Monday Teardown: Art of Tea’s CommuniTea Welcome Email

Art of Tea’s email does a beautiful job blending storytelling, product education, and a warm discount offer—but does it do enough to convert? Let’s dig in.

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Chase Dimond & Jimmy Kim
March 10, 2025

Hey there and happy Monday! 👋

A great welcome email does more than just say “hello”—it sets the stage for your brand’s relationship with a new subscriber. The best ones blend storytelling, education, and a compelling offer to turn curiosity into conversion.

This week, we’re diving into Art of Tea’s welcome email, a masterclass in warmth, branding, and strategic nudges. From a clever subject line to a well-placed discount code, they do a lot of things right—but does it seal the deal? We’re tearing down what works, what could be better, and three quick tweaks that could make it even more effective.

Plus, we’re breaking down how new tariffs are shaking up eCommerce, why Commerce Roundtable Miami is the must-attend event of the year, and where to find the hottest eCommerce job openings.

Let's dig in!

But first—because we love a good share—here are a few curated gems just for you.

🎟️ Come Hang Out with Jimmy and Chase in Miami!

Skip the stale panels and vendor-heavy snooze fests—Commerce Roundtable Miami is where eCom experts gather for real talk, real connections, and real growth.

📍 Join us in Miami on April 25 for an event built for brands, by brands. Here’s what’s in store:

✅ Tactics That Actually Work – No surface-level fluff, just insights you can use immediately.

✅ Zero Sales Pitches – With 70% brand-side attendees, this is all about meaningful conversations.

✅ 20+ Industry Leaders – Get insider knowledge from the experts shaping the future of eCommerce.

✅ Next-Level Networking – Connect with top DTC founders, marketers, and operators who get it.

✅ Vibes on Vibes – A stunning venue, world-class food, and an afterparty you won’t want to miss.

See you in Miami! 🌴

Email Breakdown: Art of Tea’s CommuniTea Welcome Email

A great welcome email sets the tone for a brand’s relationship with a new subscriber. Art of Tea’s email does a beautiful job blending storytelling, product education, and a warm discount offer—but does it do enough to convert? Let’s dig in.

Header Block

What We Love

✔ Warm & inviting headline: “Welcome to the CommuniTea” is a clever play on words that immediately makes the reader feel like part of an exclusive club.
✔ Instant value: A 10% off incentive is presented clearly with a bolded discount code, removing friction for first-time buyers.
✔ Strong visuals: The hero image of loose-leaf tea blends is high-quality and appealing, reinforcing the premium nature of the product.
✔ Clear CTA: The “SHOP NOW” button stands out and directs users toward a purchase without distraction.

What We’d Do Differently

❌ Add a stronger hook: The welcome feels cozy, but there’s no urgency or compelling reason to use the discount immediately. A line like “Your perfect cup awaits—use your 10% before it’s gone!” could help.
❌ Emphasize exclusivity: Mentioning why this discount is special (e.g., “Only for new subscribers!”) would make it feel more valuable.
🔍 TL;DR: A solid, visually appealing welcome section, but a bit more urgency and exclusivity could increase conversions.

Body Block: “Our Tea Journey”

What We Love

✔ Brand storytelling: The history of Art of Tea, from the founder’s Ayurvedic studies to sourcing global ingredients, builds credibility and authenticity.
✔ Founder’s photo: A personal touch! Seeing Steve Schwartz gives the brand a human face, making it more relatable.
✔ Social proof through sourcing: The mention of “close relationships with farmers and distributors” adds trust, subtly reinforcing quality.
✔ Elegant formatting: The icons and clean design make the section easy to skim.

What We’d Do Differently

❌ Make it more skimmable: Breaking key points into bullet points or bolding main phrases would help readers digest the story faster.
❌ Tie back to the offer: The story builds trust but doesn’t transition into an action. A line like “Experience the quality for yourself—shop with 10% off today!” could connect the dots.
🔍 TL;DR: A strong, trust-building brand story, but making it snappier and linking it back to a purchase would make it even stronger.

Product Block: “Explore Our Best Sellers”

What We Love

✔ Great product selection: Highlighting customer favorites makes decision-making easier.
✔ Enticing descriptions: “A delicious and energizing blend of Grade A Matcha with Cocoa Rouge” makes Matcha Cocoa sound irresistible.
✔ Individual CTAs: Each product has its own “SHOP NOW” button, streamlining the buying process.
✔ Lifestyle imagery: The product photography is warm, clean, and aesthetically aligned with the brand.

What We’d Do Differently

❌ Add social proof: A line like “4.9 stars from 1,000+ tea lovers!” would add credibility and encourage conversions.
❌ Leverage urgency: A nudge like “These bestsellers go fast—grab yours before they’re gone!” could boost impulse purchases.
🔍 TL;DR: This section does a great job showcasing popular products, but adding social proof and a sense of urgency would seal the deal.

Footer Block: Loyalty Rewards

What We Love

✔ Encourages retention: The loyalty program introduction keeps customers engaged beyond their first purchase.
✔ Simple & clear CTA: “JOIN TODAY” is direct and action-driven.
✔ Consistent branding: The black footer stands out yet maintains the brand’s minimal, sophisticated aesthetic.

What We’d Do Differently

❌ Clarify benefits: Instead of a generic “exclusive rewards,” specifying perks like “Earn points for every dollar spent & get free tea!” would make the program more enticing.
❌ Reinforce urgency: A small push like “Sign up now to start earning with your first order!” could increase immediate sign-ups.
🔍 TL;DR: A great retention play, but more clarity around the perks would make the loyalty program feel like a no-brainer.

Final Thoughts: What Email Marketers Can Learn

Art of Tea’s welcome email does a fantastic job blending warmth, storytelling, and product education into one cohesive experience. It makes the brand feel premium and personal while nudging the reader toward a purchase.

3 Quick Wins to Steal for Your Next Welcome Email:

✅ Make the discount feel urgent: A first-purchase offer works better when there’s a reason to use it now.
✅ Use social proof in product sections: Star ratings, testimonials, or best-seller tags add credibility and drive conversions.
✅ Clarify loyalty program benefits: Make it crystal clear why signing up is a win for the customer.

Would this email convince you to try a new tea blend? Let us know! 

👀 Industry Intel: New Tariffs Shake Up eCommerce—But Amazon & eBay Are Holding Strong

The latest round of U.S. tariffs is making waves across eCommerce, but before you hit the panic button—some major players are better positioned than others. Here’s what you need to know:

✅ Tariffs Are Here—But Amazon and eBay Have a Safety Net

The U.S. just slapped a 25% tariff on imports from Mexico and Canada, plus a hike from 10% to 20% on Chinese goods. That means higher prices could squeeze e-commerce businesses. But here’s the silver lining: Amazon and eBay’s massive third-party marketplaces could actually help cushion the impact.

💡 Why it matters: With more sellers in the mix, consumers have more choices—and that flexibility could keep spending steady. Plus, Amazon and eBay collect fees on third-party sales, so their bottom line may hold up better than expected.

✅ Some eCommerce Brands Are More Exposed Than Others

Not all retailers will feel the heat the same way. While companies like Chewy (under 10% exposure) and eBay (under 5%) have little to worry about, others—like Wayfair (40% exposure) and even Amazon (30%)—could feel more pressure.

💡 Why it matters: The brands with fewer tariff-heavy imports might have an easier time keeping prices steady and customers happy. But for those more exposed? Expect some strategic shifts to keep things competitive.

✅ Market Moves & What’s Next

eCommerce stocks have taken a 3.9% dip this week, with Amazon down 1.7%. But don’t count them out—Amazon is making big investments in AI, and eBay even saw a rare stock bump earlier this week.

💡 The Bottom Line?

Yes, tariffs bring challenges, but eCommerce isn’t going anywhere. Key players are already finding ways to adapt—and that means plenty of opportunities lie ahead!

👨‍💻 The Hiring Vault

That's a wrap for today!

Appreciate you hanging with Chase and me—hope you found something you can put to work ASAP. If you did, don’t keep it to yourself! Send ecomemailmarketer.com to your favorite DTC marketer and get them in on the action.

New week, new strategies—let’s make it count. Catch you next time! 🚀

🤘 Jimmy Kim

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