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The client faced two primary challenges heading into BFCM:

1. List growth and hygiene constraints: The brand did not want to deploy a traditional pop-up and was hesitant to remove subscribers from their list, limiting common methods for improving list quality and growth.
   
2. Maximizing BFCM performance without over-messaging: The team needed to drive strong promotional results during a high-volume period while preserving subscriber trust, engagement, and long-term list health.
   

Balancing aggressive revenue goals with a careful, brand-aligned communication strategy was critical.

• 168% year-over-year revenue growth during the BFCM period
  
• Email and SMS contributed 42.74% of total attributed revenue during BFCM
  
• Revenue per recipient during the period reached $0.65, signaling strong list quality and message alignment

We implemented a deliberate, phased messaging strategy designed to maximize urgency without overwhelming subscribers.

Strategic Campaign Cadence

• Launch & Close: Short, direct, sale-focused messaging to clearly communicate the promotion and create urgency.
  
• Mid-Sale Period: Educational and value-driven emails aligned with what historically resonated most with the audience.
  
• Founder-Led Messaging: A high-performing plain-text email from Dr. Whitney Bowe added a personal, trust-building touch while reinforcing urgency as the sale approached its end.

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Segmentation & Performance

• Founder emails were segmented between purchasers and non-purchasers, allowing for more direct and relevant messaging.
  
• While the brand’s average campaign conversion rate typically sits around 0.75%, these segmented sends delivered:
  
  • 1.94% conversion rate (non-purchasers)
    
  • 1.39% conversion rate (purchasers)
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List Quality Improvements

Over the course of the year, we focused heavily on improving list health:

• Removed nearly 30% of unengaged subscribers, significantly improving overall engagement and deliverability.
  
• Successfully launched a pop-up after aligning on strategy, resulting in 800–900 new subscribers per week and materially improving list growth without sacrificing quality.
  

This combination of disciplined list hygiene and strategic acquisition played a key role in the brand’s BFCM performance.