Petland Canada Grows E-Commerce Revenue 33.5% YoY After Switching from Klaviyo to Maestra
Integrated with:
Switched from:
Results
- +33.5%
e-commerce revenue YoY
The email metrics behind the growth
- 39.9% → 45.4%
open rate
- 0.56 → 1.02%
CTOR
- 1.97 → 0.15%
bounce rate
Testimonial
Petland’s Email Marketing Transformation
| Before Maestra | With Maestra |
|---|---|
| ❌ One big list, no segmentation – irrelevant emails, weak deliverability | ✅ Pet-type and intent-based segments – higher open rates |
| ❌ Dated templates – weak layout and CTAs, so emails rarely drove action | ✅ Templates rebuilt with clearer structure and reusable CTA blocks that drive more clicks |
| ❌ Flows left on default, so results stayed flat | ✅ Flows optimized to perform (e.g. send-time tuning, cross-device cart recovery) |
| ❌ Default Shopify recommendations, the same picks for everyone | ✅ Personalized recommendations tied to real customer data |
| ❌ No dedicated support | ✅ A dedicated Forward Deployed Marketer building, fixing, and proposing week over week |
Segmentation That Boosts Relevance and Deliverability
On Klaviyo, Petland sent to one undifferentiated list. Every email went to everyone, so little felt relevant and deliverability suffered.
With Maestra, list hygiene came first: only engaged subscribers get emails now, bounced and inactive contacts cut.
Then the real unlock. Petland can finally segment by pet type, which for a pet store changes everything. A reptile keeper and a puppy owner stop getting the same email.
Now the right message reaches the right pet owner. Opens are up, bounces are down, and every send earns its place in the inbox.
Email Templates That Turn Opens Into Clicks
Petland’s open rates were already healthy, but clicks lagged. The emails just weren’t designed to move readers to act, and many had no clear call to action at all.
During the migration, every email was reviewed and refreshed. Where there was no CTA, the team added clear, prominent buttons, so readers always had an obvious next step.
The brightest example is a reusable coupon block. The code is visible and auto-applies when clicked, so a shopper lands on the site already discounted, one less step to purchase.
Welcome email with the reusable coupon block. One click applies the code, nothing to copy or paste
With clearer CTAs across the emails, click-to-open rate nearly doubled.
Flows Optimized to Recover More Sales
With a lean team, Petland never had time to keep their flows updated. Now that changed. A dedicated Forward Deployed Marketer helped optimize them across the board.
Take the abandoned-cart email as one example:
Showing the Whole Cart: On Klaviyo, the abandoned-cart email could only ever show one product, even when the cart held several items. Now it shows up to six, so shoppers see everything they left behind.
Cross-Device Cart Recovery: One click in the email brings back the full cart, so a shopper can leave checkout on desktop and finish on mobile with nothing to rebuild.
Abandoned Cart and Abandoned Checkout emails. They now show the whole cart, and one click restores it on any device
Recommendations That Simplify Product Discovery
Before Maestra, Petland’s recommendations were Shopify’s generic defaults. Now they’re behavior-based, like previously browsed and related items, surfacing products each shopper actually wants. The result is easier product discovery for every shopper.
The Bottom Line
There’s no single trick in this story.
Petland’s growth came from small, deliberate improvements at every stage of the funnel: a cleaner list segmented by pet type, emails redesigned to earn the click, flows finally optimized, recommendations built on real behavior.
Each one added a little. Together they compounded into something significant: e-commerce revenue up 33.5% YoY. Small improvements, stacked across the funnel, add up to real growth.
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