If diseases are investing in their SEO then so should you đ¤Ł
In this newsletter youâll find: đ
đ Re-engaging your email list â Part 1.
đ Customized vitamins with care/of.
đ Conversion Rate Tips from Oddit.
đ¨ Only 48 hours left to save $1,000 on Scale School!
đ If a pal forwarded this to you, subscribe so you never miss out. And be sure to follow us on Twitter and Instagram.
Many brands are spending most of their time and $$$ on new customer acquisition, when itâs roughly five times more expensive to acquire a new lead than it is to retain an existing one.
Theyâre leaving one valuable resource of their existing audience completely untapped:
đŁ Inactive or unengaged email subscribers. đŁ
A percentage of your list will eventually stop engaging with your emails. Itâs just a reality.
But if you donât have a plan to re-engage these inactive subscribers, youâre missing a huge, inexpensive opportunity to win back customers.
Not only that, your email metrics, sender reputation, deliverability, and ESP costs will all take a hit, too.
Never fear, DTC Fam. â
There are tried-and-true email strategies that, when used together, can help you:
And over the next few newsletters, weâll be breaking down each of these strategies in a comprehensive three-part series!
đ§ Part 1: Re-Engagement Campaigns.
đ§ Part 2: Winback Flows.
đ§ Part 3: Sunset Flows.
By weaving each of these into your brandâs email program, youâll be able to re-engage your list, win back customers, and lower costs. đĽ
Today, weâre dropping Part 1: Re-Engagement Campaigns! đ
Re-Engagement Campaigns are targeted emails sent to a segment of unengaged subscribers, with the goal of getting them to re-engage.
According to the Pilothouse email team:
"A Re-Engagement Campaign can be very complex, but at its heart, itâs really simple â the goal is to figure out who these people are, how long they havenât been engaged for, and what your goal is to get them back in the fold. Those things are really important for how you craft your message."
â˛ď¸ When to send a Re-Engagement Campaign:
Typically youâll want to send a Re-Engagement Campaign when subscribers havenât engaged with you in a period of time.
Typically, "unengaged" means a subscriber hasnât:
The timeline you choose depends on your personal brand and product, but most brands will consider a profile unengaged if they havenât done any of the above in 30â180 days.
â ď¸Notice "opened your email" is not on this list!
The iOS 15 update will skew open rates for Apple Mail users, so unless you want to segment out Apple users, we recommend no longer using opens as an engagement metric.
đ The structure of a Re-Engagement Campaign:
The main goal of a Re-Engagement Campaign is to get your subscriberâs attention and give them a reason to engage with your emails again.
The Email Team at Pilothouse recommends the following structure, delivered in 1â2 emails:
*Brownie Points: Use onsite data to tailor your offer! đĽ°
Even if you donât have access to this data, you can try testing both types of re-engagement offers to see what works best.
You may also want to separate purchasers from non-purchasers and send different offers to each.
How would you like a nice little 247% bump in campaign revenue during Black Friday? đ
Or maybe a 105% boost in email revenue?
DTC brand Beyond Yoga achieved that â and much more â last year over Cyber Weekend.
đŽ Howâd they do it?!
Thanks to Klaviyo, weâre getting an inside look into Beyond Yogaâs holiday tactics, including how they:
đ Read about Beyond Yogaâs secrets to Cyber Weekend success (and what theyâre doing differently this year).
(Pssst, itâs not too late to incorporate these strategies into your holiday campaigns. đ)
Re-Engaging Your Email List â Continued
đĄ Examples of Re-Engagement Campaigns IRL:
9 Cloudsâ re-engagement email does a great job of reintroducing the brand, and delivering a valuable piece of free content to get the subscriber re-engaged.
If you think your list is primed for an offer, you could use a strategy like Pinkberry and re-engage them with a free gift.
Or, if it fits with your brand, send a straight-up discount or sale like H&M (just be cautious of training your subscribers to only engage with discount offers).
đŹWait⌠What if I havenât been emailing my list?
If youâve been snoozing on your list and havenât emailed them in a while (or maybe ever), you should still take efforts to re-engage them.
But keep in mind that they may not even remember who you are, or why theyâre on your list. đ¤
So, in order to avoid scaring subscribers away (and landing in the dreaded Spam folder), youâll want to send a softer, more personalized message.
The Pilothouse Team suggests using the following tips:
Email Style: Conversational, text-based email from the founder or someone at the company.
Message: Include a friendly reminder of why they signed up for your emails. Consider saying something like, "Itâs been a while since weâve last talked, but we still have something valuable to offer you."
Offer: Sending a discount in the first email isnât recommended here, as it can come across as spammy.
Instead, you can tease a discount that youâll send in a later email, or offer valuable content like a blog post, free download, or free service call.
CTA: Have them click a link or reply to let you know if they want to stay on the list/get the value.
Need inspo? đ
This email from Typeform softly re-engages their subscribers by taking them to a library designed to give them ideas of how to use the service.
Obviously, the message of "we havenât seen you in a while" wouldnât apply if you havenât actually been emailing them!
Trelloâs approach could work if your subscribers initially signed up for a service, but havenât heard from you in a while, or havenât taken you up on your offer.
They also include a helpful Getting Started guide to help users that might have questions.
đ What if they still donât engage?
If subscribers donât engage with your Re-Engagement Campaign, donât worry!
You can further segment them, and add them to automated flows as a final attempt to win them back.
And that brings us to Part 2 of this series: Winback Flows! Stay tuned â itâs coming soon.
Itâs a big day: Your brand got mentioned by a huge name on Instagram stories. đĽł
But while you were busy poppinâ the champagne, you completely forgot to save the videoâŚ
And poof! It disappeared into the IG abyss.
(Now you have to send that awkward DM⌠đ¤Ś)
Have you ever wished you could automatically save stories your brand is tagged in before they disappear?
Now you can with Archive.ai. đ
This Shopify app is being used by Four Sigmatic, Magic Spoon, Lemon Perfect, HVMN, and 40+ other brands to automatically and seamlessly gather UGC.
Archive.ai detects when your brand gets tagged on Instagram, saves the content, and uploads it to your app â all in the background while youâre sippinâ bubbly. đž
đ Sign up for Archive.ai today and use code DTC100 to get your first 100 posts on the house!
Conversion Rate Tips
The Oddit team is back with conversion rate tips for Jot â a killer DTC coffee brand.
Letâs jump in:
Oddit Tips:
Number 1: Be mindful of your design hierarchy âthe product name is important, but not important enough to push key info downward.
We suggest reducing size drastically and pushing below product image.
Number 2: The Jot product is a game-changer âSHOW WHY!
Give users access to a secondary gif/video that shows the Jot product in action. Itâs a new way to consume a common beverage, so take out the guesswork for people who donât understand (see item 7 for clicked state).
Number 3: Once a user clicks the play button, let the .gif do a screen takeover without losing access to the page!
Number 4: Pull reviews together with your smaller headline and reduce your whitespace to create room for key content.
Number 5: Make actions easy to reach on mobile. If action buttons are short and in the middle, or too far to the left/right, they can be difficult to reach on mobile devices.
Make user engagement easy by ensuring key action buttons are full width on mobile.
Number 6: The risk-free trial you offer helps customers shop without stress âdonât let them miss it. Bring the guarantee directly below your buy now button
Number 7: Reviews (especially from recognizable people) can help build trust with users new to Jot.
Bring them up the page in some fashion and consider just pulling in a small version of the review. Just enough to pack a punch!
Number 8: If youâre only going to show 1 price on your product page, make it the lowest price! Jot is $18 per bottle when subscribing, so we suggest showing that rather than $24!
If you want these kinds of tips for your own site, start your own Oddit for free and improve your UX instantly!
Brand Spotlight
Looking for a health care product thatâs catered to your specific needs?
Look no further, care/of has you covered! đđŠş
Filling out care/ofâs quiz provides them with the insights they need to deliver you daily personalized vitamin packets.
That means no more opening multiple bottles or battling with pill organizers. đ
Weâre loving care/ofâs use of UGC and minimalistic designs. Check their Facebook ads library out here!
Cue the drumroll, please!
Whatâs the price of a comprehensive education in the art and science of scaling DTC Brands on Facebook and Instagram worth?
To the clients and partners weâve worked with to perfect our Scale School System, the answer is easy: $50 million dollars in value in just the last 6 months.
You have until Monday at noon to take advantage of the worldâs first Reverse Black Friday Sale where youâll save $1000 (50% off) on the performance marketing education of a lifetime.
Join DTC and Pilothouse at Scale School: Facebook and Instagram Ads Now.
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𼤠Coca-Cola buys full control of Bodyarmor for $5.6B in its largest-ever brand acquisition.
đ° Bolt seeking to raise $777M at up to $11B valuation.
đŠâ Womenâs health start-up FemTec Health acquires Birchbox.
đ Have you heard our latest podcasts?
𧲠Wildstorming the Beauty Space â Glamnetic's Head of Growth Margaret Fortner Returns!
âťď¸ Learn how Fussy Deodorant Lowers Blended CaC with Cofounder Matt Kennedy.
𦷠Spotlight Oral Care Goes Viral on TikTok with Cofounder Dr. Lisa Creaven and VP Marketing Siobhan Nolan.
đ§ľ Cornering the $4.2B Quilting Market, with David Mifsud from Missouri Star Quilt Co.
Donât forget to rate the DTC Podcast on Apple (âď¸âď¸âď¸âď¸âď¸)
DTC Newsletter is written by Thomas Schreiber, Kelsey Hess, and Rebecca Knight.
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