The highest-ROI channel that no one bothers to optimize

I wanted to get this email out as soon as possible because I know many brands can benefit from it.

You see…

Even though I love Google Ads, you can’t rely on it alone.

Especially during Q4, when demand shoots up and every shopper looks to buy.

Because now, you’ll see a lift in sales from every channel.

That’s why the smartest brands use multiple platforms to maximize their returns.

And email is one that delivers the highest returns of them all.

So I’ve asked Josh, an expert in email marketing, to share a few of their best strategies.

His agency, Chronos, has worked with over 500 brands, including The Oodie, Qure Skincare, ALP Pouches, Truly Beauty, and many more.

Altogether, they’ve driven $380M+ in revenue, with an average 35x ROI for their clients.

In other words, they know what works.

Today, they’ll break down how they helped Kiyoko Beauty 3.4x their email revenue during last year’s BFCM.

Let’s dive in.

- - -

Hey guys, it’s Josh from Chronos, and today, we’ll share a quick story from one of our clients during BFCM last year.

You see, the main problem we see is that most brands treat BFCM like a 48-hour sprint.

They blast their entire list with the same discount, cross their fingers, and hope for the best. Then wonder why their email revenue stays flat year after year.

We took a different approach with Kiyoko Beauty - a beauty and supplement brand. And it paid off big time.

• 3.4× increase in Klaviyo revenue vs. BFCM 2023

• 43.31% of total store revenue from email (Nov 4–30, 2024)

• 2.4× YoY store revenue growth

• Revenue split: Campaigns 71.6%, Flows 28.4%

Here's exactly how we did it, and why most brands are missing the mark.

1. The problem with most BFCM (Black Friday Cyber Monday) email strategies

Everyone sends the same tired "25% off everything" email to their entire list.

Same subject lines. Same offers. Same results.

But here's what we’ve learned from managing some of the top brands in the industry.

BFCM isn't just about campaigns.

It's about your entire email ecosystem working together.

Instead of just sending promotional campaigns, we themed their entire email system for BFCM.

Welcome emails. Abandoned cart flows. Browse abandonment. Post-purchase sequences. Everything got the BFCM treatment.

This created urgency at every touchpoint, not just when someone opened a campaign email.

The results? Flows that generated 28% of their total email revenue during BFCM, money that most brands leave on the table.

2. The resend strategy

Here's where most brands mess up: they send one email and call it done.

We sent strategic resends, but only to people who didn't open or didn't buy from the original send.

New subject lines. Fresh hooks. Different angles on the same offer.

This increased their reach without annoying engaged subscribers or hurting deliverability.

3. 50/50 content split

For every promotional email, we sent educational content.

Product tutorials. Skincare tips. Behind-the-scenes content.

This kept subscribers engaged between sales pitches and made the promotional emails feel less pushy. People actually looked forward to their emails instead of hitting delete.

4. Segmentation

Lastly, I want to talk about how to strategically segment your list so you get 3X results.

Different messages for different customer segments based on purchase history, engagement, and behavior.

• VIP customers got early access.

• New subscribers got product education.

• Cart abandoners got targeted offers.

Right message, right person, right time.

How to apply this to your brand

1. Start planning your BFCM strategy now, not in October.

2. Theme all your automated flows with seasonal messaging, not just your campaigns. Update welcome sequences, abandonment flows, and post-purchase emails with BFCM offers and urgency.

3. Set up smart resend campaigns targeting non-openers and non-buyers with fresh subject lines and angles.

4. Balance promotional emails with valuable content. For every sales email, send educational content that builds trust and keeps subscribers engaged.

5. Segment your list based on customer behavior and purchase history. Create different email journeys for VIP customers, new subscribers, and inactive segments.

6. Test your pop-up conversion rates now and optimize before the traffic surge hits.

The bottom line

While your competitors are blasting discount codes, use this to create experiences that turn subscribers into buyers and buyers into repeat customers.

A 343% revenue increase doesn't happen by accident.

It happens when you stop treating email like an afterthought and start treating it like the revenue engine it can be.

Book a free strategy call to see how we can help your brand dominate BFCM.

Talk soon,

Joshua Chin - Chronos Agency

P.S. Special Newsletter-Only Promo. Exclusively for Echelonn’s subscribers: Save up to USD22.3k on our BFCM & Holiday Retention Sprint package.

This sprint is built on the same playbook we’ve run for The Oodie, Qure Skincare, and Kiyoko Beauty flows and campaigns that have added millions in owned revenue.

How we can help:

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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