WAX NEW MEDIA LIMITED

What WAX NEW MEDIA LIMITED does

Wax New Media Limited, trading as Wax Media, is a UK-based specialist email marketing agency founded in 2007 and headquartered in Wokingham, Berkshire. The firm designs and develops email campaigns, interactive and kinetic email experiences, and CRM platform implementations for enterprise marketing teams, with stated cross-platform expertise across HubSpot, Salesforce Marketing Cloud, Braze, Pardot, Campaign Monitor, Mailchimp, Marketo, Bloomreach, and Brevo. Its client base is concentrated in UK and European enterprise brands across retail (B&Q, Screwfix, TradePoint, David Austin Roses), travel (Travelopia brands Le Boat and Citalia, Heidi, American Holidays), trade directories (Checkatrade), education (University of Cambridge Online), and media (The Economist, Bauer Media).

The company's core technology stack combines bespoke email design systems, hand-coded responsive HTML, and platform-native personalisation logic using HUBL, Liquid, and Handlebars. Its proprietary product, mailCMS, is a content management system for email that integrates with client CRM environments (notably Salesforce Marketing Cloud) and enables in-house production of complex, personalised automations via reusable modules — demonstrated in deployments such as a 60-module design system for Cambridge University Press supporting 20+ courses.

Wax operates a B2B professional services model with quote-based engagements ranging from one-off campaign projects to multi-year retainer partnerships. The go-to-market is direct enterprise field sales supplemented by case-study-led inbound, with no channel partner, marketplace, or self-serve distribution. Revenue is generated through creative design fees, HTML development, technical implementation, and ongoing agency retainers; pricing is not publicly disclosed. The firm appears to be independently owned, with no disclosed institutional investment or M&A activity in the source material.

Name

WAX NEW MEDIA LIMITED

Legal name

Wax New Media Limited

Website

https://waxmedia.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Wax Media is a UK-based email marketing agency founded in 2007 that designs and codes email campaigns, interactive emails, and CRM platform implementations for enterprise brands across retail, travel, education, and media. It also offers mailCMS, a proprietary email content management system integrated with Salesforce Marketing Cloud.

Ownership category

akta.pro rank

Product category

Email Marketing Services

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

Keywords

• Email marketing services
• Email campaign design
• Interactive email development
• CRM platform implementation
• Email design systems

Headquarters

HQ city

Wokingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Email Marketing Services: B2B professional services revenue from providing email marketing creative design, HTML development, technical implementation, and CRM platform support to enterprise clients. Services range from one-off campaign projects to ongoing agency partnerships spanning multiple years.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Wax New Media Limited (Wax Media) is a specialist email marketing agency that designs and develops email campaigns, hand-coded responsive HTML emails, interactive and kinetic email experiences, and CRM platform implementations for enterprise marketing teams. The agency also operates mailCMS, a proprietary content management system for email marketing that integrates with major CRM/ESP platforms such as Salesforce Marketing Cloud, HubSpot, Braze, and Pardot.

Product overview

Wax New Media Limited operates as an email marketing creative and technical specialist agency rather than a product company with a unified platform. Their primary offering is a combination of email marketing services and their proprietary mailCMS platform — an advanced content management system for email that integrates with major CRM/ESP platforms. Their service portfolio encompasses creative email campaign design, hand-coded responsive HTML email templates, interactive and kinetic email development (including carousels, hotspots, gamification), and CRM platform implementation support across tools like HubSpot, Braze, Salesforce/Pardot, and Campaign Monitor.

Differentiator

Problem solved

Functional benefit

Brands

• mailCMS: Advanced content management system for email marketing that allows teams to create, edit, and manage complex, highly personalised automations in-house. Configured within customer CRM platforms like Salesforce Marketing Cloud.

Products and services

• mailCMS Advanced content management system for email marketing that integrates with CRM/ESP platforms (e.g., Salesforce Marketing Cloud). Enables in-house teams to produce, edit, and manage complex, highly personalised automations and campaigns using a library of reusable modules and components. Configured within customer CRM environments.
• Email Campaign Creative Design Services B2B agency service designing high-impact email campaign creative and copy for enterprise marketing teams. Covers weekly promotional campaigns, loyalty programmes, transactional communications, abandoned basket nudges, post-purchase journeys, product review invitations, and key trading event campaigns.
• Hand-Coded HTML Email Development Bespoke hand-coded responsive HTML email template development with clean, custom code built for every inbox. Includes testing and optimisation for email client compatibility across major CRM/ESP platforms.
• Interactive Email Development Specialist development of kinetic and interactive email experiences that bring brands to life inside the inbox, including animated carousels, hotspots, gamified experiences, image carousels, interactive region maps, and tappable day-by-day itineraries.
• Email Design System Build Bespoke email design system build with reusable modules and components, enabling in-house teams to create on-brand campaigns quickly while maintaining brand consistency at scale across multiple programmes.
• CRM Platform Implementation Support CRM and ESP platform implementation and ongoing technical support across HubSpot, Braze, Salesforce Marketing Cloud, Pardot, Campaign Monitor, Mailchimp, Marketo, Bloomreach, and Brevo. Includes platform-native personalisation scripting (Liquid, HUBL, Handlebars), advanced personalisation logic, and technical fulfilment of campaigns and automations.

Quantifiable outcome

• Emails landing in millions of inboxes weekly for B&Q programme
• +3 more outcomes

Named customers21 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

One partnership is on record.

• Shaw/Scott EuropecoreImplementation/ SI/ Consulting PartnerLeading data intelligence and martech consultancy partnership delivering CRM campaigns for Screwfix. Shaw/Scott handles data orchestration and technical fulfilment while Wax provides creative, copy, and code. Long-standing trusted partnership operating as an integrated team.

Scale indicators7 records

Recent moves2 records

Expansion highlights4 records

Emerging players

• Litmus: Email testing, preview, and analytics platform used by enterprise CRM teams. Adjacent ecosystem player addressing the same email-craft buyer; complementary rather than directly substitutive.
• Movable Ink: Personalisation platform for email and CRM that enables dynamic, data-driven content at send time. Adjacent to Wax's interactive/personalisation specialism and a potential technology partner or substitute for some bespoke services.

Broad incumbents

• HubSpot: Major CRM/ESP platform and a core partner of Wax Media. Operates a broad marketing automation suite with native creative and personalisation tools that increasingly overlap with specialist agency offerings.
• Mailchimp: Established ESP used by mid-market and enterprise clients; Wax has shipped seven years of hand-coded campaigns on the platform. Competes for direct-send marketing budgets but typically not for high-end bespoke interactive email work.
• Salesforce Marketing Cloud: Enterprise CRM/ESP platform and key integration target for Wax's mailCMS. As Salesforce invests in AI-driven email content generation, the gap between native platform capability and specialist agency output narrows.

Direct peers

• ActionRocket: UK-based specialist email marketing agency offering creative, code, and ESP implementation services to enterprise clients. Directly comparable on geography, service offering, and client profile to Wax Media.
• eROI: US-based digital agency with a strong email marketing and CRM creative practice serving enterprise retail and consumer brands. Comparable on service mix (creative + technical email) and CRM-platform depth.
• Smith & Jones: Email and CRM creative agency serving consumer brands with campaign production, template systems, and personalisation. Comparable offering and customer profile to Wax Media's enterprise CRM team segment.
• Odyssey New Media: UK digital agency with email marketing, CRM, and design system services. Comparable on UK footprint, ESP implementation (Salesforce/HubSpot), and enterprise marketing team focus.
• Trendline Interactive: Specialist email marketing agency focused on strategy, creative, and lifecycle programmes for enterprise brands. Closely aligned on the 'email-only specialist agency serving large CRM teams' positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wax-media

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WAX NEW MEDIA LIMITED