$13,395 from 1,772 Email Subscribers Before Black Friday Started

This Case | TL;DR

Black Friday can be a very competitive time for e-commerce brands. You are fighting for attention trying to convince potential new customers to spend their money on your products.

An easy way to overcome this is to get ahead of your competitors.

We help Botany Farms generate an extra $13,395 from 1,772 new email subscribers with no extra spend on the marketing budget, proving you don’t need a big email list to generate revenue.

Here is how we did it.
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About The Client

Botany Farms is an e-commerce company that grows and sells pesticide-free, fungicide-free, and heavy metals-free cannabis and CBD products for those who want to enjoy the benefits of marijuana while remaining clear-headed and present.

The Challenge

We knew that the weeks leading up to Black Friday would be the perfect opportunity to capture as many new email subscribers as possible.

However, the problem was how do we convince those new subscribers to spend their money on our client's website before Black Friday's sales began.

Poor email revenue generation is the result of a few key factors:

• Poor offer
• No customer value
• Confusing copywriting
• Limited brand recognition
• Lack of subscriber enthusiasm

Despite the misconception that an e-commerce brand needs tens of thousands of email subscribers to generate revenue, we knew that with the correct strategy we’d be able to increase our client's email subscriber count and have an impressive Pre Black Friday start.

The Solution

The primary goal was to generate as much revenue as possible before the official start of 2022’s Black Friday and use the event to capture as many new email subscribers as possible.

We achieved this using the tried and tested classic marketing funnel.

Step  1

LEAD FORM

• Months before the start of Black Friday we began testing lead capture forms with different messaging and incentives to see which converted the best
• A few weeks before Black Friday started we created and launched a lead capture form using the best-performing A/B test. This form invited website visitors to become part of an exclusive group that would gain access to a secret sale before Black Friday officially began
• This secret sale contained best-selling products that often went out of stock during big sales

Step  2

HYPE

• In the weeks leading up to this secret sale, new subscribers were sent emails introducing the brand mission, product USPs, best sellers, and hints as to what they could look forward to from our secret sale
• This content was aimed at validating the upcoming offer, proving the value of the brands' products, generating excitement, and establishing brand familiarity with readers

Why this is important? Without generating this excitement, subscribers would not have converted into customers at the rates they did. People's inboxes get full and if you’re not strategically engaging with them, they will forget about you.

Step 3

CAMPAIGNS

• Prior to the start of the secret sale, we notified these new subscribers of the date and time they can expect to receive the sales email with a link to create an event in their calendar

Why is this important? By getting email subscribers to click a link and add a private event, that you’ve created, to their calendar, you’re able to send them a direct message at the start of the sale via the smartphones notifications. This is 100x more powerful than an email.

• Four days before the official start of Black Friday, we sent subscribers their Pre Black Friday offer that they had signed up to receive weeks prior
• A 2nd reminder campaign was sent 12 hours later to those that did not convert from the first campaign
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The Results

• In less than 24 hours $13,395 was generated from two email campaigns to only 1,772 subscribers
• 130 new customers were created
• $100+ AOV
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Transformed

By planning ahead we were able to use excitement and mystery to generate new leads and capture revenue that might have gone to competitors.

You can replicate this success by offering email leads something that motivates them beyond financial discounts. Fear of missing out is a powerful primal motivator when used correctly.