Yes, reviews should be used as a tool for the audience of the product to use when they need an opinion or have doubts when buying a product. People use reviews as a second opinion to ensure they are getting the product they actually want. There are plenty of reviews that are not helpful, however when trustworthy people leave a review, usually it's apparent as to the character of the person leaving the review.

Some great ways to catch attention in an email can be a couple of components. The first one would be to title the email as a form of exclamation, an example of this would be... "This is the email for you!", making that title pop out from the rest of the emails within some's account is key in attracting someone to open it. The second way would be to personalize the email. Now, it's hard to personalize emails unless the name of the recipient is in the email, but by using words that are not as commonly used would help get that sense of talking to a friend. Ex: instead of Good morning, someone could say Hi there! or It's blank again, how are you doing today? This could give more attention to the reader because it sounds like a human, less like a machine.

I would not change a thing about the brand at first glance. However, looking at the website I would change the layout. It currently has the categories of candles on the left side, and while that is easy enough to understand, it would make more sense for the categories to be under the title and the advertisement because with buy 3 get 1 free, it draws more to the opportunity of getting one candle free on the purchase.