148% more email revenue.

McAdams is a premium pet food brand built on a commitment to quality, natural ingredients and transparent sourcing. With a loyal customer base across the UK and growing international ambitions, the brand needed its email channel to work harder — not just as a communication tool, but as a genuine revenue driver.

They partnered with Vertical to overhaul their email marketing strategy and unlock the full potential of Klaviyo, bringing strategic clarity, stronger creative and smarter segmentation to every send. We became an extension of the team, working across campaign strategy, automation, creative development and deliverability to turn email into one of the brand's highest-performing channels.

McAdams speaks to pet owners who genuinely care about what goes into their dog or cat's bowl — people who read the ingredients list and choose quality over convenience. These are engaged, loyal customers who respond to brands that share their values around nutrition, transparency and animal wellbeing.

Reaching them meant building a segmentation model that recognised the difference between dog owners, cat owners and multi-pet households, ensuring every message felt relevant and personal. Campaigns and flows were tailored by pet type, lifecycle stage and engagement level, so the right content reached the right customer at the right moment.

McAdams had a strong product and a growing customer base, but email wasn't yet pulling its weight as a performance channel. Campaigns lacked the strategic structure, segmentation and creative consistency needed to convert at scale, and the brand's Klaviyo setup wasn't optimised to deliver the results the product deserved.

The challenge was to transform email from a basic broadcast tool into a high-performing revenue engine — one that could increase attributed revenue, improve conversion rates and maintain excellent deliverability, all while scaling send volume significantly across a growing database.

Vertical led a full strategic and creative rebuild of McAdams' email programme within Klaviyo. From segmentation architecture and campaign planning through to design, copy and automation, we delivered a complete transformation of how the brand communicates and converts via email. Key workstreams included:

• Dynamic segmentation by pet type, using logic that personalises content for dog owners, cat owners and multi-pet households
• Campaign strategy and scheduling aligned with product launches, seasonal moments and promotional calendars
• Creative development across Figma-designed templates, with copy tailored to their brand direction
• Klaviyo optimisation across flows, templates, deliverability and performance tracking
• Ongoing testing and analysis to continually improve open rates, click-through and conversion

Throughout, the focus was on relevance and revenue — ensuring every email felt personal, timely and commercially effective.

Within the latest 30-day period, McAdams' email channel delivered standout performance — converting in the 93rd percentile against industry benchmarks, with revenue per recipient in the 90th percentile and an open rate rated Excellent by Klaviyo:

+148%

Attributed revenue

+173%

Campaign conversion value

+122%

Campaign recipients

These aren't vanity metrics. They represent a fundamental shift in how email performs for the brand — driving more revenue, reaching more customers and converting at a rate that outperforms the vast majority of the industry. McAdams' email channel is now one of its most reliable and scalable growth levers.