- eCom Email Marketer
- Posts
- šæ Wellness in Every Message: Gaia Herbsā Email & SMS Strategy
šæ Wellness in Every Message: Gaia Herbsā Email & SMS Strategy
Plus, an AI prompt youāll want to steal and tips to scale smarter
Join 350+ eCommerce marketers in our new communityāClaim our intro offer $1 for 90 days. Learn more.
Hey it's Chase and Jimmy here!
Natural wellness, email-first. Here's how Gaia welcomes, nurtures, and retains their buyers.
From the first touch to replenishment reminders, Gaia Herbs keeps their messaging grounded in purpose. Their emails and SMS reflect the brandās earthy, mission-driven identity ā but how well do they support the customer experience from sign-up to post-purchase?
Weāre breaking down the flow to highlight wins, areas for improvements and actionable tips brands can implement.
Plus in this edition:
ā” AI Power-Up: How to let AI handle the first 70% of your copy
š A retention tactic that separates the pros from everyone else
š° Why retention doesn't work if you're flying blind on cash flow
Letās get into it š
šÆ This Retention Tactic Separates the Pros From Everyone Else
Donāt let email carry your whole retention strategy.
The best brands know how to spread the load.
This Omnisend workshop breaks down how to combine email, SMS, and push without bombarding your customers. Because when done right, multichannel = more repeat purchases and higher engagementāwithout the overwhelm.
šÆ Youāll learn:
What most brands get wrong about SMS and push
How to build your SMS and push subscriber lists (with examples that convert)
Smart ways to use each channel without over-messaging
The workflows and segments that actually drive ROI
Watch the full session now ā and walk away with tactical examples, smart automations, and key takeaways you can implement this week.
š Meme Drop
Plot twist: The email sent to Dave note Peter.

(Credit: The Marketing Millenials)
šæ Wellness in Every Message: Gaia Herbsā Email & SMS Strategy
1. Welcome Email
Whatās working
ā Strong brand voice. Friendly, encouraging, and rooted in their mission of purity and wellness. The āwellness seekerā language is aligned and uplifting.
ā Clear offer. The 15% discount is immediately visible ā both in the hero image and reiterated below.
ā Smart product intro. Best sellers are showcased without being overwhelming, with visual hierarchy that guides the eye.
ā
Quiz CTA. Including a āFind your herbsā quiz helps customers get a personalized starting point.
Room to grow
š Too many competing CTAs. āShop Now,ā āLet Gaia Be Your Guide,ā and āShop Best Sellersā all point to different actions. This splits attention and could dilute conversions. A single hero CTA + one secondary personalized path (like the quiz) might drive stronger clicks.
š No tease of subscription benefits. A soft mention of Subscribe & Save could help plant the seed for recurring orders.
š Could use segmentation. For returning subscribers or less-engaged users, the tone might feel a bit off without context.
2. Welcome SMS
Whatās working
ā
Tone is consistent with the email ā warm and affirming.
ā
Offer is crystal clear with a scannable CTA and link.
ā
Emojis used thoughtfully to match the brandās natural vibe.
ā
Good compliance. The initial SMS provides all the required disclosures (rates, privacy, STOP to cancel, etc.).
Room to grow
š No segmentation prompt. Adding a quick interactive message like āWhat are you most focused on right now? A) Stress B) Sleepā¦ā could unlock future targeting.
š Could preview additional benefits. Like free shipping or loyalty points to build perceived value right away.
š Missing next step. A soft ātake the quizā or āstart hereā CTA might guide users who arenāt ready to shop immediately.
3. Order Confirmation Email
Whatās working
ā
Personalized and clean. Uses the customerās name and product visual right away.
ā
Order breakdown is clear. Includes itemized tax and shipping info for transparency.
ā
Copy supports brand promise. The footer reinforces purity, potency, and integrity ā keeping it on-message.
Room to grow
š No cross-sell. A product like Black Seed Oil couldāve been paired with a āFrequently Bought Withā add-on.
š Missing estimated delivery. Most customers want to know when their product will arrive.
š No upsell CTA. Why not invite customers to subscribe now to save on their next order?
4. Rewards Program Email
Whatās working
ā
Visually calming. The tone, photography, and layout match the brand beautifully.
ā
Lots of ways to earn points. From reviews to birthdays, the variety makes the program feel accessible.
ā
Tied to wellness goals. The framing (āon your wellness journeyā) makes the rewards feel like progress, not just points.
Room to grow
š No intro to the value of points. How much is 100 points worth? Clarity here = motivation.
š Too much upfront. Could be better as a two-part flow (intro + reminder).
š Missing urgency. āJoin todayā or āstart earningā could create a stronger nudge.
5. SMS Welcome #2
Whatās working
ā
Human and timely. Feels like a real brand moment rather than a blast.
ā
Introduces partnerships. Featuring Gisele adds credibility and lifestyle association.
ā
Multi-link structure. One for education, one for conversion ā nice balance.
Room to grow
š Two CTAs, one purpose. Could be clearer what action the brand wants most (save number? shop now?).
š Hard to skim. Adding a line break or slight structure would make this more readable in a glance.
š No mention of rewards or community. An easy chance to highlight the value of staying subscribed.
6. Shipping & Order Update
Whatās working
ā
Personalized with name and product. Clear confirmation builds trust.
ā
Tracking info is visible. With carrier and tracking number ā reduces friction for the customer.
ā
Minimalist and clear. No fluff, just facts, which is perfect for transactional emails.
Room to grow
š No product recommendations. This is a missed moment to show ārelated to your orderā items or invite future purchases.
š No loyalty reminder. Could have included āEarn points when youā¦ā to tie to rewards.
š Copy could reinforce value. A quick line like āCarefully packed with wellness in mindā keeps the brand promise front and center.
7. VIP / Subscribe & Save Email
Whatās working
ā
Clear visual step-by-step. Helps customers understand how subscription works.
ā
Sells benefits, not just discounts. Mentions exclusives, early access, and convenience.
ā
Strong product visuals. Good use of product shots to reinforce the replenishment cycle.
Room to grow
š Feels long. Too many CTAs across multiple product rows could cause friction.
š Header is a bit generic. āMake your life simplerā could be more benefit-forward or personalized (e.g. āCherie, ready for stress-free refills?ā).
š Could use urgency. āStart your next month strongā or āLock in your discountā would help drive action now.
8. Refill Reminder
Whatās working
ā
Timely and relevant. Arrives with good timing for refill opportunity.
ā
One-click reorder. Auto-filled cart is a huge win for repeat purchases.
ā
Cross-sell at the bottom. Offers alternative best sellers if the original item isnāt needed again.
Room to grow
š No SMS reminder. For a consumable product, this is a moment where a follow-up text could nudge conversions.
š Personalization could go deeper. E.g., āCustomers who reordered Black Seed Oil also loved X.ā
š Limited explanation of refill benefits. A quick reminder of Subscribe & Save perks might increase conversion.
9. Review Request
Whatās working
ā
Simple and friendly tone. Straight to the point without pressure.
ā
Product image and name included. Makes it obvious whatās being reviewed.
ā
Reinforces community contribution. āShare your thoughts with fellow shoppersā is a nice touch.
Room to grow
š Missing incentive. Even small points or a giveaway entry can increase review rates.
š No progress bar or visual encouragement. A 3-step layout or ā1 minute to reviewā framing could help motivate.
š Could link back to rewards. āEarn 10 points when you leave a reviewā would tie it into their loyalty loop.
What Gaia Herbs Is Doing Well
šæ Brand consistency across touchpoints. From emails to SMS, every message feels true to Gaiaās earthy, mission-driven identity ā warm, calm, and purposeful. Their tone is consistent, their visuals are on-brand, and they keep wellness at the center.
šæ Strong foundational automations. Welcome, transactional, and post-purchase flows are all covered. Gaia isnāt missing any major lifecycle moments ā theyāre showing up at the right times with the right types of messages.
šæ Educational moments without pressure. The inclusion of a quiz, rewards education, and partnership content gives customers space to explore without feeling sold to.
šæ Great use of visuals. From product photography to lifestyle shots, everything feels intentional, clean, and aligned with a premium natural health brand.
Areas for Improvement
š ļø CTA overload in key moments. Multiple buttons in welcome and S&S emails create cognitive friction. A clearer path per message would likely drive better action.
š ļø Underutilized segmentation. SMS could invite user preferences. Emails could adjust based on customer behavior (e.g. subscribers vs. one-time buyers). More personalized logic would go a long way.
š ļø Missed cross-sell and upsell moments. Transactional and shipping emails are prime real estate to suggest add-ons ā especially for a brand with a wide catalog and high repeat potential.
š ļø Loyalty value not reinforced enough. Their rewards program is solid, but it isnāt referenced often in flows where it could matter most (like shipping updates, reviews, or refill nudges).
Key Takeaways for Other Brands
Keep your brand voice consistent across every channel. Gaiaās strength is in their tone ā it builds trust.
Focus each email on a single next step. More CTAs arenāt better if they create confusion.
Use transactional emails to drive more value. Shipping and order confirmations can do more than just inform ā they can educate, upsell, and reinforce retention.
Personalization doesnāt have to be complex. Even simple segmentation (first-timer vs. subscriber) can improve flow performance.
Remind customers why sticking around pays off. If you have a loyalty program, make it a thread throughout the journey ā not just a one-time email.
š” Retention doesnāt work if youāre flying blind on cash flow.
If youāre building campaigns, testing offers, or planning LTV strategies without knowing your margins or runwayāyouāre just guessing.
Highbeam puts you in control.
Itās a financial platform built for eCommerce brands that gives you full visibility over spend, credit, and capital in real time.
Youāll get:
ā Automated cash flow forecasting and treasury tools
ā No account fees, wires, or ACH charges
ā Capital access when you need itāwith no surprises
ā Smart cards and bill pay, all in one place
Hundreds of brandsālike Tushy, Ridge, and Cutsāuse Highbeam to sync their marketing and financial opsāand scale with clarity.
š¤ AI Power-Up: Let AI Handle the Heavy Lifting in Copy
Marketers are constantly pulled in different directionsācampaign planning, segmentation, reporting, creative, you name it.
So letās talk about how AI can actually alleviate some of that paināstarting with copy.
Hereās how to offload the copy grunt work:
š§ First-draft generation: Prompt AI with your campaign goal and tone of voiceāitāll give you subject lines, headlines, and body copy you can tweak (not start from scratch).
š§Ŗ Built-in A/B test ideas: Need variations with urgency, humor, or scarcity? AI can rewrite your message across psychological anglesāfast.
āļø Dynamic personalization at scale: Feed in customer data like name, product preference, or order historyāand let AI insert those details contextually.
š Predictive copy improvement: Some platforms even suggest edits based on past performance. (Too long? Not punchy enough? It flags it for you.)
Let AI do the first 70%. You just polish the last 30%.
Annnnd thatās a wrap for this edition!
Thanks for hanging with Chase and meāalways a pleasure to have you here.
If you found this newsletter helpful (or even just a little fun), donāt keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Letās get them on board so they donāt miss next weekās drops.
Remember: Do shit you love.
š¤ Jimmy Kim & Chase Dimond
Love this newsletter but want to receive it less frequently? Let us know by clicking here!
Reply