Boost BFCM without heavy discounts
Generated by Klaviyo AI
The article explains how Beekman 1802 used data-driven segmentation and personalized messaging to grow Black Friday–Cyber Monday revenue without relying on deep discounts. It outlines how tailoring content to different customer groups led to a 74% increase in email-driven revenue over the holiday weekend.
- Challenge and context: Beekman 1802 entered BFCM 2023 behind revenue goals in a crowded, discount-heavy skincare market.
- Data-driven segmentation: The team used Klaviyo to segment customers by factors like purchase history to refine their Black Friday offer and messaging.
- Personalized messaging: New subscribers received efficacy-focused emails, lapsed subscribers saw discount-led messages, and frequent shoppers got plain-text emails from the founders emphasizing brand and heritage.
- Outcome achieved: This targeted approach enabled Beekman 1802 to exceed their holiday goals and increase email revenue by 74% during the BFCM weekend.
- Replicable strategy: The case study suggests other businesses can similarly design custom segmentation strategies to grow revenue while discounting less.
Beekman 1802 is named after a historic farm in upstate New York, where co-founders Josh Kilmer-Purcell and Dr. Brent Ridge live with their goats. In 2008, they made their first goat’s milk soap right at the kitchen table.
Since then, the business has scaled dramatically, to sell not only soap but a variety of skin health products.
In 2023, Beekman 1802 was behind revenue goals, and competitor sales were launching left and right.
The team was worried. By the time their holiday sale launched, would consumers still have the disposable income and energy to invest in a discretionary good?
If they wanted to make artisanal soap and skincare products resonate in a crowded, discount-saturated market, they needed to tightly optimize their Black Friday offer and communications.
Discount less and still surpass your ambitious BFCM goals
Beekman 1802 used Klaviyo’s data and personalization capabilities to prepare for BFCM by segmenting customers on factors like purchase history. When BFCM 2023 arrived, Beekman 1802 was ready to execute an effective personalized messaging strategy.
They sent new subscribers messaging around efficacy, and lapsed subscribers discount-focused messaging. For their most frequent shoppers, they focused on brand and heritage with a plain-text email from their founders.
Ultimately, Beekman 1802 exceeded their goals for the holiday weekend—growing revenue from email 74%.
Get similar results
Your business can discount less and grow revenue, too. Here’s how:
- Read the full Beekman 1802 x Klaviyo case study
- Design a custom segmentation strategy for your business
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