Step 1: The Right Audience, The Right Time ‍

The most important part of this campaign was finding a time where we’d reach her best customers. Going through her campaign analytics, we realized that a majority of her customers bought midday, somewhat surprising for most brands and companies we work with. We decided the sale should happen at 3pm, which was right around when her best customers would be the most engaged, but late enough in the day so that we could send priming emails to them starting in the morning.

Step 2: Building the Landing Page‍

Kinky Curly Yaki is very much the voice of it’s founder, and we had spent lots of time over the months making sure every email sounded like it was coming directly from her. So when we announced that this sale was for her 40th birthday, we needed the landing page, and the emails, to be just as fun and vibrant as she is, and to have a higher level of functionality than other sales pages. We created a countdown page which listed the details of the giveaway, and told anyone who visited to come back at 3pm. If someone opened one of our early morning emails, they could just refresh the same link at 3pm it would switch over to the actual sale, similar to how a concert ticketing page works. You can see the finished landing page here to the left.And speaking of early morning emails...