900% email revenue growth.

Canagan is one of the UK's most recognised premium pet food brands, known for its grain-free, high-quality recipes for dogs and cats. With a large and established customer database and a strong product range, the brand had significant untapped potential in email — it just needed the right strategy and execution to unlock it.

Canagan partnered with Vertical to reshape their email marketing from the ground up within Klaviyo, bringing campaign structure, smarter segmentation, stronger creative and a data-led approach to every send. We worked as an extension of the team, aligning email with the brand's wider growth objectives and turning it into a serious commercial channel.

Canagan's audience spans dedicated pet owners across the UK and beyond — people who choose grain-free, premium nutrition because they believe their pets deserve the best. The customer base is large and diverse, ranging from first-time buyers discovering the brand to long-term loyalists with strong repeat purchase habits.

Reaching them at scale meant building a segmentation framework that could handle a sizeable database without losing relevance. Campaigns were segmented by pet type, purchase history and engagement level, ensuring that whether a customer owns a dog, a cat or both, the content they received felt tailored and timely.

Canagan had a large customer database and strong brand recognition, but email was underperforming as a channel. Campaign volume was inconsistent, segmentation was basic, and the creative and strategic framework needed to drive real revenue at scale simply wasn't in place.

The challenge was to activate a large, underutilised database and turn email into a channel that could generate meaningful monthly revenue — without damaging deliverability or fatiguing the list. Canagan needed a partner who could scale send volume dramatically while improving conversion rates and maintaining strong engagement across a much larger recipient pool.

Vertical delivered a complete strategic and creative overhaul of Canagan's email programme within Klaviyo. We rebuilt the campaign engine from the ground up, combining intelligent segmentation with high-quality creative and a structured send calendar to drive performance at scale. Key workstreams included:

• Dynamic segmentation by pet type, tailoring content for dog owners, cat owners and multi-pet households using custom profile properties
• Campaign strategy and send scheduling scaled to reach a significantly larger portion of the database
• Creative development with Figma-designed templates and copy aligned to brand direction
• Klaviyo optimisation across campaign setup, flow architecture, deliverability monitoring and performance reporting
• Ongoing A/B testing and data analysis to refine messaging, timing and audience targeting

The approach was deliberately aggressive on volume while disciplined on relevance — scaling recipients by nearly 10x while still converting at an excellent rate.

Within the latest 30-day period, Canagan's email channel delivered transformative results — converting in the 92nd percentile against industry benchmarks, with revenue per recipient rated Excellent by Klaviyo:

+900%

Email revenue

+795%

Attributed orders

+427%

Campaign conversion value

+956%

Campaign recipients

The scale of growth here is significant, with conversion rates that outperform the vast majority of the industry. Email is now one of the brand's most powerful commercial channels, with headroom to grow further.