When we started working with this eCommerce brand, they were already generating $1 million in monthly revenue with $0 coming from the backend, but they were losing out on a lot of potential revenue by not utilizing email marketing effectively. We performed a deep audit of their existing email strategy and quickly identified areas for improvement. From this, we built a clear roadmap of what needed to be done to optimize their email marketing efforts.

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We implemented a full end-to-end backend lifecycle amplification email strategy, which allowed the brand to significantly reinvest backend profits into the frontend, scaling their business profitably. One of the most successful initiatives was handling their Black Friday strategy. We executed our well-known product drop strategy, the "VIP Priority Access Drop," which was a huge success, generating $100K in just the first 20 hours.

In addition to the successful Black Friday campaign, we continually optimized their email flows and campaigns for better results, generating over $1 million from campaigns alone and another $1 million from automated flows. We also implemented multiple list growth strategies to ensure their audience expanded and remained highly engaged.

A lot of work went into perfecting the backend for Black Friday, which became a powerhouse event bringing in over 30% of the brand's total revenue. This was achieved by building up the backend month over month, ensuring a consistent and profitable email strategy that helped them scale in a sustainable way.

Since implementing the full email strategy, we've helped our brand partner experience impressive growth in key metrics. Here's a snapshot of their current performance:

These metrics highlight the success of the email strategy in maximizing the brand’s revenue potential and creating a strong, sustainable system for long-term growth.

Building and growing an email list is crucial for sustainable business growth, and we focused on several key strategies to expand the brand's audience. Here’s how we did it:

By using these strategies, we successfully grew a high-quality email list that was not just large, but highly engaged. This allowed us to nurture leads more effectively, convert them into customers, and continue to scale the brand’s email marketing efforts.

We set up 11 key email flows that consistently brought in revenue for the brand. Each flow was created to help turn visitors into customers, recover lost sales, and encourage repeat purchases. Here’s what we implemented and how we made it work:

These email flows helped make the brand more efficient and profitable by converting more visitors into customers and encouraging repeat business.

We ran a steady stream of campaigns leading up to Black Friday, starting with 1-2 campaigns per week and gradually increasing to daily emails as we got closer to the event. This gradual increase helped build momentum and keep our audience engaged without overwhelming them.

In the beginning, we started by sending 1-2 campaigns each week. As Black Friday approached, we ramped up the volume to a daily email schedule. This allowed us to stay top of mind with our audience and ensured we had enough time to test different strategies, offers, and content types.

One key thing we focused on was offering more than just discounts. Instead of only sending emails with sales or deals, we varied the content. Some emails were informational, while others focused on product education, customer stories, or special features of the brand. This kept our emails fresh and engaging, helping avoid the feeling of spamming. Variety in content also helped us test what resonated best with the audience and led to higher engagement overall.

Throughout the campaign, we kept a close eye on the metrics to see what was working and what wasn’t. We paid attention to open rates, click-through rates, conversions, and revenue generated from each campaign. This allowed us to quickly make changes when needed and optimize each campaign in real-time. For example, we adjusted subject lines, timing, and offers based on what the data was telling us.

We ran multiple successful campaigns throughout this period, which helped drive significant revenue. The key to success was testing and optimizing continuously. For instance, some campaigns saw a huge boost in performance after a small change in the offer or the messaging.

Here are a few of the standout campaigns that delivered great results:

These strategies were part of a larger plan to create a seamless, engaging experience for subscribers, which contributed to the overall success of the campaigns.

For Black Friday, we needed a strategy that would not only capture attention but also drive immediate sales. That’s when we decided to implement our VIP Priority Access Drop, a carefully planned email marketing campaign designed to build excitement, create urgency, and leverage FOMO (fear of missing out) to generate massive revenue. Here’s how we approached the entire campaign and why it was so successful.

Before diving into any campaigns, we needed to make sure the audience was ready. We took a strategic, step-by-step approach by gradually warming up the email segments. We started with the most engaged subscribers, those who had interacted with the brand in the past 30 days, and slowly widened the scope to include people who had engaged over the past 120 days. This allowed us to build momentum without overwhelming the less active subscribers.

The goal was to nurture these segments over time, ensuring they were primed and ready to respond when the actual VIP Priority Access Drop began. By focusing on the right segments, we were able to engage with people who were more likely to convert and increase the impact of the upcoming campaign.

As part of the lead-up to the VIP Priority Access Drop, we created several lead capture forms that would guide people straight into our email list. These forms were designed to capture the interest of potential customers and build anticipation even before the main event began. Whether they were entering their email to receive early access or to get an exclusive offer, every step was planned to ensure we could keep in touch and nurture these leads.

Throughout the entire campaign, we focused heavily on growing the email list by offering incentives like early access to sales, sneak peeks at products, and special discounts. This strategy ensured that our VIP audience kept growing, and we were consistently building an engaged list of subscribers ready for the upcoming offers.

As we got closer to the VIP Priority Access Drop, we slowly began increasing the volume of our email campaigns. Early on, we kept the messaging light and spread out, but as we approached Black Friday, we gradually increased the number of campaigns being sent. This buildup helped prevent subscriber fatigue and ensured that we weren’t bombarding our audience with too many emails too soon.

By gradually increasing the volume, we were able to maintain interest and excitement, ensuring subscribers remained engaged. Each email provided more information and raised the urgency as the drop date approached.

One of the key components of the VIP Priority Access Drop was creating a sense of scarcity and urgency. We knew that to drive people to act quickly, we had to build anticipation and make them feel like they’d be missing out if they didn’t act fast. To do this, we created a dedicated landing page that featured an exclusive access code and the message: "Our Biggest Offer Yet."

This page set the tone for what was to come, making the offer feel exclusive and special. The access code served as an added incentive, giving subscribers a reason to open emails and stay engaged with the campaign. We made sure to limit access to this offer, which helped drive the feeling of FOMO (fear of missing out) even more.

We carefully planned out the structure of the campaign, each email carefully timed and designed to maximize impact. Here’s an overview of the campaign structure we implemented:

The results from the VIP Priority Access Drop were outstanding. Within the first 20 hours of sending out the campaign on November 22, we generated $105K in sales across all the campaigns sent that day. This was the biggest one-day success we’ve seen for the brand, and it proved how effective the strategy was in driving immediate action.

What made this VIP Priority Access Drop so successful was the careful and strategic approach to building anticipation, segmenting the audience, and crafting each email with the purpose of maximizing urgency. We didn’t just rely on one email or offer; the entire campaign was designed to push people through a carefully planned journey of exclusive access, urgency, and FOMO.

It required a lot of work to get the flows, list growth, and email campaigns in place. We built up the anticipation month after month, slowly adding more to the campaign as we went along. The combination of strategic lead capture, scarcity tactics, and careful timing led to a huge boost in revenue.

The VIP Priority Access Drop was one of the best-performing campaigns for this brand. By focusing on exclusivity, urgency, and creating a sense of limited-time access, we generated massive results in a short amount of time. The approach was highly effective in driving FOMO and ensuring customers took action quickly, resulting in $100K in 20 hours and a very successful Black Friday launch.

This analysis provides a detailed breakdown of the email and pop-up campaigns executed over the last few weeks, highlighting key strategies, performance insights, and areas for continued growth. The focus was on engaging existing customers, creating urgency, and increasing sales through targeted messaging and A/B testing.

Over the last few weeks, a variety of campaigns were executed with the goal of driving consistent sales and engaging customers through discounts, product stories, and reminders.

Two types of pop-up strategies were tested to determine which approach worked best for engaging visitors and increasing conversions:

A/B testing was a key part of this campaign strategy, providing valuable insights into what resonates best with different customer segments. Key tests included:

In preparation for Black Friday, we increased email volume to 2-3 times the usual rate, sending targeted messages to encourage participation in the sales event.

By continuing to test, refine, and optimize these strategies, we can improve future campaign performance and maximize customer engagement, especially during key sales periods like Black Friday.

In our work with this brand, segmentation was one of the core strategies that ensured every email delivered maximum impact. By grouping customers based on behavior and purchase patterns, we crafted campaigns that felt highly personal and relevant. Here's exactly what we did:

We identified customers who had opened emails, clicked links, or visited the site within the last 30, 60, 90, or 120 days.

These were customers who hadn’t opened emails or visited the site in over 120 days.

We identified customers who had purchased from one collection but not another.

We didn’t stop at segments; we further personalized through conditional splits in flows.

Interested to work together?

Send an email to varun@runjmedia.com for more info

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