How Feminera Drove 40.5% of Q4 Revenue From Email
40.5%
of Q4 revenue came from email
+58%
campaign revenue YoY
+103%
campaign deliveries YoY
The Story
Feminera is a DTC German anti-aging skincare brand built on dermatologically tested formulations and premium ingredient quality.
Their customer base is women looking for effective, safe products to address aging concerns, and the brand has built credibility in a competitive German skincare market by leading with formulation rigor instead of trend cycles.
Like every DTC brand operating in the category, Q4 represents the brand’s most important window of the year. Seasonal demand spikes, competitor frequency goes up across every inbox, and the brands that show up early and often capture a disproportionate share of the holiday revenue.
Going into Q4 2025, Feminera needed an email program that could carry that load with structure, sequencing, and segmentation that didn’t burn the list before December.
The Problem
Q4 in the inbox is a war of attention.
Every ecommerce brand in the skincare category goes loud at the same moment, sending frequency climbs across the board, and a brand that doesn’t establish promotional presence early in the cycle gets squeezed out of the consideration set by the time Black Friday weekend hits.
For Feminera, the question heading into the quarter wasn’t whether to run a Black Friday campaign. It was whether the email program could carry the kind of structural promotional load that turns a single weekend into a full-quarter revenue event.
The list was there. What the channel needed was a calendar built to pull early-window demand, dominate Black Week itself, and extend the offer arc into December instead of conceding ground to paid channels and competitor sales as the year wound down.
The Goal
- Drive meaningful email contribution to total Q4 revenue across the full window, not just BFCM weekend
- Grow campaign revenue significantly year over year by scaling reach and deployment volume
- Sustain promotional momentum from early November through Christmas
- Convert returning customers as the primary revenue base while expanding reach to capture new demand
The Strategy
1. Birthday Campaign as a Q4 ignition wave (Nov 1–9)
We opened Q4 with a Birthday Campaign positioned as a brand celebration, anchored by a free accessory on orders above €59.90 and a 5% discount.
The 3 campaigns deployed across this window were designed to do two things at once:
- activate early seasonal demand before competitors went loud,
- and lift AOV through the gift incentive so the list wasn’t being trained to wait for the deepest BFCM discount.
The wave produced the highest single-wave revenue contribution of the entire quarter.
2. Black Friday Pre-Sale to surface high-intent buyers (Nov 10–23)
The Black Friday Pre-Sale ran with up to 40% off across the catalog and an extra €5 off sets and bundles.
The deliberate move here was the explicit push toward bundles and sets, which served two purposes.
- First, it lifted basket size before peak competition compressed margins.
- Second, it identified the highest-intent buyers in the list before BFCM weekend by giving them a real reason to convert early, producing the segmented audience signal we needed for sequencing into Black Week.
3. Black Week with tiered discount architecture (Nov 24–30)
Black Friday Week ran on a layered discount structure designed to push basket size at every order tier.
Up to 60% off, automatic 40% sitewide, and an additional 20% off on orders above €79.90. Send frequency was deliberately heavy across the week to maintain inbox presence against the volume increase from every other skincare brand running BFCM.
The tiered discount curve drove the 4.9% YoY AOV lift we saw across the quarter as buyers were nudged toward larger baskets by the volume rewards built into the offer structure.
4. Holiday extension with segmented offers (Dec 1–26)
The Holiday Sale ran a segmented offer structure inside Klaviyo that treated first-time and repeat customers differently.
- New customers got 5% off plus a free gift above €69.90.
- Repeat customers got 10% off plus the same gift threshold.
The split was deliberate. Repeat customers carry the bulk of profitable revenue at this stage of the funnel, so the deeper discount went to the audience with the highest LTV ceiling.
The 5% offer to new customers was deliberately conservative, designed to capture late-arrival holiday shoppers without conditioning future buyers to expect deep first-purchase incentives.
The wave held campaign revenue steady through the typical post-BFCM through most brands’ experience in mid-December.
The Results
| Q4 2025 | Table Header |
|---|---|
| Email share of total revenue | 40.5% |
| Campaign revenue YoY | +58% |
| Email campaign deliveries YoY | +103% |
| Actual openers YoY | +62.8% |
| Actual clickers YoY | +41.4% |
| AOV YoY | +4.9% |
Email moved past 40% of total store revenue across the quarter, with campaign revenue growing 58% year over year on the back of doubled deployment volume.
Returning customers carried the bulk of profitable revenue, validating the segmentation logic underneath the holiday offer structure.
| Campaign wave | Window | Share of campaign revenue |
|---|---|---|
| Birthday Campaign | Nov 1–9 | Highest of the quarter |
| Black Friday Pre-Sale | Nov 10–23 | Lowest |
| Black Friday Week | Nov 24–30 | Second-lowest |
| Holiday Sale | Dec 1–26 | Second-highest |
Summary
Feminera entered Q4 facing the standard challenge of the German skincare category.
Saturated inboxes, rising frequency across competitors, and a list that needed to deliver during the year’s most contested promotional window.
The build was structural. Four distinct campaign waves, each with its own offer architecture and audience logic, sequenced to carry promotional momentum from early November through Christmas.
Discount depth scaled with buyer intent, segmentation handled the new-versus-returning split, and AOV mechanics were built into every wave from the start.
The result was a Q4 where email contributed 40.5% of total store revenue, with campaign revenue alone growing 58% year over year on the back of doubled deployment volume.
Returning customers carried the profitable revenue base. The Birthday Campaign outperformed Black Week. The Holiday Sale held momentum through the mid-December trough that most brands surrender to paid channels.
Programs like this run on calendar discipline, segmentation that earns its keep, and the willingness to make every campaign wave do real revenue work, including the ones outside the BFCM window.
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The Results
40.5%
of Q4 revenue came from email
+58%
campaign revenue YoY
+103%
campaign deliveries YoY