Case study: Deployment of the Email Machine e-mailing platform for Chlorito.cz

Chlorito.cz, a specialist in pool chemicals, faced the challenge of effectively combining customer education with sales. Pool chemicals are not a fun topic for most customers, even though they are essential for anyone who owns a pool or hot tub. That is why we worked with the client to find a way to engage customers and boost sales at the same time.

Solution: Email Machine

Instead of traditional methods such as blog articles or social media posts, we opted for email marketing using the Email Machine platform. The main pillar of the campaign was the entertaining and educational mini-series “Señor Chlorito”. The aim was to offer valuable content that not only informs but, above all, motivates people to buy.

Chlorito.cz product range

Chlorito offers a wide range of pool chemicals, which are produced by the Fuk brothers, who are trained chemists. This allows them to control quality, reduce costs, and offer innovative products that their competitors do not have.

Campaign objectives

• Educate customers about pool water issues (pH, chlorine, algae).
• Offer products as immediate solutions to these problems.
• Achieve sales worth CZK 400,000 during the season.

Why without automation?

Sales of pool chemicals are seasonal, peaking in May and August. Instead of complex automation, we opted for targeted campaigns during key periods. This strategy enabled us to respond better to customers’ current needs.

Newsletter processing

At Email Machine, we created a five-part mini-series with simple, readable texts and concise information. The content was optimised for quick consumption and maximised conversion rates.

Above-standard content

In addition to classic maintenance, we added a bonus section on solar showers. This allowed us to offer our customers added value and boost sales of our supplementary product range.

Results

• Five newsletters generated sales of over CZK 420,000.
• Increased conversion rates and repeat purchases.
• Building your brand and strengthening customer relationships.

Conclusion

The Chlorito.cz case shows that education does not have to be boring. With the help of Email Machine, learning and sales can be effectively combined to achieve significant business success.