How Strategic Flow Optimization Drove 62% YoY Flow Revenue Growth During BFCM
62% flow revenue growth
with 7% fewer recipients
72% flow conversion rate increase
during BFCM
24% total Klaviyo revenue growth
YoY during BFCM
How Strategic Flow Optimization Drove 62% YoY Flow Revenue Growth During BFCM
62% flow revenue growth
(with 7% fewer recipients)
72% flow conversion rate increase
during BFCM
24% total Klaviyo revenue growth
YoY during BFCM
About the Brand
Incrediwear specializes in injury-preventing clothing that promotes recovery, relieves pain, and reduces healing time. They cater to both athletes and active individuals looking to better their overall performance.
Luck & Co has been partnering with Incrediwear for 4 years. In one of the projects, we helped them create and execute an in-depth, dynamic flows strategy that supported their complex BFCM promotions.
The BFCM Email Reality
During BFCM, most brands fall into a campaigns-only mindset. They blast multiple promotional emails daily while their automated flows either:
- Continue running with regular (conflicting) offers
- Get hastily updated with BFCM banners slapped on top
- Are completely forgotten as teams focus on campaign schedules
This creates a massive opportunity gap. While competitors fight for attention in crowded inboxes with campaigns, flows—triggered by high-intent behaviors—often remain untapped or poorly optimized.
The Challenge
Incrediwear faced the classic BFCM dilemma: how to maximize revenue during their biggest sales period without falling into the same traps as their competitors.
The specific challenges were:
- Standing out without saturation - Driving incremental revenue while avoiding subscriber fatigue in an already crowded inbox environment
- Managing promotional complexity - Incrediwear ran four distinct promotional windows (Early Black Friday, Black Friday Weekend, Cyber Monday, and Extended Cyber Monday), each with its own multi-tiered offer structure, and extra perks for Loyalty program members. This meant constantly changing promotions, different discount levels, and unique messaging requirements across 22 days.
The Solution
Core Pre-Purchase Flows - Full Update
Most brands take shortcuts during BFCM—they slap promotional banners on top of their regular flow emails and call it a day. We took the opposite approach.
We surgically updated every pre-purchase flow for Incrediwear's four promotional windows (Early Black Friday, Black Friday Weekend, Cyber Monday, and Extended Cyber Monday). We removed regular offers and rebuilt email bodies with period-specific content. When someone abandoned their cart during Black Friday Weekend, they got an email that looked, felt, and spoke like it belonged in that exact promotional moment—not a generic Tuesday email with a sale banner.
While we continued running a robust BFCM email campaign program, our revenue strategy centered on maximizing automated flow performance during customers' highest points of purchase intent.
Accelerated List Growth, Capitalizing on High Traffic
Instead of a generic "BFCM is here!" popup, we created four different versions—one for each of Incrediwear’s promotional period. But here's the important part: we used hidden fields to track exactly which promotion each person signed up for. That single piece of data let us personalize everything that came after.
Expert Use of Klaviyo Features - Flows That Auto-Update
Rather than manually switching things on and off, we created four versions of each of the core flows that automatically activated based on which promotion was live. Universal content blocks meant we could update messaging without rebuilding entire email sequences every few days.
Custom Post-Purchase Flow for Holiday Shoppers
BFCM shoppers buy first, research later. So we built a special Post-Purchase flow that assumed new customers knew nothing about the brand (and were not likely to come back on their own). These emails focused on education and getting people into the rewards program—turning one-time bargain hunters into repeat customers.
Reducing Noise
We temporarily paused retention flows that would add frequency without value (like Reorder and Winback flows) to avoid sending mixed messages. Every email someone received was perfectly aligned with whatever promotion was happening that day.
The Solution
Core Pre-Purchase Flows - Full Update
Most brands take shortcuts during BFCM—they slap promotional banners on top of their regular flow emails and call it a day. We took the opposite approach.
We surgically updated every pre-purchase flow for Incrediwear's four promotional windows (Early Black Friday, Black Friday Weekend, Cyber Monday, and Extended Cyber Monday). We removed regular offers and rebuilt email bodies with period-specific content. When someone abandoned their cart during Black Friday Weekend, they got an email that looked, felt, and spoke like it belonged in that exact promotional moment—not a generic Tuesday email with a sale banner.
While we continued running a robust BFCM email campaign program, our revenue strategy centered on maximizing automated flow performance during customers' highest points of purchase intent.
Accelerated List Growth, Capitalizing on High Traffic
Instead of a generic "BFCM is here!" popup, we created four different versions—one for each of Incrediwear’s promotional period. But here's the important part: we used hidden fields to track exactly which promotion each person signed up for. That single piece of data let us personalize everything that came after.
Expert Use of Klaviyo Features - Flows That Auto-Update
Rather than manually switching things on and off, we created four versions of each of the core flows that automatically activated based on which promotion was live. Universal content blocks meant we could update messaging without rebuilding entire email sequences every few days.
Custom Post-Purchase Flow for Holiday Shoppers
BFCM shoppers buy first, research later. So we built a special Post-Purchase flow that assumed new customers knew nothing about the brand (and were not likely to come back on their own). These emails focused on education and getting people into the rewards program—turning one-time bargain hunters into repeat customers.
Reducing Noise
We temporarily paused retention flows that would add frequency without value (like Reorder and Winback flows) to avoid sending mixed messages. Every email someone received was perfectly aligned with whatever promotion was happening that day.
The Results
The strategic flows we implemented delivered exceptional results during BFCM period:
Overall Performance (BFCM Period, Compared YoY)
62% flow revenue growth
(with 7% fewer recipients)
72% email flow conversion
rate increase
24% total Klaviyo revenue
growth
Email Flows Performance (BFCM Period, Compared YoY)
37% click rate
increase
72% conversion rate
increase
74% revenue per recipient
increase
The Results
The strategic flows we implemented delivered exceptional results during BFCM period:
Overall Performance
(BFCM Period, Compared YoY)
62% flow revenue growth
(with 7% fewer recipients)
72% email flow conversion
rate increase
24% total Klaviyo revenue
growth
Email Flows Performance
(BFCM Period, Compared YoY)
37% click rate
increase
72% conversion rate
increase
74% revenue per recipient
increase
One of the most impressive results we’ve seen came during last year’s Black Friday campaign, where Luck & Co helped drive a 62% year-over-year flow revenue increase. They’ve consistently proven that they can deliver both on creativity and performance. I can’t recommend them enough.
- Brendan Fay, Director of Brand Strategy & Digital, Incrediwear
Key Takeaways
1. Precision Beats Volume:
By creating dynamic, promotion-specific flows, we achieved 62% revenue growth while sending to fewer people.
2. Timing is Everything:
Pre-scheduling flow versions and using smart segmentation ensured customers received the most relevant offer at the right moment.
3. Focus Drives Results:
Temporarily pausing lower-priority flows allowed us to maximize the impact of high-intent behavioral triggers.
4. Infrastructure Investment Pays Off:
The upfront work of creating new flows and triggering logic delivered ROI that far exceeded the implementation effort.
Incrediwear’s success during the BFCM sale period led to one major takeaway: sending smarter is more effective than simply sending more. By focusing on relevance, timing, and user intent, we demonstrated that even a mature email program can achieve dramatic growth. This strategy allowed our client to achieve their most successful BFCM performance to date.
Looking to team up with Luck & Co for your next major sale?
Key Takeaways
1. Precision Beats Volume:
By creating dynamic, promotion-specific flows, we achieved 62% revenue growth while sending to fewer people.
2. Timing is Everything:
Pre-scheduling flow versions and using smart segmentation ensured customers received the most relevant offer at the right moment.
3. Focus Drives Results:
Temporarily pausing lower-priority flows allowed us to maximize the impact of high-intent behavioral triggers.
4. Infrastructure Investment Pays Off:
The upfront work of creating new flows and triggering logic delivered ROI that far exceeded the implementation effort.
Incrediwear’s success during the BFCM sale period led to one major takeaway: sending smarter is more effective than simply sending more. By focusing on relevance, timing, and user intent, we demonstrated that even a mature email program can achieve dramatic growth. This strategy allowed our client to achieve their most successful BFCM performance to date.
Looking to team up with Luck & Co for your next major sale?