Industry
Family & Home
Services
Lifecycle Marketing
The Foggy Dog had a devoted customer base, but their lifecycle marketing wasn’t built to match. With few flows and a one-size-fits-all campaign approach, they needed structure, segmentation, and a strategy that could scale. UN/COMMON rebuilt their email program from the ground up, launching new flows and rethinking campaigns around intent and engagement. The result? A 235% increase in flow revenue and a retention program that now feels as personalized as the products themselves.
%Increase in YoY Flow Revenue
%Increase in Total Flow Deliveries
%Increase in Unique Campaign Clicks
We hired UN/COMMON intending to build out The Foggy Dog's triggered email program and segmentation strategy. Before UN/COMMON, we were sending campaign emails to our entire email list and had only a handful of triggered email flows. With new styles launching every month and with a tiny marketing team, we had our hands full just getting out our regular, twice-weekly emails. UN/COMMON helped us implement or improve flows for abandoned browse, post-purchase, winback, VIPs, rewards, etc. It was incredibly helpful to get the support from UN/COMMON as an extension of our own team.
- Rose Shattuck, Founder & CEO for The Foggy Dog
Tailored Flows for a Style-First Brand
The Foggy Dog’s email program wasn’t pulling its weight. Campaigns went to the complete list, flows were few and far between, and personalization was missing from the experience. UN/COMMON partnered with the brand to build a lifecycle program that felt as tailored as their monogrammed bandanas. Our strategies, from new flow architecture to better segmentation and smarter campaign strategy, immediately boosted every key metric, creating a retention engine worthy of their style-first audience.
Flows That Filled the Gaps
Before our partnership, The Foggy Dog relied on a handful of legacy flows to support a fast-growing customer base. We rebuilt their lifecycle from the ground up—launching new journeys for post-purchase, winback, VIPs, rewards, and abandoned browse. Flow deliveries rose by 168%, while total flow revenue grew by 235% YoY. With flows now making up over 25% of total email-attributed revenue, the lifecycle foundation is finally built to scale.
Campaigns That Convert—Without Burnout
With new product drops every month, The Foggy Dog's small team had long defaulted to batch-and-blast sends. We introduced a powerful segmentation strategy to prioritize high-intent audiences, resulting in open rates above 49% and a 141% increase in unique clicks. Campaign click rates rose 18% quarter-over-quarter, and campaigns that leaned into exclusive drops and seasonal collections drove the strongest lift, especially with VIP segmentation in play.
Welcome, That Makes a First Impression
We refined the welcome flow to reflect the values that make the brand beloved: design, quality, and giving back. By emphasizing what sets The Foggy Dog apart—like 100% recycled materials and shelter dog donations—we delivered an experience that felt both personal and purposeful. Welcome flow deliveries increased 71%, and conversion rates held steady above 2%, even as volume scaled.
From Clicks to Repeat Customers
Post-purchase touchpoints were once a missed opportunity. Now, they drive engagement that lasts. We introduced dynamic recommendations, loyalty nudges, and personalized upsells tailored to specific product types. In one quarter alone, unique opens across flows increased 153%, and abandoned checkout click rates grew 6%. With more shoppers clicking, converting, and returning, The Foggy Dog’s retention story is just getting started.
Core partners
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