Email Re-engagement Campaign
A 4-email win-back sequence targeting Wild One customers who haven't purchased or engaged in 90+ days.
This is a spec project created for portfolio purposes only. It is not affiliated with, commissioned by, or endorsed by Wild One.
Projected KPIs are estimates based on Promodo's 2026 pet industry benchmarks for email marketing campaigns.
The Goal
Remind lapsed customers why they loved the brand, add value before making any ask, and close with an offer that feels personal. never desperate.
About Wild One’s Brand Voice
Wild One is a modern pet accessories brand known for clean design and elevated basics. Their tone is warm but not saccharine. They treat dogs as real members of the household and speak to owners who care about quality and aesthetics. Copy is confident, occasionally witty, and never talks down to the reader.
I matched this voice throughout the sequence: short sentences, dry humor where appropriate, and a genuine-feeling personality rather than corporate cheerfulness.
The Strategy
Lead with the dog, not the brand. Lapsed customers have tuned out. Personalizing around their pet's name cuts through immediately. It's unexpected and hard to ignore.
Deliver value before asking for anything. Emails 2 and 3 give the reader something useful with a care guide and a curated "what's new.” By email 4, the brand has earned the ask.
Make the goodbye feel real. The final email uses honest, low-pressure language to create urgency without being pushy. "We'll stop emailing if you'd rather" respects the reader and often converts better than a countdown timer. Offering a discount incentivizes the customer to come back.
Projected KPIs - vs. 2026 pet industry benchmarks
39%-42%
Open
Rate
Benchmark 37.14%
3%-5%
Click-through
Rate
Benchmark 1.52%
4%-7%
Conversion
Rate
Benchmark 2.57%
<0.3%
Unsubscribe
Rate
Benchmark 0.47%
Projected KPIs exceed category benchmarks for three reasons: first-name and pet-name personalization reduce the generic feel of re-engagement emails, a value-first sequence structure that warms up lapsed subscribers before making any ask, and a soft opt-out option in the final email that reduces frustration-driven unsubscribes. The open rate projection intentionally stays close to the benchmark, as re-engagement audiences are inherently harder to reach than engaged subscribers.
Email 1 of 4 | Send: Day 0 | Trigger: 90 days no purchase or open
Subject: Hey, is Max still getting into everything?
Preview Text: We haven't heard from you in a while. Just checking in.
Email 2 of 4 | Send: Day 5
Subject: 4 things Max wishes you knew right now
Preview Text: New arrivals, a customer favorite, and one thing we're pretty excited about.
Email 3 of 4 | Send: Day 10
Subject: The Right way to clean your dogs gear (most people skip number 3)
Preview Text: A quick care guide for leashes, harnesses, and collars — so they actually last.
Email 4 of 4 | Send: Day 14
Subject: We’ll make this worth your while — and then we'll leave you alone
Preview Text: 20% off, good for one week. After that, we'll stop emailing if you'd rather.
What I’d measure if I ran this live
Open Rate by Email
Find where in the sequence people disengaged and re-write from there.
Code Redemption rate
Measure whether the offer converted.
Opt-out vs. unsubscribe
Track whether soft opt-out reduces hard unsubscribe rate.
90 day retention post-win
Did reengaged customers stick around?