$364k in 30 days, all from email!
8X The Previous Month!
Here’s how we did it:
The Issue
The client had been managing their Klaviyo account internally for 2 months prior to contacting us, with limited success in both flows and campaigns. They had seen 4-7% revenue from Klaviyo in the months leading up to Black Friday 2020, and knew that if they didnt put more focus on this area then they would not fully capitalise on BFCM opportunities. This was their first attempt at a black friday email campaign so there was no clear strategy in place.
What We Implemented
Three weeks out from BFCM week we began building excitement for the upcoming promotions with teaser emails and gave subscribers the opportunity to opt in to a VIP list that would give them early access to the sales. With weekly emails we were able to identify the highly engaged users who would likely accept a higher frequency of emails during BF week. We also utilised onsite popups to garner more VIP list sign ups.
Additionally, the client was putting resources towards paid ads and their social channels, so lots of traffic would be landing on the website. We knew that having an airtight set of email flows to retarget abandoned carts and browse sessions would be key to the success of the campaign.
During BFCM we sent out daily emails to the most engaged segments and slightly less frequent emails to the unengaged segments. This allowed us to keep overall open and click through rates high and avoid any damage to our sender reputation.
After a successful BFCM campaign we backed it up with a solid December, bringing in $105,156 email revenue, accounting for 21% of total revenue that month. As you can see from the Campaigns data below, we massively reduced the sending volume in December to allow the list to recover from the heightened sending calendar of the previous month!
