Tabuu is a prescription-based health brand helping adults manage nicotine dependency through pharmacist-approved support and a seamless online experience. The brand’s mission is to make access to nicotine prescriptions safer, faster, and more discreet by removing barriers for those looking to quit smoking or switch to regulated alternatives.
When Tabuu partnered with Defiant, their email strategy was underdeveloped. Campaigns were reactive, flows were underutilised, and most messaging focused on products instead of providing support. With demand growing and strict regulations in place, Tabuu needed a reliable email strategy that could educate, build trust, and guide customers through complex decisions.
We introduced a methodical creative strategy that paired visual hierarchy with brand-aligned layouts. Messaging focused on urgency, trust, and regulatory clarity, balancing performance goals with Tabuu’s compliance needs.
We built a cross-channel approach that turned paid social into a consistent source of high-intent leads, while email and SMS closed the loop with timely nurture and product support. This kept learning cycles intact, reduced creative fatigue, and scaled revenue without sacrificing efficiency.
Tabuu’s email list was split into key audience groups based on behavior, product interest, and engagement. This allowed us to send more tailored content that spoke directly to each group. By avoiding one-size-fits-all emails, we improved open rates, reduced list fatigue, and kept subscribers engaged longer.
Instead of aggressive discounts, we used low-friction incentives like store credit reminders, early access, and free express shipping. These were added thoughtfully and supported key product moments. The result was more conversions from warm leads and a boost in click-through without damaging brand trust.
Design played a key role in driving Tabuu’s email performance. Every campaign followed best-practice visual standards with clear hierarchy, strong CTA placement, and accessible mobile-first layouts. But what truly made the emails stand out was how they felt – visually consistent with the Tabuu brand, confident in tone, and built to guide the reader.
² MER (Media Efficiency Ratio) calculated using combined Meta and Google ad spend vs total revenue for October 2025 compared to October 2024 derived from internal client reporting dashboard.
³ Email-attributed revenue based on Klaviyo data from Jan 1 – Oct 31, 2025, compared to Jan 1 – Oct 31, 2024. Includes both campaign and flow revenue.
These results reflect performance during October 2025 for paid ads and Jan–Oct 2025 for email. All figures are based on internal attribution from Shopify, Meta Ads Manager, Google Ads, and Klaviyo. No third-party verification was used. Results are campaign-specific and may vary depending on market conditions, creative factors, offer structure, and other variables outside of Defiant’s control.
112%
Increase in revenue YoY
114%
Increase in MER
169%
increase in total email-attributed revenue
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