| Goal | Engage as many customers as possible for Black Friday |
| Solution | Supplement email with additional messages in the App Inbox channel |
| Result |
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| Resources |
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| Timeframe | 10 days |
About the Company
FABO is a Ukrainian beauty service that combines a premium cosmetics store with more than 50 brands, professional online consultations, and personalized skincare selection. The company's story began in 2014 with the opening of the Professional Care store in Kharkiv. After 2022, the refreshed FABO brand was launched on that foundation.
Today, FABO runs an online store and beauty service with more than 35,000 active users every month, and it also has an offline store in Kyiv.
FABO has worked with the Yespo agency since July 2024. The agency creates promo email campaigns, sets up behavioral and transactional triggers, and handles analytics and reporting. As Yespo's features have expanded, the agency has been introducing new capabilities into FABO's marketing.
Goal
While preparing for BLACK FRIDAY, FABO set out to develop an engaging strategy of gradually “unveiling” discounts across several channels, without flooding customers with irrelevant messages.
Bohdana Molochko, Brand Manager at FABO
It was important to us that Black Friday didn't turn into a stream of identical messages: “discounts, discounts, discounts.” That's why we divided the messages by the start of each new wave, each with its own brands and offers, and built the communication so that customers always knew what was coming next.
We assigned roles to the channels: email is the main channel with detailed information, and App Inbox reinforces it for people who are already on the site.
Solution
FABO's marketers decided to use email and App Inbox and to start communicating a week ahead. The campaign was built as a prize-draw game: with every message, customers moved closer to winning while collecting discounts along the way.
What is App Inbox
App Inbox is a communication channel that delivers personalized messages directly on your website or in your app and stores them in a notification center. Unlike push notifications, these messages don't overlay the content or distract users, who can come back to them at a convenient moment. App Inbox doesn't require a separate subscription: messages can be shown to logged-in users, and the channel combines easily with email, push, and other communications in omnichannel workflows.
Email Channel
The email strategy consisted of 8 emails.
Bohdana Molochko, Brand Manager at FABO
The main thing we wanted was for our customers to learn about the start of each wave among the first, in the simplest possible format. The number of emails was determined by the structure of the campaign: one email for each important event.
The first email explained the Black Friday rules at FABO: how many waves there would be, how consultations would work, and how we'd operate during this period. That way, customers understood the mechanics from the start and could plan their purchases.
Then, on the day each new wave started, an email arrived with its brands and discounts. Separately, we told people about gifts and giveaways: we had different thresholds for different gifts, and among offline orders there was a draw with its own prizes. We segmented this email: the Kyiv audience got the emphasis on our offline store, FABO House, because we expected these customers to come there, while the rest of the base got the online offers.
The first email was sent 3 days before the promotion started. It described the Black Friday mechanics that would run at FABO:
The second email was sent two days before the start as a reminder, with a countdown timer, delivery terms, and a link to useful materials.
The discounts then came in several waves. On Monday, the day the promotion started, the third email was sent, describing the brands currently on sale. FABO also told customers about the main Black Friday giveaway and the discount calendar on its site.
The next day, the fourth email was sent, describing the terms of the big giveaway in detail.
Two days later, the fifth email was sent, opening new brand discounts and reminding customers about the main giveaway.
The sixth email went out on Thursday, right before Black Friday.
Bohdana Molochko, Brand Manager at FABO
In the beauty segment, Black Friday isn't one day — it's a whole period. Last year at FABO it ran from November 17 to 30, and by Thursday some of the discount waves had already started. But the biggest wave, the peak of the whole campaign, began on the night leading into Friday. So we made the sixth email a kind of guide before the start: we gathered everything important for customers to know and warned them that the main wave of discounts would start that very night. That gave customers time to prepare: browse the offers, build a wishlist, and be ready the moment the discounts went live on the site.
The seventh email was sent on Black Friday itself. As in the previous emails, it listed brand discounts and reminded customers about the prize-draw game:
The eighth email was sent on the last Friday of November as a reminder that the giveaway was about to take place and that the discounts were coming to an end.
With each send, we closely monitored audience reaction to avoid unnecessary negativity. Thanks to the brand's well-thought-out strategy and an engaged audience, every email remained engaging for customers, and the average open rate stayed at 32–33%.
App Inbox Channel
Bohdana Molochko, Brand Manager at FABO
We use App Inbox to reinforce the main communication and as an additional announcement. Not all customers get around to opening an email, but if a person comes to the site, they see the message right there. It's important that App Inbox is seen only by logged-in users, meaning our regular customers who already know FABO.
That's why we put only the most important things in this channel: the start of key discount waves and the most anticipated brands. This way, App Inbox didn't duplicate all the emails — it provided targeted reminders about what customers were waiting for most.
To further reinforce the campaign, we used the App Inbox channel. In total, we sent three such messages.
The first message was about the second discount wave.
The second message contained information about the biggest discount wave.
Add App Inbox messages to your email campaigns
Learn MoreResults
During the Black Friday campaign, the email channel recorded revenue more than twice as high as in the most profitable months. At the same time, click-through and open rates didn't differ significantly from the usual. The high sales were achieved thanks to relevant, timely offers and consistent communication.
In App Inbox, just three messages generated 104% more revenue and performed better than 8 email campaigns. This demonstrates the potential of App Inbox as an additional sales channel and underscores the value of using it more actively in an omnichannel strategy.
Plans for the Future
Bohdana Molochko, Brand Manager at FABO
This year, we plan to keep the logic of gradually unveiling discounts but make communication even more personal. We want to segment our audience in more detail so that messages match each customer's interests more closely.
App Inbox and Web Push will become a full part of the campaign from day one, not just a reinforcement of the main communication. That way, even during peak season, every customer will receive only the information that's truly valuable to them.
Even a few messages across different channels can strengthen any campaign by up to 2x. Test, measure, and check what works best for your audience.