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As Black Friday / Cyber Monday approached, Dr. Bowe’s brand faced two core obstacles:

1. Limited List Growth & Hygiene Options
Without traditional pop-ups and rigorous list cleaning, the brand struggled to grow and maintain a high-quality audience - a key driver of revenue and deliverability.

2. Drive Sales Without Fatiguing Subscribers
The brand needed strong promotional results during one of the year’s most competitive sales periods - yet didn’t want to overwhelm subscribers or erode long-term engagement.

Balanced, strategic messaging was non-negotiable: aggressive goals required an approach that maintained trust with existing audiences while maximizing new revenue.

BFCM Performance That Outpaced Expectations

• 168% YoY revenue growth during BFCM - turning this peak shopping window into the brand’s biggest revenue generator of the year.
  
  
• Email & SMS accounted for 42.74% of attributed revenue - proving the power of a coordinated lifecycle channel strategy.
  
  
• $0.65 revenue per recipient - a strong indicator of message relevance and audience quality.
  
  

Conversion performance highlights:

• 1.94% conversion rate from non-purchasers
  
  
• 1.39% conversion rate from purchasers

Both significantly outpaced the brand’s typical campaign benchmarks. 

We developed a precision-led email and SMS strategy built around three pillars:

Intelligent Campaign Cadence

Rather than blasting generic messaging, we structured sequences to align with subscriber behavior:

• Launch + Close: Clear, sale-forward storytelling that created urgency without overload
  
  
• Mid-Sale Value: Emails that reinforced product benefits, education, and emotional resonance
  
  
• Founder-Led Messaging: Plain-text emails from Dr. Whitney Bowe herself - adding authenticity and building trust in the final stretch.
  
  

Sophisticated Segmentation

We segmented founder messaging between purchasers and non-purchasers, creating tailored campaigns that spoke directly to each group. This personalization drove significantly stronger outcomes than the brand’s typical sends.

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List Health Optimization

Rather than retain under-engaged subscribers, we improved list quality with disciplined hygiene - removing ~30% of inactive contacts - and introduced a brand-aligned pop-up that consistently delivered ~800–900 new subscribers per week.