When it comes to maximising BFCM revenue, crafting a tailored strategy that blends urgency, exclusivity, and consistent communication is key. For Spacegoods, this meant leveraging VIP early access, a well-structured sale period, and highly personalised retargeting efforts. By putting email and SMS at the core of their approach, the brand not only capitalised on existing customer demand but also created meaningful touchpoints that drove new subscriptions and significant revenue spikes.

Here’s a breakdown of the strategy that led to a record-breaking performance…

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VIP Early Access

We kicked off the BFCM sale with an exclusive VIP Bundle, only available to customers who signed up for the VIP early access list. By creating a sense of urgency with a four-day availability window, we ensured high-intent purchases.

This strategy significantly contributed to the 153% YoY increase in email & SMS revenue during the BFCM 24-hour period, as the VIP launch outperformed the general sale on the following Monday.

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Sale Period

Spacegoods extended their sale period this year, running Black Friday communications from the Monday before Black Friday instead of starting on Friday itself.

We sent at least two emails daily, targeting the entire list while leveraging segmentation and personalisation. This staggered approach drove multiple revenue spikes throughout the sale period, contributing to the 139% YoY growth in November email & SMS revenue.

Key spikes were observed on the initial launch day, payday Friday, and the urgency-driven Sunday and Monday, where messages like "last chance" created additional momentum.

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Retargeting

To capture customers who had shown interest but hadn’t yet purchased, we retargeted email opens and clicks with personal text-only emails from the founder.

These messages added a direct, personal touch while aggressively promoting the sale. This retargeting effort played a critical role in generating over 40% of total BFCM revenue through email and SMS and securing 45% of new subscriptions created during this period.

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Integrating strategic use of email and SMS during BFCM proved to be a game-changer, driving exceptional growth and engagement.

The results speak for themselves:

• A 139% YoY increase in email and SMS revenue for November.
• A staggering 153% YoY increase in email and SMS revenue for the BFCM 24-hour period.
• Over 40% of total BFCM revenue attributed to email and SMS campaigns.
• 45% of new subscriptions created during the period were thanks to email and SMS efforts.

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