Punkcase
Consumer electronics · DTC + marketplaces · Growth Legend engagement
$1M+
Black Friday–Cyber Monday, email & SMS, marketplace excluded
Platform-attributed · BFCM
Black Friday–Cyber Monday revenue through email & SMS — a sequenced offer calendar instead of one-off blasts.
The role
Retention marketing lead
Growth Legend
Practice
Oct 2024 – Present
How this number was made
Platform-attributed- What was counted
- Revenue Klaviyo attributed to email and SMS from Black Friday through Cyber Monday.
- What was not
- Marketplace revenue. The same catalogue sits two clicks away on Amazon, where the brand competes with its own listing. This figure is owned-channel DTC only.
- The denominator
- Not established. I have not published whether the figure is campaigns alone or campaigns plus flows, the email-versus-SMS split, or the prior-year weekend to compare it against — and without that last one you cannot tell the calendar from the category.
- The window
- Black Friday through Cyber Monday. For this brand that weekend is not a bonus; it is the one stretch when the whole list is in-market at once.
- Who else touched it
- I owned email and SMS. Anything paid or organic drove into the same weekend, and attributed revenue credits the last touch it can see.
What I owned
Owned email and SMS in Klaviyo for a consumer-electronics accessories brand selling DTC and through marketplaces.
The mechanism
- BeforeA phone case is a one-time purchase and the next one is a phone upgrade away. No replenishment cycle, no reason to come back in March, a catalogue fanned across dozens of device models where each case fits exactly one, and a low average order.
- What I changedRan a sequenced offer calendar instead of one-off blasts. The category already lives on markdown — most cases carry a struck-through price year-round — so depth was a spent instrument before the weekend started. Going from 50% off to 55% is not an event; nobody can tell, and you hand back margin you did not have at this order value. So the calendar built into the weekend and held through it rather than five sends fighting each other for the same inbox.
- AfterEmail and SMS produced $1M+ across the weekend.
Want this on your second order?
It runs as one engagement: ninety days on your own account, measured against a holdout.