Revitalizing email marketing & increasing brand awareness for a brick-and-mortar intimacy boutique

Earth + Salt

 Beth is the founder of Earth + Salt, a Vermont-based intimacy boutique that blends body-safe products, coaching, and inclusive sex education. As an a AASECT-certified sex educator, she’s built a trusted brand that supports customers’ unique journeys. 

While her in-store experience was thriving, Beth felt stuck when it came to her email newsletters.

“I love what I do—and I know we’re good at it.
But the newsletters? It was a spaghetti-at-the-wall situation.” - Beth

Email sales had stalled, and despite a lot of trial & error, newsletters weren’t converting to sales. And despite a passionate audience, she felt a little lost about what to say.

Beth needed more than a quick fix. She needed a cohesive strategy that would:

  • Re-engage subscribers to drive sales

  • Reflect the full depth of Earth + Salt’s offerings

  • Position the brand as a trusted resource—not just a store

  • Make sending newsletters easier and less stressful

"Our first new email template went out, and it did SO WELL—$384 in gross revenue. I've never had this kind of response from an email; I'm amazed!" - Beth

Services Provided:

  • Marketing intensive

  • Messaging strategy & guidance

  • A bank of plug & play email templates

  • A content calendar strategy that hits on Beth’s goals and makes sense for her workload

Results:

  • Consistent sales from email newsletters resumed for the first time in over a year

  • Email marketing feels “light” and “fun”

  • Clarity & confidence in her approach

“All but one of our emails have had at least one sale since I did the intensive with you, and we've already earned back the cost of the intensive.” - Beth

During our initial Marketing Intensive, a secondary goal emerged: to further showcase Beth’s expertise and position Earth + Salt as Vermont’s thought leader in sexual wellness and exploration.

To address this—and work within the limitations of her current site—we designed a content system that would increase visibility, build trust, and educate customers around popular topics.

We developed three “interest tracks” based on her most in-demand product categories. Each one included:

  • A dedicated landing page optimized for SEO

  • Links to products, blog posts, and relevant coaching offers

  • A 4-week email drip (“masterclass”) with educational tips, playful challenges, and soft-sell nudges to explore more

These became a cornerstone of her content marketing strategy—drawing new subscribers and gently guiding them toward deeper engagement with the Earth + Salt brand.

“The most valuable part was clarity—around design, language, and strategy. I had been throwing spaghetti at the wall, and now I have a plan that’s already working. Working with Tricia brought everything into focus—and all of the changes we made immediately started creating results.”

Beth Hankes, Owner of Earth + Salt

Clarity & Confidence Unlocked

I loved working with Beth on her email marketing the new masterclass series! It was an honor to help her share her expertise and heartfelt knowledge.

This project is a great example of how strategy and structure can transform overwhelm into ease. Beth didn’t need to a major overhaul; she needed a system that honored her voice, supported her goals, and worked in her timeline. By anchoring the strategy in education and connection, we built a marketing foundation that not only drives sales but deepens trust.