Bully Max
Email, SMS
Q4
Maximise Sales
Bully Max came to us with the request to stand out from other brands during BFCM. Previously they relied on sending more emails and sms and offering bigger and bigger discounts during this period to increase sales. We needed to come up with:
Our strategy included two stages: exclusive pre-sales campaign for signed-up customer followed by a general BFCM campaign.
Initial activation setup worked because Customers had to explicitly opt-in to a closed BFCM campaign, even if they had previously subscribed to other offers. A mystery gift was promised to early sign-ups. The pre-sale launched on November 14-16 to capture the bi-weekly payout schedule in the US segment.
Main Campaign ran from November 14 until 1 of December, targeting all subscribers, remarketing audiences, and general traffic with a "25% off bundles" offer (~30% total savings).
Early Access Campaign's performance defied all expectations - it generated ~$152K (52%) out of $300K total Black Friday email sales, frontloading the fullfilment and activating the audience early.
Main BFCM campaign deliver a little less than half of all the campaign-attributable revenue from the November 14 - December 1 Sale Emails (e.g., “25% off ends soon”) without compromising on prices, providing unreasonable discounts or spamming people.
Early access outperformed the main sale in both total revenue (+$4,922) and number of conversions (+173 orders). Those who signed up for early access were likely the most engaged, warm leads, improving ROI and conversion rates during the early period.
By launching an early access campaign two weeks before BFCM, we drove over 52% of total campaign revenue before peak traffic hit. This allowed the client to:
The early access sign-up period captured high-intent, high-converting leads. These subscribers are now a premium micro-segment ready to join VIP lists, convert again at higher AOV, engage with personalized content year-round. Our multi-channel reminder system (email, SMS, push) reinforced deadlines and limited-time offers.
We go Beyond the basics and one-hit wonder campaigns so Beyond welcome provided a sustainable long-term setup for Bully Max's email and sms marketing:
