How a Pet Food Company Is Building a Loyal Customer Base via Highly Targeted Emails

by Jennifer Nastu
Published on 7/31/2007

Royal Canin Canada puts an enormous budget behind creating customized, breed-specific pet food. But many pet owners don't realize how much their dog or cat could benefit from a specially formulated food. By creating a loyalty email program targeted with information on specific breeds, Royal Canin was able to earn the role of trusted adviser. The email program now reaches 8% of current customers, maintains a remarkable 80% click-through rate, and has an unsubscribe rate of less than 2%.

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