Case Study

Hitchley & Harrow

Doubling Black Friday email revenue for an Australian fashion brand

The Challenge

With total email revenue sitting at a benchmark of 13% from Black Friday 2019, Reload set an ambitious goal to increase this to 20% for 2020.

With COVID-19 creating uncertainty around expected traffic levels for Black Friday 2020, the Hitchley & Harrow team were conscious they would be relying on their existing fanbase for 2020 Black Friday sales. Understanding the key role email plays in their customer retention strategy, Hitchley & Harrow brought Reload onboard to make the most out of their Klaviyo automations and campaign strategies throughout Black Friday sales.

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The Process

Following a three pronged approach to build the database, nurture the database and convert the database, Reload’s email strategy combined automations and campaigns to reach new customers and of course convert existing ones.

Building the database: Beginning with an omnichannel strategy combining social ads and email, we created lead form ads in facebook that encouraged viewers to sign up to the Hitchley & Harrow email database in exchange for exclusive first access to the Black Friday sale. We also created a brand new sign up form on the website that communicated the exclusive VIP access for subscribers to capture any new website visitors who were not yet subscribers.

Nurturing the database: Anyone who signed up to the email database via the lead form ad or the website sign up form was then filtered into a Black Friday welcome flow automation which gave further insight into what the deals would be and how VIP subscribers could access the sale first.

Converting the database: Using campaigns in the lead up and throughout the week, Reload’s goal was to build hype, create excitement and add urgency to the sales in a personalised and segmented approach.

Watching sales & inventory closely, we monitored shopping behaviours of subscribers during the event and sent ad hoc campaigns based on best selling items to create excitement around the most popular Black Friday products.

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The Solution

To compliment the campaign strategy, we also set live acquisition automations such as a browse abandon flow to capture any Black Friday window shoppers. We also altered the abandoned cart email to ensure Black Friday messaging and promotions were consistent throughout the entire Black Friday customer journey.

The Results

115%

black friday email revenue increase Yoy.

39%

black friday total revenue came from email. 13% previous year.

139%

black friday return customer revenue increase YoY.

About Hitchley & Harrow

Inspiring style for Australian women with their unmistakable exclusive pieces paired with exceptional design, Australian fashion brand Hitchley & Harrow have created a loyal fanbase and a cult following for their seasonal country releases.

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