CASE STUDY
How This Canadian Outdoor Brand Made $26,000+ Extra Email Revenue in 1 Week with Early-Bird Black Friday Offer
Historia y desafíos de la marca
Nuestro cliente opera en el nicho de impresión bajo demanda con hermosos productos de “pintar sus propias imágenes”. Este nicho de personalización y bricolaje en rápido crecimiento puede ser muy lucrativo. Su audiencia principal está en los EE. UU., En su mayoría mujeres, y en el rango de edad de 25 a 34 años.
Eugen, el fundador, vino inicialmente a nosotros porque sus amigos propietarios de tiendas de comercio electrónico también trabajan con nosotros en una tienda que, desafortunadamente, no podemos nombrar por respeto a su privacidad.
However, this time, we wanted to take our collaboration to the next level.
The client understands how important it is to increase the lifetime value of their customers and focus on their VIP customers.
(We can’t emphasize enough how important it is that the brand understands the importance of this!)
Also, getting closer to Black Friday, we considered how we could compete with other brands in this niche without simply sending more email during BFCM’s week.
So, we decided to combine marketing channels such as Facebook and email marketing.
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Sunny Gosal, Ecommerce Entrepreneur
I came to Budai Media to take our retention marketing to the next level.
We already had email flows that got 32% extra revenue for us, so I was curious if this can be improved.
After 4 months of working together, we are now over 50% extra revenue just from email marketing. On top of this, we built stronger relationships with our amazing customers and our emails look better than ever.
We also made over $50,000 from messenger and achieved over a 3,200% ROI on SMS marketing with the help of the Budai Media team.
I am saying that as someone who is extremely picky with design due to my creative background.
Would highly recommend the Budai Media team for anyone who wants to take their retention marketing to the next level!
The contribution of email marketing to Northbound Gear's sales in November 2022
Nuestro cliente opera en el nicho de impresión bajo demanda con hermosos productos de “pintar sus propias imágenes”. Este nicho de personalización y bricolaje en rápido crecimiento puede ser muy lucrativo. Su audiencia principal está en los EE. UU., En su mayoría mujeres, y en el rango de edad de 25 a 34 años.
Eugen, el fundador, vino inicialmente a nosotros porque sus amigos propietarios de tiendas de comercio electrónico también trabajan con nosotros en una tienda que, desafortunadamente, no podemos nombrar por respeto a su privacidad.
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Black Friday strategy focusing on campaigns only
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No plan to get VIP subscribers with an early-bird offer
Nuestro cliente opera en el nicho de impresión bajo demanda con hermosos productos de “pintar sus propias imágenes”. Este nicho de personalización y bricolaje en rápido crecimiento puede ser muy lucrativo. Su audiencia principal está en los EE. UU., En su mayoría mujeres, y en el rango de edad de 25 a 34 años.
Eugen, el fundador, vino inicialmente a nosotros porque sus amigos propietarios de tiendas de comercio electrónico también trabajan con nosotros en una tienda que, desafortunadamente, no podemos nombrar por respeto a su privacidad.
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$26,000+ generated with the new subscribers of the early-bird BFCM flow in 1 week
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Additional tens of thousands of dollars of extra revenue generated using these new VIP subscribers in Q4.
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Assets and a new high-converting funnel created for this brand using 3 different platforms
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41% total revenue from email marketing in November
Cómo ayudamos
$ 55,920 ingresos por flujos
$ 16.840 de ingresos de campañas
14% de ingresos mensuales adicionales por correo electrónico
¿Cómo lo hicimos?
Lo normal.
Configuramos los flujos más esenciales para Eugen:
Carro abandonado
Examinar abandono
Flujo de bienvenida (para ventanas emergentes)
Nuevo cliente
Soy Cliente
VIP
Reconquistar
Además de esto, configuramos cuatro ventanas emergentes segmentadas usando Optinmonster y enviamos diez campañas de correo electrónico. Una cosa a tener en cuenta es que, dado que este es un negocio en el nicho del arte, podría pensar que los correos electrónicos eran súper elegantes. La cosa es que no lo fueron. Todavía.
Cuando tiene una tienda que todavía no tiene la infraestructura de marketing por correo electrónico adecuada, lo mejor que puede hacer es emplear el principio 80:20.
Y concéntrese en las cosas más importantes que le harán ganar dinero. Y entonces configuramos los correos electrónicos con los elementos de diseño existentes que el cliente ya tenía, y decidimos optimizar más más adelante.
Entonces, una vez que estuvimos trabajando juntos durante unos meses, decidimos junto con Eugen actualizar el diseño de los correos electrónicos y hacer que se vean así:
Once it was created, the client’s front-end marketing team started running promotions on Facebook and Instagram.
Those who clicked on these platforms, they were directed to the landing page where they could subscribe.
After subscription, they got into a Klaviyo email flow with 5 emails.
We sent out the 4 emails in less than one week. Their goal was to nurture customers and create hype.
The structure of the flow:
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The first email thanked subscribers for becoming VIP subscribers, highlighted the benefits of being part of the list, and created trust with the audience.
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The second email created hype and reminded subscribers that the Black Friday Cyber Monday sale was coming soon.
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The third email offered a discount of 27%, the highest discount ever offered by the client.
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The fourth email was a reminder to subscribers to take advantage of the sale before it expired.
This flow was the third best performing flow in Klaviyo, behind the website popup series and the browse abandonment flow.
As you can see, these 4 emails generated 26,000+ in a few days for this brand.
Not to mention that extra revenue we could generate using the subscriber base gained during this early-bird event.
The overall open rate for all the emails was above 50%. The click rate was also very good, the highest was 28% for the best-performing email.
The landing page was promoted not only on Facebook and IG but we also sent out a campaign to the already existing VIP customers of the brand.
The great thing about this campaign is that we could use these early-bird Black Friday subscribers later during the Black Friday-Cyber Monday and Christmas promotions by sending them email campaigns.
Also, the whole structure can be used again and again a few times a year to monetize the VIP subscribers again and again.
CONCLUSION
Many ecommerce companies don’t have a well-built Black Friday strategy. They send out a few campaigns through email and SMS and they send out a sequence of campaigns.
Since the email inbox is full during this event, it’s smart to start promoting your offer earlier than others and collect VIP customers through your acquisition channels.
Once they subscribe, you can monetize them on the back-end multiple times. First through an automated sequence, next your BFCM campaigns, and later any time during a major holiday.
In our experience, if you have an engaged audience, this is one of the highest converting marketing tactics out there.