Transformative Marketing Campaign
During Black Friday, a Precious Metal and rare coin retail business partnered with me to execute a strategic marketing campaign. The goal? Drive newsletter growth, boost sales, and increase brand visibility. The results speak for themselves: dramatic increases in newsletter subscribers, social media engagement, and revenue.
Objectives
Expand the newsletter audience: Attract new subscribers and provide value to existing customers.
Maximise sales during the discount window: Focus on a 5-day sales period.
Increase website traffic and brand visibility: Reach and engage prospective customers.
Strategies
Social Media campaigns: Prioritised Facebook for greater reach and engagement with non-followers.Strategically scheduled posts to align with key dates, focusing on early access, discounts, and reminders.
Newsletter optimisation: Sent timely emails showcasing exclusive offers and updates, driving website clicks and sales.
Dynamic paid Google ads: Used compelling visuals and actionable copy to boost click-throughs and conversions.Focused budget allocation to high-performing ad sets for maximum impact.
Outcome: Newsletter Growth
Subscriber count grew by an impressive 1,485% during the campaign period.
Email engagement rates soared, with open rates peaking at 87.5% and click-through rates reaching 88% for our most successful emails.
Graph Displaying subscriber grow in the lead up to and during the Black Friday event
Outcome: Sales Success
Sales during the 5-day campaign were over 780% higher compared to the same period the previous month.
Revenue also significantly outperformed the month prior to that, with sales increasing by over 220%.
New customers accounted for a substantial portion of these sales, highlighting the effectiveness of outreach efforts.
Outcome: social Media Performance
Facebook engagement outpaced Instagram, proving especially effective for reaching new audiences.Engagement from non-followers averaged at 84% across posts on Facebook. Targeted posts with offers and discounts generated up to 500+ views per post.
Graph Displaying an example of the success of one of the Black Friday Ad campaigns.
Outcome: Google ads
Click-through rates were strong, achieving an average cost-per-click of just £0.12.
Ad reach grew steadily, with thousands of impressions leading to increased website traffic and conversions.
Google Ads analytics displaying the engagement trends during the Black Friday Event.
Lessons Learned and Next Steps
Leverage Social Media: Focus on platforms that engage non-followers effectively, like Facebook, to reach new audiences.
Maintain Newsletter Growth: Capitalise on momentum by regularly promoting sign-ups and delivering valuable content to subscribers.
Optimise Campaigns Further: Build on what worked by refining ad creatives and social strategies for even greater efficiency.
This approach can be tailored to deliver success across future campaigns, including upcoming sales periods.
“We saw our sales skyrocket during our sale thanks to Laura’s strategic approach. Our newsletter grew by 1,485%, and we reached thousands of new customers on Facebook. The results were beyond what we imagined!”
