CASE STUDY
Email & Paid Ads
Picos began working with Cool Dry Covers in late 2025 to build their digital marketing presence from the ground up. While paid social infrastructure was in place and performing well, there was an absence of email presence, meaning one channel was largely untapped. The objective was to establish a scalable foundation across both channels, creating consistent, conversion-focused touchpoints for their Australian and US audiences simultaneously.
The problem
Cool Dry Covers had a strong product, a growing reputation, and paid social already delivering results, but no email programme to match. With no flows or campaigns in place, the brand was missing the opportunity to build meaningful relationships with their audience and capture revenue through one of ecommerce's most reliable channels.
The Solution
Picos built Cool Dry Covers' email strategy from scratch, implementing a full suite of Klaviyo flows tailored to each market - adapting messaging, timing, and customer journeys to suit both Australian and US audiences. Alongside this, Picos supported Meta Ads management and developed ad creative that has continued to run and perform, with campaigns structured around lifestyle-led visuals that stay true to the brand's outdoor, all-weather identity, delivering a consistent 6x average ROAS.
The Result
In under six months, Cool Dry Covers went from having no email infrastructure to a fully operational, high-performing programme running in parallel with a strong paid social presence. Email attributed revenue increased by 468% year to date, driven by strong flow performance and a 453% increase in flow recipients. List health improved significantly, with an 86% decrease in spam rate and a 68% increase in new subscribers. On the paid social side, campaigns generated 3.14 million impressions, 24,000 link clicks, and 21,000 landing page views, all while maintaining a 6x average ROAS.
Key Wins:
- 468% increase in email attributed revenue (year to date)
- 453% increase in flow recipients
- 86% decrease in spam rate
- 68% increase in new subscribers
- 322% increase in total form views
- 6x average ROAS across Meta campaigns
- 3.14M impressions, 24K link clicks, and 21K landing page views from paid social
