How Phox Water drives growth with rewards programmes | Email teardown
If you’re running an ecommerce brand, you’ve probably hit this moment: your launch is behind you, early growth has been exciting, and your customer base is loyal... but now things feel a bit stagnant. So, what’s next?
That’s exactly the kind of conversation I had with a client last week. We were talking about how to grow beyond the initial buzz - without pouring all your budget into social ads.
And then, perfect timing - an email from Phox Water, a brand I personally shop with, landed in my inbox. It was the perfect example of what we’d just been discussing.
Leverage your loyal customers
When you're ready to grow, don’t ignore your existing fans. These are the people already buying from you, opening your emails, and telling their friends. If you’re not tapping into that loyalty, you’re missing one of the most cost-effective marketing strategies available.
Email is key here - because your list is where your most engaged customers live. It's your direct line to them, and a powerful way to introduce referral and rewards programs.
A real-world case study: Phox Water filters
Phox Water, an eco-friendly water filter brand I’ve used for years, just launched a double-pronged loyalty scheme: a points-based rewards program and a referral system. And the way they rolled it out? Chef’s kiss.
The Email
It was beautifully on-brand. Simple, clear, and straight to the point. It said:
“Say hello to Fox Rewards – our new way of saying thank you.”
No fluff, no overwhelm. Just:
Here's how you earn points
You’ve already got bonus points as an existing customer
You can refer a friend and both get £5 off
It was segmented perfectly, clearly written just for existing customers like me. And because I was rewarded before I did anything, I was immediately curious and clicked through.
The Website
Once I landed on the rewards page, all the details were there: how to earn points, what the rewards are, how the referral system works. The email wasn’t overloaded - it simply invited me to explore more. That’s smart design and great user experience.
Why this works
Implementing a rewards program isn’t simple. It takes:
A solid platform or integration
Time to set it up right
A budget for the rewards you’re offering
But if done well, it pays off.
Phox clearly calculated the value of a loyal customer vs. the cost of acquiring a new one. Offering a £10 total incentive for a successful referral (split between the existing and new customer) is worth it - because referred customers are qualified leads. They’re coming in warm, thanks to trust already built by a friend.
Key takeaways for your brand
Use your email list: Your most valuable customers are already there. Talk to them.
Incentivise action: Whether it’s a birthday, a milestone, or a purchase, make people feel appreciated.
Make it simple: Don’t overwhelm in the email. Just entice and inform.
Referral programs work: Reward both parties to make it feel fair and exciting.
Customer retention > acquisition: Especially when budgets are tight, it’s smarter to deepen loyalty than chase strangers.
If you’re looking for growth strategies that go beyond social ads, start with the people who already love you. Create systems that reward their loyalty and encourage them to spread the word. And always - always - keep it simple.
Want your own (private!) email review? I can SHOW you what works, what doesn’t, and how you can make sure YOUR emails convert. I teardown your emails, so that you can build them up bigger and better - CLICK HERE!
