74.3% more conversion value.

TRIBAL is a premium pet food brand built around one core belief: that pet health starts with real, fresh food. With a growing UK customer base and an ambitious growth roadmap, the brand knew email needed to do more than inform — it had to convert. TRIBAL approached Vertical to overhaul their email marketing strategy and unlock the full power of Klaviyo.

They needed a partner who could turn email into a true performance channel: one that could drive more visits, more conversions and more value per customer. We led a full strategic and creative rebuild of TRIBAL's email ecosystem, aligning segmentation, lifecycle flows, creative and automation under one high-performance system.

TRIBAL speaks to UK pet owners who treat their animal's nutrition as seriously as their own, choosing real, fresh food over conventional alternatives. These are engaged, health-conscious customers who value quality, transparency and results, and who respond to brands that communicate with genuine care and relevance.

Reaching them meant moving beyond generic product emails. Campaigns and flows were built to meet customers at every stage — from first purchase through to long-term retention — with messaging tailored to customer type, lifecycle stage and seasonal context.

TRIBAL had a strong product and a growing customer base, but email was underperforming relative to its potential. It was being used to inform rather than convert, leaving significant revenue and lifetime value on the table.

The challenge was to transform email from a basic communication tool into a genuine performance channel. That meant rethinking segmentation, building proper lifecycle flows, and unlocking the full capability of Klaviyo — all while keeping every message tailored, timely and on-brand.

Vertical led a full strategic and creative rebuild of TRIBAL's email ecosystem. From customer segmentation and journey mapping through to design, copywriting and automation, we delivered a complete transformation of how the brand communicates and converts via email. Key workstreams included:

• Strategic segmentation to personalise messaging across customer types
• Lifecycle email flows built around acquisition, conversion and retention
• Campaign planning and execution synced with product, seasonal and promotional calendars
• Klaviyo optimisation across templates, flows, performance tracking and deliverability
• Ongoing testing and performance analysis to continually improve results

Throughout, our approach focused on both revenue and relevance, ensuring every message felt tailored, timely and on-brand.

Within just a few months of relaunching the email channel, the results spoke volumes:

+74.3%

Conversion value

+74%

Conversions

+43%

Website visits

+89.2%

Unique conversions

Email is now one of TRIBAL's most reliable growth levers, delivering performance and measurable ROI. What started as a retention tool has become a full-funnel growth engine and a key piece of the brand's broader marketing strategy.