How Beyond Yoga segmented their way through the holiday season with a 274% increase in campaign revenue
Whether you love running, flowing through a Vinyasa class, or binge watching your favorite TV show, Beyond Yoga’s buttery-soft apparel and activewear collections have something for everyone.
But it’s not just Beyond Yoga’s famous Spacedye fabric that captivates comfort-craved consumers—their digital marketing strategy also makes the brand hard to resist.
Cyber Weekend is when Beyond Yoga really shines, according to VP of marketing, Ashley Hart. Between Black Friday and Cyber Monday, Beyond Yoga offers a 30% off sitewide discount to shoppers—a rarity that customers welcome since the brand doesn’t typically hold sales throughout the year.
And if that’s not enough to convince shoppers, Ashley designed a few marketing tactics to increase Cyber Weekend sales—as evidenced by Beyond Yoga’s 105% increase in email attributed revenue from October to November 2020.
How Beyond Yoga delivered daily drops
Ask any Beyond Yoga addict and they’ll tell you how much they look forward to the brand’s monthly product launches. But for Cyber Weekend 2020, the Beyond Yoga team decided to switch it up—holding off the launch of their November collection until Black Friday, when they promoted drops with a different product every day.
Their fiercely loyal customer base went crazy for these drops, which were the catalyst of a 274% increase in Beyond Yoga’s campaign revenue from October to November 2020.
But this clever tactic wasn’t the only reason Beyond Yoga saw such impressive results. It was the personalization of each communication that was at the core of this incredibly successful Cyber Weekend strategy.
How does Ashley speak to thousands of Beyond Yoga customers on a one-to-one basis? Her secret is segmentation.
Ashley wanted to talk directly to customers who shopped Beyond Yoga’s maternity collection and used language that resonated with them. For those customers who bought from the lounge or activewear collections, Ashley tailored the campaign’s messaging specifically to those interests.
Ashley also added that segmentation allows her to introduce new products and collections to Beyond Yoga’s customer base as well.
Ashley emphasized that Klaviyo was instrumental in allowing her to execute her Cyber Weekend vision and contributed to 25% of Beyond Yoga’s total online revenue in November 2020.
Foresight is 20/20
The ability to measure performance is key to Ashley and her team at Beyond Yoga, who always try to think a few steps ahead of every holiday and campaign.
Ashley added that Klaviyo also allows her to think critically about customer retention.
These new customers enter a welcome series that further educates them on Beyond Yoga’s brand, as well as their best-selling products and fabrics—but Ashley also has a winback in place in case those shoppers drop off.
Shaking up Beyond Yoga’s Black Friday strategy for 2021
This year, Ashley is switching things up and launching the new Beyond Yoga collection onsite prior to Cyber Weekend. Instead of daily drops starting on Black Friday, they’re going to launch everything in the first half of the month.
Ashley knows that Cyber Weekend and segmentation go together like Beyond Yoga’s ultra-soft leggings and tanks, which means this strategy is sure to win over shoppers well through the holiday season and into 2022.