SE4 EP52: 🔁 SunSki Drove 50% YoY Black Friday Sales Growth from Email
2X eCommerce Podcast - Un podcast de Kunle Campbell - Les mardis
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On today’s episode, I interview Rich Krolikowski, e-Commerce Manager at Sunski - a San Francisco California based start-up designing lightweight, durable, and polarized sunglasses.
Go over their email marketing strategy for Black Friday that resulted in a 50% Year over Year increase in revenue.
Here are summary points about SunSki
- Target demographic of 25-35-Year-Olds
- They have been business for about 6 Years - since 2012
- They extended their distribution business online in 2015, 3 Years Online
- SunSki sells lightweight sunglasses made from both polycarbonate and recycled plastics
- They intend to move to a fully recycled plastic range soon
- Their customer acquisition efforts are primarily based on Email and Facebook advertising
- They transitioned from MailChimp to Klaviyo this year and marketing automation has made a significant positive impact on their bottom line.
Their Black Friday Campaign
They scaled-back promotions in October 2018 in preparation for the holiday push so as not to overstretch the database.
Their Cyber week was their largest discount of the year: it was a flat out 35% OFF Sale
They adjusted their abandoned cart sequence and welcome series with a Black Frida theme
They also created a pseudo welcome series for new customers
Warm Up Emails
3 Days prior to prime up list
Few hours prior to Midnight
Their traffic and sales peaked in the early hours of Black Friday following the announcement
They however had the most sales on Cyber Monday
They extended through from Tuesday to Friday
Sending emails a total of eight times.
Some other points
They sent out an Early Access email to only their VIP customer list on the day before Black Friday.
Everyone else got their offer on Black Friday when it officially launched.
A number of customer made multiple orders as a result of their extended sales.
