How a small candle company increased their holiday sales by 25% through targeted email marketing

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Are you a small business owner looking for ways to boost holiday sales and grow your email subscriber list? In this mini case study, we walk you through the real-world example of Charming Candle Co., an artisan candle maker that used targeted email marketing to achieve the following: 25% increase in vacation income. Learn how they overhauled their signup process, segmented their audience, and implemented automated email workflows to improve their seasonal marketing results.

Introduction: The Importance of a Robust Email Marketing Strategy

In today's crowded online marketplace, small businesses often struggle to stand out from the crowd – especially during the busy holiday season. With rising advertising costs and fierce competition, email marketing remains one of the most cost-effective and direct ways to reach potential customers. However, success depends on having that correct strategies B. Compelling signup forms, audience segmentation, and post-purchase follow-up campaigns.

Charming Candle Co. used these tactics to grow its email list and drive holiday sales. Below, we look at the key steps they took, the challenges they faced, and the impressive results they achieved. The Challenge: Low holiday sales and outdated email practices

Despite a beautifully curated website and high-quality handcrafted soy candles, Charming Candle Co. faced a major hurdle:

1. Outdated registration forms
   The company had a simple, hard-to-find newsletter signup widget that didn't attract visitors. As a result, new subscribers were added slowly.
2. Limited segmentation
   All subscribers received the same generic newsletter, regardless of whether they were first-time buyers or repeat customers, resulting in low open and click-through rates.
3. Minimal holiday promotion
   Although they had a variety of candle scents perfect for gifting, they lacked a strong seasonal email plan to drive holiday-specific sales.

Without a proper incentive for website visitors to join its email list or a strategy to tailor messages to subscribers' interests, the company was unable to capitalize on the high traffic and gift-buying rush from November to December capitalize.

The Strategy: Four Key Steps to Transform Holiday Marketing

Charming Candle Co. partnered with an email marketing platform to revamp their approach. Here's how they did it:

1. Redesigned email capture

• Pop-up registration form: Instead of relying on an unnoticed sign-up box in the footer, they added a stylish pop-up offer 15% discount on your first purchase.
• Dedicated landing page: A well-designed landing page – linked via social media ads – reinforced the discount incentive and ensured a seamless subscription experience.

Why it works
When used wisely, pop-ups can significantly increase sign-ups by creating an eye-catching, time-sensitive offer. Offering an immediate benefit (e.g. a discount) is a compelling reason for visitors to choose.

2. Segmented lists for personalized content

• Interest-based segmentation: The team divided subscribers into different groups – “seasonal shoppers” interested in holiday-themed scents and “all-season enthusiasts” looking for everyday aromatherapy.
• Personalized emails: Each segment received emails highlighting different product lines or special offers. For example, seasonal buyers received a preview of limited-edition winter fragrances, while loyal fans were reminded of classic favorites.

Why it works
Segmented emails achieve higher open and click rates because they address the subscriber's individual interests or past behavior. When people feel the content is relevant to them, they are more likely to engage – and buy.

3. Festive email campaigns

• “12 Days of Candles” series.: A festive countdown campaign introduced a new scent or limited-edition holiday bundle every day to keep subscribers excited and checking their inboxes regularly.
• Eye-catching images: Dynamic GIFs, colorful holiday-themed images, and eye-catching call-to-action buttons enticed readers to shop the latest deals.

Why it works
Seasonal marketing campaigns with a clear theme and timeline build anticipation. Spreading out promotions over multiple days or weeks creates a sense of urgency and encourages repeat visits.

4. Automated post-purchase tracking

• Thank you email: Each shopper automatically received a personalized thank you message with a referral code to share with friends and family.
• Upselling opportunities: The email also suggested complementary products such as wick trimmers or mini candle sets to drive additional sales.

Why it works
Automated follow-up emails keep customers engaged after their first purchase. Showing gratitude and offering a referral code encourages word of mouth, while recommending related products can increase average order value.

The results: 25% increase in holiday sales and rapid list growth

By combining targeted segmentation with engaging holiday campaigns, Charming Candle Co. achieved impressive results:

• 30% increase in subscriber growth
  The discount popup and dedicated landing page helped the company collect 700 new email addresses in just one month –double their usual growth rate.
• 25% increase in holiday sales
  The “12 Days of Candles” series and strategic promotions brought in a quarter more sales compared to the previous holiday season.
• 40% open rate for segmented campaigns
  By delivering highly relevant content to each group of subscribers, Charming Candle Co. increased its open rate from 25% to 40%. Customers wanted to learn more about new scents and exclusive offers tailored to their interests.

Key insights for small businesses

1. Provide immediate value
   Incentives like a discount or free shipping are great motivators for new email signups. Make it simple and compelling.
2. Use segmentation
   Tailor messages based on your subscribers' past purchases, browsing behavior, or stated interests. Personalized content performs better.
3. Plan seasonal campaigns
   Stand out during the holidays with themed campaigns that create excitement and utilize festive imagery and countdowns.
4. Automate follow-ups
   Don't miss the chance to re-engage customers after purchase. Sending a simple thank you can encourage loyalty and lead to referrals.

How you can implement these strategies

If you want to replicate Charming Candle Co.'s success, start with:

1. Review your current email collection methods: Are your registration forms easy to recognize? Is there a clear incentive for new subscribers?
2. Segment your subscriber list: Create at least two segments to serve different customer interests.
3. Designing a themed holiday (or seasonal) campaign: Schedule a series of emails that build anticipation and highlight new or limited-edition items.
4. Automate your follow-ups: Set up post-purchase workflows that thank new customers and offer additional promotions or helpful resources.

Conclusion: Small changes, big impact

Charming Candle Co.'s experience shows that even a few strategic tweaks—like updating signup forms, segmenting emails, and adding post-purchase automation—can lead to success significant difference in Christmas sales and year-round growth. Whether you sell candles or do freelance consulting, these basic principles of email marketing can help you stand out in the busy online environment.

By implementing segmentation, personalized offers, and clear value propositions, your small business can repeat this success – converting more website visitors into subscribers, improving engagement rates, and ultimately increasing sales.

Want more email marketing tips?

Looking for more in-depth advice on how to grow your list, plan seasonal campaigns, or automate your post-purchase emails? Check out of our last Leader And resources to improve your email marketing and delight your subscribers all year round!

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