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Northbound Apparel · Fashion & Apparel · 8 weeks
A record BFCM for an independent apparel label
A six-week Black Friday Cyber Monday plan combining early-access SMS, segmented campaigns and a deliverability warm-up.
$480K
Email & SMS revenue over BFCM week
+67%
Year-over-year BFCM revenue
18x
SMS return on spend
The challenge
The previous year's Black Friday had been a scramble: last-minute designs, the whole list blasted daily and a spike in spam complaints that hurt inbox placement for weeks afterwards.
What I did
- Built a six-week runway starting with list warm-up and re-engagement so sending volume could scale safely.
- Grew the SMS list with a two-step sign-up form offering early access, adding thousands of new subscribers before the sale.
- Planned 22 campaigns across email and SMS, each targeted to a specific segment — VIPs, recent buyers, engaged browsers and lapsed customers.
- Added urgency flows for low-stock and price-drop alerts during the sale window.
The results
The brand had its biggest week ever, with healthy deliverability throughout and no spike in complaints. The early-access SMS segment converted at more than three times the rate of the general list.