Manzanita Pet Co.: Content & Email Funnel
Content gets the click; the funnel is built to keep the customer.
- Company
- Manzanita Pet Co.
- Role
- Content strategy, creative direction, Klaviyo setup
- Tools
- Klaviyo, Shopify, TikTok, Instagram
- Status
- content live; email flows built, not yet active
- TikTok and Instagram content — Live
- Product page — Live
- Timed email popup — Built, not yet active
- Welcome flow — Built, not yet active
- Abandoned Cart flow — Built, not yet active
- Post-Purchase flow — Built, not yet active
- UGC and micro-influencer seeding
- Paid creative testing of the 10-video plan
- Moving winners into paid ads
- TikTok and Instagram content
- Product page
- Timed email popup
- Welcome flow
- Abandoned Cart flow
- Post-Purchase flow
- UGC and micro-influencer seeding
- Paid creative testing of the 10-video plan
- Moving winners into paid ads
Context & objective
Connect short-form content to the rest of the funnel, so a viewer becomes a subscriber and a buyer comes back.
Creative strategy
The system
TikTok and Instagram content → product page → timed email popup → Welcome flow → Abandoned Cart flow → Post-Purchase flow.
Deliverables & contribution
Contribution
Content strategy and creative direction for TikTok and Instagram; Klaviyo setup.
Current status
Live TikTok and Instagram content; the live Shopify storefront; the first grooming-vacuum videos from case study 5 filmed and in editing.
Built, not yet active the Klaviyo timed popup and the Welcome, Abandoned Cart and Post-Purchase flows.
Planned UGC and micro-influencer seeding, paid creative testing of the 10-video plan, then moving winners into paid ads.
Learnings
Content is only the beginning of the customer journey: acquisition creative, product pages, email capture and retention have to work as one system. With the flows not yet active, the next step is activation, measurement and iteration — not claiming results before data exists.