📦 - How Blueland’s Non Toxic Cleaning Products Changed The Industry

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‍Tuesday, March 19, 2024

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Good morning,

Guess what? Liquid Death is now worth 1.4 billion dollars (yes, you read that right). 🤯

The company is the fastest-growing brand in the beverage industry and is poised to grow even more quickly as it takes on new investors and strategic partners.

We’re not surprised. It’s easy to fall in love with the canned water brand and its brilliant content marketing strategy.

Keep reading to learn about another impressive brand that is killing it in the ecommerce space.

Here’s what you’ll find in today’s DTC:

• We do a deep dive on Blueland and their innovative refillable cleaning products.
• Learn how to improve your conversion funnel support by extending the lifespan of a cookie.
• And… a reminder that your UGC strategy should be tailored to your target demographic.

You’re reading this newsletter along with new subscribers from: Nexasky, Quantum Health, and Three Peas. 👋

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‍BRAND SPOTLIGHT

🫧 Blueland’s Innovative Refillable Products

After their appearance on a business television show, Blueland quickly became one of the most recognized DTC brands in the cleaning and personal care market by solving a common problem with an innovative product. ⚡

Here’s how Blueland grew into a 10+ million dollar company in just a few short years. 👇

The back story

After becoming a mother, founder Sarah Paiji Yoo realized how bad the plastic waste issue was when it came to consumer goods. She sought out to create sustainable and innovative cleaning solutions so she could leave behind a better planet for her two boys.

The idea?

She created cleaning tablets that could dissolve in water and refill packaging. This reduced the amount of plastic that went into the product and also made it more convenient for consumers to repurchase.

As part of its sustainability ethos, Blueland paid close attention to the entire product development process opting for clean ingredients and compostable packaging.

Blueland was on a mission to make refillables a thing. 🚀

The perfect DTC product doesn’t exist…or does it?

Not only was Blueland’s cleaning tablets a smart invention but it also ended up being the perfect DTC product to sell and ship. 💯

The tablets were small, lightweight, and compact which kept shipping costs down and gave them healthy margins.

Blueland’s mission was clear from the beginning and environmentally conscious consumers resonated with their mission and innovative products.

The company has now expanded their product line up to include dishwasher pods, laundry tablets, and hand soap. This year they also achieved another exciting milestone by launching into 515 Whole Foods locations, making them one of the top DTC brands to watch.

Stay tuned for tomorrow’s newsie! We’ll break down why Blueland’s website does such an exceptional job of acquiring and retaining customers.

‍INFLUENCER NETWORK

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• Get to control your acquisition costs
• Don’t rely on paid media
• Have vocal advocates non-stop promoting your brand

Brands like yours are already building their sustainable competitive advantage and gaining trust with their audience through SARAL’s network of untapped influencers.

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‍PODCAST

🎧 Improving Conversion Funnel Support

In this episode of the pod, we discuss the importance of funnel support in email marketing with Pilothouse’s Head of Email and Retention Jordan Gordon. He shares tips for optimizing funnel support emails and explains how to extend the lifespan of cookies to improve conversion funnel support.

Jordan explains: “If you want email to be a money-making machine you have to understand that your funnel support starts with your campaigns. Campaigns are how you generate intent. Make sure you're using campaigns properly and get those people into your funnel.”

In this podcast, we cover:

• How to run reactivation programs to win back customers
• The importance of creating engaging content in conversion funnel support emails
• How to extend the lifespan of a cookie
• Why coverage rate and persistence rate are important metrics to track

👉 You can listen to the full episode with Jordan here.

‍🌐 IN THE SOCIAL SPHERE

Here are some great tips to keep in mind when creating UGC.

If you’re targeting an older group make sure your editing style matches your audience’s preferences! Slower cuts work better with older audiences while fast cuts are more popular with Gen Z.

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‍📰 NEWS

• Google’s new Search Generative Experience (SGE) could potentially cost publishers $2 billion in ad revenue if search traffic drops.
• Lunchables Dunkables newest AI vs KI campaign shows how artificial intelligence is no match for a kid’s imagination in this heartwarming ad.
• A controversial new ad from Under Armour is under fire for its use of AI and reusing other creator’s work without credit or permission.
• Rapper Nicki Minaj launches Shopify website for press on nails called Pink Friday Nails.

‍SPONSOR DTC

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‍Have you heard our latest podcasts?

• 🪑 Dayne Rusch on Vyper Industrial’s Eight Figure Shop Chair Journey
• 📹 AKNF 385: Why 3-5 second ads are crushing it on Meta
• 💪 Dan Crosby on BioSteel and Revitalizing a Hydration Empire
• ✍️ AKNF 383: Meta State of The Union 2024
• 👚 Oren John on Launching a Premium Niche Fashion Brand
• 💰 AKNF 381: The Ultimate CRO Framework for Media Buyers

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

‍DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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‍Please note that items in this newsletter marked with * contain sponsored content.‍