Rickie Lambert scored all four goals for Bristol Rovers in a victory that saw Southend stage a mini fightback.
The striker headed Rovers in front from Stuart Campbell's corner and doubled the lead with a first-time shot.
Lambert completed his hat-trick by nodding home Jo Kuffour's cross and made it 4-0 with another header.
Southend's Peter Clarke pulled a goal back with a close-range finish and Francis Laurent added a second but there was to be no miraculous recovery.
Bristol Rovers: Phillips, Pipe, Hinton, Anthony, Lescott, Lines, Campbell, Disley, Hughes (Jacobson 73), Lambert, Kuffour (Duffy 73).Subs Not Used: Mike Green, Hunt, Ryan Green.
Goals: Lambert 10, 16, 33, 55.
Southend: Federici, Sankofa, Clarke, Barrett, Francis, Betsy (Scannell 64), Christophe, McCormack (Grant 64), Robson-Kanu, Walker (Laurent 63), Revell.Subs Not Used: Joyce, O'Keefe.
Booked: Francis.
Goals: Clarke 70, Laurent 75.
Att: 7,055
Ref: Karl Evans (Greater Manchester).
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