This is part of a twelve-episode series, Beyond Black Friday, where we take a look at the marketing strategy behind three ecommerce brands who are doing things differently and are successful in keeping the momentum going through the holidays, some in non-conventional ways.
Making noise in a crowded space like jewelry can be a challenge. But if you talk to Chrissie Lam, founder of the Love Is Project, she’ll tell you that “I’m essentially a media company that happens to sell bracelets.”
Her brand of love bracelets asks people all over the world to share what love means to them. Part of that love is creating jobs for women artisans in developing nations like Kenya, Guatemala, and Bhutan.
Not only is the Love Is Project mission different from other accessories businesses, Lam is also doing things differently when it comes to her marketing strategy.
Building a Buzz
Instead of relying on paid acquisition tactics, the Love Is Project pairs email marketing with PR moments, like an appearance on Good Morning America’s Steals & Deals segment.
A lot of this comes down to the impact of timing. The business hopes to generate momentum by going on the show a few weeks before Black Friday, Cyber Monday. Then they will use email to stay at the top of customer’s minds throughout the holiday shopping season.
In years past, Valentines Day has been the Love Is Project’s biggest holiday for revenue – sales have doubled year over year – but this PR moment might make Christmas 2018 an exception.
How They’ve Built Their Email Sending Strategy
When it comes to email, the Love Is Project is all-in on marketing automation and segmentation.
Working with Ryan Turner of The Email Funnels Agency, they have invested in building out many robust flows, including:
- Welcome Series (recently revamped for the holidays)
- Abandoned Cart
- Back-in-Stock Reminders
As for segmentation, the Love Is Project has diligently built out segments around 90/120 day engagement, wholesale customers, VIPs, and holiday purchases.
Creating an Effective Post-Purchase Flow
A part of the motivation for many Love Is Project customers is seeing where their money goes. With this in mind, the post-purchase flow highlights the impact a purchase has on local communities.
After showing customers how they have helped a community of artisans, the flow moves into promotion of other best-selling projects and then offers a refer-a-friend program to help spread the love (and fabulous bracelets).
While this cadence has been quite successful, the next focus is on building out cross-sell and up-sell promotions to get even more targeted with their messaging.
How You Can Level Up Right Now
If you’re looking for ways you can level up, right now for the holidays, and check out the Holiday Marketing Crash Course from the Klaviyo Academy.Back to Blog Home