How Rebel Aromas built a £221K email engine in twelve months
Rebel Aromas had real traction. What they didn't have was an email channel worth the name. A year of rebuilding the retention infrastructure changed the economics of the business.
| Metric | Before (Dec 2024) | After (full year 2025) |
|---|---|---|
| Email attribution | 8.9% | 27.3% |
| Campaign open rate | 19.5% | 38.4% |
| Flow revenue | ~£2,341 / month | £139,536 / year |
| Active flows | 2 | 15+ |
| Bounce rate | 0.46% | 0.12% |
Traction up front, silence after checkout
Rebel Aromas had built something real: an affordable fragrance brand with its own look, genuine product-market fit and a growing customer base. The email channel was on life support. Deliverability had tanked, open rates sat below 22% against a 33% benchmark, and attribution was 8.9% of store revenue.
Beyond a basic welcome series and abandoned cart flow, there was nothing: no checkout or browse abandonment, no post-purchase journey, no winback. The business was paying to acquire customers, then losing them in silence.
Infrastructure first, revenue second
Deliverability had to come first: no point building flows that'll never reach an inbox.
Deliverability
We cleaned the list, fixed the authentication, then warmed the domain carefully, plain-text sends first, then high-engagement formats to win back inbox provider trust. Campaign open rates doubled to 38.4% and the bounce rate fell from 0.46% to 0.12%.
The intent flows
The flow stack went from two flows to fifteen-plus, one for every stage of intent: a rebuilt Welcome Series (the 10% OFF Welcome Flow alone earned £75,912), a 30% OFF variant, Checkout Abandonment (£16,929), Browse and Site Abandonment.
The retention layer
Post-Purchase Series, Returning Customer Flow, a Refill Flow timed to the natural reorder window, Winback and Sunset flows, and a multi-tier loyalty programme.
List capture
New pop-ups converted at up to 7.94% and added 31,792 subscribers in the year, up 534%.
The campaign calendar
The generic blasts went, and a calendar took over: payday sends, VIP sales, seasonal events, segmented offers, and 191 campaigns that earned £82,079, with revenue per send up 67% to £429.74. A post-Black-Friday send to recent buyers opened at 67.17%.
A £221K email engine
Twelve months on: email attribution from 8.9% of store revenue to 27.3%, campaign open rates from 19.5% to 38.4%, two flows to fifteen-plus.
From one-time buyers to compounding value
The post-purchase journey was the heart of it. Before, customers bought once and heard nothing back. Now every buyer gets picked up: acknowledged, educated, prompted to reorder at the right moment, rewarded for loyalty, and recovered if they lapse. Second-time customer revenue grew 336.7% year on year, and the economics of the whole business moved with it.
Rebel Aromas didn't need a different acquisition strategy. It needed a system that made the customers it was already acquiring worth more, and kept them coming back.
Engage Commerce sorted out some deliverability issues for us early on and has since built out our Klaviyo flows and campaigns from the ground up.
The content always looks really professional and perfectly on brand.
If you're looking for someone to take the stress out of your emails and get results, I highly recommend working with them.
More case studies
Every figure here comes straight out of the client's own account, over the period stated beside it. We don't model, blend or annualise anything.
- Report
- Rebel Aromas Email Marketing Case Study
- Edition
- Case Study · Jan - Dec 2025
- Client
- Rebel Aromas
- Issued by
- Engage Commerce, official Klaviyo and Shopify partner
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