How Thermos turned Black Friday into an 11x ROI in a matter of weeks
Peak season was weeks away. The email wasn't ready. So we rebuilt the designs, the flows and the deliverability in Klaviyo before the first Black Friday send went out.
Weeks to go, everything to fix
Thermos is an iconic name in insulated drinkware and homeware, with a loyal customer base and a reputation to match. But the email programme wasn't ready for the most important trading window of the year.
Outdated designs. Poor deliverability. Under-optimised customer flows, weeks out from the year's biggest surge in demand: the demand was coming either way, and the email couldn't catch it.
A four-part sprint in Klaviyo
Bold seasonal creative, clear offers, urgency in every send. Early-access Black Friday, through Cyber Monday, out to the Christmas delivery cut-offs.
Everything shipped before the first Black Friday send. No rebuild programme, no six-month roadmap. Just the highest-leverage fixes, in the weeks that mattered most.
Email redesign
Fresh templates in the Thermos brand identity, made to sell through the noise of a BFCM inbox.
Flow optimisation
We restructured the core flows: a Welcome Series to land the first impression, Abandoned Cart reminders to win back the lost sales, Post-Purchase follow-ups to keep people coming back.
Deliverability improvement
Authentication done properly, compliance done by the book, so the sends that had to earn actually reached the inbox.
Targeted campaigns
Klaviyo segmentation doing the sorting: the right offer, to the right customer, at the right moment.
Over 11x ROI during the Black Friday period
Over 11x return on investment during the Black Friday period. That's on redesigned templates and personalised content, shipped in the weeks before the peak.
The work carried on past the peak
The records kept falling through Christmas, the New Year and into 2025.
We're still working with Thermos on the email programme. Refining what's already running, not rebuilding it.
Working with Engage Commerce has been a game-changer for our business, far exceeding our initial expectations.
Their strategic approach to understand our brand, image, and our industry meant their email marketing efforts significantly boosted our sales in record time, with results that speak for themselves.
We've seen record breaking months over the BFCM period, through to Christmas and the New Year, and now into 2025.
I can confidently recommend the team at Engage Commerce to any brand that seriously wants to capitalise on the D2C market.
More case studies
Every figure here comes straight out of the client's own account, over the period stated beside it. We don't model, blend or annualise anything.
- Report
- Thermos BFCM Email Marketing Case Study
- Edition
- Case Study · BFCM 2024
- Client
- Thermos
- Issued by
- Engage Commerce, official Klaviyo and Shopify partner
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