We were approached by a client in the fast-growing e-commerce industry, specializing in online cosmetics sales. Its offerings ranged from skin care to makeup products, with an emphasis on natural and high-quality ingredients that set the brand apart from the competition. The client had been successfully building its market position for several years, but realized that Black Friday was a unique opportunity to reach new audiences, increase its brand recognition and maximize sales.

The goal of the campaign was not only to generate rapid revenue growth in a short period of time, but also to attract loyal customers who would return to the store in the future. The client wanted to take full advantage of the potential of this hot shopping period, when consumers are particularly susceptible to promotions and limited-time offers. It is worth noting, however, that the challenge was time pressure - the approaching Black Friday required rapid preparation of marketing activities and precise targeting of audiences to make the campaign as effective as possible.

Together with the client, we decided to act quickly and effectively, developing a strategy that, on the one hand, responded to the needs of the audience and, on the other, maximized sales results during the most shopping-intensive period of the year.

Strategy - determining the profile of the ideal customer

At the beginning of our cooperation with the client, we conducted a detailed analysis of the market and previous sales activities in order to precisely define the ideal customer profile (ICP). This type of analysis was crucial, as it allowed us to focus on the most promising audiences and minimize the risk of ineffective targeting.

Together with the client, we identified the key characteristics and behaviors that define their target audience:

• Demographics: The main group of recipients turned out to be women aged 20-45 years, living primarily in medium and large-sized cities. This is a group characterized by high online activity, both in terms of shopping and consuming beauty-related content. Women of this age are often looking for effective, modern yet affordable beauty products to meet their skincare and makeup needs.
• Interests: The recipients were characterized by awareness of beauty trends, and their main interests included skin care, makeup products and natural beauty products. They were particularly attracted to brands that emphasized an ecological philosophy, transparent ingredients and values related to health and environmental concerns.
• Purchasing behavior: Behavioral analysis has shown that the target group is uniquely active in online shopping. Customers often take advantage of promotions, look for bargains and react quickly to discount messages, especially during periods such as Black Friday. Additionally, they are sensitive to limited-time offers and out-of-stock messages (the so-called FOMO effect).
• Channels of communication: It was crucial to tailor communication channels to the preferences of the audience. Research has shown that women in this group expect to quick and convenient contact. The greatest potential in communicating with them was in SMS campaigns, which have a high open rate, and e-mail marketing, which allows for a more elaborate presentation of an offer with visually appealing graphics and detailed descriptions.

By defining the audience profile in such detail, we were able to create a personalized and effective marketing strategy. Segmenting the group allowed us not only to better understand the needs of customers, but also to deliver offers to them in an accessible and attractive way, maximizing the chances of conversion.

Implementation of activities 

Based on the developed profile of the ideal customer, we created a precisely planned, two-pronged marketing campaign that combined SMS Marketing and E-mail Marketing. It was crucial to combine speed with message appeal to maximize the potential of Black Friday.

SMS Marketing

SMS was one of the pillars of the campaign because of its effectiveness and the immediacy of reaching the recipient.

• Short, engaging content: We created content based on the principle of "short and to the point," with a clear call to action (CTA) and a link leading directly to the Black Friday offer. We focused on creating messages that built a sense of urgency and exclusivity, such as. "Black Friday today only! -40% on bestselling cosmetics. Check it out now!".
• Optimize shipping times: Matching shipping times to the best conversion moments proved crucial. Analysis of purchase behavior showed that the highest activity of recipients occurs at the mornings (7:00-9:00) and evenings (19:00-21:00)**. This ensured that our messages reached customers at the time when they are most likely to reach for the phone and make purchases.
• Personalization: SMS were targeted to a precisely selected group of recipients, increasing their effectiveness and reducing the risk of spam.

E-mail Marketing

E-mail marketing allowed us to deliver more elaborate messages and present our offerings in a visually appealing and informative way.

• Newsletter design: We created professionally designed newsletters that stood out from other offers. We used aesthetically pleasing graphics, clear CTAs and thoughtful content layout. We brought the most attractive promotions to the forefront, highlighting the most popular products in the Black Friday offer.
• Segmentation of the base: Careful segmentation of the mailing base made it possible to tailor messages to different audiences.
• New customers They received offers that attracted their attention, such as. "Your first bargain! -40% on everything on Black Friday only!".
• Regular customers were rewarded with special loyalty promotions, which further encouraged them to buy again.
• Email sequence: We planned a consistent and dynamic email sequence:
• Teaser Before Black Friday: an introductory email that built suspense and informed of upcoming promotions ("Get ready for the biggest discounts of the year! We start already on Friday!").
• Main offer: On the day of Black Friday, we sent out a major newsletter with a full overview of the promotions, highlighting the best bargains and the limited duration of the action.
• Reminder: At the end of the campaign day, we sent a reminder about the upcoming end of the offer to motivate the undecided to take action ("This is the last chance! Black Friday ends in 3 hours!").

Synergy of activities

Thanks to the combination of fast, instant SMS z more extensive e-mail campaigns We were able to reach different customer segments at different stages of the purchase path. SMS built a sense of urgency, while emails allowed for a deeper presentation of the offer and built engagement.

This synergy of activities maximized the effectiveness of the campaign, reaching customers at the most appropriate times and providing them with personalized, engaging content.

Campaign results

Our efforts have yielded impressive effects, which not only met but exceeded the client's expectations. Thanks to a precisely developed strategy and an effective combination of SMS marketing and e-mail marketing, specific, measurable results were achieved:

• Number of clicks: The campaign generated 45,000 clicks, which testifies to the high level of interest in the offer and the effectiveness of our messages. Optimization of sending hours and personalization of content allowed us to attract the attention of the target audience and direct them to the store's website.
• Conversion rate (CR): We have reached conversion rate of 1.71%, which is a very good result, especially in such a competitive time as Black Friday. This means that nearly 2 out of 100 users who clicked on our links decided to make a purchase. The effectiveness of the campaign was due not only to attractive offers, but also to a well-thought-out purchase path and clear calls to action (CTAs).
• Number of sales: As a result of the campaign, we were able to generate 769 orders. Each order is the result of a well-tailored offer and the right timing to reach the customer. It is worth noting that the campaign not only attracted new customers, but also activated existing ones, who decided to use the store's offer again.
• ROI (Return on Investment): ROI has reached 211%, which means that every zloty invested in the campaign generated 2.11 PLN profit. Such a result testifies to the extremely high efficiency of operations and excellent return on investment, which fully justified the decisions made by the client to work with us.

Summary of results

The activities carried out not only yielded tangible results in the form of increased sales, but also allowed the client to realize the full potential of Black Friday. The achieved indicators confirm that combining fast, effective SMS communication with more detailed and engaging email marketing was the key to success. The campaign not only attracted the attention of customers, but also built the foundation for long-term relationships with new recipients who may become loyal customers in the future.

By working closely with the client, understanding their needs and precise targeting, our marketing strategy has yielded results that have significantly increased sales and a positive brand image in such a competitive time.