Solawave: Black Friday 2022
Leading a month-long Black Friday sales event for a skincare tech company
November 2022 marked Solawave’s second anniversary. This young brand was going through a period of rapid expansion and what initially started as two distinct sales events quickly transformed into a month-long push for conversions.
My Role
I sat down with Solawave’s CEO to plan out the content for this campaign and ensure that we were set up to achieve his goals. From his insights, I learned that product education was an absolute essential, so we decided to lean heavily into EDU content but lead with the sale info.
On the segmentation front, I divided the campaign audience into engaged non-purchasers (our most important portion), legacy purchasers who might be tempted into ordering a second product, and a reactivation segment of less-engaged non-purchasers.
In addition to the month-long campaign, I also led updates to Solawave’s existing Welcome and Abandon flows to include new messaging and easily-removable sales blocks that we could ditch without rebuilding the emails once the sale was done.
The Outcome
While the audience certainly struggled with some discount fatigue by the end of the sale period, the early launch combined with aggressive lead generation efforts that funneled a higher-than-usual number of visitors into the Welcome and Abandon flows helped make this sale an overall success.
Campaign Performance Highlights
All Campaigns
55.97%
OPEN RATE
0.69%
CLICK THROUGH RATE
0.17%
CONVERSION RATE
Welcome Flow
59.85%
OPEN RATE
3.46%
CLICK THROUGH RATE
0.90%
CONVERSION RATE
View the campaign
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