Revenue Over Vanity: Why TEAONIC Chose Glued
Learn and steal the strategy that we used to help boost key metrics so you can implement it and see similar metric lifts.
+80%
+34%
In this case study, we'll unpack how TEAONIC achieved an 80.85% increase in click-through rates and 34.22% boost in open rates by focusing on revenue-driving optimization rather than surface-level improvements. More importantly, you'll discover how to escape the "good enough" email trap that's costing you revenue every month: accepting decent engagement metrics while your email channel underperforms on actual sales. These strategies will show you how to transform email from a nice-to-have marketing activity into a predictable revenue engine.
At glance
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TEAONIC creates herbal tonics that deliver specific health benefits through carefully crafted botanical blends, but here's what matters for your strategy: they represent the classic challenge facing every wellness brand with established email marketing. Like most mature DTC companies, they had solid baseline metrics and a functioning email system, but they knew they were leaving money on the table without knowing exactly how to fix it. Sound familiar? Every marketing leader with existing email programs faces this optimization dilemma: your metrics look respectable in reports, but you suspect your email channel could be driving significantly more revenue if you knew which levers to pull.
The "Good Enough" Email Performance Trap
You know that nagging feeling when your email metrics look decent in monthly reports but you can't shake the sense that you're missing massive opportunities? That's exactly where TEAONIC found themselves—solid open rates, reasonable click-through rates, but revenue attribution that felt underwhelming compared to the potential they saw in their subscriber base.
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Here's what every growth professional with established email programs discovers eventually: there's a huge difference between emails that get opened and emails that drive purchases. TEAONIC's challenge wasn't building an email program from scratch—it was optimizing an existing system that was working but not excelling. The temptation was to completely overhaul their approach, but that would have disrupted what was already functioning while they experimented with untested strategies. At Glued, we've learned that the biggest email wins often come from strategic refinements rather than dramatic rebuilds, but you have to know which refinements actually move revenue instead of just improving vanity metrics.
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Benefits-First Messaging That Actually Converts
This is where most wellness brands completely miss the email opportunity. They treat email like a general marketing channel instead of recognizing that wellness customers subscribe because they want health outcomes, not just product updates. At Glued, we approach wellness email differently: we lead with the results people want, not the products we're selling.
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Every marketing executive in health and wellness faces this messaging challenge: how do you consistently communicate product benefits without sounding repetitive or salesy? For TEAONIC, we refined their A/B testing process to focus specifically on benefit-driven subject lines and content, ensuring every email tied directly to health outcomes their herbal tonics delivered. Our Email Marketing approach meant balancing promotional campaigns with educational content that reinforced why their tonics work and how they fit into healthy lifestyles. At Glued, we believe that wellness email marketing isn't about selling products—it's about selling outcomes, and the products become the natural solution to achieve those outcomes. The 80.85% increase in click-through rates proved that when wellness customers see clear connections between your products and their health goals, engagement skyrockets.
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Revenue Metrics Beat Engagement Metrics Every Time
Here's the truth that will change your next email strategy meeting: opens and clicks are interesting, but revenue attribution is everything. TEAONIC's success came from shifting focus away from traditional email metrics toward campaigns specifically designed to increase Average Order Value and monthly revenue attribution. We synchronized their email efforts with broader social media and website strategies, creating multichannel campaigns that enhanced overall performance rather than treating email as an isolated channel.
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You know that pressure you feel to justify email marketing ROI beyond "our open rates improved"? This approach eliminates that problem entirely. The 34.22% increase in open rates was nice, but the real win was the measurable impact on bottom-line revenue that made email marketing clearly profitable rather than just active. At Glued, we've seen this pattern repeatedly: when you optimize email for financial outcomes rather than engagement outcomes, the engagement metrics improve as a natural byproduct because you're sending more relevant, valuable content. The key is designing every campaign with specific revenue goals, not hoping that better engagement will eventually translate to more sales.
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Key Takeaways: Email That Actually Pays
If you're tired of email reports that look impressive but don't move your revenue needle, these insights will transform how you approach email optimization. The opportunity is massive because most brands are still optimizing for metrics that don't directly correlate with profitability.
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1. Show the benefits loud and clear: Especially in wellness, people subscribe to email because they want health outcomes, not product announcements. TEAONIC's emails always kept the focus on how their tonics supported health and vitality. At Glued, we've learned that benefit-focused messaging doesn't just improve engagement—it improves the quality of engagement by attracting subscribers who are ready to buy solutions, not just browse products. If you want to book a call with us, we can show you exactly how this benefit-first approach works for your wellness brand.
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2. Keep your eye on the bottom line: Engagement metrics like clicks and opens are interesting, but what really matters is the revenue they drive. With TEAONIC, we focused on campaigns that pushed Average Order Value and monthly revenue growth rather than optimizing for vanity metrics that look good in reports but don't pay the bills. Every email campaign should tie directly to financial goals, not just engagement goals.
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3. Make it all work together: Your email, social, and website efforts shouldn't be living in separate silos competing for attention. TEAONIC found huge success when we synced email campaigns with social promos, giveaways, and user-generated content, creating a seamless experience across all touchpoints. At Glued, our Email Marketing service always considers how email fits into your broader marketing ecosystem rather than treating it as an isolated channel.
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4. Test, learn, and repeat systematically: A/B testing isn't a one-and-done activity—it's a continuous optimization process. TEAONIC kept refining their approach based on what actually drove revenue, not just what improved surface metrics. The key is staying curious and always optimizing based on financial performance rather than engagement performance alone.
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5. Optimize existing systems before rebuilding them: Here's the insight that every marketing leader should take to their next email strategy discussion: the biggest wins often come from strategic refinements of what's already working rather than dramatic overhauls that disrupt functioning systems. At Glued, we proved with TEAONIC that you can dramatically improve email revenue without destroying the foundation you've already built. Start with our Free Website Audit & Redesign to see exactly how your current email performance compares to revenue-optimized benchmarks, and discover why focusing on dollars instead of opens transforms email from an expense into a profit center.
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These metrics reflect performance at the time our implementations were measured and analyzed. Results may vary over time as products evolve, market conditions change, or additional modifications are made.