AquaTru
390%
194%
126%
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THE CHALLENGE
AquaTru had an established audience and campaign program, but its lifecycle strategy had an opportunity to generate more value across the customer journey. Automation represented only 20.2% of Klaviyo-attributed revenue, leaving campaign sends responsible for most channel performance.
The account needed broader coverage across high-intent moments, including prospect onboarding, cart and checkout abandonment, site abandonment, product education, post-purchase communication, and payment recovery. These journeys also needed better segmentation so prospects, first-time buyers, and existing customers received messaging relevant to their stage and product interests.
Campaign efficiency was another priority. AquaTru needed a more coordinated promotional calendar and a consistent testing program that could improve revenue productivity without depending solely on higher send volume.
"Overall, we're very happy with how things are going (and the results!). Your team is super engaged and knows their stuff while also being a joy to work with. Big thumbs up for how it's been going and excited for a HUGE Q4!"
WHAT WE DID
New Standard expanded AquaTru’s lifecycle program across acquisition, conversion, education, and post-purchase. We launched 16 active flows, including three Welcome journeys and five cart, checkout, and site-abandonment journeys, alongside post-purchase, back-in-stock, payment-recovery, and water-education experiences. These journeys used timed delays, behavioral splits, and email and SMS touchpoints to create more relevant paths for prospects and customers.
We segmented Welcome messaging for non-buyers and existing customers, then strengthened high-intent recovery with deeper cart and checkout sequences. We also created educational journeys around water quality and shareable reports, giving customers additional paths from consideration to purchase.
Alongside the flow work, New Standard implemented a coordinated campaign calendar built around launch, sustain, and urgency messaging for major promotional periods. We ran 29 A/B-tested campaigns, compared with one during the prior-year period, using performance data to refine creative, timing, promotional positioning, and audience strategy.
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