2021 Black Friday Lessons (From our most profitable and highest revenue day we’ve ever had)
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SMS…. As I’ve said ALL year… SMS is the most important revenue channel to your business, and it will be for the next 5 years. Our campaign on Black Friday gave us a 20X Return. However, due to carrier capacity it only allowed us to send about 10k messages per hour which would have been a huge issue if our list was any bigger.
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Facebook Ads - We were able to hit a 3X ROAS on Black Friday this year with our FB ads. Separating our campaigns into targeting Top of Funnel, Middle of Funnel, and Bottom of Funnel audiences allowed us to tailor our sales messaging to work effectively depending on how familiar they are with our brand. HOWEVER, our HIGHEST PERFORMING CAMPAIGN actually came from our UGC content running it through Ambassadors profiles.
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Google Ads - Google ads hit an 11X ROAS for us, the majority of the revenue coming from search. This is why brand awareness, recognition, and knowing what products people are searching for is so crucial.
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Pinterest Ads - Pinterest hit a 3.95X ROAS for us. We’ve learned the longer your ads are up, the better they perform. The majority of revenue was driven from creatives we launched last year and earlier this year.
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Email - It’s hard to hit the inbox and stand out during Black Friday. However, the returns were there as expected.
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Offer - All year we’ve tested different offers to our audience and to cold traffic to figure out what converts best. We stacked together some of our best offers for Black Friday and had a great reaction to us.
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Return Customer Rate - We had the highest return customer rate of any single day at a 46%. This came from serving our customers in the best way possible all year long, that brought them back to us to shop.
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Every piece and channel of this business could get a novel written on it, but these are some of the key takeaways I wanted to share with you guys.
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DAY 88 #povchallenge
.
SMS…. As I’ve said ALL year… SMS is the most important revenue channel to your business, and it will be for the next 5 years. Our campaign on Black Friday gave us a 20X Return. However, due to carrier capacity it only allowed us to send about 10k messages per hour which would have been a huge issue if our list was any bigger.
.
Facebook Ads - We were able to hit a 3X ROAS on Black Friday this year with our FB ads. Separating our campaigns into targeting Top of Funnel, Middle of Funnel, and Bottom of Funnel audiences allowed us to tailor our sales messaging to work effectively depending on how familiar they are with our brand. HOWEVER, our HIGHEST PERFORMING CAMPAIGN actually came from our UGC content running it through Ambassadors profiles.
.
Google Ads - Google ads hit an 11X ROAS for us, the majority of the revenue coming from search. This is why brand awareness, recognition, and knowing what products people are searching for is so crucial.
.
Pinterest Ads - Pinterest hit a 3.95X ROAS for us. We’ve learned the longer your ads are up, the better they perform. The majority of revenue was driven from creatives we launched last year and earlier this year.
.
Email - It’s hard to hit the inbox and stand out during Black Friday. However, the returns were there as expected.
.
Offer - All year we’ve tested different offers to our audience and to cold traffic to figure out what converts best. We stacked together some of our best offers for Black Friday and had a great reaction to us.
.
Return Customer Rate - We had the highest return customer rate of any single day at a 46%. This came from serving our customers in the best way possible all year long, that brought them back to us to shop.
.
Every piece and channel of this business could get a novel written on it, but these are some of the key takeaways I wanted to share with you guys.
.
DAY 88 #povchallenge