How Hisleep Grew Q4 Email
Campaign Revenue 391% Year Over Year
+391%
campaign revenue YoY
+27%
flow revenue YoY
+510%
campaign deliveries YoY
The Story
Hisleep is a German DTC sleep brand selling premium pillows, bedding, and sleep-enhancing essentials.
The German sleep category is competitive, and Q4 is the year’s biggest demand window, driven by the holiday season and Black Friday Cyber Monday.
The brand needed an email program that could carry real weight during that window. Not just send promotional volume, but build a calendar designed to capture intent across the full quarter.
Going into Q4 2025, the goal was clear: make email a meaningful contributor to total store revenue during the most contested weeks of the year, with structure that wouldn’t collapse the moment Cyber Monday wrapped.
The Problem
Sleep brands face a specific Q4 problem most categories don’t.
The category is high-consideration with a high-AOV. Customers research pillows, toppers, and mattresses for weeks before converting. That’s the opposite of impulse buying.
But BFCM and gifting season demand the exact urgency-driven behaviour customers normally avoid in the segment.
So the Q4 calendar has to do two jobs that pull in opposite directions:
- Give long-cycle buyers a real reason to convert now on a purchase they’ve been deferring
- Reframe sleep essentials as gifts without losing the considered-purchase positioning the brand depends on the rest of the year
On top of that, sleep brands don’t refresh their lists at the pace of fashion or skincare. The same subscribers who saw last Q4’s offers are seeing this Q4’s. So every campaign has to earn its open from a list that’s already been pitched.
Hisleep needed a structured promotional calendar that could:
- Warm up the list ahead of Black Friday
- Capture peak demand during BFCM weekend
- Extend the momentum through December instead of letting it collapse after Cyber Monday
Lifecycle flows also needed to mirror the active on-site offer. Otherwise, new subscribers entering the funnel during the busiest sending weeks of the year would land in a generic welcome experience that ignored the seasonal context, instead of the actual promotion the brand was running.
The Goal
- Drive meaningful email contribution to total store revenue across the full Q4 window, not just BFCM weekend
- Grow campaign revenue significantly year over year heading into peak season
- Extend promotional momentum into December and capture late holiday demand
- Align lifecycle flow messaging with the active campaign offer so subscriber experience stayed consistent across channels
The Strategy
1. Pre-BFCM warm-up cadence
We built out 10 campaigns across the weeks leading into Black Friday inside Klaviyo, designed to re-engage dormant subscribers and prime active ones for the bigger promotional window coming.
The offer ran at up to 50% off Hisleep essentials with no code required. That positioned the warm-up phase as a real promotional moment in its own right, not just a teaser for BFCM.
By the time the Black Friday emails hit:
- The list had already been re-engaged
- The audience had been segmented based on response
- Subscribers were conditioned to expect serious offers from the brand
Across this window, flows did the heavy lifting on revenue, generating roughly 8× what campaigns produced. Exactly what you want from a healthy lifecycle program when traffic is high and intent is rising.
2. BFCM peak push
Across the BFCM window we sent only 4 high-intent campaigns built around urgency triggers including limited-time offers, deadline framing, and the strongest discount of the quarter at up to 63% off with code BLACKFRIDAY.
The smaller campaign count was deliberate.
With the warm-up phase having already done the heavy lifting on engagement, BFCM weekend was focused on conversion rather than reach. We leaned on subscribers who had already shown intent in the previous weeks instead of blasting cold profiles into a high-volume window.
The result was campaign efficiency that doesn’t usually show up at peak season:
4 BFCM campaigns nearly matched the campaign-attributed revenue of the entire 10-campaign warm-up phase, producing roughly 2.5× the revenue per send.
3. Post-BFCM holiday extension
The 8 campaigns sent after Cyber Monday extended the offer window through December under a different promotional banner, repositioning Hisleep products as gift purchases under a XMAS code.
This phase targeted two distinct audiences:
- Holiday shoppers who hadn’t bought during BFCM weekend
- Last-minute gift buyers entering the funnel late
That captured demand most brands lose in the post-BFCM lull, when they go dark or recycle BFCM creative
4. Seasonal lifecycle flow alignment
While campaigns drove the headline YoY growth, lifecycle flows inside Klaviyo were rebuilt to mirror the active campaign offer at each phase of the quarter.
Welcome flow subscribers in November weren’t getting a generic welcome offer. They were entering a flow with the BFCM discount baked in.
December subscribers entered the flow with the XMAS messaging instead.
That alignment meant new subscribers signing up during the highest-intent weeks of the year converted into the actual promotion the brand was running, instead of a default experience that ignored what was happening on site and across campaigns.
The Results
| Metric | Q4 2025 vs Q4 2024 |
|---|---|
| Campaign revenue | +391% |
| Flow revenue | +27% |
| Campaign email deliveries | +509.6% |
| Flow email deliveries | +61.2% |
Campaign revenue grew at roughly 14× the pace of flow revenue.
Most of the Q4 lift came from the structured promotional cadence, not baseline lifecycle activity
Email revenue share by month
| Month | All Emails | Flows | Campaigns |
|---|---|---|---|
| October 2025 | 25.42% | 22.74% | 2.68% |
| November 2025 | 27.14% | 23.44% | 3.70% |
| December 2025 | 16.64% | 12.41% | 4.23% |
November delivered the strongest overall email contribution at 27.14%, with flows doing the heavy lifting during the BFCM peak.
By December, campaign share kept climbing while flow contribution stepped down. That’s the signal that the post-BFCM extension was capturing late holiday demand flows alone couldn’t reach.
Across the full quarter, email contributed 23.5% of Hisleep’s total store revenue.
Summary
Hisleep entered Q4 with the standard challenge facing every DTC brand at the start of the holiday window.
A saturated inbox, a finite list, and one shot to make the season count.
The build was structural:
- Three distinct promotional phases, each with its own offer architecture and audience logic, supported by lifecycle flows rebuilt to mirror whatever campaign was active at the time.
The result was a Q4 where email contributed 23.5% of total store revenue, with campaign revenue alone growing 391% year over year.
November carried the heaviest absolute lift. The post-BFCM extension proved the more strategically interesting move, holding campaign performance through December while most brands in the category were going dark.
Programs like this don’t run on volume. They run on calendar discipline, segmentation that earns its keep, and the willingness to build the lifecycle infrastructure that turns peak-season subscribers into season-long buyers.
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The Results
+391%
campaign revenue YoY
+27%
flow revenue YoY
+510%
campaign deliveries YoY