Pott Welcome Email A/B

Kova

Commerce

Pott Candles · Welcome Flow Email #6 A/B

17 Oct to 20 Oct 2026 · 4 days live

The Headline

The new welcome flow (live 8 Oct) is A/B testing its final email, "Last chance for your £5". Half get the Petite pushed, half get the Standard. Same subject line, same £5 code, same timing.

Too early to call. Standard is ahead (5 vs 0 clickers), but with 248 recipients in total that is not yet proven (p = 0.06; we want under 0.05). At about 35 recipients per version per day, a solid read needs roughly 1,132 per version, around 18 Nov.

Days live

first send 17 Oct

Recipients

248

116 Petite · 132 Standard

Click rate

3.8%

Standard vs 0.0% Petite

Orders

0 Petite · 2 Standard

£ per recipient

£1.50

Standard vs £0.00 Petite

What's Being Tested

One variable: which product the last email sells. The photo, headline, body copy and button change with it. Everything else is identical.

Version A Petite

"Small Pott, big welcome" · £44 with code · scroll to see the full email

Version B Standard

"Our bestseller, for a reason" · £64 with code · scroll to see the full email

	A · Petite	B · Standard
Product	Petite (20 hrs burn)	Standard (60 hrs burn, refills from £27.50)
Price with code	£44	£64
Headline	Small Pott, big welcome	Our bestseller, for a reason
Hero photo	Petite on bath shelf	Standard on bathroom counter
Same in both	Subject "Last chance for your £5", preview text, code Starter-DV46XFF, 24hr expiry, Trustpilot quote, send timing (about day 9)
Klaviyo setup	50/50 split · winner metric: unique clicks · auto-winner off (runs until ended manually)

Head-to-Head

Orders are any order a recipient placed within 5 days of getting the email. Klaviyo's own attribution credits 1 order (£133) to Email #6 overall, as it only counts orders after an open or click.

A · Petite

Unique click rate0.0%

Recipients116

Unique clickers0

Orders within 5 days0 · £0

£ per recipient£0.00

Product pushedPetite · £44 with code

B · Standard EARLY LEAD

Unique click rate3.8%

Recipients132

Unique clickers5

Orders within 5 days2 · £198

£ per recipient£1.50

Product pushedStandard · £64 with code

The orders so far

Version	Date	Items	Code	Value
B · Standard	19 Oct	Holly with Noël Refillable Candle Starter Pack (Standard Size) + Cook Refillable Candle Starter Pack (Standard Size)	Starter-DV46XFF	£133
B · Standard	19 Oct	Holly with Fir Refillable Candle Starter Pack (Standard Size)	none	£65

Trends — Petite vs Standard

Daily recipients is raw volume. Click rate and £ per recipient are cumulative, so the lines settle as the sample grows.

Daily recipients

Petite 116 · Standard 132 total

PetiteStandard

Unique click rate (cumulative)

Petite 0.0% · Standard 3.8%

PetiteStandard

£ per recipient (cumulative)

Petite £0.00 · Standard £1.50

PetiteStandard

Where Email #6 Sits in the Flow

Whole flow since launch (8 Oct to 20 Oct), Klaviyo attribution. Email #1 does most of the work, so even a clear winner here moves a small slice of welcome revenue.

Message	Recipients	Open	Click	Orders	Revenue	£ / recip
Email #1	1,342	72.9%	20.8%	233	£20,195	£15.15
SMS #1 Welcome	42	—	28.6%	2	£128	£3.05
Email #2	829	57.1%	2.9%	7	£553	£0.67
Email #3	610	58.0%	1.8%	1	£44	£0.07
Email #4	461	54.9%	2.0%	2	£76	£0.16
Email #5	385	55.3%	6.0%	8	£620	£1.61
Email #6 A/B	248	52.8%	2.0%	1	£133	£0.54

Reading the Result

Standard has the early edge: 5 clickers vs 0, and 2 orders vs 0. Both Standard orders were Standard-size Starter Packs, so people bought what the email sold.
Not significant yet. p = 0.06 on clicks. Close, but a few clicks either way would move it a lot.
Clicks are the wrong way to pick the winner. Klaviyo is set to judge on unique clicks, but the Standard is £20 dearer. Judge on £ per recipient, with clicks as a tiebreak.
Small stakes. Email #6 is clicked by about 2% of recipients vs 21% for Email #1, which brought in £20,195 over the same period.

What's Next

Leave it running. Auto-winner is off, so nothing changes until someone ends it.
Re-pull around 18 Nov (about 1,132 recipients per version). Rerun: node build-pott-welcome-e6-ab-report.cjs.
From mid-November, Black Friday traffic will change who signs up. If it is still unclear by then, call it on £ per recipient or extend it through December and read the two periods separately.
If Standard wins, consider testing the Standard push earlier in the flow (Emails #3 to #5 are clicked by 2 to 6% of recipients and could do with a stronger product).

Sources: Klaviyo events API (Received Email and Clicked Email split by $variation; Placed Order matched to recipients within 5 days), Klaviyo flow-values-reports for the flow table. Flow Wwbx5C, experiment 01M46CPK4BR3W1XHEM04DG9FQY. Data to 20 Oct 2026. Generated 2026-10-21.