1932%
increase in email-attributed revenue YoY
8024%
increase in campaign-driven revenue YoY
783%
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.
When we first partnered with Tabuu, their email channel had untapped potential. Past emails leaned heavily on product pushes, with inconsistent engagement and unclear messaging. Our goal was to transform email from a transactional tool into a key brand asset that built trust and moved with urgency.
We shifted Tabuu’s messaging to focus on clarity, education, and trust. Emails covered regulatory changes, shared health advice, and helped subscribers understand their options. This people-first approach created stronger engagement, improved click-through rates, and positioned Tabuu as a go-to trusted health service.
We introduced a proactive campaign calendar that aligned with regulation updates, stock changes, and product launches. This gave us time to craft thoughtful messaging and send emails when subscribers needed them most. With clear timing and consistent structure, email engagement improved across all key metrics.
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.
