Turning Candle Lovers into Customers
A three-part email marketing sequence designed for fictional brand Velune Wicks to build brand affinity, spark purchase interest and turn subscribers into customers.
The Project
Velune Wicks is a fictional home-fragrance brand created for this project. The goal was to develop a three-part email marketing sequence that introduces the brand to potential customers, builds an emotional connect through its products, and encourages first-time purchases.
The copy combines a warm, welcoming tone of voice with clear messaging and purposeful calls to action, demonstrating how email marketing can help turn initial interest into customer purchases.
Email 1- The Introduction
Subject: Something from us to make you feel at home
Preview Text: Your first order comes with 15% off
Hey [Name],
We’re so happy you’re here!
At Velune Wicks, we’re big believers that the little things in life can actually make a big difference. Picture this: the soft flickering of a candle, your favourite scent filling the room, and a quiet moment at the end of a busy day.
Our handmade candles are designed to make those everyday moments feel a little more special.
And because we’re so happy you’ve joined us, here’s 15% off your first order.
Your first candle is waiting.
[Explore our candles]
With warmth,
The Velune Wicks team.
Email 2 – Building the Connection
Subject: [Name], you deserve to treat yourself
Preview Text: Your next favourite scent is waiting
Discover a scent for every kind of moment.
Some scents help you feel refreshed and ready for the day. Others invite you to wind down after a busy day.
At Velune Wicks, we believe in the power of scent. It can shape an atmosphere and make everyday moments feel a little more special.
So, which scent feels like you?
Fresh & Uplifting
Think open windows and washing on the line.
Warm & Woody
Think campfires and a hot coffee.
Soft & Floral
Think freshly picked flowers and sunny afternoons.
Whatever your preference, we’ve got you.
[Explore the collection]
And remember, your 15% welcome offer is still waiting for you.
With warmth,
The Velune Wicks team.
Email 3 – Encouraging Action
Subject: Your 15% off is still waiting…
Preview Text: Indulge in a little everyday luxury
Hi [Name],
By now, we hope you’ve had a chance to discover a little more about Velune Wicks.
If you’ve been thinking about trying one of our candles, consider this your invitation to make it happen.
Whether you’re drawn to fresh, uplifting fragrances or warm, comforting notes, we’ve got a scent for you.
And the best part? You can enjoy 15% off your first order with your welcome discount.
A little warmth for your home. A little time for yourself.
Ready to find your candle?
[Shop the collection]
With warmth,
The Velune Wicks team.
Notes
This three-part welcome sequence is designed for new subscribers who have not yet made a purchase. Subscribers who place an order after Email 1 would exit the promotional sequence and enter a post-purchase journey, ensuring they receive relevant follow-up communication rather than unnecessary sales reminders.