How Earth’s Mushrooms Added $363K in Revenue — By Unlocking Email at Scale
In just 3 months, a full retention strategy turned email into a consistent, high-performing revenue driver.
Case Study Overview
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.
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.
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