How POPFLEX drove more than $11,000 in revenue ahead of Black Friday from a single campaign
POPFLEX is a women’s apparel brand that blends functional activewear with feminine design. Specialty product launches are the main driver of sales throughout the year, with limited promotional events.
POPFLEX’s merchandise rarely goes on sale. So, every year during Cyber Weekend, customers look forward to purchasing their favorite items at a discount. But Sam Livits, COO at POPFLEX, and Brittney Brandt, visual content lead at POPFLEX, saw a chance to build excitement even earlier during the month of November. They engaged POPFLEX’s predominantly female and community-oriented subscribers by creating a simple, thoughtful newsletter.
A heart-felt message from the founder
Like many brands, POPFLEX planned to increase the number of marketing messages they sent to their customers over Cyber Weekend—but they wanted to be considerate of their audience.
The newsletter was written personally by POPFLEX’s CEO, Cassey Ho. She made sure to tell subscribers that they should expect an increase in brand messages over the holidays. Ho also included a snapshot of herself, taken in her home kitchen, holding a tray of freshly-baked cookies to help humanize the message.
Ho also wrote the gift guide that was included in the newsletter, so that subscribers could shop her favorite items. But what made this particular gift guide feel like a genuine recommendation—not just a marketing ploy—was the fact that Ho included some products on her list that were not from POPFLEX.
Set up for success
Livits and Brandt found that the newsletter written by Ho accomplished their 2 main goals: There was an early uptick in sales and it prepared their subscribers for the upcoming Cyber Weekend promotions.
For the first sales drop in late November, Livits and Brandt contacted their segment of highly-engaged customers.
After that first send, Livits and Brandt continued to send a promotional campaign every day until December 1—but each email went to a different audience.
Something old and something new
Livits and Brandt emphasized that just because something worked well one year, that doesn’t mean you should do things exactly the same the next year. There’s always room to learn and grow. While they’re still planning on sending out another newsletter from Ho ahead of the Cyber Weekend sale, they’re sweetening the deal.
Livits and Brandt may make Cyber Weekend promotions look easy, but that’s far from reality. They’ve invested time and resources into making sure their holiday season is hit—for both POPFLEX and its customers.