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Black Friday and Cyber Monday (BF/CM) are the biggest shopping events of the year, and in 2024, we helped heirloom leather goods maker, Latico Leathers, achieve record-breaking results from email marketing. By combining strategic planning, advanced segmentation, revised campaign strategy, and compelling content with marketing intelligence, we drove a 79% increase in attributed email revenue YoY, and provided 44% of this year's holiday sale revenue. Here’s how we made it happen:
1. A Strategic Sales Structure That Gave More, Earlier
To build momentum, we started Latico’s sales two weeks early with a sitewide discount - their largest of the year. Then, during Black Friday through Giving Tuesday, we used a layered approach to continually incentives potential buyers:
Black Friday through Sunday: Gifts with purchase (GWP) tied to spending thresholds to encourage larger orders. (We used a mix of new and existing items.)
Cyber Monday: The highest-value GWPs of the campaign, incentivizing premium purchases or repurchase.
Giving Tuesday: Doubling Latico’s standard donation to Feeding America for every purchase, creating a meaningful connection with customers.
This phased approach maintained excitement and boosted engagement throughout the sales period.
2. Reworking Flows and Pop-Ups for Maximum Impact
We reworked Latico’s highest-performing automated flows, such as Welcome Series, Abandoned Cart, and Browse Abandonment, with BF/CM-specific messaging and urgency. Key adjustments included:
Custom pop-ups for each section of the sale to attract new SMS subscribers by offering VIP early access to deals, giving them first dibs on best-selling items.
Edited, truncated or paused lower-priority flows to make room for the increased volume of campaign emails.
These updates resulted in:
+87% Flow Click Rate YoY
+89% Flow Placed Order Rate YoY
3. Landing Pages That Enticed and Converted
Landing pages played a crucial role in Latico’s success:
Pre-Sale SMS Sign-Up Pages: These offered VIP access to sales, enticing new subscribers with the promise of early shopping and exclusive stock alerts.
Custom Product Collections: Each day’s promotions were paired with tailored collections, simplifying the shopping process and driving conversions. (We regularly use these for promotional landing pages.)
4. Advanced Segmentation to Reach the Right Audience
Our segmentation strategy was laser-focused, leveraging customer engagement and behavior to optimize results:
Engaged Lists: We targeted subscribers from 7/15/30/60-day engaged segments, ensuring emails reached the most interested audiences.
VIPs and Potential Purchasers: Custom segments were created based on real-time behaviors during the sale, such as cart additions or browsing activity.
Exclusion of Sale Purchasers: To prevent inbox fatigue, we excluded customers who had already purchased from receiving additional promotional emails, enhancing the customer experience and protecting brand goodwill.
This precision targeting led to:
+24% Campaign Open Rate YoY
+147% Campaign Click Rate YoY
+168% Placed Order Rate YoY
5. Increased Campaign Cadence
To ensure maximum reach and engagement during BF/CM, we increased the campaign cadence, sending up to three emails per day to key segments:
Early Morning Send: Sent to VIPs and customized groups of potential purchasers, such as those who had abandoned browse, cart, or checkout on specific product categories (e.g., crossbody bags) within a set timeframe. We also targeted broadly engaged audiences, typically 15- or 30-day segments in other sends.
Mid-Day Resend: Resent the morning email to recipients who hadn’t opened it, ensuring the message reached more inboxes without redundancy. (Switching up your Subject Line/Preview text is key here.)
Evening Email: A new version of the email on the same topic was sent to two segments:
Subscribers who had opened but not clicked the initial email/resend.
Subscribers who clicked the initial email but hadn’t made a purchase since the sale started.
This targeted, high-frequency approach allowed us to re-engage subscribers at multiple touch-points, driving higher conversions without overwhelming audiences.
The Results
The outcomes of Latico Leathers’ BF/CM 2024 campaign were extraordinary:
44% of BFCM sale revenue generated my email marketing
+79% attributed email revenue YoY
+24% Campaign Open Rate YoY
+147% Campaign Click Rate YoY
+168% Placed Order Rate YoY
And all of this without sacrificing their deliverability metrics!
Lessons for Your Brand
Latico’s success highlights the importance of thoughtful planning, increased campaign cadence, customer-centric messaging and good data. Combining tailored segmentation, dynamic content, and creative sales strategies can help your brand stand out and thrive during competitive shopping events.
Want to achieve these kinds of results for your next big campaign? Let’s partner to create a winning strategy for your brand. Email us - click here.
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