Challenge

Comvita carried 50 years of heritage in New Zealand but zero recognition in the US, entering a crowded wellness and supplement market where American consumers didn't yet understand Mānuka honey's unique benefits or UMF ratings. Comvita needed messaging that could build credibility and educate simultaneously.

Strategic Approach

I developed a full suite of lifecycle email campaigns: a four-part welcome series introducing subscribers to Comvita's heritage and the Mānuka flower's benefits, plus post-purchase sequences, abandoned cart recovery, and new product announcement flows. Each campaign balanced education with conversion, positioning Mānuka honey as a daily wellness ritual rather than a one-off purchase.

Key Innovation

The signature "For the Love of Bees" World Bee Month campaign paired product education with playful, pun-driven copy. This proved Comvita could build a premium, credible brand voice in the US without losing personality or warmth.

Business Impact

The email program achieved strong engagement, including a 60% open rate across 15,000 recipients, while driving traffic to Comvita's new US e-commerce platform and supporting their direct-to-consumer growth strategy in an unfamiliar market.