This is why you should hire us for Black Friday sales

I talk about this on LinkedIn

And I will be making a YouTube video about this as well

But here is a more in-depth breakdown of why our Black Friday strategy beats everything else on the market… and I am not just saying that… well technically I am… but I have the proof:

Our Black Friday Strategy

So, details:

Client: In the jewellery niche (I can’t disclose the name)
Location: USA

2024 stats

Attributable revenue: $78k
Database size: 14k subs

2025 Stats

Attributable revenue: $1.1 million
Database size: 24k subs

We launched these guys' biggest BFCM sale ever

So, how did we increase attributed revenue by 1297%?

Just a quick caveat:

- We did not control the quality of the audience in the months leading up to our sale, so there is some variance there

What did we do?

We decided the break their overall email and SMS strategy into four blocks:

• Offers

• Campaigns

• Flows and Pop-ups

• Tech stack

STEP 1 - Offers

For about 2 weeks (4 weeks prior to launch) we decided to really research what offers would work best for you. We cut the audience up into segments based on historical purchasing behaviour. We then matched offers to those segments relative to their purchasing history. This meant we had about 4 different content calendars and offers, running for 4 different audience types. Yep... it was a lot of work. Wanted to run 4 different campaign strategies simultaneously for 4 different audiences to increase both revenue, but also fatten up the profit margin where we could.

STEP 2 - The Campaigns

We looked back historically at what campaigns generated the best ROI that were non-sales related. We picked those campaigns apart and looked for recurring themes, messages and elements that we believed contributed to the results of that specific campaign.

Following that, we included all those elements in all of the sales campaigns and by about 1 week prior to launch, we had everything laid out and scheduled. This put us in a place where we didn’t have to do any last-minute scrambling or adjusting. Our campaign strategy was set and ready to go.

Note, we also wanted to go early with our sale. The earlier you can compete for your customers’ wallet share, the better.

STEP 3 - The flows and pop-ups

After we laid out our segments/list and offers, we created custom flows that treated people differently based on which list they were in. We had abandoned carts for first-time customers, non-customers, 2-time customers etc. In total, we had about 4 different automations with about 16 different pathways and over 70 unique emails in the flows. Yep... it was a lot of work.

We had the following flow rebuilt for each different segment:

• Abandon cart

• Abandon checkout

• Welcome series

• Browse abandon

  

Following the flow, we also created custom pop-ups to target those in a specific list. Instead of getting opt-ins with pop-ups (which we were still doing for those not in the database), we were targeting those already subscribed with reminders relating to the offers in the campaigns.

STEP 4 - Tech stack

We set up Kluvos. Don't know what it is?

This tool allows us to capture more Abandon cart and browse abandon events then Klaviyo does, enabling to really dig in a bit more when it comes to converting your lost sales.

Check it out and tell them I sent you (yes I want my affiliate deal), or reply to me, and I can show you how it works.

STEP 5 - We launched

We went early.

If you are launching your sale on Black Friday, I guarantee you most of your customers' wallet share will already be depleted. Go early.

Today’s sponsor

Me! Join my Skool community to learn everything and anything email marketing.

Resources to help with your email marketing

• Master outline of every flow of an e-commerce business needs: click here

• ChatGPT prompts for 6 automations: click here

• Editable design files that you can copy and paste for your own business/agency: click here

• Make more profit with your next email sale: click here

• My strategy for making money as a consultant: click here

• 639 different swipe files for email and sign-up forms: click here