Background

Magic Hour is more than a tea company — it’s a wellness brand rooted in the ritual of mindfulness. Inspired by the sacred moments of sunrise and sunset, the brand encourages customers to pause, reflect, and connect through the daily ceremony of tea. With a wide array of high-quality blends and a holistic mission, Magic Hour sought to scale its eCommerce efforts while preserving the intimacy and soul of its brand experience. The challenge was to implement a scalable email marketing system that could deliver both consistent revenue and emotional resonance.

Approach

We designed a deeply intentional email marketing strategy aligned with Magic Hour’s brand philosophy. The email flows were crafted as extensions of the customer journey — gently guiding subscribers through a personalized path from discovery to loyalty. Welcome flows immersed new customers in the brand’s story and tea philosophy, while post-purchase sequences offered preparation guides, ritual inspiration, and complementary product suggestions. Re-engagement campaigns reignited the spark with lapsed buyers through poetic language and seasonal offerings. Throughout, we used storytelling, calming design, and value-rich content to make every message feel like a continuation of the Magic Hour experience. Revenue-per-recipient became a key optimization metric, ensuring efficiency and long-term scalability.

Results

Our work led to a 49% increase in sales, with automated flows becoming a reliable engine of both revenue and retention. Customers resonated with the brand’s elevated storytelling and thoughtful communication, which increased repeat purchases and lifetime value. By aligning automation with brand ethos, we helped transform Magic Hour’s email program into a meaningful, sustainable growth channel — one that nurtures both customer relationships and sales.