Dr. Hydrate fuels 46x ROI and boosts loyal customer revenue with Klaviyo B2C CRM

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Dr. Hydrate specialises in hydration supplements that make water taste great. Founded in late 2020 by competitive swimmer Cody Simpson and pro Ironman athlete Caine Eckstein, Dr. Hydrate has seen exponential growth in Australia and recently expanded into New Zealand. The brand sells supplements packed with electrolytes, vitamins, and minerals primarily DTC, but has also built a large wholesale network. For the past three years, they’ve used Klaviyo to power smarter digital relationships.

Learn how Dr. Hydrate built a devoted customer base, with insights driven by Klaviyo Marketing Analytics

Challenge

As a fast-growing company, Dr. Hydrate was looking for a way to translate their significant brand awareness and marketing efforts into tangible sales.

Ecommerce is their largest sales channel, and the team saw an opportunity to convert one-off customers into loyal, high-value subscribers.

To do that, the brand realised early on the value of a loyal database of customers, as well as the need for deep insights into their customer’s behaviour, preferences and intent to purchase.

Solution

With the help of growth marketing specialist Freckle Digital, Dr. Hydrate implemented Klaviyo, including Marketing Analytics, to gain a deeper understanding of their customer data and purchasing behaviour.

Dr. Hydrate then began using these insights to segment their audience, allowing them to personalise email and SMS communications.

“When our sales rep gave us an overview of Klaviyo Marketing Analytics, my jaw hit the floor,” says Marcella Denaro, performance director at Freckle Digital. “The way it segments Dr. Hydrate’s customers based on their loyalty, purchase frequency, order value and more is incredible. That information is hugely helpful to us as we look to drive revenue from repeat customers.”

Strategy

Dr. Hydrate achieved 46x ROI in H1 2025. They did that in part by using Klaviyo’s rich customer data insights to personalise email and SMS communication, with tactics like:

• Rewarding high-value customers: Dr. Hydrate uses Klaviyo’s RFM analysis to segment customers based on purchasing behaviour, rewarding high-value customers over email and SMS with surprise gifts or targeted offers. This has led to a 26% increase in revenue from their “Loyal” customer segment.
• Nudging repeat customers towards subscriptions: Through Klaviyo, Dr. Hydrate identifies customers who purchase on a semi-regular but ad hoc basis, and targets them with CTAs to subscribe, a purchasing model that is more lucrative and sustainable for the brand.
• Personalising reminders to repurchase with predictive analytics: Dr. Hydrate uses Klaviyo’s predictive analytics to understand when a customer is likely to make their next purchase. This data informs their automated flows and helps them to extend the lifetime value of their customers by sending timely, personalised reminders to repurchase.

“Before Klaviyo’s Marketing Analytics, we were doing a lot of guesswork,” says Sara Parkinson, general manager, Dr. Hydrate. “Now, we have a dynamic view of our customers that helps us make smarter business decisions. It’s no longer about just driving revenue; it’s about understanding the entire customer journey and how we can grow with them.”

Before Klaviyo’s Marketing Analytics, we were doing a lot of guesswork. Now, we have a dynamic view of our customers that helps us make smarter business decisions. It’s no longer about just driving revenue; it’s about understanding the entire customer journey and how we can grow with them.