Hawa Matcha: DTC Growth & Retention
George Poradek
Verified
Hawa Matcha: DTC Growth & Retention
Klaviyo email, paid social and search, and a Shopify buy box rebuild for a Brooklyn-based matcha brand.
About
Hawa Matcha is a Brooklyn-based tea company sourcing single-origin matcha directly from small, family-run farms in Japan. Their teas are made in limited amounts and chosen for flavor and origin, not for labels like “ceremonial grade” that barely mean anything anymore.
Approach
Our DTC strategy focused on three areas: getting the retention system ready for paid traffic, improving website conversion, and lifting subscription opt-in. Alongside this, we built a stronger first-time buyer offer and elevated the design system while keeping the brand’s clean aesthetic.
Early Results
Subscription opt-in rate up from 7% to 31%
Website conversion rate up from 1% to 2.8%
Google ROAS up 225%
Skills: Klaviyo, Email Design, Lifecycle Flows, Meta Ads, Google Performance Max, Shopify, CRO, Subscription Optimization, Creative Strategy
Flow Optimization: Every flow rebuilt to move people from first visit to first cup.
Email Design: Calm, editorial emails that let the tea and its origin lead.
Paid Social & Search: Meta, Performance Max and Black Friday creative built from one visual system.
Meta Ads: Taste, origin and café-at-home, tested as separate angles.
Buy Box Optimization: Subscribe & Save made the default, lifting opt-in to 31%.
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What the client had to say
George conducted a comprehensive digital marketing audit across all of our channels and delivered detailed insights on where to improve. Fast turnaround, responsive communication, and clear recommendations. Highly recommend!
Harrison Wang, Hawa Matcha
Jun 11, 2026, Client
Posted Nov 2, 2026
Took subscription opt-in from 7% to 31% and site conversion from 1% to 2.5%, and grew Google ROAS 225% for a Brooklyn matcha brand.
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Timeline
Jun 8, 2026 - Jun 11, 2026
Clients
Hawa Matcha
