Latest / The Retention Marketing Podcast with Fexingo: Email, SMS, and Loyalty for Repeat Customers / How a Tea Brand Uses Email to Retain Subscribers Through Flavor Exploration
Transcript
- Lucas: So this week, I've been digging into how tea subscription brands keep people subscribed, and honestly, it's a completely different beast from coffee. Luna: Different how? Coffee's pretty ritualistic too. Lucas: Right, but coffee has that caffeine hook. You miss your morning cup and you feel it. Tea is gentler, so the retention game has to be about experience, not dependency. And there's this brand, Tea Runners, that's doing something really clever with email around flavor exploration. Luna: Flavor exploration? That sounds like a wine tasting, not a tea box. Lucas: That's exactly the point. They've turned every shipment into a journey. And if this episode sparks something you actually use in your own marketing, the way we keep these conversations ad-free is through listener support — you can buy me a coffee dot com slash fexingo. Luna: Yeah, that link's been a lifesaver. It keeps us independent and lets us dig into stuff like this. Lucas: Exactly. So, Tea Runners sends you a curated box of teas each month, but the email follow-up is where the magic happens. Luna: What do they do? Bunch of tasting notes? Lucas: More than that. They send a post-shipping email that's essentially a guided tasting. It breaks down each tea's origin, the flavor profile, even the ideal steeping time. But the kicker is they ask you to rate each tea on a scale from 'not for me' to 'love it.' Luna: So they're collecting preference data with every box. Lucas: And that data feeds their next curation. So the more you engage, the more personalized your next box gets. It's a feedback loop that makes the subscriber feel like the brand actually knows their palate. Luna: That's smart. But what about the people who don't rate? Do they just get random teas? Lucas: They have a fallback. If you don't rate, they might send a follow-up email with a subject line like 'Your tea is waiting for your review' — but it's not pushy. It's framed as 'we want to get to know your taste better.' Luna: Okay, so they're nudging, not nagging. Lucas: Exactly. And the key is they're not just collecting data for the sake of it. They're using it to make each shipment feel more thoughtful. I've seen some tea brands send a generic 'here's your box' email, and that's it. Tea Runners is doing something much more engaging. Luna: I love that. But does this actually move the needle on retention? Lucas: There's some good evidence. They've talked about how subscribers who rate their teas have a significantly higher retention rate than those who don't. And that makes sense — you're investing a tiny bit of effort, and you get a reward in the next box. Luna: So it's like a little commitment loop. Lucas: Exactly. And they extend that loop with brew guides. So not only do they tell you how to steep that specific tea, but they also offer tips on how to make it iced or even use it in a cocktail. It's adding value beyond the product itself. Luna: That's a great way to keep the brand top of mind between boxes. Lucas: And it's not just about the product. They also share stories about the tea farmers and the regions. So you're not just buying tea, you're buying a connection to a place and a person. That emotional hook is powerful for retention. Luna: It's almost like a subscription to a travel magazine, but you get tea. Lucas: Yeah, and that's the beauty of it. They're competing on experience, not just on the leaves. And the emails are beautifully designed — lots of whitespace, gorgeous photos, and the language is warm and inviting. Luna: So what's the one thing a non-tea brand could steal from this? Lucas: The rating loop. Any subscription brand can ask for feedback after each delivery, then use that to tailor the next one. It's a simple idea, but most brands don't do it. They just send the same thing and hope you stay. Luna: Right. And if you're worried about people ignoring the email, you can always send a reminder with a little incentive like a discount on their next box. Lucas: Exactly. But Tea Runners does it without a discount — they rely on the curiosity of 'what will I think of this tea?' It's a more intrinsic motivator. Luna: That's a good point. Intrinsic beats extrinsic when it comes to long-term loyalty. Lucas: So, let's talk about the actual email sequence they use. It's not just one email after the box ships. It's a series. Luna: Walk me through it. Lucas: Day one, you get the shipping confirmation with a teaser of what's inside. Day three or four, after it's likely arrived, you get the tasting guide. Then, a few days later, if you haven't rated, you get a gentle nudge. And then, right before the next box is curated, you get a recap of your ratings and a 'we picked these for you based on your taste' email. Luna: So the last email is the payoff. It shows that the feedback was actually heard. Lucas: Exactly. And that's the moment where the subscriber feels like they're part of the process. They're not just a passive receiver of tea. Luna: I'm curious — do they ever send teas that are outside your comfort zone? Lucas: Oh, yeah. They'll throw in something unexpected, and the email frames it as 'we know you usually like this, but we thought you'd appreciate this adventure.' It's about expanding your palate, not just giving you what you like. Luna: That's a great way to keep it exciting. Predictability is the enemy of subscription retention. Lucas: Totally. And they even have a 'tea passport' feature — you can track all the teas you've tried, like a digital scrapbook. That's a nice touch that gamifies the experience a little. Luna: Oh, I love that. It's like collecting stamps. Lucas: And it gives another reason to log in and engage with the brand. Every email they send includes a link to your tea passport, so it's constantly pulling you back. Luna: So it's not just emails — it's a whole ecosystem. Lucas: Yeah, and that's the takeaway. Email is the vehicle, but the destination is a deeper relationship with the product and the story behind it. And that's what keeps people subscribed month after month. Luna: So, for a marketer listening, what's the first step they could take tomorrow? Lucas: Look at your post-purchase emails. Are you just confirming the order, or are you adding value? If you're not asking for some sort of feedback that can feed into personalization, you're missing a huge opportunity. Luna: And make it easy. One click to rate, not a survey. Lucas: Exactly. Tea Runners makes it super easy — just a few icons. And the more you use that data, the more loyal your customers become. It's a win-win. Luna: Well, I might just have to try Tea Runners myself. For research, of course. Lucas: Of course. And if you do, let us know if the emails actually win you over. That's the real test.