How Strategic Email Touchpoints Boosted BFCM Sales and CLTV

Repeat Customer Revenue $

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About the Client and the Problem They Faced

The Wipertech brand aimed to achieve maximum customer engagement during Black Friday through strategic email marketing.

Challenge

The challenge was to exceed last year’s BFCM success without overwhelming subscribers.

Black Friday/ Cyber Monday Email Marketing Results for Alen

We drove more revenue from the email channel, while also mitigating negative engagements despite significant increase in deliveries, and particularly increased repeat customer revenue (+164% over the previous account management!), leading to more revenue during the sale and increased CLTV.

Increase in Repeat Customer Revenue

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Increase in New Customer Revenue

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Here’s What the Flowium Team Implemented

We expanded on previous years’ BFCM strategies with aggressive sending, leveraging subscriber behaviors & segmentation data to focus additional touchpoints to be both relevant to the recipient’s interests & personal customer journey.

Our strategists also used exclusivity-based & VIP offers to increase the value, both real and perceived, included in the additional messages. Specific strategies used include:

Customer-only early access presale (additional +5% discount).

Early Access Waitlist (campaigns, pop-up, and flow).

Targeted same-day reminder campaigns.

Exclusive post-purchase upsell offer.

Exclusive abandonment offers.

Strategy 1:

An immediate cross-sell and upsell strategy was implemented after customers made purchases during the Black Friday/ Cyber Monday sale.   

The approach subverted the assumption that customers who bought during the sale were done purchasing by sending straightforward messaging encouraging them to “double down” on their purchase. The campaign promoted complementary products related to the original purchase.

For recipients who didn’t convert after the first email, a follow-up was sent offering an exclusive additional discount on a bestselling product.

The gentle push, paired with an exclusive VIP-style discount, drove an additional $5,672.45 in revenue.

Strategy 2:

The standard abandoned cart flow strategy was adjusted to use a more aggressive sending cadence during the BFCM period and to emphasize the value of the current offer. The strategy also capitalized on subscriber intent by collecting SMS sign-ups and providing exclusive additional value to SMS subscribers.  

Follow-ups on abandoned cart events were sent almost immediately, with additional touchpoints delivered within the first 24 hours of the trigger event. The messaging reiterated the value of the BFCM offer and leveraged FOMO, urgency, and scarcity tactics to drive conversions.

By sending abandoned cart emails sooner during BFCM to cut through the noise, this Add to Cart flow achieved a 62.9% open rate and generated $36,065.27 in revenue.

Strategy 3:

To maximize conversions during BFCM, the abandoned checkout flow was refined to deliver messages more quickly and to emphasize the limited-time value of the offer. A discount for a bestselling or high-ticket product was added to further drive conversions.  

Follow-ups on abandoned checkouts were sent immediately, with multiple touchpoints delivered within the first 24 hours.

The Flowium team crafted messaging that reinforced the BFCM offer through FOMO and urgency. For product-specific discounts, we tailored emails to highlight each product’s features, exclusivity, and superior value.

As a result, the flow achieved an 11.6% click rate and earned $14,667.12 in revenue.

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What Our Clients are Saying

What Our Clients Say

Design-driven brands need design-driven results. See what these home decor and furniture industry leaders have to say about working with Flowium!

Andriy and his team are awesome. They created an email campaign for me and my online sales increased by 40% in a matter of a few months. Crazy.

He is professional, organized, and sent me thorough demo videos walking me through the process so I could have my assistant do updates. Would highly recommend him.

Flowium helped my company create the foundation of our automated emails and list segmentation which continue to perform and bring in extra revenue today. Their team was a pleasure to work with and I'd recommend them to anyone who wants to expand their email program. Flowium helped my company create the foundation of our automated emails and list segmentation which continue to perform and bring in extra revenue today. Their team was a pleasure to work with and I'd recommend them to anyone who wants to expand their email program.

Top notch Klaviyo Agency partner. The growth they bring to their clients is almost hard to believe - but after getting to know this team, it makes a whole lot of sense. They are true experts in the Email and SMS space. Couldn't recommend them enough!

Andriy and his team know exactly what to do and how to help small businesses in many industries. He is exceptionally organized and knows how to get right to the heart of solving problems and providing scalable solutions.

Flowium are one of the best marketing agencies I've yet to come across. They are incredibly organized, results orientated and always come back to you super quick to answer any questions you have about their work. They're a great team and always have a super positive, motivating attitude. Very pleased with what they've done for my brand - thanks Kyrah, Amanda & Jeffrey. You guys are awesome!

incredible team, highly skilled! Grateful to come across them!

Flowium team is an awesome email marketing agency that our team has been working with. They are very organized and professional by using the Mirro board. Amanda is very easy and efficient to communicate and work with. Overall they have made our workflow a lot more seamless, it's a great experience. We would highly recommend it.