From $214k to $615k: The Exact BFCM Email Strategy That Transformed Supplement Mart
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The Challenge
Let me tell you about Supplement Mart before they teamed up with us. They had never surpassed $100k in daily sales — a significant milestone they were desperate to achieve.
Despite their best efforts during the Black Friday Cyber Monday (BFCM) sales period, they just couldn't break that barrier.
The company needed a massive boost.
Their email marketing was underperforming, and they lacked a cohesive strategy to drive engagement and conversions.
With BFCM approaching, they knew it was now or never. After struggling to hit their targets, they reached out to us, ready for a game-changing strategy to turn things around.
Our Approach & Solution
Building The Foundation (Sender Reputation).
Their existing email campaigns were sporadic and not targeted at highly engaged segments, leading to poor sender reputation and deliverability issues. This lack of a solid foundation meant their emails often ended up in spam folders, missing potential sales.
What We Did Differently & Why It Changed Everything:
We initiated a 14-day ramping period, sending emails to highly engaged segments to boost deliverability and maintain a strong sender reputation. By focusing on the most engaged customers, we ensured that the emails were opened and interacted with, improving overall email performance.
Hype & Early Waitlist Strategy.
Supplement Mart lacked a strategy to build anticipation and excitement before the BFCM period. Without a well-crafted hype-building campaign, they failed to generate urgency and anticipation among their customers.
What We Did Differently & Why It Changed Everything:
We implemented a thorough hype-building strategy, including an early waitlist. This involved creating buzz through early access emails and exclusive waitlist offers, ensuring customers were eagerly awaiting the sales event. This anticipation drove higher engagement and sales when BFCM kicked off.
Optimisation of Email Flows.
Their existing email flows were outdated and generic, lacking personalization and targeted messaging. This led to low engagement and conversion rates, as the emails did not resonate with the recipients' specific interests and behaviours.
What We Did Differently & Why It Changed Everything:
We revamped all existing email flows, including the welcome series, abandoned checkout, cart abandonment, browse abandonment, and sunset flows. Each flow was tailored to the customer journey during the BFCM period. This personalisation made the emails more relevant and engaging, driving higher conversions.
Our Results
Record-Breaking Sales Days:
We didn't just surpass the $100k daily sales milestone; we nearly doubled it, achieving consecutive record-breaking sales days. This remarkable achievement demonstrated the effectiveness of our targeted email strategies and robust BFCM campaign, proving that a well-executed plan can significantly boost daily sales figures.
Massive BFCM Email Growth:
Our focused efforts in email marketing paid off immensely. Supplement Mart's email revenue skyrocketed from $214,000 during the 2022 BFCM period to an impressive $615,000 in 2023. This astounding 186.23% year-on-year growth was a direct result of our optimised email flows, targeted segmentation, and engaging hype-building strategies. The transformation in their email marketing performance was nothing short of phenomenal.
Overall Business Impact:
The overall business impact during the 2023 BFCM period was substantial. Supplement Mart's total revenue soared to $1.2 million, a significant increase from the previous year's $604,000. This represented a 101.3% year-on-year growth, showcasing the powerful effect of a strategic, well-executed email marketing campaign.
What Happened Next?
Supplement Mart continues to break sales records and achieve unprecedented revenue milestones. With the insights gained, we are constantly refining our strategies. Preparations for BFCM 2024 are already underway to ensure another year of record-breaking success.
About
Jason K Williamson
Jason K Williamson, founder of e2, is globally recognized for his deep expertise in email marketing and eCommerce. With over eight years of industry experience, Jason’s strategic approaches have consistently led to significant monthly revenue increases for his clients, treating each brand with personalised attention, love and dedication.
