Formed in July 2010, Kindling n Things (KNT) is an e-commerce business selling firewood and garden products in the Redhill area of Surrey.
The Client
Their Needs
KNT wanted to increase repeat purchases and increase brand engagement within their target audience. They already used Mailchimp as an email marketing tool.
What did we do?
We started by getting some measurement functions in place:
- Setting up e-commerce in Google Analytics so we could see what activity was generating sales.
- Ensuring that e-commerce values could be seen and tracked in Mailchimp
Survey
Improved email marketing come from ensuring that people receive relevant information. The survey asked questions to find out more about their use of firewood when they prefer to buy and more about their gardens. This survey has been completed by nearly 1000 people now and ensures that campaigns go to the right people.
Post purchase campaigns
Automated campaigns go out after all purchases to ask for Google Reviews and for people to complete the survey. Dozens of reviews have given them an average 4.9 rating, and we have >1500 survey responses to base the email segmentation on – over 50% of the total audience.
Segmented campaigns
Emails all go out based on purchase patterns and the survey results so that the audience engages more. All campaigns are re-sent within 48 hours to further improve sales levels. This generates a further 26% of sales.
Campaign analysis
Analysing the results of each campaign, we know when to send to maximise sales. For KNT, it’s weekday lunchtimes!
Results
Over the last four years, we have seen dramatic improvements:
- Open rates now average 47.6% and click through rates (CTR) are just under 8%
- Ecommerce sales attributable to the email marketing have increased each year:
- 0.8% of sales in 2021
- 8.2% in 2022
- 28% in 2023
- 25% in 2024
- 29.3% in 2025
- Sales attributed to email marketing increased by 34.9%, comparing 2024 to 2025
- Every click earns them £38
What the client said
SME Needs have been a huge help with our email campaigns this has helped us to engage more and to better understand our customer base. Nigel is always on hand for good advice on any area of business marketing. We look forward to working with SME Needs on many more occasions.
Karl Blackwell
Managing Director, KNT (Kindling n Things) Ltd
