Taking Dog Zen to the Next Level

Dog Zen, founded by world-renowned dog trainer Mark Vette, offers science-backed virtual training schools to help owners raise well-behaved dogs. While the business had a loyal customer base, increasing competition and rising digital ad costs made scaling more challenging. Dog Zen needed a structured digital marketing strategy to drive new sign-ups while maintaining strong retention.

With The Goods Agency’s expertise, Dog Zen surpassed ambitious growth targets.

The Challenge

✔ Rising ad costs were impacting profitability.
✔ Subscription growth had plateaued, requiring a fresh approach to digital marketing.
✔ Website messaging & user experience needed refinement to increase conversions.
✔ Email marketing and automations needed improvement to nurture and convert leads.
✔ Exploring expansion opportunities required a cost-effective strategy with a limited media spend.

The Strategy: A Multi-Layered Approach

To achieve long-term growth, The Goods Agency implemented a data-driven digital marketing strategy focused on four key areas:

1. Optimising Digital Advertising for Lower Costs & Higher Conversions

• Launched lead generation-focused Meta campaigns, steadily increasing sign-ups.
• Developed A/B tested creative refreshes to improve ad engagement and reduce cost-per-lead.
• Implemented tightly targeted audience segmentation, reaching the most qualified dog owners.
• Maintained consistent ad spend across Meta and Google while achieving higher conversions—an impressive feat given the rising costs on these platforms.

2. Building & Nurturing an Engaged Community

• Grew Dog Zen’s subscriber base significantly, maintaining strong email engagement rates.
• Designed email nurture sequences that converted leads into paying subscribers.
• Created compelling content for 110K+ social media followers, boosting brand credibility and engagement.

3. Improving Website Conversion Rates

• Enhanced landing page messaging & layout to improve user experience and conversions.
• Developed clearer CTAs and more compelling product descriptions.
• Added a money-back guarantee to reduce friction and increase buyer confidence.

4. Preparing for Future Expansion

• Conducted market research and audience segmentation to identify new growth opportunities.
• Developed a flexible lead gen strategy that could be scaled as new markets open.
• Focused on organic social content & partnerships to build brand awareness before full expansion.

The Results: Exceeding Growth Targets

‍📈 Significant increase in new subscriptions, surpassing internal growth targets.

📩 A highly engaged subscriber base, consistently achieving above-average email open rates.

🐶 Surpassed 110K followers on social media, increasing organic brand reach.

💰 Reduced cost per lead & improved ad efficiency, ensuring sustainable growth.

📊 Achieved better outcomes while maintaining the same advertising spend on Meta & Google, proving the impact of strategic adjustments and creative refinements.

Why Dog Zen’s Success Proves the Power of Smart Marketing

‍Dog Zen’s success story is a testament to the power of continuous optimisation, strategic audience targeting, and compelling messaging. By working with The Goods Agency, Dog Zen not only scaled subscriptions but built a loyal, engaged customer base that continues to grow.

‍📈 Want to see similar results for your business? Let’s talk. Contact us today!