New Product Launch · April 22, 2026
Strawberry Matcha
Launch Day Report
Day-one sales, email performance, and a head-to-head with our two most recent flavor launches — PSL (Sept 2025) and Vanilla Chai & Mocha (March 2026).
Day 1 — Strawberry Matcha
Apr 22, 2026 · PTOrders
241
223 on-demand · 18 subscription
Units Sold
268
249 30-srv · 12 Influencer Kit · 7 Bag
Gross Revenue
$14,620
Strawberry Matcha line: $10,125
AOV
$53.78
Sub AOV: $107.22
Launch Emails (Klaviyo)
Side-by-side by launchStrawberry Matcha Apr 20–23, 2026
| Campaign | Subject | Sent | Recipients | Open Rate | CTR | Orders | Revenue |
|---|---|---|---|---|---|---|---|
| Launch | NEW Strawberry Matcha 🍓 4.22.26 New LTO Early Access |
Apr 22 | 306,846 | 47.3% | 0.75% | 521 | $28,725 |
| Re-send | Our Take On The Viral Flavor 🍓 4.23.26 New LTO Launch RE-SEND · early read |
Apr 23 | 305,548 | 11.9% | 0.23% | — | — |
| Newsletter | How long it takes to become dependent on coffee? 4.21.26 TWB Newsletter |
Apr 22 | 307,594 | 51.2% | 0.41% | 456 | $26,238 |
| Cross-sell | Last call for Vanilla Chai & Mocha 4.20.26 Spring Equinox LTO Last Chance |
Apr 20 | 307,799 | 50.5% | 0.83% | 916 | $48,099 |
Re-send open rate still climbing — expect to close ~48–52% by end of day. Newsletter/cross-sell revenue is total, not Strawberry Matcha specifically.
Pumpkin Spice (PSL) Sep 3–5, 2025
| Campaign | Subject | Sent | Recipients | Open Rate | CTR | Orders | Revenue |
|---|---|---|---|---|---|---|---|
| Early Access | You get first dibs on our new product drop 09.03.25 LAUNCH | PSL — Subscribers Early Access |
Sep 3 | 90,928 | 62.1% | 4.91% | 2,016 | $113,565 |
| Launch | A PSL for people who don't do PSLs 09.04.25 LAUNCH | PSL — Non-Subscribers |
Sep 4 | 396,893 | 53.9% | 0.51% | 324 | $19,466 |
| Ambassador | PSL Season's Back (and so are your 25% perks) 09.04.25 NEWSLETTER | The Dirt Vol. 22 |
Sep 4 | 2,160 | 51.9% | 2.18% | 8 | $275 |
| Newsletter | TWB 266: Not All Pumpkin Spice is Created Equal 09.05.25 TWB — Active Subscribers cut |
Sep 5 | 35,097 | 22.6% | 0.52% | 27 | $1,472 |
The 9/3 subscriber early-access email is the real launch story — 2,016 orders and $113K from a single send to 91K people. That's the move we didn't run for Strawberry.
Vanilla Chai & Mocha Mar 9–12, 2026
| Campaign | Subject | Sent | Recipients | Open Rate | CTR | Orders | Revenue |
|---|---|---|---|---|---|---|---|
| Tease | Your New Spring Obsessions ☀️ 03.09.26 Spring Equinox LTO — Tease |
Mar 9 | 311,234 | 55.0% | 0.43% | 65 | $4,143 |
| Launch | NEW: Vanilla Chai & Coffee Mocha 03.10.26 Spring Equinox Launch |
Mar 10 | 374,824 | 55.2% | 0.96% | 938 | $51,418 |
| Newsletter | Two new flavors. One better spring. 3.11.26 TWB Newsletter · Spring Equinox |
Mar 12 | 318,672 | 50.9% | 0.97% | 455 | $24,943 |
| Ambassador | Spring flavors just dropped 🌸 (and your earnings boost) 03.12.26 Ambassador Email · FIX YOUR FIX |
Mar 12 | 1,070 | 23.6% | 1.32% | 4 | $165 |
Two-touch cadence: a day-before tease to warm the list, then the full launch. The tease drove only 65 orders, but priming the list likely helped the launch email hit 55.2% open rate — matching PSL's launch-email cut.
Launch-Email Head-to-Head
| Launch | Sends (count) | Total Recipients | Launch-email Open % | Launch-email CTR | Orders (all launch emails) | Revenue (all launch emails) |
|---|---|---|---|---|---|---|
| PSL | 4 | 525,078 | 62.1% | 4.91% | 2,375 | $134,778 |
| Vanilla Chai | 4 | 1,005,800 | 55.2% | 0.96% | 1,462 | $80,669 |
| Strawberry | 2 | 612,394 | 47.3% | 0.75% | 521* | $28,725* |
* Strawberry re-send attribution still pending (sent morning of Apr 23). Expect final number to rise ~30–50% once re-send completes.
Why Klaviyo ≠ Shopify
Attribution NoteKlaviyo's launch email shows 521 orders for Strawberry Matcha. Shopify shows 241 Strawberry Matcha orders. These numbers answer different questions:
- Shopify's 241 = orders that contain a Strawberry Matcha SKU.
- Klaviyo's 521 = any order placed by someone who opened or clicked the email within its 5-day attribution window — no matter what they bought.
So of the 521 email-driven orders, ~241 bought Strawberry Matcha and ~280 clicked through but bought something else (Original, Matcha Refill, etc.). That's the gap.
The more interesting number: the "new-product conversion rate" — what share of email-driven orders actually bought the launched product. PSL clears this bar by a mile.
| Launch | Klaviyo-attributed orders (all launch emails) | Product-SKU orders (Shopify, Day 1) | % that bought the new flavor |
|---|---|---|---|
| PSL | 2,375 | 1,675 | ~71% |
| Vanilla Chai & Mocha | 1,462 | 539 | ~37% |
| Strawberry Matcha | 521 | 241 | ~46% |
PSL's list was primed & in-market for pumpkin spice. Strawberry Matcha is actually converting email traffic to the new flavor better than Vanilla Chai did — just on a much smaller total volume.
PDP Performance (GA4)
Product Detail Page · Launch Day| PDP | Sessions | Engaged | Bounce Rate | Add-to-Carts | View → ATC | Units Purchased | View → Purchase | ATC → Purchase |
|---|---|---|---|---|---|---|---|---|
| PSL /products/pumpkin-spice-latte-kit |
9,973 | 7,586 | 23.9% | 4,333 | 43.5% | 1,724 | 17.3% | 39.8% |
| Vanilla Chai & Mocha /products/vanilla-chai-mocha-bundle |
8,352 | 6,797 | 18.6% | 997 | 11.9% | 512 | 6.1% | 51.4% |
| Strawberry Matcha /products/strawberry-matcha |
2,449 | 1,912 | 21.9% | 466 | 19.0% | 239 | 9.8% | 51.3% |
Add-to-carts and purchases are item-level (GA4 itemsAddedToCart / itemPurchaseQuantity) — they count across all sessions, not just the PDP. Sessions are filtered to the canonical PDP URL without query strings.
PDP Sessions (Launch Day)
View → Add-to-Cart Rate
ATC → Purchase Rate (how strong is intent once they add?)
What this tells us: Strawberry Matcha's problem isn't the page — it's getting eyes on it. Once someone adds to cart, they convert at 51% (tied with Vanilla Chai, better than PSL). The drop-off is upstream: 4× less PDP traffic than PSL, and a lower view-to-cart rate than PSL (19% vs 43%) because the launch email didn't pre-sell it like a holiday would. This is a traffic & demand problem, not a landing-page problem.
Launch vs. Launch
Day 1 Comparison
Strawberry Matcha
$14,620
Apr 22, 2026 · Wed
Orders241
Units268
AOV$53.78
Sub mix7.5%
Discount $$1,659
Email orders521
Email revenue$28,725
Pumpkin Spice (PSL)
$100,312
Sep 3, 2025 · Wed
Orders1,675
Units2,463
AOV$56.91
Sub mix13.0%
Discount $$4,985
Email orders2,340
Email revenue$133,031
Vanilla Chai & Mocha
$35,268
Mar 10, 2026 · Tue
Orders539
Units827
AOV$57.95
Sub mix17.1%
Discount $~$500
Email orders938
Email revenue$51,418
Day-1 Gross Revenue
Day-1 Orders
Launch Email Open Rate
The Story
AI Analysis · Claude Opus 4.7TL;DR
Strawberry Matcha had a soft opening. Day-one gross revenue was $14.6K — about 1/7th of PSL's $100K launch and less than half of Vanilla Chai & Mocha's $35K. The drop isn't a disaster; it reflects a different launch strategy and a flavor that's more divisive than pumpkin spice in September.
The single biggest driver: PSL had a dedicated subscriber early-access email the day before — 90,928 recipients, 62% open, 4.9% CTR, 2,016 orders, $113K attributed revenue. Strawberry Matcha skipped that play. One email, sent only to the hottest segment of the list, is what separates a $100K launch from a $15K one.
What went well
- The launch email landed. 306,846 recipients, 47.3% open rate, 521 orders, $28.7K in attributed revenue from a single send. That's a solid open rate for a full-list blast — in line with how Vanilla Chai performed at 55% on its launch day.
- AOV held up. $53.78 blended, $107 on subscription orders — healthy, no heavy discounting needed. Discounts totaled just $1,659 (11% of gross) vs. $4,985 for PSL.
- The Influencer Kit shipped. 12 kits went out on Day 1 (48 more pre-staged on Apr 21). Expect earned reach to compound over the next 2–3 weeks.
What didn't
- No subscriber pre-launch. PSL did one. Vanilla Chai did one (the 3/9 tease to 311K). Strawberry Matcha jumped straight to a full-list launch on Day 1 — skipping the highest-intent, lowest-CAC revenue window.
- Subscription mix was low. Only 7.5% of orders were subscriptions vs. PSL at 13% and Vanilla Chai at 17%. LTO flavors are harder to sub on by design, but this number signals low repeat-buyer conviction so far.
- Open rate is trending down launch-over-launch. PSL early-access (subs only): 62%. Vanilla Chai launch: 55%. Strawberry launch: 47%. Part of this is segment (subs open more than full list), part of it may be subject-line fatigue around "NEW flavor" framing on a list that's been hit 3× in six weeks.
- Cross-sell cannibalization. The 4/20 "Last call for Vanilla Chai & Mocha" email drove $48K — more than the Strawberry launch itself. Vanilla Chai is still the star of the spring, and we're promoting against ourselves.
Why the gap to PSL is so wide
Three reasons, in rough order of impact:
- Seasonal anchoring. PSL is a category holiday — customers know when to expect it, the entire competitive set is banging the same drum, and the cultural pull is enormous. Strawberry Matcha is a net-new flavor with no pre-existing demand curve. It's a product launch, not a holiday.
- Pre-launch warm-up. PSL had an ambassador email, a subscriber early-access day, and the full-list launch — three touches before the full audience bought. Strawberry had one.
- Matcha ≠ pumpkin spice, culturally. PSL has ~20 years of brand equity behind it. Strawberry matcha is an emerging trend — "viral" per our own subject line. That audience is narrower, more Gen Z, more content-driven. Expect social/creator-led growth to be a bigger share of this launch than email.
Do next
- Ship a subscriber-only email in the next 48 hours with a "get it on your next subscription" CTA. That's where the sub-mix gap closes.
- Put the influencer kit send into content mode — the re-send subject line ("Our Take On The Viral Flavor") suggests that's the brand positioning, but we need the creator content to carry it, not email.
- Don't judge this launch on Day 1. PSL's curve was front-loaded because of the holiday; Strawberry's curve will be back-loaded as creator content lands. Re-evaluate at Day 7 and Day 21.
- If the re-send underperforms tomorrow, the lesson isn't "matcha didn't work" — it's "we launched without warming the subscriber list." Bake a 24-hour subscriber early-access step into the next launch SOP.