Case Study: Earth’s Mushrooms

Overview

Earth’s Mushrooms sells a premium 5-mushroom extract blend. For a CPG brand with high repeat purchase potential, email should have been their most profitable channel. It wasn’t. The channel drove minimal revenue and suffered from deliverability issues.

We overhauled their retention strategy. In just 3 months, we fixed their deliverability, established a powerful brand voice, and generated $363K in email-attributed revenue, with the channel growing to drive 61% of the brand's total revenue.

The Challenge

The core challenge was a lack of time and specialized expertise. The owner, Martin, was handling everything. His own words tell the story:

• No Time: He was spending "countless hours each week" on email, pulling him from other crucial parts of the business.

• Poor Deliverability: The brand had "pesky hotmail deliverability issues," meaning messages weren't even reaching the inbox.

• Lack of Engagement: Existing emails were not "on-brand" and failed to "consistently engage our audience."

• No Retention Strategy: There was no system to "stay top of mind so they keep buying."

The Optimization Process

Phase 1: Research & Identify Bottlenecks

Before sending a single new campaign, we focused on the foundations. This involved a complete technical audit of their email setup.

• Deliverability & List Health: We diagnosed and resolved the Hotmail deliverability issues by authenticating the domain, warming up the sending infrastructure, and cleaning the email list.

• Flow & Campaign Analysis: We audited their existing flows and campaigns. The data confirmed a lack of segmentation and personalization, which explained the poor engagement.

Phase 2: Generate & Prioritize Ideas

With the technical foundation in place, we developed a new retention strategy centered on brand storytelling and customer education.

• Content Strategy: For a product like a mushroom blend, education is critical. We developed content pillars around health, wellness, and the science behind the ingredients to build trust.

• Flow Architecture: We designed a new architecture for their automated flows, including a more robust welcome series, an educational post-purchase sequence, and a win-back series.

• Campaign Cadence: We established a consistent campaign calendar that balanced promotional content with high-value educational sends.

Phase 3: Test & Implement

We executed the new strategy, rolling out new flows and campaigns while continuously monitoring performance.

• On-Brand Creative: Every email was designed to be "perfectly on-brand," using a consistent visual identity and tone of voice.

• A/B Testing: We systematically tested subject lines, CTAs, and content formats to optimize for engagement and conversion.

• Segmentation: We moved from batch-and-blast sending to a segmented approach, tailoring messages based on purchase history and engagement.

The Results

In just three months, the channel was completely transformed.

Customer Testimonial

"Working with Teodor and his team has been a pleasure. The emails they create are perfectly on-brand and consistently engage our audience in ways we couldn’t achieve before... Their service has saved me countless hours each week, allowing me to focus on other crucial aspects of my business. Having Teodor handle our email marketing has taken a huge weight off my shoulders, and I couldn’t be more grateful for his dedication and results-driven strategies.”

— Martin, Founder of Earth’s Mushrooms

Key Takeaways

• For CPG, Retention is Everything. For a consumable product, the real growth is in the repeat purchase. A professional email strategy is the most effective way to drive it.

• Deliverability is the Foundation. You can have the best emails in the world, but if they don't hit the inbox, they don't exist.

• Brand Voice Drives Engagement. In a crowded market, a strong, consistent brand voice is what makes you memorable.

• Expertise Buys Back Time. For a busy founder, the ROI isn't just in the revenue; it's in the "countless hours" saved and the "huge weight" lifted.