CASE STUDY
A fast-growing gardening brand wanted to maximize their Black Friday sales but needed a strategic approach to email marketing that wouldn’t rely solely on deep discounts. Shawfire Media stepped in to create a high-converting campaign that turned email into their most profitable channel. Through a mix of segmentation, urgency-driven messaging, and a well-crafted offer, we helped them generate over $1,000,000 in Black Friday sales.
Crafting an Irresistible Black Friday Bundle That Boosted AOV
We focused on pushing a unique “Black Friday Bundle” which contained some new products, combined with some other best sellers, and rebranded with a new limited edition theme for the month. The bundle had a high Average Order Value (AOV) but still offered a significant discount, making it a great offer for customers.
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Curated a mix of new and best-selling products.
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Developed a limited edition theme for the bundle, with a set number of units.
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Created targeted email campaigns to promote the bundle.
Growing the Email List with a High-Impact Giveaway
To grow our email list and create excitement amongst our existing subscriber base, we launched a giveaway campaign offering the chance to win a free “Black Friday Bundle”.
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Created a powerful giveaway offer.
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Offered early access to the Black Friday Bundle for giveaway participants.
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Promoted the giveaway through social media and email.
Speeding Up Email Flows for Maximum Black Friday Conversions
Black Friday comes and goes in a flash. We minimized all of the time delays in the client’s email flows to ensure timely and relevant communication with their subscribers.
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Reviewed and streamlined existing email flows.
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Removed unnecessary delays between emails, a maximum of 12 hours between emails.
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We added a Black Friday theme to increase the uniformity of emails being sent during the promotion.
Smart Segmentation for Higher Engagement and Revenue
We utilized clever segmentation techniques to target the right audience with the right message.
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Segmented customers based on their behavior, such as purchase history and website activity, to provide eerily accurate product
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To avoid spamming people who have bought during our sale, we excluded them from the messages in the middle of the campaign, and only provided them with a final reminder about the sale ending.
Driving More Sales by Promoting Financing Options
We highlighted the available financing options as a way to encourage purchases from our subscribers, so that they could take advantage of the low prices even if they were strapped for cash on the weekend.
To avoid cannibalizing future sales, we targeted this message to non-customers, which also helped to grow their customer base.
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Developed a campaign highlighting the availability of financing options.
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Send the campaign to non-customers to attract brand new customers.
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Leveraged time-sensitive promotions to create urgency.
Creating Urgency with Time-Sensitive Messaging
We capitalized on time-sensitive information to drive urgency and prompt action from subscribers.
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Crafted emails that emphasized limited-time offers and deadlines.
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Included clear and compelling calls-to-action.
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Sent regular reminders as the deadline approached.
Maximizing Engagement by Combining Email & SMS
To maximize reach and engagement, we integrated SMS marketing with the client’s email campaigns and flows.
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Set up SMS marketing to complement email campaigns & flows.
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Aligned SMS and email messages for cohesive communication.
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Ensured that anybody who signed up received early access to time sensitive offers.
Before working with Shawfire Media, this gardening brand lacked a structured email marketing plan for Black Friday. By implementing a revenue-focused strategy, we not only helped them surpass their $1M sales goal but also built a system that will drive long-term customer retention and repeat purchases. If you want to turn email into one of your most profitable channels this Black Friday, book a free discovery call with us below.
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