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The (Co)Lab Email Lab #02 - Yappy

  • Feb 25
  • 2 min read

Welcome back to the second edition of The (Co)Lab Marketing Lab.


For Experiment 02, we’re taking a look at Yappy’s recent seasonal campaign announcing that spring is on its way — complete with bright imagery, hot-weather positioning and product recommendations to match.


Yappy is a UK-based personalised pet brand specialising in custom dog gifts and accessories — from name-print bandanas to personalised bags and pet-themed products designed for proud dog parents.


Their positioning blends:

  • Emotional gifting

  • Personalisation

  • Lifestyle-driven pet ownership

  • Playful, optimistic branding


In short: they sell products that celebrate dogs as family.


Because seasonal emails are one of the most under-optimised revenue opportunities in eCommerce. And spring? Spring is a behavioural shift moment. When done right, seasonal emails create contextual urgency, increase perceived relevance and position products as part of a lifestyle moment.


Let's get to it!

This rewrite is for educational purposes and not affiliated with the brand.



SL: Spring Walkies, Sorted 🐾

PH: Everything you need for sunny strolls


What works for this email:

  • Yappy always smash their emails with their branding. The strip banners to highlight part of sentences are strong.

  • I like how the header image is angles at the bottom - simple but affective creative.


What are the areas of improvement:

  • There is no clear CTA - the products are linked, however no button.

  • I love their products, they're great but there isn't much context here.

  • Although short emails work well, there needs to be more of an impact.


REWORKING THE EMAIL STRATEGY

SL: Spring walks just got paw‑fect! 🌷🐾

PH: Personalised goodies for your pet — because spring adventures deserve the best!


What (Co)Lab did:

  • We maintained the strength of the original creative by keeping the main header and strategically repurposing the supporting title to maximise clarity and engagement.

  • One of their standout focus, product personalisation, was highlighted as a core USP. To drive more targeted engagement, we split the CTAs into “Shop Dog” and “Shop Cat,” making it easier for users to take action relevant to their pets.

  • For product promotion, we introduced a strong, relatable upsell concept by linking scenarios directly to customers and their pets, enhancing emotional connection and relevance.

  • We also leveraged another key feature of their site: encouraging customers to add their pets to their profile/account. This not only personalises the experience but also strengthens first-party data, enabling more tailored campaigns across email, social, and other marketing channels.


Main takeaways:

  • Personalisation boosts loyalty and lifetime value – Tailored experiences make interactions more meaningful.

  • Emails are more than sales tools – Showcase unique features to stand out and enhance user experience.

  • Data-driven strategies work – Collecting customer info (like pet details) allows smarter segmentation and better targeting.

  • Segmented CTAs improve engagement – Category-specific calls-to-action increase click-through and conversions.



If this rework sparked ideas for your own brand, imagine what we could build together. Contact (Co)Lab Marketing to start the conversation.



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