As Gurus, we are all about teaching you how to maximize your business growth and optimize your sales. It’s our whole thing! We put our heads together to assess the key components that contributed to one of our client’s BFCM successes and created a case study that you can use to finesse your business strategy this year.
Find out how one client scored $525,000 with Growth Gurus last BFCM
November is just around the corner, which means that the biggest time in the business calendar is almost upon us. For many businesses, Black Friday and Cyber Monday contribute a larger chunk of annual sales than any other days in the year, so being on top of your marketing game this BFCM is crucial.
In 2020, Cyber Monday saw businesses make a total US$10.8 billion (making it the most profitable day in US history) followed closely by Black Friday, with a very respectable US$9 billion in revenue.
Last year, the fabulous team at ZALA also took home a considerable slice of these profits with a BFCM strategy implemented by our Gurus. Despite the barriers thrown up by a global pandemic, this industry-leading hair extension business brought home AU$525 000 in profits across Black Friday and Cyber Monday.
That’s pretty impressive!
As Gurus, we are all about teaching you how to maximize your business growth and optimize your sales. It’s our whole thing! We put our heads together to assess the key components that contributed to ZALA’s BFCM success, and created a case study that you can use to finesse your business strategy this year.
Here’s the formula:
ZALA started dropping hints to customers using pop-up across their website. The pop-ups were designed to encourage people to give their details in exchange for reminders, special offers and exclusive details when it came to their Black Friday sales.
If pop ups were minimized, customers were still able to access offers through an announcement banner at the bottom of the screen.
The aim here was to keep ZALA’s Black Friday Sale at the forefront of consumers’ minds.
As Black Friday drew to a close, that’s when ZALA came out blazing with their Cyber Monday pop ups and banners, and achieved the same goals – grow email lists and encourage customers to pay attention to the next sale.
With iOS15 privacy protections coming into play, aim to use this same strategy to capture customer’s mobile numbers. Getting your customers information before BFCM officially arrives will be super important to your campaign success this year – so start collecting now!
Carefully crafted emails using highly personal segmentation to drive them was key to ZALA’s strategy. In the prior year, 48% of Black Friday revenue came from existing customers, so we started developing strategies to appeal to ZALA’s current customer base. ZALA deployed a series of highly personalized emails that built a sense of exclusivity with existing customers, while also using a separate set of emails to build trust with their new leads.
This BFCM, don’t forget the importance of segmenting your database and creating specific campaigns tailored to them for max results!
Not sure how to do this, luckily, it’s our specialty.
Our case study dives into how we were able to tailor ZALA’s approach to customers, developing a sense of excitement, exclusivity or urgency across pop ups, emails and banners – ultimately leading to their BFCM success.
Want to see the exact email flows we used to maximize revenue over BFCM and the lead up? Check out our case study here: