How Newsletters Helped Teapigs Australia To Drive Online Revenue
The Client
Teapigs Australia (A Tata Consumer Products brand) offering a curated range of black, green, and herbal tea bags. With a focus on ethically sourced ingredients and great taste, the brand appeals to both casual tea drinkers and informed enthusiasts who seek convenience and clean blends.
Positioned as an approachable yet high-quality lifestyle brand, Teapigs competes strongly on flavour variety and product quality within the Australian speciality tea market.
The Objective
Teapigs Australia aimed to strengthen customer communication and boost repeat purchases. While product quality and brand awareness were strong, customer retention and lifecycle engagement presented growth opportunities
Key Objectives
- Improve online revenue contribution: by leveraging targeted newsletter campaigns that drive high-intent traffic and conversions.
- Increase repeat purchase rate: by nurturing existing customers through personalised, value-driven email communication
- Expand newsletter subscriber base by enhancing the email quality
The Challenge
Although Teapigs Australia enjoyed strong brand recall and positive product acceptance, several operational and marketing limitations prevented consistent growth and scalable revenue outcomes.
- Low repeat purchase rate despite high satisfaction levels, indicating gaps in retention and lifecycle nurturing.
- Under-leveraged seasonal opportunities, as promotional campaigns for events such as Black Friday, EOFY, and Mother’s Day lacked visibility and timely execution.
- Low average order value (AOV), limiting revenue efficiency per transaction.
- Weak email engagement, driven by limited segmentation, irregular communication, and minimal personalised messaging.
- Restricted paid-media budgets, necessitating a shift toward owned channels that provide stronger long-term ROI.
These challenges highlighted the need to improve retention, strengthen communication journeys, and unlock value from owned channels to achieve predictable, sustainable revenue growth.
The Solution
1. Structured Email & Campaign Planning
We introduced a consistent editorial + promotional calendar to keep Teapigs top-of-mind and improve repeat purchase behaviour. We planned and executed seasonal and festival campaigns (Halloween, Black Friday, EOFY), combined them with product-education messaging, and created personalised offers for new as well as repeat customers.
2. Audience Segmentation & Personalisation
The email base was segmented to align messaging with user intent, improving efficiency and conversions. For new users, we built awareness through blend introduction, brewing education, and welcome offers, whereas returning buyers were nurtured with re-purchase encouragement, personalised product suggestions, and reward-based messaging.
3. Diverse Newsletter Content Mix
A balanced blend of educational + sales-driven content ensured consistent engagement without fatigue. We created a balanced email lineup with campaign-driven sends, promotional offers, and content-rich newsletters that highlighted tea education, ingredient narratives, and practical recipe or usage inspiration.
4. Content & Messaging Strategy
Clear, concise messaging supported both conversion and brand education. We crafted emails that delivered clear-value seasonal offers, featured best-selling products, simplified discount communication, and included engaging ingredient stories and recipe ideas to drive consistent usage.
5. Conversion-Driven Promotions & Value Tactics
Multiple offer formats encouraged trial and improved cart value. We used seasonal and festival-led discounts, introduced bundle savings to increase cart value, and added personalised upsell prompts within emails
The Result
40%
Sales was contributed through the newsletter in Easter’25 Campaign.
27%
Sales was contributed through the newsletter in the Mother's day 2025 Campaign.
26%
Sales were contributed through the newsletter in EOFY 2025 Campaign.
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