Executive Summary
This Shopify Plus Black Friday email marketing case study explores how a regulated medical ecommerce brand transformed Black Friday from a low-impact seasonal event into its highest-revenue month in three years.
By replacing a flat discount with a layered Black Friday offer (up to 60% off) and executing a segmented Shopify email marketing strategy, the campaign generated ~$370,000 in total revenue, with ~$70,000 driven directly through email.
The results demonstrate how Shopify Plus ecommerce brands can use email marketing, behavioral segmentation, and perceived value to drive meaningful BFCM growth—without increasing ad spend or eroding margins.
Campaign Overview
- Brand: Mountainside Medical
- Platform: Shopify Plus
- Industry: Medical & healthcare ecommerce
- Campaign Type: Black Friday / Cyber Monday (BFCM)
- Primary Channels: Shopify email marketing + onsite optimization
This case study is relevant for Shopify Plus brands, Shopify ecommerce stores, and B2B + B2C ecommerce businesses planning high-impact Black Friday campaigns.
Key Results
- ~$370,000 in Black Friday month revenue
- 500% increase in email-driven revenue
- 41% month-on-month B2B (RX) sales growth
- 17% increase in average order value (AOV)
Shopify Email Marketing Performance During Black Friday
During Black Friday week, email marketing was executed with high intent and structured frequency, not generic blasting.
Email performance highlights:
- 140,000+ emails sent
- 33–45% open rates
- Up to 15% conversion rates
- ~$64,000–$70,000 in directly attributed email revenue
This marked a 500% increase in email marketing revenue, repositioning email as a core ecommerce revenue channel on Shopify Plus.
The Challenge: Why Previous Black Friday Campaigns Underperformed
Flat Discounts Failed to Compete
Earlier Black Friday campaigns relied on a flat 5% discount, which struggled to cut through BFCM noise.
Underutilized Shopify Email Marketing
Despite a large email list:
- Messaging was generic
- There was no RX vs consumer segmentation
- Timing ignored real B2B vs B2C buying behavior
Complex Ecommerce Requirements
The Shopify Plus store served:
- B2B customers (clinics, licensed professionals, RX buyers)
- B2C customers (home consumers)
Both were previously treated as one audience.
Why a New Shopify Plus Black Friday Strategy Was Needed
The core issue wasn't pricing — it was perceived value.
Many products already had discounts, but customers never experienced them as a single, compelling Black Friday ecommerce offer.
To compete effectively during BFCM, the Shopify Plus brand needed:
- A strong, unified Black Friday headline offer
- Margin protection in a regulated ecommerce environment
- Tight alignment between email marketing, onsite messaging, and buyer behavior
The Solution: Layered Discounts + Segmented Shopify Email Marketing
1. Layered Black Friday Discount Strategy
Instead of increasing base discounts, existing product-level discounts (up to ~55%) were layered with an additional 5% Black Friday incentive.
This allowed the campaign to be positioned clearly as:
"Black Friday Deals — Save Up to 60%"
This approach increased perceived value without restructuring pricing or harming margins—an effective Shopify Plus Black Friday strategy.
2. Segmented Shopify Email Marketing Engine
Email campaigns were segmented based on:
- RX vs consumer purchasing behavior
- Product category interest
- Discount depth relevance
~180,000 emails were sent from a base of ~350,000 subscribers—only to relevant segments, not the entire list.
3. B2B Weekdays, B2C Weekends
Campaign timing matched real ecommerce behavior:
- Monday–Friday: RX products and professional medical supplies
- Weekends: Consumer-focused products and bundles
This B2B vs B2C ecommerce segmentation unlocked significant growth without additional spend.
Shopify Plus Execution: Onsite Experience
Unified Black Friday Messaging
The same Black Friday message appeared across:
- Homepage
- Collection pages
- Search results
- Product tags
- Cart and checkout
This created a consistent Shopify ecommerce experience with no conflicting offers.
Collection Page Optimization
Discount visibility at the collection level helped:
- Reduce friction
- Increase browsing-to-cart conversion
- Support higher AOV through perceived savings
Category Page Optimization
Category pages displayed Black Friday pricing prominently across product grids:
- Clear "Black Friday Sale" badges on each product
- Percentage discounts visible at a glance
- Consistent pricing presentation across all categories
- Enhanced product discovery with organized navigation
Product Page Optimization (B2C + RX)
RX products remained compliant and gated, while still participating in the Black Friday ecommerce narrative.
Shopify Plus Revenue Impact
Black Friday Month Sales Performance
- ~$389,000 in total sales
- 41% growth vs previous period
- Revenue spikes aligned with major email sends
Long-Term Ecommerce Growth
Black Friday 2025 became:
- The highest-performing month in 36 months
- A new benchmark for future Shopify Plus campaigns
Key Takeaways from This Shopify Plus Black Friday Case Study
Perceived Value Outperforms Flat Discounts
Layered Black Friday discounts drive stronger engagement than small blanket offers.
Shopify Email Marketing Drives Ecommerce Revenue
With segmentation and timing, email marketing on Shopify Plus becomes a scalable revenue channel, not just a reminder system.
B2B and B2C Ecommerce Require Different Rhythms
Respecting weekday B2B behavior and weekend consumer habits unlocks growth without increased acquisition costs.
Lasting Impact
This campaign changed how the brand approaches ecommerce growth on Shopify Plus:
- Segmented email marketing is now standard
- Layered discounts replaced flat promotions
- Onsite and email messaging operate as one system
The case proves that even in a regulated medical ecommerce environment, Shopify Plus brands can run high-performing Black Friday campaigns that are both customer-friendly and margin-conscious.