About
MyNextMattress is a leader in the UK mattress industry. The business operates in a category where purchase decisions are infrequent, high in consideration, and heavily influenced by timing and promotions.
Email had never been used as a sales channel for MyNextMattress. This made the approaching Black Friday and Cyber Monday a practical test case — a short, high-intent window where the company could quickly determine whether email was worth investing in as a revenue channel at all.
Problem
Going into BFCM without any email channel in place, MyNextMattress couldn’t re-engage high-intent visitors or generate revenue during peak demand.
There was no email infrastructure in place, no lifecycle flows, no subscriber base, no campaign history, and no baseline for email performance, since email had never been tested or proven as a revenue channel for the business.
The issues showed up as:
- Peak traffic would come and go, with no way to reconnect with visitors
- Purchase consideration is lost after the session
- Email remains an untested channel with no evidence to support future investment.
Solution
To validate email as a revenue channel within a limited timeframe, we focused on rapid execution with the goal of proving email’s revenue potential during BFCM.
Email channel launch
We established an end-to-end email marketing strategy, including planning, design, copy, technical setup, and readiness for peak traffic.
High-intent BFCM campaigns
We designed and built three high-impact BFCM email campaigns, fully aligned with on-site promotions. Each campaign was created to support urgency and drive conversions. In a focused scope, we:
- Concentrated on the highest-intent moments
- Aligned offers and messaging with the eCommerce experience
- Prioritized speed and clarity over long-term complexity.
Performance-driven insights
Data from campaign performance were used to assess revenue contribution, validate email as a viable growth channel, and define next steps for scaling email and automation beyond BFCM.
Outcome
- £10,000+ in incremental revenue generated from email marketing during BFCM
- 1176% ROI
- Every £1 invested returned ~£12.75 in revenue
MyNextMattress email moved from non-existent to revenue-generating within a single peak sales window.
If email isn’t part of your eCommerce growth model yet, or isn’t performing like you want it to, we can help you launch it with a clear revenue goal.
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