CASE STUDY: Does Black Friday HAVE to Be the Highest Grossing Sale of the Year?
May 17, 2019
Black Friday is a time when everyone expects to make the big bucks. And for most, that’s true. And just to be clear, Onnit’s Black Friday / Cyber Monday game was stronger than ever in 2018. But for Onnit, it’s only one of their major yearly sales.
Every year, Onnit holds a Semi-Annual Sale. This year’s goal?
Beat. Black. Friday.
And guess what? Mission accomplished.
Fun fact: Email marketing was responsible for 35 - 40% of daily and overall sales.
Want to hear something even crazier?
We sent 29% less emails than during Black Friday. And yes, we know what you’re thinking… there’s less competition during the Semi-Annual Sale and we’ll give you that. But tell me this, if you could have a second sale that’s as big as Black Friday, would you?
…. we rest our case.
How did we do it?
Targeted product-specific & interest-based email segments
Utilizing HubSpot’s Smart Content features
29% decrease in total email sends
5.6% increase in CTOR
Beat Black Friday KPIs
Targeted Email Sends
Blanket emails sends all the time, every time is a pre-school method. HubSpot’s Smart Content capabilities allow us to dynamically show the right message to the right person. Additionally, hyper-targeted sends are proven to increase CTOR.