About
Candy in Bulk is a UK Shopify store selling sweets and confectionery in bulk, from pick and mix to party and event supplies.
Email was already an important channel, but it wasn't growing in line with the business. We were brought in to make every send work harder, without simply sending more emails.
Within six months, campaign revenue was up 48.5% year on year, revenue per recipient rose 25.8% and orders from campaigns grew 50.2%.
The Challenge
Plenty of sends. Not enough revenue.
The account had a solid subscriber base, but campaigns were going to everyone with the same message, regardless of how recently people had engaged or whether they had bought before.
Leaking flows
The abandoned cart and checkout flows were leaving money on the table. Entry rules, timing and messaging weren't matched to how subscribers actually behaved.
The objective
Grow revenue from email faster than the store as a whole, by sending more relevant messages rather than more messages.
What We Did
01. Fix the flows
We tightened the rules, optimised the timing and messaging across the add-to-cart and checkout abandonment flows, making sure the right subscribers entered at the right time and that the copy reflected their behaviour.
02. Rebuild the campaign strategy
The existing setup was sending the same message to everyone. We rebuilt the campaign strategy around how recently subscribers had engaged, splitting audiences into 30, 60 and 90-day windows, and separating customers from prospects entirely.
03. Match the message to the lifecycle
Each segment got messaging that matched where they actually were within the purchase lifecycle:
- Customers received loyalty-led offers.
- Prospects were shown reasons to trust and buy.
No more one-size-fits-all blasts.
Work
The Results
The Takeaway
Candy in Bulk didn't need to send more emails. It needed each email to reach the right people with the right message.
By fixing the flows and segmenting campaigns by engagement and customer status, email became a channel that grows faster than the store itself.