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Dedicated expertise, flexible solution:
A case study in Wag!'s email marketing growth
About Wag!
Wag! Group Co. strives to be the number one platform to solve the service, product, and wellness needs of the modern U.S. pet household. Wag! pioneered on-demand dog walking in 2015 with the Wag! App that offers access to 5-star dog walking, sitting, and one-on-one training from a community of over 500,000 Pet Caregivers nationwide. In addition, Wag! Group Co. operates Petted, Dog Food Advisor, WoofWoofTV, Maxbone, and Furmacy.
The challenge:
Balancing expertise with internal resources
Wag!'s marketing team possessed a strong foundation yet faced limitations in internal resources. Their specific need was an email developer with advanced coding expertise. This specialist would ensure their emails are rendered flawlessly across various email clients, devices, and even dark mode settings.
Previously, Wag! had outsourced email design, production, and strategy to a full-service agency. However, they strategically shifted design and strategy in-house. This created a gap – they needed a dedicated email development resource to integrate with their existing team seamlessly.
Here, Wag! sought a partner who could bridge this expertise gap and empower their internal efforts.
The Mavlers approach:
Tailored arrangement for optimal ROI
Kicking off with a part-time resource
Understanding Wag!'s unique needs was paramount. After rounds of discussion, we identified that a part-time email developer, rather than a full-time resource, would perfectly fulfill their requirements. This approach ensured the efficient utilization of Wag!'s budget while providing the necessary email coding expertise.
Following Wag!'s approval, we seamlessly allocated a highly skilled part-time developer who quickly integrated with their existing team. This streamlined approach minimized disruption and ensured the new resource could contribute effectively from day one.
A dedicated Subject Matter Expert (SME) was assigned to the project, guaranteeing swift resolution of any technical issues. This, coupled with a designated Account Manager, ensured smooth communication and consistent delivery of high-quality work.
Scaling seamlessly during peak periods
While Wag! initially onboarded a part-time email coding resource, their needs weren't static. They occasionally required larger development projects or additional support during peak seasons. Recognizing this, Mavlers offered a scalable solution. This meant seamlessly transitioning to a dedicated full-time developer for these specific periods, ensuring Wag! had the necessary expertise precisely when needed.
This flexible approach addressed Wag!'s year-round requirements. They benefited from a cost-effective part-time solution during regular periods, with the assurance of readily available full-time expertise when campaign complexity or volume demanded it.
The results: Enhanced engagement & consistent campaign delivery
The dedicated resource arrangement with Mavlers yielded significant improvements in Wag!'s email campaign performance and deliverability. Here are some key highlights:
Increased engagement through dynamic personalization
Leveraging the dedicated developer’s advanced email coding expertise, Wag! was able to incorporate more dynamic personalization elements into their campaigns. This resulted in a more engaging customer experience and demonstrably improved user interaction.
Consistent campaign delivery & brand voice
The dedicated resource at Mavlers ensured consistent brand voice and messaging across all email campaigns, a crucial factor for any brand. This consistency fostered brand recognition and trust with their audience.
Seamless backup & uninterrupted production schedule
Wag! was truly satisfied with Mavlers' robust backup system. When requiring additional resources, thorough training and coverage ensured smooth transitions, eliminating disruptions to their production schedule.
The road ahead
The collaboration between Mavlers and Wag! exemplifies the power of open communication and a shared commitment to exceeding expectations. Wag!'s enthusiasm for the dedicated Mavlers team highlights the value we bring to the partnership. Their appreciation for our professionalism, clear communication, and responsiveness underscores our commitment to building strong client relationships.
The journey with Wag! continues to drive even greater email marketing success in the future.