Good morning,
Google delays third party cookies for the third time. Google says CMA, the antitrust regulator keeping close tabs on the Chrome Privacy Sandbox, needs “sufficient time to review all evidence including results from industry tests.”
Now the phase out will most likely happen in 2025. Fun fact: Google has been trying to phase out cookies since 2020 so we wouldn’t be surprised if there’s more delays down the road.
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: Anxiety Institute, ThyVita, and Downward Dog. 👋
Purchase a candle, plant a tree. 🌳
We love this Earth Day marketing campaign from Mala Candles.
The Vancouver-based brand offers customers a chance to purchase a mystery candle and support their tree planting initiative.
The headline of the landing page reads, ‘Plant a tree with us, it’s Earth Day,’ and below the banner are three product listings with badges that make it clear how their purchasing decision will go towards an environmental cause.
Customers can choose from three different options: plant one, two, or five trees, depending on their spending preference.
The soy candle brand also gives consumers a sweet discount, acknowledging that “self-care should be a bit more affordable.”
Why this works:
Clear and consistent messaging: Mala’s Earth Day marketing campaign makes it clear that customers are getting a valuable deal. A discount and a tree planted when adding to cart.
It makes customers feel good about spending. Shoppers feel motivated to help the brand achieve its goal of planting 100K trees by the end of the year.
💡 And… since this offer is for mystery candles, it’s also a smart way for the brand to clear slow-moving stock while delighting customers with the element of surprise.
The result?
Mala included an animation block on their Shopify homepage that tracks in real time how many trees will be planted thanks to their customers.
So far, they are 76% of the way to reaching their goal!
The takeaway?
When creating an Earth Day campaign, give your customers a clear reason why they should support you. 💗
Be transparent about the goal you want to achieve and emphasize cost savings and the positive impact of their generous purchase.
Sometimes we get nuanced responses. Niche requests. But most of the time it boils down to this: more subscribers, more leads, more attention.
If this is your goal (who’s goal ISN’T this?!), we’ll let you in on a little secret: So many brands are making it way too hard for your customers or potential customers to join your inner circle.
Your multi-step, double opt-in flows are great, sure. But what’s their drop off rate? And how much could your drop off reduce if you made things easier? We’re guessing the answer to both is: a lot.
Postscript KNOWS the answer is a lot, and they’re helping brands grow their opt-in rates with Onsite Opt-In. Now, before you continue reading, we’ll tell you why we think you should: 👇
1️⃣ In the first two months of simplifying their opt-in, Jones Road Beauty saw:
2️⃣ Within one week of using Onsite Opt-in, True Classic saw a +40% growth in their automation revenue.
No further convincing needed, your honor. Read on. 🧑⚖️
Removing the hurdles and barriers for your future subscribers is key. Jones Road and True Classic utilized Onsite Opt-In to make this possible.
Here’s how their new SMS sign up with Onsite Opt-In works:
Let’s touch on the last point there: added to your list without ever leaving your site. Raise your hand if you start tasks, get lost somewhere in the middle, and never come back to finish them. 🙋 Your customers do this too.
You may be thinking, “Yeah maybe 1/1000 does this, it doesn’t really impact me that much…” But brands that are simplifying their subscription process are seeing up to 3x their current opt-in rates.
If you know your current opt-in rate and monthly site impressions (or have a pretty good guess), check out this calculator. It speaks for itself. Simplified opt-in for the win. 🏆
Making subscription as easy as possible—same screen, less clicks—keeps customers engaged through the sign up process and keeps them on your site. Will they do some shopping? Read your blog posts? Get more info on your brand? The likelihood increases.
The customer acquisition cost tension right now is HIGH. Pricing is volatile. Competition is steep. Things are getting harder. The more barriers you remove for your audience to be able to connect with you, the better.
You’re paying for your customers to land on your site, taking the extra step to make sure they make it on your list is worth it.
*This editorial piece was created in collaboration with Postscript.
In this episode of the pod, we catch up with Taylor and Jacob from Pilothouse's Meta Ads team to talk Q1 performance, the pros and cons of Meta Shops’ popularity, and how we're mitigating platform and algorithm insecurity.
Jacob explains: "A lot of the traffic on Meta Ads is starting to shift to Meta Shop. Some brands are seeing 60% of their traffic now happening on Meta Shop versus 5% last year. The pro is you can still get a customer email once they purchase, but the con is that less website traffic is hitting a brand's website now.”
In this podcast, we cover:
👉 You can listen to the full episode with Taylor and Jacob here.
Four legends of ecommerce, Mirella Crespi, Savannah Sanchez, Dara Denney, and Jess Bachman are taking the virtual stage together to give you the ultimate masterclass on creating ads that convert.
Starting May 23rd, your hosts, in collaboration with Motion, will guide you through a five-week— live, virtual, and FREE— series designed to help you create (and make more money) with Meta and TikTok ads that actually convert.
You’ll get the nitty-gritty on: 👇
1️⃣ Setting the foundation
2️⃣ Ramping up ad production
3️⃣ Mastering creative hooks
4️⃣ Tracking performance
5️⃣ Spitting Creative Fire
PLUS: You’ll receive the Make Ads That Convert Workbook to put your learnings into action.
*Can’t make all the sessions? Register anyways. The assets will be ready for you in your inbox. 🤝
*Sponsored
Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.
Want to be more productive? Preparation is key to time management. And we love how this hack also comes with a reward! 🍩
😱 49% of loyal shoppers stated they’d stray from DTC brands for a better price. Learn how to limit competitor distractions and lead your audience back to your brand. Read about it here. *
🍬 Here's a little treat for you. Get a copy of PRZM's Gen Zalpha Handbook and learn how newstalgia, aesthetics, and dupe culture are driving buying decisions. Download now and stay ahead. *
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
Was this email forwarded to you? Sign up here.
Please note that items in this newsletter marked with * contain sponsored content.
DTC 2023. All Rights Reserved.
DTC is fueled by Pilothouse company registered in Victoria, BC, Canada.