LEAF Tea Shop is an independent loose-leaf tea retailer selling online through its WooCommerce store. Email had always been part of the mix, but it was built around a newsletter format with an irregular send schedule, so it wasn’t pulling its weight as a sales channel.
They came to us with the goal of turning the mailing list into a dependable revenue stream: a consistent calendar of promotional mailers that drove orders, supported key trading moments, and kept a growing list engaged.
Our email marketing team knew exactly what it took and got straight to work.
We moved LEAF onto a structured promotional calendar of around four sends a month. Each campaign runs as a pair: a Thursday evening launch followed by a Sunday morning last-chance reminder, timed to when LEAF’s audience is most likely to browse and buy.
Every mailer is built around one clear offer and one product focus, from seasonal ranges such as festive teas and iced tea recipes to refill restocks, teapot bundles and free sample offers, keeping the message simple and giving subscribers a reason to click.
We planned the calendar around the moments that matter most for a gifting brand, including Black Friday, Christmas, Valentine’s Day, Mother’s Day and Father’s Day, and used resends to engaged non-openers to give strong offers a second chance.
Our approach paid off, and we saw fantastic results.
In the first year, email revenue rose 53% from a similar number of sends, with each mailer earning around 37% more than before. The following year held that growth, with email revenue staying around 45% above where it was before we started.
Black Friday became LEAF’s best email weekend on record, and email revenue across November and December 2024 almost doubled compared with the same period a year earlier.
The last-chance reminders often outsold the launch email. An August 2026 restock reminder, for instance, brought in 31% more revenue than its launch.
All of this was achieved while growing the list by 14% to around 7,560 subscribers, with a 99.4% average delivery rate across every send.
It’s safe to say we hit the mark, turning LEAF’s mailing list into a genuine, reliable revenue channel.
Email Revenue
53%
Increase
Revenue Per Mailer
37%
Average Increase
Christmas Email Revenue
2x
Year-On-Year
Delivery Rate
99.4%
Across Sends
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