Black Friday Blitz


Most of the projects under the “Big Projects” section of my site contain a wide variety of needs. This one doesn’t. Instead, this a story of handling the same need for 7 different companies in and INCREDIBLY tight timeframe.

One of the agencies I work for had a huge issue in early November 2018. Two of their employees quit suddenly—a copywriter AND a project manager—right as they were hitting their Black Friday crunch. With 18 clients in need of Black Friday email flows, landing pages, ad copy, and more, this was the worst possible time for them to leave. They asked for as much help as I could give, so I told them I would take over the accounts they were working on for the month to make sure their Black Friday/Cyber Monday sales went out. It was a tremendous hall—an additional 34 hours in a week ON TOP of my day job, but you’ll see how it worked out.  

1. Creating Content Plans

The first thing we had to look at were the current content and flow plans for these sites. Unfortunately, many of the plans were half-finished at best, with lots of them containing offers that didn’t make sense ( 80% off everything!) or had a sending schedule that didn’t match a customer buying habits. I worked with the CEO going back and forth to smooth out the plans for each of the seven companies, streamlining them as much as possible in order to make them doable in time while still pushing towards things that would work.

By the end, the 7 companies had unique sales, flows, and segments specific to them.

2. Creating Copy (LOTS OF COPY)

The next part was the hardest—doing the copy to over 102 sales emails for the week. This was one of the harder writing assisgnments I’ve ever had strangely enough, because I had to ahere to company voice guidelines, offers, and brand tips for all 7 companies. It required lots and lots of close read editing to make sure I wasn’t accidently slipping. Going through these. Keeping voices intact, Keeping orders intact/offers and other things that are brand specific. Over the course of the week, I wrote 102 sales emails.

3. Shepeharding Through Pipline

After the copy was completed for a set of emails, I would have to turn them over to design to create a banner image, providing ideas for the image, as well as copy for it and the button. The goal is to have an image that clearly explains the purpose of the email immediately in case they don’t scroll to any of the text. I approved and edited many of them, going back and forth with design to make sure that companies were happy ( and of course they had last minute changes). After that, they were sent to tech to be built in Klaviyo, where we’d QA each set to make sure their were no typos, links were firing, etc. Working through design, tech, QA, etc.

4. Results

From The week of Black Friday through Cyber Monday, every company generated _____ to ______ of revenue. I have been asked to stay on as project manager of two accounts.