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About PetLab Co.

PetLab Co., founded in 2018, is a leading direct-to-consumer pet wellness brand.

Trusted by millions in the US and Europe, their science-backed, veterinarian-approved bestsellers include ProBright Dental Powder, Joint Care Chews, and Probiotics. In 2023, when PetLab underwent a brand makeover, they unveiled “Actively Loved”—a warm, heartfelt identity celebrating the bond between pets and their people.

Challenge: Scaling the brand makeover in the inbox

Email has always been at the heart of PetLab’s customer journey. In light of the brand makeover, their goal was to create a seamless, high-performing email experience that truly reflects PetLab’s values and design vision. They needed a trusted partner to:

  • Ads competed with irrelevant competitors outside the sustainable clothing niche despite niche targeting.
  • Low SERP visibility for sustainable search terms.
  • Disorganized account structure and poorly set up product feed via Shopify’s Google & YouTube apps.
  • Meta campaigns underperformed with inconsistent results.
  • AI-generated Meta creatives often clashed with the brand’s aesthetic.
  • Limited flexibility to adapt to fast-changing inventory and new launches.
  • Campaigns lacked scalability, with ROAS declining as budgets increased.

How Mavlers delivered seamless support - 184 templates, built fast and built right

Our role in the PetLab project was focused and clear. We provided HTML development support, transforming PetLab’s approved email designs into fully functional, mobile-responsive templates.

HTML development expertise

Converted PetLab’s approved designs into 184 fully functional, mobile-responsive templates.

Fast turnaround

Averaged just 30 minutes per template without compromising quality.

Pixel-perfect accuracy

Ensured visual fidelity across devices and email clients.

Klaviyo optimization

Built templates to perform flawlessly within the client’s preferred ESP.

Scalable coding

Created a modular framework for easy future updates.

Working closely with PetLab’s in-house team and creative agency via Slack, we maintained brand consistency, accelerated approvals, and kept sprints efficient—delivering every template on time and to spec.

Creating a scalable, on-brand email system

In delivering PetLab’s refreshed email presence, our work was hands-on, precise, and results-driven. The Mavlers team:

  • Ads competed with irrelevant competitors outside the sustainable clothing niche despite niche targeting.
  • Low SERP visibility for sustainable search terms.
  • Disorganized account structure and poorly set up product feed via Shopify’s Google & YouTube apps.
  • Meta campaigns underperformed with inconsistent results.
  • AI-generated Meta creatives often clashed with the brand’s aesthetic.
  • Limited flexibility to adapt to fast-changing inventory and new launches.
  • Campaigns lacked scalability, with ROAS declining as budgets increased.

PetLab’s brand showcase, developed by Mavlers

Here is a glimpse at the email templates the Mavlers’ team developed for device- and client- compatibility.

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From left to right: AOL Firefox (Windows 10); Apple Mail 16 (macOS 13); iPhone 16 (iOS 18); iPhone 16 Pro Max (iOS 18); Outlook 2016 (Windows 10); Outlook Microsoft 365 (Windows 11)

"Mavlers' efforts resulted in completing the high-priority project on time and received positive feedback. The team communicated transparently, offered top-level support, and met the project's tight deadline. Mavlers provided remarkable expertise and were excellent to work with."

Scott Bartlett
Director of Retention, PetLab Co.

Today’s pet care market demands emotional connection and brand consistency. Pet parents respond to authenticity and care. PetLab’s brand refresh wasn’t just a new look — it was a statement of identity and values. Ensuring this message shone through their emails was key to preserving trust and nurturing loyalty.

Looking ahead

What started as a project-based engagement has grown into an ongoing partnership. After coding PetLab’s refreshed email templates, we continue to deliver new builds and enhancements, remaining their trusted choice for future email design and development needs.

Ready to elevate your brand?
Let’s build together!

Are you looking to translate your brand into seamless email experiences? We are ready to support your growth. From code to collaboration, we make it easy to deliver world-class emails that match your vision.