Black Friday Guide 3/3

December: Post BFCM Optimisation

Month Objective: Analyse BFCM performance and apply key learnings to optimise the Christmas campaign plan.

Metrics That Matter and What They Tell You

→ Engagement rate

High replies often mean your message felt personal. This is a signal to lean into conversational formats, not just CTAs. Typically see 80-90%, >90% is impressive

→ Click-through rate (CTR)

Good CTR means strong hook and clear copy. Low CTR means the message was too vague or misaligned with the user's intent. Typically see 60-75%, >75% is impressive

→ Conversion rate (from click to sale)

If CTR is strong but conversion is low, something’s broken downstream (e.g., the landing page, pricing, or product fit). Typically see 5-10%, >10% is impressive

→ Channel ROI

Calculate revenue generated during BCFM campaigns and the associated Meta costs for sending marketing templates. Typically see 10-20x, anything over 20x is impressive

→Bounce or failure rate

If more than 10% of messages are failing, you may need to clean your contact list or revise templates (especially for Meta-approved flows).

Benefit Cosmetics saw a >10x ROI on their Black Friday campaign

Ahead of Black Friday, Benefit UK needed a smarter way to engage its audience as SMS costs climbed and performance dipped. Enter Merx: an AI-powered WhatsApp solution that transformed Benefit’s CRM strategy in just 3 months.

Benefit Cosmetics leveraged three Opt-In Sources:

- Web layer CTA (drove most of the traffic to WhatsApp)

- Email reminders

- Social media reminders / bio links

BFCM Campaign Features:

- Early Access reminder to most loyal customers

- Hyper-personalised offers (differing based on segment)

- Clear CTA in every campaign

- Ease to shop

- Variety of campaign formats

⚡ The BFCM Results:

- 40x ROAS on WhatsApp spend

- £15 higher AOV vs. site average

- 5,000+ new opt-ins in one month

- 6% of total annual revenue driven by just 1% of their audience

Merx empowered Benefit to deliver hyper-personalised WhatsApp campaigns that far outperformed email and SMS. During the BFCM period, the team unlocked high-impact engagement - fast.

“We saw such strong results so quickly. Merx helped us collect rich customer insights and re-engage with people who actually convert.”

- Molly Ratcliff, CRM Manager, Benefit UK

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