Email Marketing Case Study for Pure Water Systems
Email revenue increased by 700%- SMS campaigns revenue increased by 108% YoY
Email campaigns unique clicks increased by 73% YoY- SMS campaigns conversion rates increased by 51% MoM
- Average email flows order value increased by 25% MoM
Pure Water Systems has been helping Australian families experience the benefits of filtered and purified water for over 30 years. Started as a humble family-owned company, they’ve grown into one of Australia’s biggest and best water filtration businesses, offering everything from benchtop filters to reverse osmosis systems.
However, their email marketing wasn’t reflecting their leadership position, and LION Digital partnered with Pure Water Systems to change that. We have maintained a strong, results-driven relationship for over two years and helped Pure Water Systems achieve steady growth with a remarkable 700%+ increase in email revenue.
THE OPPORTUNITY
When Pure Water Systems first approached LION Digital, their email marketing was significantly underperforming:
- The company lacked a cohesive email marketing calendar, which resulted in random communication with their customer base.
- They didn’t have proper automation flows, losing substantial revenue through cart abandonment and missed nurture opportunities.
- The email channel failed to capitalise on the trust and loyalty that Pure Water Systems had built over three decades.
WHAT WE DID
The LION Digital team conducted a comprehensive audit of Pure Water Systems’ email and SMS automation gaps. We analysed their hero products and repeat customer buying behaviours and explored the unique selling propositions to demonstrate the company’s competitive advantages in the local market.
Drawing from this marketing research, we developed a strategic roadmap to improve their email marketing performance. We focused on creating and maintaining a comprehensive flow architecture.
LION Digital built over 15 custom Klaviyo flows covering every stage of the buyer journey, from first-time site visitors to loyal customers. Key flows included:
- Welcome series for new subscribers (email & SMS) – has driven a 70% increase in revenue month-on-month
- Abandoned browser email flow for re-engaging visitors who showed interest in specific products – has generated a 191% increase in revenue year-over-year.
- Abandoned cart recovery campaigns for recapturing lost sales opportunities have delivered a 43% increase in revenue month-over-month.
- Post-purchase education flows, cross-sell campaigns, win-back strategies, and other strategies have brought a 346% increase in revenue year over year.
Each flow was meticulously structured to engage recipients with hyper-relevant product offerings.
Part of our strategy was also to include Pop-up forms triggered by specific actions, such as exit intent and scroll depth. These formed part of our program of creative testing and offer testing to encourage value exchange which also assists in email list growth.
Emails were always delivered at the right time because we implemented a consistent email marketing calendar aligned with Pure Water Systems’ business cycles. While ensuring regular touchpoints with customers, we capitalised on peak sales periods in June and November and drove significant revenue.
RESULTS
Our Owned Media strategy for Pure Water Systems combined data-driven email automation with targeted SMS campaigns to maximise customer engagement and revenue growth. Over the past two years, the results have been consistently outstanding:
- Email Revenue Growth: Email revenue increased by 700%, driven by strategic automation, segmentation, and ongoing optimisation.
- Customer Engagement: Unique clicks grew by 73% year over year, reflecting the relevance and quality of our email content.
- SMS Performance: SMS campaign revenue rose by 108% YoY, confirming the effectiveness of our multichannel approach.
- Scalable Strategy: The account has maintained a strong and steady upward trajectory, with performance improving month on month.
By leveraging Klaviyo’s advanced features and LION Digital’s deep eCommerce expertise, we built a high-performing retention marketing program that continues to deliver powerful, scalable results.
700%
Increase in Email Revenue
73%
Increase in Unique Clicks YoY
108%
Increase in SMS Campaign Revenue YoY
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