Client
C&E Craft Co
Industry
Home Fragrance & Lifestyle
Goal
Full Klaviyo flow build and campaign strategy
Delivered
Ongoing partnership
A brand with personality. The emails weren't showing any of it.
C&E Craft Co makes hand-poured soy candles with product names like 'Per My Last Email' and 'My Last Nerve, Oh Look it's on Fire'. The brand has a voice. Their customers get the humor. The email setup wasn't delivering any of it.
No welcome series was converting new subscribers into buyers. No cart or browse flows were recovering the traffic coming in from TikTok and Instagram. Seasonal moments like Father's Day, Labor Day, Independence Day, and Graduation were being left on the table entirely.
The list was growing. The infrastructure wasn't keeping up.
Built the flows, then built the campaign calendar around the brand voice.
01.
3 Core Flows
Built the welcome series, abandoned cart, and browse abandonment from scratch. Every email was written in the C&E Craft Co tone, the same irreverent, personality-driven voice that drives their organic growth on TikTok and Instagram.
02.
Seasonal Campaign Calendar
Built a campaign calendar around the moments that fit the brand. Father's Day, Labor Day, 4th of July, and Graduation each got a dedicated send written to sound like C&E Craft Co, not a generic seasonal template.
03.
Restock and Re-engagement Campaigns
Built the 'She's Back' restock campaign for returning products. Restock moments are high-intent for this customer base. The send was built to match the urgency and brand energy without losing the tone.
04.
List Health and Segmentation
Built 5 active segments including 30 Day Activation, 180 Day Engaged, and a no-repurchase trigger. Bounce rate fell 49.3%. Spam complaint rate down 42.9%. 46,857 recipients reached with a 34.8% open rate.
Every flow, built for this brand.
Welcome Series
Brand introduction that brings the C&E Craft Co personality into the inbox from day one. Sets the tone, introduces the range, and moves new subscribers toward their first purchase.
Abandoned Cart
Recovery for customers who added to cart and left. Written in the brand voice so it feels like a nudge from the brand, not a chase.
Browse Abandonment
Triggered after product page views without a cart add. Catches interest before it fades, with copy that matches how the brand actually talks.
Father's Day
Dedicated campaign built around the gift-giving angle. C&E Craft Co products are natural gifting items, and this send leaned into that with the brand's humor intact.
She's Back
Restock campaign for returning products. High-intent moment for customers who missed the first drop. Built to match the urgency without dropping the brand tone.
Other Campaigns
Labor Day, 4th of July Independence Day, and Graduation. Each one built for its specific moment and audience, not repurposed from a generic template.
“We always had the brand voice. We just needed the emails to actually sound like us. Now every flow and campaign feels like it came from us, not a template. The results speak for themselves.”
Eryn Griffin
Founder, C&E Craft Co
