Pet profiles in Klaviyo
Pet owners buy for someone else, and they like to talk about them. An email that says "Bailey's food is running low" gets read. One that says "Time to restock" gets skipped.
We collect pet details in three places: the signup form asks for the pet's name, a short quiz after the first order asks for species, size, weight and sensitivities, and the birthday comes from either. Each answer is written to the Klaviyo profile. A household with two pets gets two sets of fields, and emails pick the pet the product is for.
The U.S. pet industry reached $158 billion in 2025, according to the American Pet Products Association. Most of that money goes to brands owners trust with their animal. Personal, specific emails are how a D2C brand earns that trust between orders.
Reorders by bag and weight
A bag of food lasts as long as the pet's daily portion allows. We compute days of supply from the bag size and the feeding amount on your label for the pet's weight, then send the first reminder about a week before the bag runs out. Treats and supplements use their own serving counts.
After 60 days we replace the label math with each product's real median days between orders. Owners who feed more or less than the label are common, and the data catches it. Anyone on autoship is suppressed from reminders. For the build, see our replenishment flow guide.
Autoship that keeps
Chewy reported Autoship customer sales of 83.3% of net sales in fiscal 2025. That is the bar a D2C pet brand is measured against. To keep subscribers:
- Pre-charge email with options: skip, ship sooner, add treats, or change the frequency.
- Cancellation routed by reason. "Too much food" gets a longer interval. "My pet stopped eating it" gets a different recipe and a note on how to switch food gradually.
- Life-stage moves on time. A puppy on puppy food turns one. The birthday flow suggests the adult formula before the owner looks elsewhere.
Claims for pet products
The FDA's Center for Veterinary Medicine regulates pet food labeling, and states add their own rules, often based on AAFCO's model regulations. The FDA says that claims a product treats, prevents or mitigates disease can make it a new animal drug that needs approval (FDA, animal food labeling and pet food claims).
Emails and ads count as marketing for the product. We write to a claim list your regulatory adviser approves, and filter review blocks for disease and treatment language before any review shows up in a flow.
Meta creative for pet brands
- The reaction: a real pet hearing the bag, tasting the treat, or playing with the toy.
- The routine: morning feeding, the walk, the after-bath treat.
- The owner's reason: why they switched, told in their words.
- The expert: a vet tech or trainer explaining an ingredient or a habit, without health promises.
We judge Meta on cost per new customer against how many of them reorder or start autoship within 60 days.
What we measure
Second-order rate by product and bag size, autoship share of revenue, autoship churn by month, profile completion rate, email and SMS share of revenue, and Meta cost per new customer against 60-day value. Agencies with pet clients can have us deliver this under their brand: see white-label for agencies. For other categories, see all industries.