When Warmnest Candle came to us, email was basically non-existent. No real flows, no strategy, and only a trickle of orders coming from the list: £261 in attributed revenue for an entire month.
We built a full Klaviyo setup from scratch: list growth, core flows tailored to their pearled candle kits, and campaigns built around education, seasonality, and product know-how instead of random promos. The popup alone drove £16,000 in its first month with a 17.4% submit rate.
The campaign angle that carried the account was education. Pearled candles are a product people do not know they want yet, so the emails do the teaching: refill math against jar candles, vegan wax ingredients, which fragrance belongs in which room, and when to light the lavender candle so dinner stays fly-free. Every campaign sells by explaining, and the list responds because it learns something in every send.
In 4 months, that "almost nothing" email setup turned Warmnest's inbox into a serious growth engine: £217,291 per month attributed, 45.63% of a store doing £476,241 per month.
The build order mattered. Weeks one and two: popup live and the welcome flow selling the pearled-candle concept to complete strangers. Weeks three to six: abandonment flows and the first education campaigns. From month two: a steady rhythm of teaching sends (refill math, wax science, scent placement) with seasonal pushes layered on. Nothing exotic, just the whole system installed in the right order and actually finished.
Inside the program today: the full eight-flow stack with a welcome sequence that teaches the pearled-candle concept before it ever asks for an order, education-led campaigns three times a week, and seasonal pushes built around gifting moments. The popup that did £16,000 in its first month still runs, continuously A/B tested against new offers and formats, exactly the testing loop we described in our popup playbook. The Warmnest designs in the gallery show the system in action.
For home and lifestyle brands with an unfamiliar product, education is the offer. Warmnest's list did not need convincing to like candles; it needed to understand why pearled wax beats a jar, and every explainer email did the selling on its own. If your product needs a paragraph of context before someone gets it, your email program is either your best teacher or your biggest missed channel. There is no middle.
My email is basically at zero like Warmnest's was. How fast can it start producing?
Does education-led email work outside candles?
What did this cost Warmnest?
