23% Increase

Attributed revenue to email

40.3% Uplift

vs previous period after taking on the account


Increase in click-through rate

Driving growth for Harringtons' dog food through email marketing.

Case Study

Great Grandfather Harrington started a milling business in Yorkshire, England. From milling, he became animal feed manufacturer before starting a pet food manufacturing in the mid-1980’s.

Three generations later, Harringtons retain a proud family tradition of producing top quality, wholesome pet food for everyone – from locally sourced and grown ingredients and free from any artificial flavours or colours.

Let’s explore how our marketing agency helped Harrington’s Dog Food, a leading pet food company, boost its revenue and engagement through email marketing.

As MIRA is a Klaviyo Gold Partner we implemented some advanced email marketing strategies, we achieved impressive results, including a 23% increase in revenue attributed to email and a 40.3% initial uplift compared to the previous period. Let’s dive into the strategies and tactics that led to this success.

Setting Goals and Objectives

Our first step was to define clear objectives for Harrington’s Dog Food. We aimed to increase revenue through email marketing, improve click-through rates, and enhance overall customer engagement.

Segmenting audiences

We understood that one-size-fits-all emails wouldn’t be effective. Therefore, we carefully segmented Harrington’s Dog Food’s email list based on customer behaviour, purchase history, and demographics. This allowed us to create personalised and relevant content for each group.

Designing eye-catching templates

Visual appeal is crucial for email marketing success. So, we revamped Harrington’s Dog Food’s email templates to be visually appealing, user-friendly, and mobile-responsive. Captivating images, persuasive copy, and clear call-to-action buttons were added to encourage clicks.

A/B Testing for continuous improvement

To optimise our email campaigns, we conducted A/B tests on various elements such as subject lines, content variations, and layouts. By analysing the results, we identified the most effective combinations to resonate with the audience.


Our marketing agency’s partnership with Harrington’s Dog Food and the implementation of our Klaviyo strategies resulted in exceptional email marketing success. By using targeted segmentation, engaging email flows, and compelling templates, we achieved a 23% increase in revenue attributed to email and a 33% increase in click-through rate. This case study demonstrates how our conversion rate optimised strategies can drive outstanding results in email marketing campaigns.

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