Itâs incredible to think weâre 100+ newsletters deep and weâve never used this gif on Wednesday.
If you havenât seen the legendary Geico hump day commercial, jump on the ole YouTube ASAP.
Happy Hump day!
If youâre new to DTC, welcome! Youâre in good company with fellow newcomers from Shopify, Spärkel, Camp Chef, Punchy Drinks, Blue Planet Eco-Eyewear, Woven Earth, and NEST Decor. đž
In this newsletter youâll find: đ
đ How Vessi is crushing BF/CM.
đ Re-engaging your email list â winback flows.
đ¤ľââď¸ 3X to 10X ROAS with Suit Shopâs Kristen Jones.
đ Custom metrics for Facebook ads reporting.
DTC Scale School is in session. Read to the bottom to learn more :)
đ If a pal forwarded this to you, subscribe so you never miss out. And be sure to follow us on Twitter and LinkedIn.
Two tactics from DTC brand Vessi that weâre LOVING:
Number 1: The waterproof sneaker brand, automatically applies a $25 gift card to purchases greater than $110.
It's a great tactic for putting $$$ in peopleâs pockets prior to BFCM in order to get them to come back and spend more.
If people have "free" money, it decreases the friction of spending more money. Repeat purchasers through the roof! đ
Number 2: Vessi always tries to provide value to their communities. Recently they ran an Instagram giving away 200 free pairs of shoes.
The first 100 pairs were first-come, first-serve, which created massive urgency to kick things off.
The second 100 were selected at random to give everyone a chance.
To enter, contestants had to give Vessi their information including email so if you didnât win, they hit you with a great email flow encouraging you to purchase.
This is a GREAT list building exercise prior to BF/CM.
Thereâs still time to do this for your own brand!
75% of DTC brands will offer a subscription experience by 2023.
Will you be one of them?
Launching a subscription experience can feel like an insurmountable task. But with the right knowledge, it doesnât have to be.
đ¨ Thatâs why Ordergroove created The Beginnerâs Guide to eCommerce Subscriptions, a step-by-step guide on how to get started with subs.
This comprehensive report outlines everything you need to know about subscriptions, including:
Donât be part of the 25% that falls behind on subscriptions!
đ Get the guidance you need today in The Beginnerâs Guide to eCommerce Subscriptions.
đ¤ Donât have a subscription program yet? Not happy with your existing provider? Schedule a call with Ordergroove's subscription experts here.
Weâre back for part 2 of a three-part series on re-engaging email subscribers!
For this part, weâre talking winback flows
A Winback Flow is an automated email sequence for customers that have purchased before but havenât engaged with or purchased from your brand for a period of time.
Basically, they say: "Hey, remember us? Weâre still here, and this is a reason to shop with us again!" đ
Winback Flows are an essential part of customer retention. If you donât have a Winback automation set up, youâre more likely to be forgotten by customers (and leave untold amounts of money on the table).
â˛ď¸ When to send a Winback Flow:
First, get clear on whether your Winback will be targeted toward previous purchasers (eCom or DTC) or unengaged subscribers (Saas or content service).
For DTC brands: Your Winback Flows should be sent to previous buyers when a certain amount of time has elapsed between purchases â usually three times your productâs life cycle (but depends on your product and price point).
For example, if you sell a 30-day supply of vitamins, your Winback would trigger when 90 days have passed from the last purchase.
However, if you sell a product such as cars or home goods, your lifecycle might be much longer, so keep that in mind.
For Saas or Content brands: Your Winback would trigger when a customer hasnât engaged (clicked email, visited site) in a period of time, usually 30-180 days.
â ď¸ Winbacks are different from Replenishment Reminder Flows, which get triggered just before the product life cycle runs out.
đ The structure of a Winback Flow:
A basic Winback Flow is ~3â5 emails designed to re-engage past purchasers, usually with an incentive or compelling offer, such as:
âď¸ We recommend taking this opportunity to gather data from your customer on why they may not have purchased again. These valuable insights will help you improve your customer journey in the future!
The typical structure of a Winback Flow:
For our visual folks, hereâs an example of how your Winback Flow structure might look in Klaviyo:
đĄ Winback Flows IRL:
Brooklinenâs Winback email is not only totes adorable (puppies 4ever đś), but itâs also effective in re-engaging customers with curiosity, inviting them to check out mysterious new products.
This is likely the first email in their Winback Flow, so it doesnât drop an offer just yet.
Want to know how top DTC brands succeed with UGC?
minisocial has created this guide exclusively for DTC readers that shares how brands like Native, Kettle & Fire, Imperfect Foods, and Spotlight Oral Care are seeing results by leveraging UGC!
So why do these brands partner with minisocial in the first place?
minisocial has streamlined the process of generating UGC while scaling your micro-influencer strategy.
Their campaigns start at $2k ($1.7k after your special DTC reader discount). đ
đ But don't take our word for it, find a time to connect with the team at minisocial here.
Tulaâs Winback offers a discount, and the headline "we never do this" makes it feel special. They also give free shipping, no minimum, and create urgency with a deadline.
Plus, their email includes social proof and highlights best-sellers to help re-engage buyers.
This Winback email from Gap combines a killer offer (40%!) with a sense of urgency.
It also gives the customer a chance to update their preferences for better future email targeting, or unsubscribe if they arenât interested.
đ¨ Donât forget to nail that subject line!
Remember, these customers havenât engaged with your brand for a while, so your email will need to really grab their attention in their inbox.
Here are some examples of Winback subject lines we love:
đ Subs still not engaging?
If subscribers go through your Winback Flow and still donât engage, it may be time to Sunset them.
Stay tuned for Part 3 of Re-engaging Your Email List: Sunset Flows!
đ§ This weekâs pod episode features Kristen Jones, Director of Marketing at SuitShop (recently rebranded from The Groomsman Suit).
SuitShop is shaking up formal wear, providing quality suit-lutions for both men and women at a fraction of the price. đ¤ľ
So change out of those sweatpants, throw on your best tie, and get ready for this Masterclass on customer lifecycle marketing!
âThe Takeaways: đ
â Why a rebrand?:
After a few years, it became clear to the founders that "The Groomsman Suit" wasnât representative of their wide range of customers â so the founders decided to rebrand to SuitShop.
"Itâs been a great opportunity to represent everyone we suit⌠We really do cater to anybody and everybody."
However, it was a little bit nerve-wracking to potentially lose the SEO tied to their previous name. đŹ
Kristenâs advice to companies doing a rebrand? Make sure you work with an SEO agency or have someone on your team to help navigate through the changes.
"We saw a small dip [in traffic] for six weeks, but weâve come back better than ever."
đĽ How a TikTok vid boosted traffic by 20%:
A video Kristen filmed on her iPhone in just a few minutes ended up going viral, and completely exploded SuitShopâs site traffic.
"I had no expectations of it, I was just kinda having fun⌠and [the video] got 60K views overnight."
But donât be fooled. There was certainly strategy involvedâŚ
The vid was posted in December, the biggest month of the year for proposals âwhich helped the video gain traction among newly engaged couples. đ
"If youâre in the wedding industry and youâre able to catch someone in those first moments of excitement, theyâre probably gonna stick with you."
đ¨ Kristenâs marketing advice for Q4:
Q4 is the biggest quarter for brands when it comes to new customer acquisition and revenue.
But while weâre crushing our holiday campaigns⌠Kristen reminds us to stay one step ahead.
"Itâs all about retention⌠[after Q4] what do you have in place to keep [new leads] as a customer and build their lifetime value?"
"Make sure you have everything in place to know where they came from and what got them to convert, and follow up accordingly."
đ Listen to the full pod to learn more about SuitShopâs success, Kristenâs authentic approach to marketing, and much more!
Facebook Tip!
3 custom metrics now for more meaningful Facebook Ads Reporting
Hereâs how to set up custom metrics in Facebook, along with the simple formulas for the 3 most important metrics.
Step 1: In your ads manager, go to 'Columns: Performance' then, 'Customise Columns...'
Step 2: Click âCreate Custom Metricâ
Step 3: Enter the metric name, description, and formula
Step 4: Click âCreate Metricâ and your metric will be saved đđź
3 most important formulas:
Earnings Per Click (EPC):
Why it matters: Just like a Profit and Loss statement, knowing how much a click earns will help you understand why driving down your costs (i.e. cost per click) will drive more profit.
Format: Currency
Formula: Purchase conversion value / Unique link clicks.
Average Order Value (AOV):
Why it matters: The more we can increase our average order value, the more profitable advertising becomes.
Format: Currency
Formula: Purchase conversion value / Purchases
Conversion Rate (CVR):
Why it matters: Knowing an adâs conversion rate can help us optimize the same way as knowing a landing pageâs conversion rate.
Format: Percentage
Formula: Purchases / Unique link clicks
Finally, donât forget to save your ideal dashboard as a preset so you donât have to customize your columns every time.
đ A huge thank you to the Pilothouse team for this tip!
đĽ How brands can more easily collect UGC.
đź How these 3 DTC brands are utilizing TikTok for growth.
đ Facebook announces new groups tools at its 2021 Communities Summit.
𼤠DTC drink brand,Kin Euphorics which was co-founded by Jen Batchelor & Bella Hadid, is hiring a senior ecomm growth manager and a digital designer!
đ Google: Add store sales to your Smart Bidding to grow online and in-store sales.
đ TikTok shares new insights into holiday shopping trends to assist in campaign planning.
đ¤ Creators on Facebook can evade Apple's 30% transaction fee.
đĽ DTC Podcast: Unlock the power of growth through data with Bainbridge Growth and Geologie.
𼤠DTC drink brand, Kin Euphorics which was co-founded by Jen Batchelor & Bella Hadid, is hiring for two positions:
1) Senior ecomm growth manager: Perfect for someone who is a combination of the Queenâs Gambit and Being John Malkovich with a deep interest in data and insights.
2) Digital designer: Perfect for someone who is a cross between David Lynch and Miss Cleo with a deep love of user experience.
For the first time ever you could get exclusive access to the complete playbook used by an entire team of Pilothouseâs ninja marketers to generate millions in profitable ad revenue for our clients, all distilled into one course.
Scale School is the distilled knowledge and wisdom of over 120 Facebook and Instagram advertising experts who have driven over 50 million dollars in ad spend in the past 6 months alone.
You only have a few days left to save $700 with the world's first Reverse Black Friday sale!
Join DTC and Pilothouse at Scale School: Facebook and Instagram Ads Now.
đ Have you heard our latest podcasts?
đ¤ľââď¸ 3X to 10X ROAS and managing your customer lifecycle with Suit Shop's Kristen Jones.
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.
Donât forget to
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