When my client, a prominent company in the outdoor industry, faced the looming challenge of Black Friday, they sought assistance to ensure their marketing efforts would stand out amidst the holiday noise.
I was brought on to orchestrate these efforts and developed a comprehensive approach that leveraged email, SMS, and Facebook ads to drive engagement and conversions. This case study sheds light on the efforts and the impact of tailored strategies on the success of their Black Friday campaign.
Email Strategy:
For the Black Friday campaign, we crafted a comprehensive email strategy aimed at maximizing conversions. We implemented new email sign up forms to increase email lists in the weeks leading up to the sale. We were able to increase sign up rates by 125% which greatly increase the number of conversions.
11 Emails were sent out over the course of November including presale information, Black Friday Sales info, and Cyber Monday sales. With effective creative and messaging the email click rate was over 50%.
Overall, the Email campaigns generated over $450,000 in gross sales revenue generating an 155% increase MoM while sporting a 110x ROI.
SMS Messaging:
In addition to email, we utilized SMS messaging to further engage with our audience. We developed concise and impactful messaging to complement our email strategy and ensure a cohesive omnichannel approach.
With similar messages to the emails, the SMS served to inform users of the upcoming sale, while not sacrificing our unsubscribe rate. With targeted and segmented messages we were able to generate $330,000 from SMS alone.