In the 4-week run-up to the sale, we used Meta and Google Ads to capture new subscribers. We increased the sign-up rate for email and SMS from 0.6% to 3.7%. And, when the early access email and SMS went out to the already warm database, the brand had a huge influx of orders. WVH already had automated email and SMS journeys in place for cart abandonment, browse abandonment and new subscribers. But by incorporating Black Friday messaging into the existing journeys, the team saw conversion rates of those journeys soar by an average of 23%. We created a tiered Black Friday offer, which meant the more the customer spent, the more they’d save. All of this was communicated to users through SMS, email and paid ads, and the average order value increased by 60% overall. Even though the sale had a set end date, we extended the discounts for one more day to capture any last orders. This final push paid off, as the revenue generated on the last day of the sale amounted to more than 10% of the total revenue from the entire Black Friday campaign.

WVH’s Black Friday sale was one of the brand’s most successful campaigns to date. It was even featured by SMS platform, Attentive, as one of their best practice success stories.