How AquaTru Turned Anonymous Traffic Into Qualified Customers with New Standard and Opensend
AquaTru, known for its premium water purification products, partnered with lifecycle marketing agency New Standard and Opensend to turn anonymous website visitors into measurable business growth. With AquaTru's higher price point and longer consideration cycle, converting prospects requires a thoughtful, multi-touch approach. Together, New Standard and Opensend helped identify, re-target, and nurture high-intent visitors, enabling AquaTru to stay engaged with potential customers throughout their decision-making journey. In just a few months, Opensend became a key component of AquaTru's growth strategy, helping transform anonymous traffic into qualified, revenue-driving leads.
The Challenge
A significant portion of AquaTru website visitors, including many highly engaged shoppers, remained anonymous throughout their buying journey because they never completed the initial email sign-up process. These visitors explored product pages, returned multiple times, and demonstrated strong purchase intent, yet never entered a marketing workflow. While New Standard had already built a strong lifecycle marketing foundation, the challenge was finding a way to identify and reconnect with these high-value prospects during their consideration journey before they left the website.
The Solution
New Standard partnered with Opensend to help AquaTru identify and engage high-intent visitors who would have otherwise remained anonymous. By integrating Opensend directly with Klaviyo, newly resolved profiles were seamlessly enrolled into the lifecycle journeys New Standard had already built and optimized.
Given AquaTru's research-intensive buying cycle, the strategy centered on education rather than discounts. Prospects received targeted content focused on certifications, contaminant removal performance, and key category concerns such as PFAS, lead, and microplastics, helping move them confidently through the consideration process.
The impact was immediate. New Standard's lifecycle program was already performing at a high level; Opensend simply expanded the audience it could reach. By converting anonymous traffic into addressable prospects, AquaTru was able to engage thousands of additional high-intent shoppers and unlock significantly more value from traffic it was already earning.
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
66,919
Identities resolved and routed into Klaviyo
2,092
Orders placed from resolved visitors
54.79%
30-day rolling open rate
10.29%
30-day rolling click rate
3,042
Checkouts started from resolved visitors
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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