CASE STUDY
How Vidas Wax Works turned farmers market loyalty into a 136% increase in email sales (in just 6 months).
WHERE WE STARTED
Chanda has built her candle company, Vidas Wax Works, into a success in her local Salt Lake City community.
She has excited customers coming to the farmers markets every weekend just to see her and grab new scents.
Where people weren’t exactly going: her website. Chanda had a 2026 goal to increase digital sales. She was ready to explore what taking her business to the next level could look like.
When I ran the audit, the thing that stood out to me most wasn’t the website - it was the email list. I found that she has a highly engaged, incredibly loyal subscriber base… and she was barely touching it!
So that's where we focused first: building email infrastructure that could run in the background, while tightening up the website to better convert the traffic she was already getting.
My role was strategy and data. The rest? That was all Chanda.
SCOPE OF WORK
+ The Intensive Audit
+ Campaign Strategy
+ Reporting
+ Web Strategy
+ Forecasting
+ Email Marketing
Website Performance
When the audit was completed, an Action Plan was provided to prioritize updates in order of impact. This included re-organizing the homepage, cleaning up the navigation, refining promotion strategies, and more. In only 6 months*, we saw significant improvement across key analytics:
+81%
Orders
+58%
Visitors
+36%
Sales
The key takeaways
✓ More people found the site
✓ More of them bought
✓ The customers who already loved Vidas Wax Works kept coming back. As proven by returning customers growing by an impressive 64%!
✓ The updates made it easier to go from "just browsing" to actually buying.
Stats that didn’t increase (and why that’s okay)
Average order value and conversion rate dipped slightly, which is expected during a period of growth and heavy promotional activity like Black Friday/Cyber Monday. More new customers testing the brand for the first time naturally brings those averages down - but the jump in total orders and sales tells the fuller story.
*To get an honest read on actual growth, all metrics on the page compare the same six-month window year-over-year (not month-to-month or quarter-to-quarter). I.E. Comparing post-holiday Q1 to peak-holiday Q4 would produce misleading dips.
CLIENT TESTIMONIAL
“I never realized how much I was leaving on the table until Chelsea started pulling performance reports from my website and emails.
She has this incredible gift for making data feel less overwhelming and actually useful, and breaks it down in a way that’s easy to digest and actually understand.
She also helped me build out email flows that just work, without me having to think about them. She's the kind of person who genuinely cares about you and your business, and it shows in everything she does.”
- Chanda
Vidas Wax Works Founder & CEO
Email Performance
Since Chanda’s subscribers were already warm, engaged, and loyal - we just needed to build the infrastructure we she could show up for them consistently. We standardized her campaign emails so every send looked cohesive and on-brand, built and automated a Welcome Flow to greet every new subscriber, and created a system she could actually maintain.
2x+
Subscribers
+136%
Sales via Email
+9%
AOV
The key takeaways
✓ Email went from an underused channel to one of the biggest drivers of growth.
✓ Open rates increased by 13%.
✓ The Welcome Flow alone created a consistent, branded, and automated experience for every new subscriber.
✓ Standardized templates meant campaigns went out faster and looked more cohesive with the rest of the brand.
On unsubscribes
Unsubscribes went up too, which is expected when you activate a dormant list. A welcome flow brings in new subscribers and prompts disengaged contacts to self-select out. The people who stayed are more engaged: email-attributed sales more than doubled. A smaller, more engaged list outperforms a large, indifferent one every time.