Waterman’s × Retention for Brands × Restore.ai

Driving Incremental Revenue on an Already High-Performing Email Program

Their story

Watermans is a UK-based hair care brand on a mission to help people around the world feel confident in their hair again. Founded in 2012 by Matt and Gail Waterman, the company delivers award-winning hair growth products, supporting healthier hair for both men and women.

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As with any consumable product, retention marketing and repeat orders are king. Watermans already had a robust lifecycle marketing ecosystem producing strong results under Retention for Brands, but they were looking for a tool that would allow them to maximize the ROI of their existing flows by expanding their reach. That's when they turned to Restore.ai.

Results

160%

Increase in revenue per send

This metric measures the efficiency of each individual email. By using Restore.ai, Watermans didn't just send more mail; they made their existing volume significantly more profitable, earning $2.60 for every $1.00 they previously made per message.

62%

Incremental revenue lift

This represents pure growth on top of their baseline. It confirms that Restore.ai didn’t just "steal" credit from existing sales; it captured additional revenue from customers who otherwise wouldn't have purchased through the standard email flows.

469%

Revenue lift in Browse Abandonment

This is a massive boost to high-intent retargeting. It shows that Watermans became nearly 5x more effective at converting "window shoppers"—people who looked at a product but didn't add it to their cart—within a 30-day window.

Challenge

Watermans’ email strategy was already performing well, subscribers were engaged, flows were established, and conversions were occurring. The challenge wasn’t to fix a broken system; it was to optimize it further in a way that increased revenue efficiency per engagement, expanded Watermans’ ability to reach customers during high-intent moments and enhanced the existing lifecycle strategy developed by Retention for Brands by providing incremental value. Watermans needed a solution that could layer intelligently on top of their current lifecycle framework and deliver measurable uplift without disruption. Retention for Brands delivered that by bringing in Restore.ai.

Our Solution

Restore.ai was implemented as an additional retargeting layer alongside Watermans’ ongoing email program managed by Retention for Brands.

Rather than replacing or changing their existing flows, Restore.ai worked to expand the effectiveness of the lifecycle program built by Retention for Brands, amplifying their strong creative, copywriting, and flow architecture through enhanced identification and data collection.

Key aspects of the solution included:

Expanded lifecycle coverage through additional email sends that amplified existing flow performance
Layered incremental revenue opportunities into high-intent flows
White-glove onboarding and ongoing partnership, including weekly reporting and close collaboration with Retention for Brands

The result was a complementary system where Restore.ai was able to amplify Retention for Brands’ lifecycle strategy and creative by identifying more customers, sending more data, triggering additional high-intent, personalized flow messages. This expanded reach at key moments of purchase intent allowed Watermans to capture more demand and drive incremental revenue without any changes to its existing email strategy.

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Retention for Brands had our email program in a great place. Restore.ai came in, plugged right into that, and helped us capture more value from it almost immediately. No headaches, no redesigns, just better results.

Matt Waterman

CEO

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