ONBOARDING DIRECT MAIL
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ONBOARDING DIRECT MAIL ✸
SUNDAYS FOR DOGS
IMPACT
✸ GENERATED $200K+ IN INCREMENTAL REVENUE
✸ DELIVERED A 22.71X ROAS
✸ INCREASED TRIAL-TO-SUBSCRIPTION CONVERSION BY +4%, DRIVING DOWNSTREAM RETENTION GAINS
✸ SCALED A NET NEW, PREMIUM ONBOARDING TOUCHPOINT TO 100% OF EARLY SUBSCRIBERS FOLLOWING SUCCESSFUL TEST
OPPORTUNITY
New trial customers had just 14 days to transition their dog to Sundays and decide whether to commit to a full-price subscription—a high-stakes window with little time to address common pain points.
With digital touchpoints tapering off post-purchase, there was a clear opportunity to boost confidence and perceived value through a more premium, personal brand moment.
STRATEGY
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ANALYZED CHURN DATA, SUPPORT TICKETS, AND EARLY FEEDBACK TO IDENTIFY TOP BARRIERS TO CONVERSION (E.G. TRANSITION ISSUES, FEEDING CONFUSION, AND VALUE PERCEPTION) DURING THE 14-DAY TRIAL WINDOW.
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CREATED “EMILY” (AND HER GOLDENDOODLE, OLIVE), A FORMER SUNDAYS CUSTOMER TURNED CUSTOMER CARE AGENT, TO DELIVER EMPATHETIC, ON-BRAND EDUCATION ACROSS ONBOARDING CHANNELS. HER VOICE ANCHORED THIS PARTICULAR MAILER TO BUILD TRUST AND PERSONALIZE THE EXPERIENCE, STRATEGICALLY ARRIVING AT THE MIDPOINT OF THE TRIAL.
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COLLABORATED WITH MARKETING AND CREATIVE LEADERSHIP TO DRAFT THOUGHTFUL, CUSTOMER-FORWARD COPY AGAINST A HOLDOUT GROUP OF NEW SUBSCRIBERS. AFTER A SUCCESSFUL TEST, THIS MAILER WAS ROLLED OUT TO 100% OF NEW SUBSCRIBERS AND FURTHER PERSONALIZED USING KLAVIYO DATA.