How AquaTru made $808K from anonymous traffic with New Standard and Opensend
New Standard, the retention agency behind brands like True Classic, BYLT, and dbrand, layered Opensend's real-time identity resolution onto AquaTru's mature Klaviyo program, resolving 66,919 high-intent visitors and converting them through existing lifecycle flows.
The Challenge
AquaTru the certified countertop reverse osmosis water purifier from Ideal Living, sells a high-AOV considered purchase. Buyers spend weeks comparing certifications, contaminant removal data, filter lifespans, and SKU fit (Classic, Carafe, Under Sink, Smart Alkaline) before they decide to buy.
That long, education-heavy journey produced a familiar pattern. Steady traffic to product pages, plenty of repeat browsing, and a sophisticated Klaviyo lifecycle program built and run by New Standard. But the majority of high-intent shoppers were never identified, never entered a flow, and were lost the moment they closed the tab.
New Standard had already built the engine. They needed more fuel."
The Solution
New Standard partnered with Opensend to add a real-time identity resolution layer to AquaTru's existing retention program. Rather than rebuilding flows or replacing tools, the team plugged Opensend Connect directly into Klaviyo, where resolved visitors were routed into the abandoned browse, post-view nurture, and consideration sequences New Standard had already optimized for the brand.
Because AquaTru's buying journey is research-heavy, New Standard mapped Opensend's resolved profiles to flows that match a long deliberation window, with messaging keyed to product education, third-party certifications, and category objections (lead, PFAS, microplastics) rather than discount-led re-engagement.
The result was compounding. A retention program operating at the level New Standard runs for AquaTru already converts well. Feeding it tens of thousands of additional resolved high-intent profiles is what turned a strong program into a category-leading one."
Opensend's Role
Opensend Connect provided real-time identity resolution that integrated directly with AquaTru's existing Klaviyo flows, resolving anonymous high-intent visitors and routing them into New Standard's optimized lifecycle sequences without requiring flow rebuilds or tool replacement.
The Results
Open and click rates at this level signal that resolved visitors landed in the right flows with the right message. The volume of placed orders confirms that AquaTru's retention program was already strong, and the addition of Opensend gave it more of the audience it was built to convert.
Campaign period
$808K
Placed order value
66,919
Identities resolved
2,092
Orders placed
54.79%
30-day rolling open rate
10.29%
30-day rolling click rate
3,042
Checkouts started
Conclusion
By layering Opensend's identity resolution onto an already strong retention program, New Standard and AquaTru turned anonymous high-intent traffic into measurable revenue without rebuilding their existing infrastructure.
"*Great partners build great programs. We gained insights, strategized, implemented, and iterated together, growing this into a meaningful incremental revenue channel. In marketing, we talk about meeting customers where they are. Sometimes it's the small, timely nudges that turn a browser into a buyer.*"
Alex Choi
Senior Brand Manager at AquaTru
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