How NerveCentral Streamlined Kip's Complex Email Marketing Infrastructure

NerveCentral partnered with Kip, Australia's leading pet boarding and daycare provider, to consolidate and optimize their complex email marketing operations.

Through strategic workspace consolidation and campaign restructuring, we transformed a fragmented system managing over 200,000 profiles and 80+ campaigns into a streamlined, efficient marketing machine.

About the Client

Kip is Australia's premier pet boarding and daycare network, operating modern pet resorts across Victoria, New South Wales, Queensland, and South Australia.

Unlike traditional kennels, Kip creates "happy staycations" for pets with premium facilities, enrichment activities, and personalized care that treats every "paw-sonality" as an individual.

With services including dog boarding, cat boarding, dog daycare, and training programs, Kip serves thousands of Australian pet families who want the best care for their furry companions while they're away.

The Challenge

Kip faced significant email marketing complexity that was hindering their ability to effectively communicate with their growing customer base:

Infrastructure Challenges:

• Fragmented System: Two separate workspaces creating operational inefficiencies
• Massive Scale: Over 200,000 customer profiles & 80+ live campaigns scattered across two workspaces
• Inconsistent Naming: Lack of standardized event tracking and campaign identification
• Poor Segmentation: Limited audience targeting based on customer behavior and preferences

This fragmentation meant missed opportunities to nurture relationships with pet parents, inconsistent messaging across their network, and difficulty tracking performance across their expanding locations.

Our Approach

Workspace Merger:
NerveCentral helped merge the two separate workspaces into a single, unified platform. This migration involved:

• Seamlessly transferring over 200,000 customer profiles without data loss
• Consolidating 80+ live campaigns while maintaining performance continuity
• Ensuring zero disruption to ongoing customer communications

Event Consolidation:
We implemented a standardized naming schema across all existing and new events, as well as people attributes.

Audience Profiling:
Based on Kip's diverse customer base, we created new segments targeting:

• Service usage patterns (boarding vs. daycare customers)
• Geographic location across their Australian network
• Booking frequency and customer lifetime value
• Seasonal usage patterns and special needs

New Campaign Creation:
We developed 12 new targeted campaigns designed to:

• Welcome new pet parents to the Kip family
• Promote seasonal boarding and daycare services
• Encourage repeat bookings and customer loyalty
• Cross-sell services between locations

Results Achieved

Operational Efficiency:

• Unified Platform: Single workspace managing all 200,000+ profiles
• Streamlined Management: Reduced complexity from 80+ fragmented campaigns
• Standardized Processes: Consistent naming and tracking across all activities
• Improved Collaboration: Enhanced team efficiency and campaign coordination

Enhanced Targeting:

• Better Segmentation: More precise audience targeting based on pet parent behavior
• Personalized Messaging: Tailored communications for different customer segments
• Geographic Relevance: Location-specific campaigns for Kip's expanding network
• Service-Specific Campaigns: Targeted messaging for boarding, daycare, and training services

Email Designs

Email design 1	Email design 2

About NerveCentral

NerveCentral specializes in generating leads, customers, and sales through optimized digital marketing campaigns. Our systematic approach combines Creativity + Data + Behavioral Psychology = Effective Marketing, focusing on being a profit-generating partner for growing businesses.

The Kip project helped position Australia's leading pet care provider for continued growth and enhanced customer relationships.