Completed
- Campaign Strategy and Design
- Digital Marketing
- Email Campaign
Overview
Carter and Son Toolworks is known for their no-compromise, high-quality woodworking tools—and for rarely offering discounts. But what happens when they blend exclusivity with strategic Black Friday email marketing?
In 2023, their first-ever campaign grew sales by 72.5% which lead to them returning for another successful Black Friday series in 2024.
See how a thoughtful, targeted email series not only boosted sales but also deepened customer loyalty, proving that Black Friday can be a game-changing moment for premium brands.
Strategy
We approached this year’s campaign with a clear mission: expand on last year’s success by doubling down on personalization, segmentation, and urgency.
Audience Insights
We began into Carter and Son’s niche woodturning market and customer purchase patterns. This gave us clarity on two primary buyer segments:
Top Customers: High spenders who appreciate early access and exclusivity.
General Subscribers: Shoppers who respond best to urgency and tiered discounts.
Tailored Messaging Flows
To maximize engagement and conversions, we implemented a three-part campaign flow targeting different audience segments pre-Black Friday, Black Friday, and Cyber Monday.
Execution
Leveraging Klaviyo’s segmentation and analytics tools, we ensured every message was targeted, clear, and visually compelling—making for a frictionless shopping experience.
Results
The email series achieved remarkable engagement with all open rates and click-through rates well above industry averages.
These results not only reinvigorated Carter and Son’s fourth-quarter performance but also proved that a well-timed, thoughtful Black Friday strategy can unlock substantial year-end results and people look forward to it!
Customer Loyalty Series
This 2-part pre-Black Friday series targeted Carter and Son’s most loyal customers by offering early access to deals and creating a sense of appreciation and exclusivity.
The loyalty series captured early momentum with high open rates and conversion rates.
Black Friday Series
This 5-part series targeted their general email list with tiered discounts encouraging larger purchases.
Cyber Monday Series
This 2-part cyber Monday series focused on re-engaging shoppers and driving additional sales by spotlighting bundled sets.
The Results Prove Customers LOVE Black Friday
For Carter and Son Toolworks, a premium brand crafting precision tools for woodturners, these campaigns were more than just a revenue driver—they deepened relationships with loyal customers and set the stage for an energized Q4, ready to launch them into the new year.
Ready to make Black Friday your most profitable season yet?
Let’s craft a strategic, customer-focused Black Friday series that drives real results.
