In just 3 months, a full retention strategy turned email into a consistent, high-performing revenue driver.
"Working with Teodor and his team has been a pleasure. He's always been on time with what he promised. Their service has saved me countless hours each week, allowing me to focus on other crucial aspects of my business. Having Teodor handle our optimization has taken a huge weight off my shoulders, and I couldn't be more grateful for his dedication and results-driven strategies."
— Martin, Founder, Earth's Mushrooms
Introduction
Earth’s Mushrooms sells a premium 5-mushroom extract blend through their DTC store. But email — which should’ve been a high-impact channel for a CPG brand — was barely driving revenue. In just 3 months, we overhauled their retention strategy and generated $363K, with email driving 61% of total revenue.
Key Optimizations
Email Strategy Overhaul
Hypothesis:
If we improved the overall email structure and design — with more emotive copy, easier formatting, and a clear CTA that stands out above the fold — active subscribers would engage more with each send.
Goal:
Revenue Per Recipient
Result:Flows became faster to digest and more compelling, leading to stronger click-through and conversion rates from the emails that were already in place.
Email Campaigns: Personalized, High-Converting Sends
Hypothesis:
If we increased send volume and tailored campaigns to high-potential segments — like VIPs, engaged non-buyers, and recent openers — using messaging optimized for this health-conscious audience, we’d drive more conversions and higher revenue per recipient.
Goal:
Revenue Per Recipient
Result:More frequent, better-targeted campaigns with content that resonated led to stronger engagement and a measurable lift in revenue — without burning out the list.
Emails That Led With Value
Hypothesis:
If we sent curiosity-driven emails that led to valuable blog posts, subscribers would stay more engaged — improving deliverability and warming them up for future purchases.
Goal:
Engagement & Revenue Per Recipient
Result:Higher open and click rates signaled strong engagement, boosting inbox placement and leading to more revenue from a better-nurtured list.
Soft CTAs Inside Blog Posts
Hypothesis:
If we placed low-friction, contextual product mentions inside blog posts, engaged subscribers who hadn’t purchased yet would be more likely to convert — without feeling pushed.
Goal:
First-Time Purchase Conversion
Result:Soft CTAs turned educational content into subtle selling opportunities — helping convert warm, high-intent readers into first-time buyers.
Other Improvements
Additional changes that helped close retention gaps and boost overall email performance.
Improved Existing Flows:
Rebuilt the welcome flow and abandoned checkout emails with better copy, structure, and visual hierarchy — leading to higher open and recovery rates.Added Missing Flows:
Introduced key automations like browse abandonment, cart abandonment, site abandonment, replenishment, and more — capturing revenue from visitors who previously slipped through.Deliverability Enhancements:
Improved segmentation, personalization, and sending logic to boost inbox placement and engagement across the board.
The Results
In just 3 months, we transformed email from an underperforming channel into a reliable revenue driver. Through better flows, smarter campaigns, and engagement-first content, Earth’s Mushrooms saw:
$363,707 in revenue generated from email
61% of total store revenue driven by email
Major lift in engagement and deliverability
Higher first-time conversion and improved repeat purchase rate
Key Takeaways
Fix the Foundation First:
Without working flows and proper sending practices, even great campaigns won’t perform. Infrastructure matters.
Segment and Send Smarter:
Personalized, targeted campaigns to engaged segments convert better — and protect list health at scale.
Content Builds Trust (and Sales):
Value-first emails and blog posts increase engagement, improve inbox placement, and lead to more purchases over time.
Not Just Pretty Emails — Strategic Ones:
High-converting flows and campaigns are built with structure, clarity, and strong CTAs — especially above the fold.
Email Should Be a Revenue Channel, Not Just a Box You Check:When done right, email doesn’t support the business — it drives it.