How Popflex Boosted BFCM Sales by 91% – And How You Can Do It Too!
Popflex started as a simple idea in a Pilates studio. Back in college, Cassey Ho, Popflex's CEO and head designer, was working as a fitness instructor and couldn't find a bag to fit her mat, water bottle, and towel. So, she created one—and it became Popflex’s very first product.
Fast forward, and Popflex is now a lifestyle brand with fans like Taylor Swift, who recently wore their patented Pirouette skort in a YouTube short (which sold out in 15 minutes!). But beyond standout designs, Popflex understands that building customer relationships is key. With over 1.5 million email and SMS subscribers, they rely on Klaviyo to power those connections, especially when shopping seasons hit their peak.
Challenge: Enhancing What Works
Popflex’s 2022 Black Friday Cyber Monday (BFCM) strategy was solid. They started with a giveaway to drive email sign-ups, followed by an early-access sale for subscribers before launching public discounts. But in 2023, they aimed to take it up a notch.
Jen-Ai Notman, Popflex’s VP of marketing, wanted to give customers an intimate VIP experience, especially those who joined the early-access sale. This involved two main goals:
More SMS: Having launched Klaviyo SMS in 2022, Popflex saw a big appetite from customers for SMS updates. “SMS feels so much more personal—like you’re texting a friend,” says Notman. By 2023, they knew it was time to go all in, expanding their investment in SMS as engagement continued to climb.
Targeted Messaging: With new products in the mix, Popflex needed to cut through the holiday inbox clutter and deliver tailored, interest-based messages that aligned with each stage of the sale.
Solution: Leveraging Klaviyo for Personalised, Multi-Channel Campaigns
Klaviyo’s all-in-one email and SMS platform made it easier for Popflex to achieve their goals. Using Klaviyo’s segmentation, automations, and integrations, Popflex refined their customer experience.
Adding SMS to key automations helped boost holiday revenue tied to SMS and flows. In 2023, Popflex saw their automation revenue during the 8-day BFCM sale rise by 3.3x year-over-year, while SMS-driven revenue surged by 172% YoY.
"The first day of our Black Friday sale last year was our best day ever," Notman shares. "And the first hour? Our best hour in company history."
Popflex also made use of data from Klaviyo’s Swym integration—browsing, purchase, and wishlist data—enabling them to deliver more precise, timely messages that stood out in a busy inbox.
Strategy: How Popflex Upgraded Their BFCM Approach
For BFCM 2023, Popflex made three core updates, backed by Klaviyo’s multi-channel automations:
Giveaway-Powered Targeting: In October, they ran a shopping spree giveaway that required participants to create holiday wishlists. With nearly 100,000 entries, Popflex now had plenty of browsing and wishlist data to fine-tune their holiday messaging.
Hybrid Email and SMS Flows: Popflex integrated SMS into three abandonment flows—browse, cart, and checkout—ensuring that SMS subscribers received timely reminders to complete their purchase before the sale ended.
FOMO Messaging for Key BFCM Moments: To build anticipation, Popflex sent early-access sale passwords to customers a day before the sale and again on the day it began. Additionally, “final hours” campaigns kept the excitement going right up to the sale’s close.
With an eye on BFCM 2024, Popflex is already planning enhancements. They’re testing Klaviyo AI for personalised product recommendations and ramping up segmentation with data from their style quiz.