Tecovas grows BFCM revenue from email automations 138.8% with Klaviyo

Tecovas is a trailblazing, digitally-native Western goods brand, best known for its high-quality cowboy boots and apparel. It takes an entire team of artisans over 200 steps to make a single Tecovas boot by hand, and the brand’s timeless, durable styles can last (and look great!) for decades.

On the retail side, Tecovas cuts out middleman mark-ups by selling directly to consumers through 2 main channels: an online store and 25+ brick-and-mortar locations.

Learn how Tecovas used Klaviyo to grow Black Friday email revenue

Challenge

Megan Edwards went into her first BFCM as email marketing manager at Tecovas with a clear goal: to increase revenue year over year.

That was easier said than done, though. Holiday shopping starts earlier and earlier every year; would consumers have money left to spend by Black Friday?

Another challenge: Tecovas doesn’t discount. Edwards needed to build buzz around a non-traditional offer: For every $100 customers spent during the Black Friday sale, they would earn $20 toward their next purchase.

“Tecovas prides itself on offering competitive pricing year-round,” says Edwards. “As a premium brand we try to offer other ways to reward our customers instead of traditional discounts.”

Tecovas prides itself on offering competitive pricing year-round. As a premium brand we try to offer other ways to reward our customers instead of traditional discounts.

Solution

To build Black Friday excitement, Tecovas launched its offer earlier in 2022, and ran it longer—for a full 8 days. Edwards increased email send frequency during the sale to one campaign per day, minimum.

Klaviyo automations, segmentation, and dynamic content helped Edwards ensure each send felt personalized—and didn’t spike unsubscribes. In fact, Tecovas’s Black Friday unsubscribe rate dropped 22.8% YoY.

Strategy

Tecovas used a few key Klaviyo features to improve and assess their Black Friday email performance:

• Flow A/B testing: To prepare for Black Friday, Edwards used Klaviyo to optimize 2 new email automations for conversions: an abandoned browse and abandoned site flow. She A/B tested subject lines, static vs. dynamic content, and various CTA positions.
• Segmentation: Tecovas only sent to their full addressable list once during their sale—on the first day. For the rest of it, they targeted customers who had clicked on recent emails but hadn’t yet purchased.
• Klaviyo benchmarks: These helped Edwards communicate email successes internally, arming her with median performance stats from Tecovas’s 100 most-similar competitors on Klaviyo. “It’s a helpful comparison,” Edwards says.

In 2022, email exceeded Black Friday goals. Next year, Edwards hopes to personalize their holiday email creative even more, sending different content to different customers based on their purchase history and predicted gender.

“I would definitely recommend Klaviyo,” Edwards says. “The customer support is great, and the numbers we’re seeing from our abandonment flows and campaign sends have been impressive. We have so much room left to explore, too.”

I would definitely recommend Klaviyo. The customer support is great, and the numbers we’re seeing from our abandonment flows and campaign sends have been impressive. We have so much room left to explore, too.