
- Algorithm-amplified outrage eroding customer trust in real-time
- 16 years of USA manufacturing credibility at risk from viral misinformation
- Needed direct channel to customers that could not be hijacked by social platforms
Revenue Plateau & Underutilized Customer Database
Premium products with retail presence but zero emotional connection online. Existing customer database was an untapped revenue goldmine. Customers who already trusted and purchased were going dormant.
- Declining revenue both online and in retail channels
- Existing customers not repurchasing at expected frequency
- Loyal customer base going dormant with no re-engagement system
- Email list existed but generated minimal revenue (trust already built, not leveraged)
Marketing Infrastructure Gaps
Outdated Klaviyo setup with no automation workflows. No promotional calendar discipline. Manual, time-consuming processes limiting scale. Missing the systems needed to turn customers into revenue predictably.
- Klaviyo account set up but barely functional (no flows, poor segmentation)
- No automated workflows: welcome series, abandoned cart, post-purchase, win-back
- Sporadic promotional emails with no strategic calendar or cadence
- No behavioral segmentation (VIPs, regulars, one-time buyers treated identically)
The Psychology Behind 130% Revenue Growth
Phase 1
Crisis Management & Trust Restoration
3 months (2021)
Deployed reputation defense strategy to control narrative before algorithms amplified false claims. Used correction effect psychology: addressing misinformation with evidence builds more trust than if misinformation never existed.
- Real-time social media monitoring for false claims across Facebook, TikTok, Reddit
- Responded with documentation: ingredient certifications, facility tours, manufacturing transparency
- Amplified positive reviews and customer testimonials through owned channels
- Created behind-the-scenes content showcasing USA facility, team, and quality process
- Turned crisis into trust opportunity through proactive transparency
Brand reputation restored. Crisis became proof of transparency and quality commitment.
Phase 2
Email Infrastructure Overhaul
2 months (2022)
Rebuilt Klaviyo from ground up with professional automation architecture. Deployed 4 core workflows that run 24/7 based on customer behavior, not calendar. These workflows generated 70% of email revenue over time.
- Welcome Series: 5-email sequence educating new subscribers, introducing product benefits, building trust
- Abandoned Cart Recovery: 3-email sequence using endowment effect psychology (it feels like "theirs")
- Post-Purchase Flow: Cross-sell complementary products, request reviews, introduce VIP program
- Win-Back Campaign: Re-engage dormant customers with "we miss you" messaging and incentives
- Behavioral segmentation: VIPs (top 20%), regulars, one-time buyers, engaged non-buyers
Q4 email revenue exceeded the prior full year; exact quarter-vs-year phrasing under final source review.
Phase 3
Promotional Calendar & Educational Content
6 months (2022-2023)
Built authority through education while driving sales with strategic promotions. 70% educational value, 30% promotional content. When you teach consistently, price resistance drops and customers want to hear from you.
- Monthly newsletters with pet safety education: ingredient transparency, what to avoid, nutritional benefits
- Humanizing content: real pet owners, real dogs enjoying products (not stock photos)
- Video content featuring actual families and their pets created emotional connection
- Seasonal promotions tied to pet parent behavior: holidays, pet birthdays, adoption months
- Product launch sequences with exclusive early access for VIP segment
- User-generated content campaigns showcasing happy dogs and testimonials
Expertise heuristic established. Brand became trusted authority, not just vendor.
What it added up to.
130
Revenue Growth (Q4 2023 vs 2022)
161
Website Traffic Increase
300
Email Revenue Growth
4
Total Revenue Multiplier
“Emerald Digital transformed our business. When we started working together, we were dealing with a brand crisis and stagnant revenue. Within 2 years, they have more than quadrupled our email revenue, helped us restore customer trust, and given us the marketing infrastructure to scale. The results speak for themselves.”
Plays you can steal.
Hover any reel to watch it move.
12 Days Holiday Campaign
Holiday Sales
BOGO Promo Video
Flash Sale
Pet Obsessed Campaign
4.2M Views
Welcome Email Sequence
42% Open Rate
Want results like this?
Tell us what you’re trying to grow. We’ll give you a straight read on whether we can help.