The Power of Strategic Email Marketing

Black Friday—aka the Super Bowl of eCommerce. It’s the one day where inboxes explode and every brand under the sun is vying for attention (and sales). But here’s the thing: not all emails are created equal. Some get lost in the shuffle, while others rake in the cash. Case in point? One of our recent Black Friday email campaigns for a beauty brand pulled in $12,639 in a single day. Yep, you read that right. So, how did we do it? Grab a cup of coffee (or something stronger), because I’m about to spill all the secrets that turned a simple email into a serious sales machine. And yes, you can totally steal these strategies for your own campaigns. Let’s dive in!

Campaign Background: Setting the Stage for Success

Our client, a beauty brand with a loyal customer base, came to us with one mission: to make Black Friday 2024 their biggest sales day of the year. Spoiler alert: mission accomplished.

We knew we couldn’t rely on just any generic email. We had to create something that not only grabbed attention but also gave their audience a reason to buy. The core message was simple: an irresistible Black Friday offer with a clear call to action. The product? A beauty bundle that offered unbeatable value and exclusive perks, including free shipping.

We didn’t stop at just one email, though. This Black Friday campaign was part of a broader strategy that included several touchpoints—building anticipation before the big day, delivering the main offer, and following up afterward for those who didn’t act immediately. The  email, sent on November 24th, was the star of the show. But emails before and after it played an important supporting role.

Building the Perfect Email: Crafting the Right Subject Line and Message

You’ve heard it a million times: subject lines are everything. And for this campaign, the subject line did some serious heavy lifting: "Build Your Custom Beauty Bundle and Save! 🎁"—short, sweet, and to the point. It hinted at customization (which customers love), savings (who doesn’t?), and threw in a gift emoji for a little extra pizzazz.

Inside, the email led with a strong value proposition: "Enjoy free shipping on all bundles and get a free beauty gift with every order!" Paired with beautiful visuals of the products, the copy was direct and to the point, focusing on urgency (“limited-time offer”) and value. The Call-to-Action? A bold button screaming "Shop Now!" — no guesswork required.

Targeting the Right Audience: The Importance of Segmentation

Now, let’s talk strategy. One of the reasons this campaign performed so well was the smart segmentation we used. We didn’t just blast this email to the entire customer list. Instead, we strategically sent it to segments that were most likely to convert.

• Engaged 30: This segment included subscribers who had engaged with emails in the past 30 days—either through opens or clicks. These were high-intent buyers, and they didn’t disappoint.

• High Rollers: These customers had previously spent above average, and they were the most likely to take advantage of our bundle deals.

• Previous Purchasers: Customers who had purchased at least once in the past 120 days were also included, knowing they were already familiar with the brand and might be ready for more.

The email hit 103,111 inboxes and garnered an impressive 61,230 opens—a 37.9% open rate, which is significantly higher than the industry average for Black Friday campaigns.

Timing is Everything: Send Time Optimization

Timing is everything during Black Friday, and we made sure to send our key email at exactly the right moment. The "TEL | Black Friday Sale AM" email was sent on the morning of November 24th, right before the rush of competing offers. Why the morning? We wanted to catch people as they checked their inboxes first thing in the day, ready to shop.

But that wasn’t the only touchpoint. A follow-up reminder email went out later that evening, targeting those who had opened but not clicked, and those who hadn’t engaged yet. This strategy helped push hesitant buyers over the edge, driving even more conversions.

Measuring Success: Results from the Campaign

Alright, now for the fun part—the results. The "TEL | Black Friday Sale AM" email led to 375 orders with a total order value of $12,639.53. Not bad for one email, right?

Here’s the breakdown:

• 103,111 recipients
• 61,230 opens (37.9% open rate)
• 1,580 total clicks (1.08% click rate)
• 375 orders placed
• $12,639.53 in total order value

Compare this to the follow-up reminder email that went out later in the day, which generated 313 orders and an additional $10,230 in revenue. Together, these emails helped the client surpass their Black Friday sales goals.

What You Can Learn from This Campaign

So, what can you take away from this? Here are a few key learnings:

1. Subject lines matter. Get straight to the point, offer value, and stand out in a crowded inbox.

2. Segment smartly. Don’t waste your best offer on people who aren’t likely to buy. Focus on high-intent customers for maximum impact.

3. Timing is critical. Sending at the right time can mean the difference between being opened or being ignored. Test send times based on your audience’s habits.

4. Follow-up works. Don’t be afraid to send a reminder or a second offer to those who didn’t take action the first time.

The Long-Term Impact of Strategic Email Marketing

While the $12,639 generated from a single email was impressive, the real magic of email marketing is in its consistency. Done right, email marketing can drive repeat customers, boost long-term loyalty, and significantly increase revenue over time. Black Friday might be just one day, but the strategies we used can apply all year round.

Ready to give it a shot? Book a call to see how an email marketing strategy can work for your brand.