Client TestimonialThermos BFCM Email Marketing Campaign – A strategic, time sensitive approach to significantly boost sales over the BFCM period
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The Challenge
Thermos, an iconic brand in the insulated cup and homeware market, faced a pivotal moment just weeks before Black Friday. Despite their strong reputation and loyal customer base, their existing email marketing strategy was underperforming. Issues included outdated email designs, poor deliverability rates, and under-optimised customer flows, all of which threatened their ability to capitalise on the critical BFCM period.
Recognising the urgency of the situation, the Thermos team sought a partner who could quickly and effectively overhaul their email marketing to maximise sales during this high-stakes event.
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Our Solution
1. Email Redesign
We began by creating fresh, visually engaging email templates that aligned with Thermos’ brand identity. Each design was crafted to captivate their audience while clearly communicating key product benefits and promotional offers.
2. Flow Optimisation
Using Klaviyo, we restructured their core customer flows, including:
– Welcome Series: To create a compelling first impression.
– Abandoned Cart Reminders: To recover potential lost sales.
– Post-Purchase Follow-Ups: To foster ongoing engagement and loyalty.
3. Deliverability Improvement
We addressed the critical deliverability issues by ensuring all emails were properly authenticated and compliant with best practices. This significantly increased the likelihood of emails landing in customers’ primary inboxes.
4. Targeted Campaigns
Leveraging Klaviyo’s segmentation tools, we tailored campaigns for specific customer segments. This allowed us to deliver highly personalised messages, improving engagement and conversion rates.
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The Outcome
Our strategic overhaul delivered outstanding results:
Over 11x ROI during the Black Friday period.
Enhanced Engagement: The combination of visually appealing designs and personalised content revitalised customer interactions, fostering stronger relationships and loyalty.
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What’s Next
Following the success of this campaign, we are collaborating with Thermos on long-term strategies to further enhance their digital presence. By continually refining their email marketing efforts and introducing innovative tactics, we aim to help Thermos maintain their market-leading position.
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“Working with Engage Commerce was a game-changer for our business. Their strategic approach to understand our brand, image, and our industry meant their email marketing efforts significantly boosted our sales over the BFCM period, through to Christmas, the New Year, and now into 2025.
Their detailed, personalised approach transformed our email marketing in record time, with results that speak for themselves, far exceeding our initial expectations. We look forward to continuing this partnership and exploring even more opportunities together.”
— James Sheldon, Head of Product and Marketing at Thermos UK
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