Omnisend success story · Children’s clothing brand

How Rachel Riley grew Black Friday revenue from Omnisend 77.33% with email, SMS and push.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

A London children’s clothing label known for hand embroidery and smocking planned a whole Black Friday month across email, text and web push. Revenue from Omnisend over the holiday weekend rose 77.33% on the year before, and nearly half the store’s sales that weekend came from it.

Business: Rachel Riley
Market: London, United Kingdom, with customers in the UK and US
Goal: A bigger Black Friday from its own customer list

Baby clothes in soft colors hanging on a wooden rail above small shoes

The results.

Black Friday to Cyber Monday 2024 compared with the same period in 2023. The brand’s Black Friday month started on October 28, 2024.

77.33%year-over-year increase in Black Friday to Cyber Monday revenue from Omnisend, 2024 against 2023
48.1%of total store revenue over Black Friday to Cyber Monday 2024 came from Omnisend
46%of Omnisend-driven revenue came from automations

Black Friday to Cyber Monday 2024 against 2023. Results as published by Omnisend, based on revenue Omnisend attributes to its messages. Omnisend does not state the attribution window.

The challenge.

Rachel Riley designs children’s clothing and knitwear made in the UK, known for hand embroidery, smocking and intarsia, and sells online as well as through department stores and boutiques. Its customers are spread across the UK and the US.

The brand had used Constant Contact and, briefly, Klaviyo. For the biggest selling weeks of the year it needed every channel working from one plan, with automated messages carrying part of the load while the team ran the campaigns.

Omnisend revenue chart with separate totals for email, SMS and push

What they did.

Email campaigns · Automated workflows · SMS and picture messages · Web push notifications

Started Black Friday a month early: A Black Friday month from October 28, 2024, with campaigns planned around the holiday weekend instead of a single burst of emails.
Kept the automations running: Welcome, browse, product and cart abandonment workflows, plus reactivation and thank-you messages, worked alongside the campaigns.
Matched the channel to the market: Picture messages by text performed well in the US, while web push notifications gained traction in the UK.
Replaced the default order emails: Order confirmations moved from Shopify’s plain version to branded Omnisend emails, and the team used reports to adjust messages during the campaign.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

A month, not a weekend: Starting early built anticipation and gave the team time to learn from early sends before the busiest days.
Automation scaled with traffic: Holiday traffic means more abandoned carts and new subscribers. Workflows that were already running caught them automatically, which is why 46% of revenue came from automations.
Each country got the channel it uses: Picture messages for US customers and web push for UK visitors reached people where they were most likely to respond.
They watched and adjusted: Reading results during the campaign, not after it, let the team shift messages while the sales were still happening.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our Omnisend email, SMS and push management.

Plan the season in September: Our Omnisend email, SMS and push management maps the whole holiday calendar early: offers, segments, channels and the workflows that must be ready first.
Tune automations before the rush: Cart, browse and welcome workflows get tested and refreshed in the quiet weeks, so they are at full strength when traffic peaks.
Use each channel for what it does best: Email for the story, text for the urgent moment, push for the visitor who has not subscribed yet.
Line up the ads with the list: Holiday ad budgets work harder when every new visitor is captured and followed up. We plan both together; see our Google Ads management.