Email marketing
Email was a key channel I used to deepen engagement with both clients and prospects. Unlike social media, email allowed me to nurture trust and build relationships through personalized, targeted content tailored to our client avatar; busy pet parents who want to feel like responsible, loving caregivers.
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I created two distinct email funnels: one for clients to encourage repeat bookings, promote add-on services, and increase lifetime value; and one for non-clients to warm up leads with helpful tips and behind-the-scenes content that showcased our expertise.
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I focused on metrics like open rate, click-through rate, and unsubscribes to continuously refine content and strategy. Each email was designed to help the reader feel like they were part of an inner circle, connected to more than just our services, but to a lifestyle and community that reflected their values as great pet parents.
Seasonal Email Marketing
Objective: This seasonal email was crafted to strengthen brand affinity and re-engage lapsed clients by creating a warm, personalized moment. It served as a strategic touchpoint, reminding recipients of our value and prompting reviews. To capture attention and align with the festive tone, my team photographed clients' dogs wearing a turkey hat. These playful, themed images not only made the email more engaging but were also shared on Instagram, generating highly shareable content and increasing social visibility.
Created on: FloDesk​
client surveys
Objective: I sent this annual client survey as part of a broader effort to better understand who our clients are, what they value most about our services, and where we could improve. My goal was to make sure our offerings aligned with what our clients actually needed—not just what I thought they needed. The feedback gave me insight into what problems we were solving, what truly set us apart, and even uncovered opportunities I hadn’t considered before. Most importantly, it made our clients feel seen and heard, an essential part of building long-term loyalty. To encourage participation, I entered each respondent into a raffle for a free 90-minute walk. It added a fun incentive while showing appreciation for their time and honesty. The results helped create a more client-centered experience overall.
Created on: Flodesk ​
refferal program
Objective: Referral programs are one of the most effective ways to build trust-driven growth, because people trust recommendations from those they know. I launched this referral initiative to turn our happiest clients into brand advocates, using their positive experiences to organically expand our reach. Instead of offering monetary rewards (which can unintentionally lower the perceived value of service-based businesses), I designed the program to give free walks as a thank-you. This kept the incentive aligned with our brand values and reinforced the quality of what we offer. To keep it personalized and engaging, I tracked referrals myself and maintained a running score for each client, which allowed me to celebrate their contributions and recognize them individually. The email campaign clearly explained how it worked and made it easy to share our info with friends. The result was increased client engagement, higher retention, and a stronger sense of community around our brand.
Created on: FloDesk​
App Education Emails
Objective: One thing that set me apart from hobby walkers and competitors was my use of a professional app. To help clients get the most out of it, I sent regular emails with simple tips and step-by-step walkthroughs for lesser-known features. These quick guides made booking easier, reduced back-and-forth, and helped both new and existing clients feel confident using the app. It also reinforced what made our brand different—we were organized, modern, and professional.
Created on: Flodesk​
cold outreach (promotional)
Objective: After analyzing our client roster and ideal “client avatar,” I identified a strong demand for dog walking services among teachers—a high-need, time-poor demographic. To reach this audience, I compiled a prospect list using publicly available teacher and administrator emails from local school websites. I then launched a targeted email campaign in the weeks leading up to the school year, promoting a limited-time “Teacher Early Bird Special,” which offered free walks every Friday in September. The response was overwhelmingly positive, turning the campaign into a seasonal success. Every back-to-school season thereafter, I relaunched the offer to maintain momentum and continue serving this valuable audience. This initiative was part of a broader strategy to grow our client base through thoughtful, well-timed promotions. I also partnered with a local business to cross-promote the offer—demonstrating community involvement while providing added value for potential clients. These efforts not only increased touchpoints but also positioned our brand as supportive, organized, and aligned with the needs of busy professionals.
Created on: Flodesk​
