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EPISODE 167 33 mins

SunSki’s Black Friday Email Strategy Drove 50% YoY Sales Growth

Posted on 15th December 2018 ,
by Kunle Campbell

About the guests

Rich Krolikowski

Kunle Campbell

Rich is the e-Commerce Manager at Sunski - a San Francisco California based start up designing lightweight, durable, and polarized sunglasses. Sunski is using recycled plastic in their new sunglasses styles and aims to have all styles made from recycled plastic by 2020. Rich is using email and digital marketing to help Sunski customers diversify their sunglasses collection.

On today’s episode I interview Rich Krolikowski, e-Commerce Manager at Sunski – a San Francisco California based start up designing lightweight, durable, and polarized sunglasses.
Go over their email marketing strategy for Black Friday that resulted in a 50% Year over Year increase in revenue.

Here are summary points about SunSki

  • Target demographic of 25-35-Year-Olds
  • They have been business for about 6 Years – since 2012
  • They extended their distribution business online in 2015, 3 Years Online
  • SunSki sells lightweight sunglasses made from both polycarbonate and recycled plastics
  • They intend to move to a fully recycled plastic range soon
  • Their customer acquisition efforts are primarily based on Email and Facebook advertising
  • They transitioned from Mailchimp to Klaviyo this year and marketing automation has made a significant positive impact on their bottom line.

Their Black Friday Campaign

  • The scaled back promotions in October 2018 in preparation for the holiday push so as not to overstretch the database.
  • Their Cyber week was their largest discount of the year: it was a flat out 35% OFF Sale
  • They adjusted their abandoned cart sequence and welcome series with a Black Friday theme
  • They also created a pseudo welcome series for new customers

Warm Up Emails

3 Days prior to prime up list
Few hours prior to Midnight
Their traffic and sales peaked in the early hours of Black Friday following the announcement
They however had the most sales on Cyber Monday
They extended through from Tuesday to Friday
Sending emails a total of eight times.

Some other points

  • They sent out an Early Access email to only their VIP customer list on the day before Black Friday.
  • Everyone else got their offer on Black Friday when it officially launched.
  • A number of customer made multiple orders as a result of their extended sales.


2:58 Richard Krolikowski intro
7:00 When did you start on planning for Cyber Friday?
9:15 Channels on your radar for the Black Friday plan
10:15 What’s the plan in September and plans in executing
12:30 Summary of Facebook marketing plan
13:38 Offer for the Black Friday week
16:25 Campaigns/Flows of email campaign
22:43 Metrics in the email flows that you setup
26:45 Where is the peak of revenue during the email campaign
28:26 What really worked for you on Facebook



This episode is brought to you by:


Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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