How Letters Built $7M — The Koerner Office

Michael and Hanny Clark transformed a simple concept of mailing serialized, bespoke letters into a $7 million subscription business called The Flower Letters. By sending two curated letters per month featuring high-quality art and inserts, the company taps into a "giftable" market with a 12-month lifetime value of approximately $180 and a remarkably low 5% annual churn. Growth is fueled by aggressive Meta ad spending—totaling $2.6 million last year—complemented by a robust email marketing strategy that accounts for up to 40% of monthly revenue. Operationally, the business maintains high efficiency through a small Utah-based team that hand-assembles 120,000 letters monthly, peaking during "Super Bowl" events like Mother's Day. While Michael utilizes AI for data forecasting, he maintains that human craftsmanship remains essential for the emotional, tactile core of the product, proving that traditional mail channels still offer significant modern entrepreneurial opportunities.