How pool experts leveraged water testing data to create a high engagement automation strategy.
increase in engagement
CTOR
Leslie's Pool Supplies is the largest and most trusted direct-to-consumer brand in the U.S. pool and spa care industry. They serve the aftermarket needs of residential and professional consumers with an extensive and largely exclusive assortment of essential pool and spa care products. Leslie's is dedicated to developing new technologies and solutions that will transform and improve our customers’ experience.
The marketing team at Leslie’s Pool Supplies was looking for a way to demonstrate their pool expertise beyond promotional messaging. By leveraging their in-store water testing data along with Cordial’s data and messaging platform, Leslie’s created a highly personalized and educational email campaign.
First, the Leslie’s team established a real-time data feed of water test results into Cordial. Leveraging Cordial Architect to complete sophisticated data transformations, the Leslie’s marketing team was able to threshold water test values and identify chronic water issues.
Through the Chronic Water Test Series, Leslie’s set up an automated educational email series (based on specific water test parameters) to customers with recurring water quality issues. The goal was to provide expert guidance and build brand trust throughout the interaction.
With comprehensive water test results at the ready, Leslie’s used Cordial’s Sculpt Message Editor to create dynamic emails with a water test results “Sculpt Block” – personalized to each customer with real-time, actionable insights.
Leslie’s Pool Supplies saw a 20x increase in engagement—a 9.34% click-to-open rate (CTOR).
By creating a seamless, scalable, automated, and data-driven experience, Leslie’s continues to position themselves as pool industry experts. They’re turning water data into personalized, educational customer content with no signs of slowing down. The Cordial and Leslie’s teams are now ready to implement loyalty point integration and more shoppable, personalized water test result emails. With these added layers of data-driven strategy, the team expects to see even further success in revenue lift and customer engagement.