Sunday Edition is a luxury aromatherapy brand handcrafting small-batch coconut-soy candles in New York City. Featured in Forbes, Harper's Bazaar, Marie Claire, and Domino, the brand is rooted in slow living and intentional ritual, with a retail presence that has created a warm and growing community.

When Sunday Edition came to me, they had no email marketing infrastructure in place. The goal was to build a complete lifecycle program that matched the brand's elevated aesthetic and editorial tone.

Klaviyo setup and full flow architecture

List growth popup with 10% welcome incentive

Welcome series

Abandoned cart and checkout flows

Post-purchase flow

Winback flow

Sunset flow

Sunday Edition's brand voice is quiet, intentional, and deeply editorial. Every email needed to feel like an extension of the brand world, not a sales push.

The copy leans into ritual, slowness, and sensory language. The design mirrors the site: clean, cream-toned, typographic. No urgency tactics, no countdown timers. Just brand-first storytelling that earns trust and gently guides toward purchase.

Welcome Series Three-email sequence introducing the brand world: the studio, the craft, the ritual behind each candle. Designed to build connection before conversion, with a 10% discount carried across all emails.

Abandoned Cart A considered touchpoint bringing potential buyers back. A low pressure reminder of what's waiting, written in the brand's voice. Focused on the sensory and emotional value of the product rather than urgency.

Post-Purchase Confirms the order while deepening the brand relationship. Sets expectations for the handcrafted process and invites the customer into the Sunday Edition world.

Winback Re-engages lapsed subscribers through the lens of ritual and return. Soft, brand-aligned, with a single CTA.

Sunset A clean list hygiene flow to maintain deliverability and list quality over time.

The Outcome

Sunday Edition went from zero email infrastructure to a complete, conversion-ready lifecycle program, one that reflects the brand's editorial identity at every touchpoint and activates subscribers from their first sign-up through re-engagement.