Black Friday Winners Are Hiding

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In Partnership with Omnisend

One Plain-Text Email Outearned a Month of Campaigns 

Before you send everyone the same BFCM discount, check who keeps coming back. Your repeat buyers could justify an offer of their own.

For one skincare brand, 36% of customers had ordered more than six times. Enflow Digital used Omnisend to turn that loyalty into nearly $18,000 from one plain-text email.

Omnisend helped the team:

• Find purchase patterns in minutes, cutting out hours of manual analysis.
• Build a VIP audience of customers with four or more orders, ready for a separate promotion.
• Keep the VIP offer focused on engaged buyers by filtering out contacts inactive for 180 days.

The offer was available only through email: a higher discount plus a free gift above a higher spend threshold. It increased order value while helping clear slower-selling stock.

Co-founder Karolina shares how it came together so you can apply the approach to your own repeat buyers before your BFCM offers are locked in.

📝 Your Best BFCM Ad Might Already Be in Your Account

Black Friday is 46 days out, and before anyone opens a design tool, the smartest first move is opening Ads Manager. Your past campaigns already recorded which hooks, offers, and formats your customers respond to when a sale is on. Pilothouse starts BFCM creative planning with that history, then builds new concepts alongside it.

Steps to Mine Your Ad Account:

1️⃣ Pull Last Year’s BFCM Winners
Gather your 5 to 10 highest-spend ads from last Q4, plus your strongest holiday performers. Sort them by format, such as raw UGC unboxings, high-contrast statics, benefit-driven creative, and catalog frames. Note the format, hook, offer, and product benefit for each ad, and patterns will show up fast.

2️⃣ Pull This Year’s Top Ads
Last year’s winners show what worked during BFCM, while this year’s winners show what your current audience responds to. Pay closest attention to hooks, since a hook that earned attention in June can carry a BFCM offer in November.

3️⃣ Pull This Year’s Sale Ads
Filter year-to-date data to promotional campaigns like Memorial Day, Labor Day, and flash sales. These are your closest BFCM rehearsals. If one offer kept winning in May and September, it is a strong place to start.

4️⃣ Build One Planning Board
Put the history on the left: top BFCM ads from last year, top ads this year, and top promo ads this year. On the right, build this year’s plan in two columns. Iterations are new versions of proven winners, and Contrast holds fresh concepts that deliberately look and sound different.

5️⃣ Fill the Left Side First
Complete the history before writing a single new concept. The right side becomes much easier once the data is in front of you.

The Takeaway
The best BFCM creative often starts with data, not design. Review what already worked, then build on it with confidence. Open Ads Manager today and let your own history guide your plan!

📝 Build a Live Sales Dashboard in Claude 

Want to see which sales deals need attention without digging through spreadsheets? Claude’s new Dashboards feature makes it simple. In this guide, you build a live sales dashboard, check the totals, filter by owner, and test whether new source data reaches the report.

Steps to Build Your Sales Dashboard in Claude:

1️⃣ Connect an Approved Data Source
Open Claude with a paid account and connect an approved data source. Use a small test dataset and limit the connection to reading records.

2️⃣ Create the Dashboard
Choose Dashboards from the output menu. Ask Claude for open deals, their total value, and overdue deals. Define which stages, currencies, and dates count.

3️⃣ Verify the Source Rows
Open a figure’s query and check the source rows. Keep closed deals and test records out of the total, and leave missing owners visible.

4️⃣ Filter by Owner
Filter by one owner. Check that the headline figures, chart, and table all change together, then clear the filter and confirm the full total again.

5️⃣ Test the Data Refresh
Have the data owner add one fictional deal to the test source, then ask Claude to refresh. Confirm the new record appears before sharing the report.

The Takeaway
Claude Dashboards turn raw deal data into a live view of your pipeline. The real value comes from verifying the numbers, testing filters, and confirming that new data flows through before you share anything. Try the guide today and build a dashboard you can trust!

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