The Modern Letter
E-COMMERCE BRAND SHOPIFY – CHILDREN'S UNIVERSE
Klaviyo Q4 & Black Friday Activation - Children's brand
The brand is an e-commerce brand dedicated to the world of children, with an existing email base and active flows, but without a truly structured strategy for Q4 and Black Friday.
The objective was not to multiply emails, but to orchestrate key commercial events coherently, respecting brand identity and customer experience, which are particularly sensitive in a world aimed at children and parents.
The work focused exclusively on: email campaigns, optimizing existing flows, and strategic preparation for Black Friday.
Objectives
- Structure a clear email strategy for Q4
- Maximize Black Friday impact without over-soliciting
- Ensure consistent and reassuring communication for a children's brand
- Clean and segment the database to improve engagement
- Use Klaviyo as a lever to support sales, without degrading deliverability
Mission accomplished
1. Q4 Strategy Preparation
The Black Friday strategy was designed as a progressive sequence, tailored to a children's brand:
- Teasing 3 to 4 days before Black Friday: Preparatory emails to announce the upcoming operation, without creating excessive pressure.
- Email on D-Day: Clear highlighting of the Black Friday offer (-15% via promotional code), with a simple and reassuring message.
- Visual harmonization site / email: Adaptation of the site's colors and banners to ensure total consistency between the email and the site.
- End-of-weekend / end-of-promotion email: Last reminder at the end of Black Friday / Cyber Monday, focused on closing the offer.
2. Campaigns & flows activated
The campaigns were sent with a deliberately measured approach: precise targeting, few mailings, clear messages adapted to a family audience.
In parallel, existing flows were maintained and optimized: welcome flow, abandoned cart, abandoned payment, post-purchase upsell, and winback.
These flows helped capture demand generated during Q4 and extended the effect of Black Friday campaigns.
Results obtained in 90 days
For the analyzed period (Q4, including Black Friday):
- Approximately €22,600 in total revenue, an increase of +476% compared to the previous period
- Approximately €2,700 in revenue attributed to email marketing, an increase of +766%
- Email accounts for nearly 12% of overall revenue
- Performance is mainly driven by automated flows, which account for over 70% of email revenue
These results confirm the effectiveness of a structured Q4 strategy, combining targeted campaigns and active flows.
In a universe aimed at children, email performance relies as much on the accuracy of the message as it does on the commercial strategy.
This mission demonstrates that an effective Black Friday strategy can be implemented without over-soliciting the database, by prioritizing consistency, timing, and the quality of the experience.
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