Here are our 8 biggest BFCM secrets that helped us drive $10's of millions in Email & SMS revenue for our clients this BFCM.
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1. Black Friday VIP "Early Access" IMPACT
Sending the sale early to our VIPs yielded higher than avg CTRs.
See the screenshot below, for one of our clients, it lead to a campaign w/an 18% CTR.
Hyping BF ahead of time was key.
That lead to 592 sales on the 1st non-VIP send.
2. The same story as above held true for SMS as well.
See the performance and message below of launching early to VIPs for one of our SMS clients.
3. BFCM SEGMENTATION
By leveraging proper segmentation throughout BFCM we were able to:
1. Keep our accounts healthy
2. Reuse similar content across various groups
3. Increase our send frequency
4. Maintain strong open rates
4. BFCM Open Rates
In-line w/the one above, bc of ongoing segmentation + list utilization focus, our open rates even increased over BFCM.
5. ENGAGING HISTORICALLY UNENGAGED AUDIENCES DURING BFCM
After sending to our BFCM segments, we sent the same campaign to an audience that was unengaged for the last 180 days, but active between 181-365 days ago to re-engage them. Happy w/results for an unengaged audience
6. BFCM POP-UP AND WELCOME SERIES OPTIMIZATION
After focusing on popup conversion and welcome series optimization, email drove 48% of revenue last 7D.
7. BFCM SMS PERFORMANCE
Our clients absolutely killed it (massive revenues/conversion rates).
I think a lot of this is due to concise messaging, easy to understand (and attractive) offers, and clear CTAs.
8. URGENCY AROUND SHIPPING (SMS)
Urgency for shipping, did well for our clients!
High CTR, low Unsub, good EPM.
BIG TAKEAWAYS
Email isn't dead, dying, or obsolete
Our most campaign-heavy client, who increased their # of sends for the holiday, still had 14% of their revenue come from flows.
Having automations in place can help provide MORE rev than just going campaign-heavy during BFCM.
SMS is a massively under-utilized channel.
A lot of our clients plan to invest more heavily here after the success we saw during BFCM.
Pairing email + SMS is going to be a cheat code in 2022.
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