Email, evolved: 74% more conversions, 43% more visits and Klaviyo fully optimised for growth

Overview

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, they 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.

The goal was simple: turn email into a true performance channel that could drive more visits, more conversions, and more value per customer.

Involvement

Vertical led a full strategic and creative rebuild of TRIBAL’s email ecosystem. From customer segmentation and journey mapping 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
  

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

The Outcome

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

• 74.3% increase in conversion value
  
• 74% increase in conversions
  
• 43% increase in website visits
  
• 89.2% increase in unique conversions
  

Email is now one of TRIBAL’s most reliable growth levers, delivering consistent 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.

Vertical continues to support TRIBAL in pushing performance further, proving what’s possible when creative and commercial thinking work as one.