Petcentric users bark with Doggie-Mail

Share this article:

Nestle's Purina-branded pet social network debuted Doggie-Mail, a free e-mail platform powered by technology firm Oddcast, to promote the Web site.

Petcentric's e-mail service lets its 2 million users send entertaining, pet-customized messages from a template of dogs and costumes.

"The objective of Doggie-Mail is to introduce pet lovers to the fun and entertaining world of Petcentric through an interactive e-mail feature they will be excited to share with other people," said Kristina Ryan Fauss, brand director at Purina, St. Louis. "When people log on to, the interactive Doggie-Mail screen invites people to choose one of three dogs and customize the dog's wardrobe, props and scene."

Visitors to can choose from scenes including a red carpet and a dude ranch, wardrobes such as a feather boa and a Santa hat and props ranging from sunglasses to a funny nose.

Then visitors pick a prerecorded message for the dog to speak, or they type in their own line and choose a voice. They can even call an 800 number to record a message in their own voice. Once the e-mail has been customized, they send the talking dog message to friends.

Oddcast, New York, employed its talking avatar platform for the skin of the e-mail, which is the three dogs, as well as the viral features including a send-to-friends option.

To promote Doggie-Mail, Petcentric is using dog show host John O'Hurley and the launch of his book, "It's Okay to Miss the Bed on the First Jump: And Other Life Lessons I Learned From Dogs."

Excerpts from the book are on Petcentric's site, as is a short video of Mr. O'Hurley introducing the Doggie-Mail platform. He launched the Doggie-Mail preview during the broadcast of "The National Dog Show Presented by Purina," which aired Thanksgiving Day on NBC.

Also, users can enter a sweepstakes for a copy of the book or one of 25 grand prize packages filled with a bed, toys, a treat machine and other fun stuff for dogs.

Subscribers to Petcentric receive newsletters with feature stories, pets in the news, product and book reviews, a calendar of pet activities and a photo gallery of subscribers' dogs and cats.

The e-mail service aims to promote the Web site itself.

"Petcentric is a fun and entertaining Web site and online newsletter for pet lovers," Ms. Ryan Fauss said. "It is lightly branded by Purina and is about building a community of dog and cat owners who like to share and receive information."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

MyFitnessPal Flexes its Content Marketing Muscle

MyFitnessPal Flexes its Content Marketing Muscle

The health and fitness app enhances its email regimen from four messages to a full-fledged marketing automation program.

Here's an 80-20 Rule for Emailers to Stop Following

Here's an 80-20 Rule for Emailers to Stop ...

Why do four out of five marketers refuse to send abandoned cart emails even though they get 20% conversion rates? We don't know. We're asking you.

Message Systems Networks for Better Deliverability

Message Systems Networks for Better Deliverability

The Adaptive Email Network automatically adjusts users' emails to changes in bounce codes and traffic based on the real-time activity of other users in the system.