Zenta Pets

Over a six-month engagement, we ran a full audit of campaign performance, mapping every send against open rate, click rate, engagement, and order activity. From there, we restructured the program around three principles: send the right message, to the right segment, at the right moment in the customer lifecycle.

Performance Audit & Campaign Diagnostics

• Analyzed every campaign across the engagement period to separate “engagement winners” from “revenue winners,” and identified the patterns behind each.

Segmentation Strategy

• Replaced the catch-all list with five behavior-based segments: Newsletter Subscribers, 90-Day Engaged, Frequent Buyers (3+ orders in 6 months), One-Time Buyers, and High-Spend Customers.

Automation Flow Optimization

• Rebuilt the abandoned cart logic: stripped the over-engineered branching, eliminated the 2-day delay for repeat buyers, and prioritized a fast, simple first email triggered within hours of cart abandonment.

Campaign Messaging & CTA Overhaul

• Built a repeatable campaign framework around what the data showed worked: exclusive offers, scarcity, seasonal anchoring, and product-specific storytelling.