Company case study · 2 podcast episodes
The Flower Letters
The Flower Letters is a subscription service that sends subscribers two letters per month, styled as love letters from World War II, for a fee of $10 per month. It came up on 2 podcast episodes (Koerner Office) between July 18, 2025 and March 17, 2026.
At a glance
| Discussed on | 2 episodes: Koerner Office |
|---|---|
| First and latest | July 18, 2025 to March 17, 2026 |
| Revenue and traction | In 2024, they broke the $5 million mark in total revenue, with $7 million last year. They charge $12 a month for a subscription that includes two letters per month. |
| Category | Subscription |
Figures and claims are as told on the episodes, summarized from the transcript. Check the date: they describe the company at the time it aired.
What Koerner Office said
This Couple Makes $7M/Year Sending Letters⏐Ep. #283 · aired March 17, 2026 · hosted by Chris Koerner
Why it works
The business thrives on the novelty and emotional connection of receiving personalized letters, which creates a strong customer loyalty and low churn rate.
Revenue and traction
In 2024, they broke the $5 million mark in total revenue, with $7 million last year. They charge $12 a month for a subscription that includes two letters per month.
Founding story
Co-founded by Michael and Hany, the idea originated during a walk in early 2020 when Hany, an artist, wanted to engage her email list through letters after successfully selling her artwork on Instagram.
The playbook
Key strategies include leveraging Facebook ads for customer acquisition, emphasizing the importance of email marketing, and offering prepaid subscriptions to enhance customer retention.
Also mentioned
They have a seasonal peak around Mother's Day, which is their biggest sales time. The letters feature a mix of creative designs and storytelling elements, and the business model focuses on providing a giftable product.
What Koerner Office said
You Don’t Need an Online Business to Get Rich ⏐Holdco Bros. Ep. #197 · aired July 18, 2025 · hosted by Chris Koerner
Why it works
The business capitalizes on nostalgia and the appeal of physical mail, creating a unique storytelling experience that encourages low churn rates, as customers want to see how the story unfolds over time.
Revenue and traction
$10 per month per subscriber with 31,000 active subscribers, resulting in approximately $310,000 in monthly revenue. Low customer acquisition costs due to reliance on word-of-mouth and organic traffic.
Founding story
Started in August 2020, the business initially had only 38 subscribers who followed one storyline, but has since grown significantly over the past four years.
The playbook
Focus on a unique product offering, low-cost distribution using USPS, and minimal marketing spend while relying on organic growth and customer satisfaction to drive retention.
Also mentioned
The business has expanded to include multiple storylines and themes, and many customers subscribe to multiple series, leading to higher monthly revenues per customer.