NI Candle Supplies had seen a 50% month on month increase in their mailing list size. After initially using MailChimp to deliver automated email flows and campaigns, NI Candle Supplies realised the complexity of their customer buying behaviour was leading to poor performance in email conversion rates. With a growing email list, NI Candle Supplies realised that there were significant sales opportunities being missed.
An extended customer welcome flow that prompted mailing list members for more in-depth information about their needs, and used this data to segment the mailing list further.
Lack of Trust
A personalised customer win-back flow based on segment behaviour.
Blog content-driven email campaigns, based on the understood needs of the NI Candle Supplies customer.
The first step for the Blend team was to migrate all MailChimp data to Klaviyo, and ensure that branding guidelines were used in the core Klaviyo flows. After collating 4 weeks of email send data, Blend used the advanced data analysis and segmentation tools in Klaviyo to assess the changes to email that would result in higher conversion for the brand.
After collating the data, Blend held multiple client workshops with the NI Candle Supplies team to help more deeply understand and clarify the patterns in data we observed. By doing so, we were able to understand the complexities and cyclicality of purchasing in their niche market.