Free2B Foods Grew BFCM Email Revenue 145%
Free2B Foods needed email to carry more of its revenue, starting with Black Friday and Cyber Monday.
The Goal
✔ Grow Email Revenue Around BFCM
✔ Re-Engage a Quiet List
✔ Rebuild Core Flows
The Solution
Engagement Tiers and Re-Engagement Sends
We segmented the list by engagement and split Apple Mail Privacy users out of click reporting. Non-MPP subscribers clicked at 1.87% against 1.42% for MPP. One campaign sent to the non-engaged segment brought 3,229 subscribers, or 37% of it, back into the engaged list.
A Faster Abandoned Cart Flow
Adding a third abandoned cart email made it the top-revenue flow. We also cut the delay from three days to 12 hours and split post-purchase flows into new and returning customers.
Allergy-Focused Content
Free2B makes allergy-friendly snacks. We built nurture emails around life with food allergies, and the Food Allergy Awareness email made $1,159. A persona-voiced plain-text email got a 2.81% click rate and $706, against 2.31% and $259 for the standard version.
The Result
Email drove $23,107 in revenue and 360 orders over BFCM. The year before we started, email drove $9,444 and 142 orders over the same stretch.
BFCM email revenue grew 145% and orders grew 154%. Growth held into the new year. First-quarter email revenue rose 44% year over year, from $26,134 to $37,581.
“A gargantuan thank you to everyone for the incredible work prepping and executing the Black Friday/Cyber Monday promotion for Free2b! Results were over-the-top fantastic. … It was executed flawlessly and on brand. … Your work is fantastic. It's seen and deeply appreciated.”
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