All case studies
Pinefold
Outdoor gear
A Black Friday that didn’t need deeper discounts
$412k
in revenue over five days
My role
Lifecycle marketing manager, in-house
Channels
Email, SMS and feed
Timeframe
5 days, November 2022
Budget
No paid media
The brief
Pinefold had cut prices deeper every Black Friday and still missed target. The brief was to sell more in five days without going past 30% off.
What I did
I split the list by what people had bought before, so a tent buyer saw sleeping bags and a runner saw trail shoes. Five emails, one SMS on the last morning, and a feed post with a tent shot from the same shoot.
The subject lines were tested on a tenth of the list two weeks earlier, during a smaller weekend sale.
Results
$412k in five days, 22% above the year before at a lower discount. Repeat customers brought 61% of the revenue.
What I learned
A plain‑text email from the founder on day four beat every designed email. I now keep one plain message in every sequence.
The first Black Friday where it didn’t feel like we were paying people to buy from us.
TH
Tom Haverly
Ecommerce director, Pinefold
