case study • Banfield Pet Hospital

Driving Loyalty Through Appointments

What We Did:

  • Operations consulting
  • Optimization strategy
  • Campaign management systems and training
  • Newsletter master template
Best NewsletterAMA Max Award

Banfield Pet Hospital is the largest general veterinary practice in the United States with more than 1,000 Hospitals and growing.  The company employs over 3,600 veterinarians committed to providing high-quality care to over three million pets annually. 

The Brief

The Brief

Banfield’s email communications were struggling at securing appointments. There were inconsistencies in email modules, disjointed visual design, and other issues in the company’s email development and production. Overall, Banfield’s internal email production processes were time-consuming, and difficult to scale making long-term email marketing success difficult to sustain.

The Story

Trendline was engaged to optimize Banfield’s entire email production process. This included delivery of a flexible newsletter master template (fully-coded HTML) that enabled dynamic content population for personalization, as well as improvement of responsive email designs across all major email clients and platforms. Trendline also provided recommendations on process improvements and helped train Banfield’s internal team to oversee newly introduced management systems.

Just days after its release, Banfield’s newsletter produced the highest number of total visits to Banfield had ever seen in a single week. In addition, the new email substantially improved click-through rates, new Appointment Reminders, and overall performance on mobile. In total, the campaign broke four company email marketing records in just one week.

The Story

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