The Wood Veneer Hub saw conversion rates and AOV soar with Attentive SMS during Black Friday & Cyber Monday
Home & Hobbies
Seeking a channel to drive high-ticket sales during BFCM
The Wood Veneer Hub (WVH) was searching for a way to engage new and existing customers during the holiday season and drive revenue from their premium-priced products. The brand had seen success with running non-holiday-related SMS campaigns in the past and felt confident the channel would be an effective way to drive high-value orders during the biggest sale period of the year.
Their digital marketing agency, Parallel 9, partnered with Attentive to re-introduce SMS into their marketing strategy for BFCM. “Attentive was the obvious choice to work with as the leader in SMS marketing,” said Dimitris Lambidis, Co-Founder at Parallel 9. With the SMS platform’s cutting-edge product capabilities, the agency knew they could meet WVH’s goals of reaching potential new customers and increasing conversion rates during peak shopping times.
Building an SMS list—and anticipation—ahead of BFCM
In the weeks leading up to their big sale, WVH focused on growing their SMS subscriber list so they could reach and engage more shoppers during the week of Black Friday & Cyber Monday (BFCM). Parallel 9 set up a new sign-up flow using Attentive’s patented two-tap technology, enabling WVH to easily convert website visitors into SMS subscribers.
The agency also A/B tested various opt-in incentives to see what worked best, comparing offers like “Sign up for a chance to win back $1000” and “Sign up for early access to Black Friday deals." During this period, Parallel 9’s approach increased WVH’s sign-up rate for SMS on their website from 0.6% to 3.7%.
WVH and Parallel 9 worked together to incorporate BFCM messaging into their existing triggered journeys, such as their welcome series and their browse and checkout abandonment journeys.
Parallel 9 also tested various pre-BFCM and day-of messaging to optimize performance and conversions. Instead of offering a blanket discount to all of WVH’s subscribers, Parallel 9 built a dynamic segmentation strategy to send targeted discounts to subscribers based on their past average order value.
Establishing a new revenue-driving channel with SMS
WVH’s first Black Friday Cyber Monday with Attentive was extremely successful. Their SMS holiday campaign generated a 358x total program ROI, with an average conversion rate of 10.6% across all BFCM text messages.
Moreover, by including BFCM messaging in their triggered browse and cart abandonment journeys, the conversion rates for those journeys skyrocketed by 38%. Their segmentation strategy also paid off—the more a customer spent, the more they saved—driving their average order value up by 48%.
“Our clients’ bottom line is at the core of everything that we do, and our tool selection reflects that. We love using Attentive, a platform that enables us to design intricate, highly personalized SMS experiences that result in higher user engagement and better conversions.”
- Dimitris Lambidis, Co-Founder, Parallel 9
To create a sense of urgency for non-purchasers to shop and maximize their overall revenue from BFCM, they decided to extend their Cyber Monday discount for one more day. In the end, 10% of WVH’s total monthly revenue for November was generated from SMS during their BFCM campaign.
In light of this success, WVH is determined to keep pushing the boundaries with SMS to engage new and existing users and drive incremental revenue.