Case Studies
Research shows that personalization in email and SMS marketing can significantly enhance customer engagement and revenue for ecommerce brands, with examples demonstrating uplifts in open rates, click-through rates, and sales.
The most sophisticated brands have moved beyond "batch and blast" newsletters. They utilize Customer Data Platforms to orchestrate complex, behaviorally triggered communication flows. This section analyzes the technical implementations that are driving the highest ROI.
The success story below illustrates the power of Personalization. While these companies achieved these results independently of Selene, our software is built to replicate this specific framework, allowing you to achieve similar outcomes with greater efficiency. These are industry examples, not client success stories.
Paw.com
Paw.com saw explosive growth from its personalized email campaigns.
This personalized approach ensured communications were relevant and welcomed, not just sales pitches
Challenge
Paw.com’s durable, premium pet products (like lifetime-guaranteed dog beds) meant customers rarely needed to replace items, so the brand had to turn one-time buyers into long-term loyalists.
Competition in the pet D2C space also meant they needed a way to keep customers engaged beyond the initial purchase.
Solution
They created unique segments (e.g. by pet breed, size, age, and even quirks) to send tailored, playful content instead of one-size-fits-all blasts.
Behavioral triggers (like past purchases) informed complementary product recommendations, and omnichannel flows (email + SMS) kept pet parents engaged even when they weren’t actively buying.
Impact
The company grew its subscriber list by 180% (from 330,000 to over 930,000 subscribers).
Email became a major revenue driver – 30% of total YoY growth is now attributed to email marketing.
Most impressively, Paw.com achieved a 145×ROI on its email program, demonstrating the huge return from segmentation and targeted messaging.
Pet Supplies Plus
By moving away from generic blasts and using personalized incentives (like targeted coupons and loyalty rewards), the brand aimed to re-engage lapsed shoppers and drive repeat purchases.
Challenge
Pet Supplies Plus, a large U.S. pet retail chain, faced intense competition and declining in-store traffic in recent years.
Their marketing relied on generic, one-size-fits-all promotions that resulted in low coupon redemption ratesimpactanalytics.co.
The brand needed to improve customer retention and campaign performance by moving beyond mass messaging.
Solution
In partnership with a marketing analytics provider, Pet Supplies Plus adopted data-driven segmentation and personalized promotions to better target customers.
They analyzed purchase data and customer behavior to create tailored email/SMS campaigns and special offers for distinct customer segments.
Impact
The shift to personalized email/SMS marketing yielded significant gains. Pet Supplies Plus boosted average customer spend by 30% after implementing targeted segmentation.
Customer re-engagement improved – the brand saw a 5% increase in active customers (more shoppers returning) and a 10% rise in coupon redemptions once offers were tailored to the right audiences
TrotPets
By implementing segmented automation, TrotPets not only drove more immediate sales but also improved customer retention (through post-purchase and win-back emails).
Challenge
TrotPets, a boutique DTC pet supplies brand (known for stylish elevated dog bowls), had minimal email marketing in place.
They lacked basic automated flows, had no audience segmentation, and rarely sent campaigns.
This meant they were missing out on engaging existing shoppers or recovering abandoned carts.
The challenge was to implement a full email marketing program from scratch that could boost customer retention and online sales.
Solution
TrotPets partnered with an e-commerce agency to build a email marketing system focused on personalization.
They added on-site pop-ups to grow the list and created segmented lists (e.g. by customer activity) for targeted messaging.
Crucially, they set up a suite of automated email flows tailored to customer behavior, including a Welcome series, Abandoned Cart, Browse Abandonment, Post-Purchase follow-ups, Win-back campaigns, etc.
Each flow was carefully crafted (e.g. multi-email sequences with optimal timing) to nurture leads or re-engage customers. In addition, TrotPets began sending regular monthly campaign emails (roughly 6 per month) mixing promotional offers and content to keep the brand top-of-mind.
Throughout, the emphasis was on personalization – ensuring new subscribers, cart-abandoners, and lapsed customers each received relevant messages to drive them toward purchase.
Impact
In just two months, the new personalized email program had a dramatic impact on revenue, increasing monthly sales by 31% from email flows and campaigns.
Key performance metrics highlight the success: TrotPets’s onsite email capture grew strongly (signup rates ~6% on desktop and ~5.9% on mobile)uawc.agency.
The Welcome Flow alone now generates about $14.5K in revenue per month from new subscribers, while abandonment recovery flows add thousands more (e.g. ~$2.4K/month from checkout abandonment emails).
Even simple campaign blasts average around $600 in revenue per send for this small brand.
The ROI has been substantial – collectively, the email channel now contributes over 30% of total revenue for TrotPets, proving that a personalized approach can quickly scale a pet brand’s growth
Petco
A major pet retailer that implemented hyper-personalized email programs using CRM data.
Challenge
Petco, a leading pet retailer with online and in-store presence had low engagement from generic emails.
Solution
They created monthly "health reports" tailored to pet parents' data; AI-powered product recommendations; reusable templates for scalable personalization.
Impact
Email open rates increased 30%; click rates jumped 50%; over-delivered on engagement and revenue goals.