How Village Wax Melts made email 49% of a £1.3M business
The loyalty was already there: 61% of revenue came from repeat buyers. Nearly all of it leaned on broadcast campaigns. So we rebuilt the lifecycle automation stack, and that loyalty started compounding on its own.
| Metric | Before (prior year) | After (full year 2025) |
|---|---|---|
| Email attribution | 38.0% | 49.27% |
| Flow revenue | £92.1K | £324.8K (+252.5%) |
| Campaign open rate | 27.34% | 42.28% |
| Second-time attributed orders | 3.0K | 4,780 (+60.1%) |
| Active lifecycle flows | Basic stack | 20+ across the full journey |
| Campaign bounce rate | 1.04% | 0.07% |
Loyal customers, passive infrastructure
Village Wax Melts had the enviable problem: a home fragrance brand with real product loyalty, a growing subscriber base, and customers who wanted to buy again anyway. The lifecycle infrastructure wasn't keeping up. Flow revenue was a fraction of the total and the bulk came from broadcast campaigns, with no cross-sell system, no loyalty mechanic and no structured winback. The brand had a retention asset without a retention system.
From broadcast-dependent to flow-led
There are twenty-plus flows now, covering the whole journey: welcome variants, checkout, browse and site abandonment, post-purchase, cross-sell, upsell, winback and sunset.
Campaign revenue held stable at £333.8K while flows tripled: that's the shift off broadcast the plan called for.
Lifecycle flow build
Flow revenue grew 252.5% to £324.8K on 712K deliveries, with 13,673 orders (+222.6%).
Campaign calendar
192 campaigns went out, up 88% on the prior year, open rates climbing from 27.34% to 42.28% and the bounce rate cut 93% to 0.07%. A plain-text Black Friday send drove £11.1K on its own at a 44.45% open rate, and the clearance sale launch opened at 65.31%
On-site capture
On-site forms took 457K views and converted 54,721 of them (11.97%). The bundles pop-up hit a 14.93% submit rate, the 30% OFF variant 15.64% and the subscription waitlist 26.97%, which added 68,456 new subscribers across the year, up 81%.
Subscriptions and loyalty
A loyalty mechanic and a subscription option, so the best customers become predictable, higher-LTV revenue.
Up 252.5% year on year. The prior year was £92.1K, marked inside the bar.
Held stable year on year, on 192 campaigns sent, up 88%.
Email at 49.27% of the business
Email attribution went from 38.0% of store revenue to 49.27%. Flow revenue went from £92.1K to £324.8K, on a business that took £1.34M across the year.
A system that speeds loyalty up
The post-purchase system is the heart of it: a Post-Purchase Series, tiered thank-you flows for new and repeat customers, a Loyal Customer flow, cross-sell and upsell journeys introducing new scents and formats, winback and multi-stage sunset flows working the lapsed segment, and subscription infrastructure to turn the best customers into a predictable, higher-LTV segment.
Village Wax Melts didn't need a new acquisition strategy. It needed a retention system as sophisticated as the loyalty its customers were already showing.
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
- Village Wax Melts Email Marketing Case Study
- Edition
- Case Study · Jan - Dec 2025
- Client
- Village Wax Melts
- Issued by
- Engage Commerce, official Klaviyo and Shopify partner
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