Meet Wicks Fur Change
WHO THEY ARE: Pet-safe soy candles and wax melts, hand-poured in small batches in Wisconsin
BUSINESS TYPE: E-Commerce
PLATFORM: Klaviyo
TIMELINE: 9 weeks
SERVICE(S): Core E-Commerce Email Package + List Growth Add-On + Newsletter & Universal Content Template Add-On
9.06% pop-up submit rate, 3x the 2-3% industry average.
The Challenge
Chelsea and Jake Sarauer sell candles in limited seasonal drops. Once a scent sells out, it's gone, and every purchase supports rescue. Standard ecommerce tactics like back-in-stock emails don't fit that model. They had a loyal audience but no way to stay in touch between drops, a one-email welcome flow, and a signup offer that only appealed to wax melt fans.
What I Did
Migrated them from Omnisend to Klaviyo
Built a welcome flow with separate paths for past buyers and new subscribers
Built browse, cart, and checkout abandonment flows that use the real drop schedule (not fake urgency) as the reason to come back
Changed the pop-up from a wax-melts-only offer to 20% off any first order
Created an in-person signup flow for events like the Oshkosh Farmers Market, their strongest acquisition channel
The Results
| Metric | Result | Industry average |
|---|---|---|
| Pop-up submit rate | 9.06% | 2-3% |
| Click rate | 5.95% | 1.5-2.5% |
| Placed order rate | 3.72% | 1-2% |
| List growth | +63.6% | - |
The Work
Welcome email
New subscribers who haven't purchased yet
This email leads with the story: two people hand-pouring pet-safe candles in small batches, with every purchase supporting rescue. The 20% off welcome offer comes after the story, as a soft invitation instead of a hard sell. New subscribers learn why Wicks Fur Change is different before they're asked to buy, so the first order feels like joining something, not just checking out.
*Click to see more designs in the gallery!
