WHO ARE VILLAGE WAX MELTS?
Village Wax Melts is a UK handmade home fragrance brand known for strong scent throw and long lasting wax melts. Every product is made with care, giving customers high quality fragrance without the premium candle price tag.
Co-founded by Abi Neale, the brand has grown through authenticity and community. Customers do not just buy scents, they return for favourites and new drops alike. It is a brand built on comfort, personality and products that genuinely deliver.
WHEN DIGITAL STARTS TO GO COLD
Village Wax Melts has built a strong digital presence and an engaged community online. But digital channels are more crowded than ever. Emails are skimmed quickly, ads blur together in busy feeds, and even loyal customers can become passive over time. Attention spans are short, and familiarity can sometimes lead to messages being overlooked rather than appreciated.
The opportunity was not about fixing something broken. It was about recognising a natural pause in the customer journey. The goal was to reconnect with customers who had gone quiet in a way that feels thoughtful, intentional and genuinely hard to ignore.
A WINBACK FLOW THAT REIGNITES THE FLAME
Village Wax Melts launched a direct mail churn winback flow that prints and ships daily to customers who have not purchased recently. The flow is triggered by behaviour and runs automatically in the background.
Creative stays true to the brand’s tone and visual identity. Segmentation keeps it relevant. Programmatic timing ensures it arrives at the right moment. The flow continues to run, quietly warming customers back up.
RESULTS SO GOOD, YOU MIGHT MELT
6.5x
12%
The churn winback flow is delivering measurable impact. Customers who had cooled off are returning and converting at high rates. Because the flow runs continuously, performance compounds over time rather than relying on short bursts.
Co-founder
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