Black Friday and Cyber Monday (BFCM) present a golden opportunity for digital businesses to amplify their sales. However, it also poses significant challenges in standing out amidst a competitive marketplace. Little Sleepies, a burgeoning brand in the children’s sleepwear sector, executed a comprehensive digital marketing strategy that propelled their revenue to new heights during BFCM. This case study unearths the steps they took to triumph where many struggle.
Founded by Maradith Frankel, Little Sleepies emerged from a personal need for hypoallergenic, comfortable sleepwear for children. The company's unique offering is the Lunaluxe™ fabric—a proprietary blend that is soft, breathable, and suitable for year-round wear. This distinctiveness laid a strong foundation, but success during the crowded BFCM sales required more than just quality products; it needed strategic marketing prowess. See more on Little Sleepies' growth.
Little Sleepies aimed for a significant increase in sales during BFCM 2022, but faced a complex market environment. With a schedule packed with new releases, they had to start their discount offers later than competitors. They also wanted to avoid spamming their audience with frequent, impersonal email blasts, a strategy that often backfires.
Digital marketing had to play a pivotal role in Little Sleepies' approach. They used Klaviyo, an email marketing platform, to structure and personalize their communication strategy. Here’s how they did it:
Prior to BFCM, Little Sleepies invested in growing their email list through website pop-ups and organic social media promotions, enticing potential customers with the promise of early sale access. This strategy not only built anticipation but also expanded their reach to a broader, engaged audience.
Once the sale commenced, Little Sleepies leaned heavily on automation and segmentation capabilities offered by Klaviyo to optimize their email outreaches. By targeting only the most active customers, they managed not to overwhelm or alienate potential buyers, while maintaining high engagement and conversion rates. "We were re-forecasting every single day," said Lindsay McClelland, VP of Marketing, underscoring the impact this targeted approach had on revenues. Read more.
To heighten urgency, Little Sleepies employed "double-send bookends" on the first and last day of their sale—a method that involved two separate email campaigns within one day to maximize reach without being intrusive. They also significantly sped up their abandoned cart and browse flows’ automation, ensuring potential customers received timely reminders.
Consistency was key during the eight-day sale. Little Sleepies developed specific campaigns each day, carefully targeting segments based on prior engagement, and used personalized messages and countdown timers to enhance urgency and relevance. According to Christine Taylor, their retention marketing manager, this strategy was crucial to striking [the right balance](how-to-build-and-segment-your-ecommerce-email-list-for-maximum-engagement) between high frequency and value-driven communication.
Personalization is critical in today's marketing environment, and Little Sleepies smartly integrated AI and SMS into their strategy using Attentive AI. This enabled the brand to fine-tune their audience segments and message personalizations effectively. AI-driven techniques allowed them to deliver unique messages tailored to individual customer behaviors and preferences, increasing the relevance and impact of their campaigns. Discover AI's impact on marketing.
The strategies implemented led to impressive outcomes for Little Sleepies. They experienced a 138.2% year-over-year increase in revenue generated from emails during BFCM 2022. Forward-looking marketing practices, coupled with robust use of technology and timely customer engagement, enabled them to play above other competitors during one of the most cutthroat commercial periods of the year.
Diversify Communication Channels: Use a blend of email, SMS, and automated flows to reach varied consumer segments without causing fatigue.
Personalize and Optimize: Leverage platforms like Klaviyo and AI capabilities to tailor messages and optimize targeting, enhancing customer experience and conversion rates.
Create and Maintain Urgency: Implement countdowns and double-send tactics to create a fear of missing out (FOMO) among customers, driving faster purchase decisions.
Pre-sale Engagement: Garner interest before the sale begins by offering special incentives for email sign-ups and creating buzz through social channels.
Little Sleepies offers a masterclass in holiday marketing strategy for e-commerce founders. Through a robust plan that married strategic discounts, timely communication, and precise targeting, they maximized their revenue potential during BFCM—all while forging stronger connections with [their customer base](2024-state-of-ecommerce.html). For digital business owners looking to enhance their marketing efforts, the lessons from Little Sleepies are as applicable as they are impressive. They prove that with the right strategy and tools, any brand can make significant strides during critical sales periods like Black Friday and Cyber Monday.