Little Sleepies grows BFCM revenue from email 138.2% YoY with Klaviyo

Little Sleepies makes buttery soft sleepwear and daywear for babies, kids, and adults from a proprietary blend of bamboo viscose: Lunaluxe™. It’s breathable for year-round wear, stretchy enough to fit 3x longer than other brands, and gentle on sensitive skin.

Founder Maradith Frankel launched the business after a fruitless search for comfy pajamas for her son, who struggled with eczema as a newborn. It turned out he wasn’t the only one who needed a new pajama option—Little Sleepies took off, winning a 2019 Earnie award from Earnshaw’s, and growing rapidly even in the height of the pandemic.

Learn how Little Sleepies boosted their Black Friday revenue with more-than-daily emails

Challenge

Little Sleepies wanted big, bold Black Friday success in 2022. They had the aggressive discount in place to do it: 30% off sitewide, up from 2021’s 25%, plus additional targeted discounts.

But they needed to overcome a logistical hurdle: due to their packed schedule of new releases, they needed to start their sale later than many competitors’.

They also wanted to be more intentional with their email sends—“not just blast our list,” says Lindsay McClelland, VP of marketing.

Solution

Little Sleepies promoted their sale on organic social and an on-site pop-up long before it started.

The brand encouraged customers to subscribe to emails for an hour of early access to the holiday sale—driving major list growth.

Then, once the sale started, they leaned heavily into email, using Klaviyo automations and segmentation to send frequently to active shoppers. It paid off.

“We drove more revenue day one than we had projected for the entire week of Black Friday,” McClelland says. “We were re-forecasting every single day.”

We drove more revenue day one than we had projected for the entire week of Black Friday. We were re-forecasting every single day.

Strategy

Little Sleepies used 3 key tactics to create urgency (and revenue!) with their holiday sale emails:

• Double-send bookends: On the first and last day of the sale, Little Sleepies sent two campaigns in a day—the first to their full list, and the second to the segment that engaged with the first email, but didn’t buy.
• Fast-moving flows: Little Sleepies sped up their abandoned cart and abandoned browse flows for their Black Friday sale, so they sent after 30 minutes of inactivity, instead of the usual hour. They also updated the frequency of their abandonment flows, so they could trigger once a day for a given customer—rather than once every 14 days.
• Daily, targeted campaigns: Most days of their 8-day sale, Little Sleepies targeted specific segments—like people who had engaged with the day before’s campaign—with personalized messaging, often involving an embedded countdown timer.

“Sending every day was very important to us, but we also didn’t want to overwhelm,” says Christine Taylor, retention marketing manager at Little Sleepies. “So we really looked at how they were responding—have they been on the site within the last 24 hours? Klaviyo helped us target the correct people who were actually shopping.”

Sending every day was very important to us, but we also didn’t want to overwhelm. Klaviyo helped us target the correct people who were actually shopping.