Per usual, the marketing team was called in to float a below-average product. After six days, multiple Facebook Ads, email flows, and influencer campaigns, we set sail again. â”ïž
On a more serious note, the Ever Given is back floating after six days stuck in the Suez Canal. How many DTC products are on that ship, ya think?Â
New to the newsletter? Welcome! Youâre in good company with fellow DTC newcomers from Burberry, Unreal Snacks, The Ten Apparel, Mysa, Boreal Brewery, Danone, Vegan Cuts, Smile Direct Club, and Straight Away Cocktails.Â
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đŠ A three-step starter pack for email segmentation, plus tested segmentation strategies to try today!Â
đŠ Take the guesswork out of growth with a FREE brand survey from Attest.
đŠ Write copy that flows with expert copywriting tips from the Pilothouse team.Â
đŠ The Amazon slip-up that could be costing YOU money.Â
Stick around to the end to check out our creative of the day! Â
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Email segmentation is the secret sauce to increased revenue and customer retention. But surprisingly enough, only 11% of marketers use this strategy.Â
If email segmentation can increase your revenue by 760%, why arenât more business owners taking advantage?Â
We asked Julien, Head of Email at Pilothouse, about the number one thing that marketers get wrong with email segmentation:
Do not treat your list like a single static thing to hammer over and over again. This approach can wreck your sending reputation and ruin the relevancy of your brand to your customers. Rather, treat your actively engaging subscribers with deeper engagements, and cycle out the people who donât engage. This way you keep your ESP costs down and your sending reputation up.Â
If youâre just getting started, hereâs a three-step guide to segmentation:Â
The âwhyâ segmentation is easy â drive more sales with custom messaging.
When determining what segments to create for your list, start with the areas of highest value â things like repeat purchasers, high-value purchasers, cart abandoners, and purchase history / seasonality.
Once youâve driven some sales with your high-value segments, the options for advanced segmentation are endless.
Here are potential segments, with an idea for personalized content:Â
Itâs important to keep in mind that segmentation isnât one-size-fits-all. Itâll take multiple tests to establish which segmentation has the highest impact for your brand.Â
Recently, the Pilothouse team completed an audit of a menâs clothing brand that assumed they had an exclusively-male audience.
However, the data revealed that 37% of their audience was female. đ€Ż Perhaps people shopping for someone else, or women who just liked the clothes. Never assume anything. Look at the data.Â
Your segment is only as valuable as the actions you take with it, so plot out a campaign or automation based on high-value segments and see how it goes!
You can offer custom discounts, promote ambassador programs, offer subscriptions, or any other valuable touchpoint on your brandâs customer journey. Just make sure to track the results.
For a recent date-specific campaign, the Pilothouse team broke down an audience into the following groups and established a different offer and a slight copy variation for each segment:Â
This type of segmentation is a great opportunity to see what offer it takes to move someone from one segment to the next.Â
It could be free shipping, further discounts, or first-dibs to new products. Test, test, test!Â
You donât communicate with your best friend the same as a new acquaintance. This applies to your email list. Messaging for frequent purchasers should have a different tone from the copy sent to first-time purchasers.Â
Hereâs how Birchbox communicates with customers who havenât purchased yet. âSweetening the deal with $5 off your first box.â
Compare that to this Athleta email intended for a warmed up audience (presumably segmented by purchase history and presumed gender):Â
Use A/B testing to understand which content works for each segment.Â
And no, subject lines arenât the only thing you can A/B test. đ You should also be testing:Â
Your primary focus is monitoring open rates. If youâre consistently hitting less than a 13-15% open rate, youâre in hot water!Â
Open rate is the first barrier that will send negative data to inbox providers. Focus on solidifying your rates before tackling click-through-rates, conversions, and unsubscribes.
Use data and keep testing until you find the perfect formula. And keep testing after that! Itâs a continuous process, so be patient.Â
Bottom line: Define your audience, personalize your content, and conduct lots of tests.Â
Other segmentation strategies to up your email game:Â
đ© Segment by engagement â Not enough brands segment by engagement. Instead, they send blanket emails to their entire list.Â
There will always be churn, as attention spans increase and decrease. People will lose touch with your brand, and thatâs okay! Donât hammer that part of your customer base, as it will damage your open rates and brand reputation.
Individualized attention is the way to go â hit up those who are actively engaging with your emails and isolate those who arenât to keep your costs down, your metrics high, and protect your sending reputation.Â
That said, donât completely abandon your unengaged audience. Attempt to re-engage them with a win-back engagement flowâŠÂ
đ© Implement a win-back engagement flow â Everyone is busy. Many folks have multiple inboxes receiving hundreds of emails. Give them a chance to re-engage with your brand.Â
30-90 days is a typical engagement window, but every brand is different.Â
For example, DTC Newsletter sends two emails a week. If you donât open at least one of our twenty five emails, chances are youâre just not that into us.Â
At the two-month mark, we put readers into a different segment to try and entice them with catchy headlines, winning content, and boundless charm. đ
If the reader continues to be unengaged (đą), they then go into a âsunset flowâ where theyâre sent one last chance to re-engage before being sent on their merry way.
Ultimately, the goal is to have a clean list with engaged readers that care about your brand, rather than just a large list.Â
đ©Â Reward your VIPs â Julien, Head of Email at Pilothouse, says, â60-80% of your sales can come from VIPs.âÂ
Reward their loyalty with discounts, early access to sales, new products, and freebies.
Take advantage of your primed-and-ready VIP audience with exclusive offers that lean into both urgency and exclusivity.Â
Fabletics has a killer VIP email: đ
đ© âCart profileâ list â If a visitor adds products to their cart and doesnât complete the sale, remind them via email. Hereâs an example from Vessi â notice how they add a âcontinue Checkoutâ CTA for easy access:
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đ©Â Viewed- and purchased-product segments â Viewed product is a script you embed yourself, purchased-product is a pre-existing script that comes with any eCommerce integration. Use this data to establish segments of customers who viewed or purchased products.
Take a look at this email from Lululemon based on browsing history:Â
This tactic is also helpful if youâre running a sale for a specific product.Â
Remember to segment out people who bought that product in the last few days. The odds theyâll want to buy again are limited, even if youâre offering a great deal!Â
Plus, theyâll be upset to see an offer the day after they purchased. đ«Â
Craving more email segmentation illumination? Listen to our full conversation with Julien Normand and Graham Battie from the Pilothouse email team.Â
The pod features a hyper-targeted marketing epiphany that you wonât want to miss.Â
Want to work with Julien and the Pilothouse Email Team? Get in touch.
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Consumer research.
By digging into their audience with Attest, they discovered 50% planned to spend less on fitness clothing as a result of the pandemic.
(Not great news for a brand built around workout gear.)
But that same research uncovered insights that allowed Gymshark to shift and meet their audienceâs needs:
A hugely successful 2020 and a long-term strategy capable of handling anything the market throws at them.
Hereâs the best part: Attest is offering your brand a free three-question survey so you can dig into your own consumersâ behaviors.Â
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Head over to Attest to claim your free survey and start setting yourself apart from the crowd:
Take the Guesswork out of Growth
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In the coming weeks, Pilothouse copywriting experts David Franklin, Brad Knell, and Alora Bossy will be teaming up to bring you actionable copy advice you can apply immediately to increase your response rates.Â
Letâs start with what I feel is the most important aspect of your copy.
Your copy has to be frictionless.
What do I mean by that?Â
From the very first click of an ad or link in an email, right to your follow-up after the sale â and every step in between â your copy has to flow like a lazy river.
Hereâs how to make sure you have everything dialed inâŠ
Go through every aspect of your sales funnel, start to finish, trying to think like your prospect would as you do it.
Donât think like the fisherman, think like the fish.
Anything that doesnât seem like the next logical step for the prospect to take in finding the exact solution your ad promised, needs to be addressed immediately. It is costing you sales and money.
Hereâs how to break it into bite-sized piecesâŠ
Each touch-point with your prospect has a specific function.
Now dig in and analyze each step of your customer's journey, and find the speed bumps in your copy. đ
Want some help with a specific problem?Â
Ask us anything related to your ad copy here, and weâll do our best to get you rock-solid answers that you can take to the bank.
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đšAre you wasting money on Amazon?đš
Pilothouse Senior Amazon Media Buyer Clifford Donovan points out an example of how you can waste a lot of money on ads showing for the wrong keyword.Â
Donât do this đđ
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Weber naturals is running a sponsored brand ad for Vitamin C, but itâs showing on the keyword "vitamin e gummies" (among many other irrelevant words).Â
This is likely matching a phrase or broad match of "vitamin gummies.â Â
Effective use of negative keywords can eliminate wasteful ad spend like this, bringing up ROAS.
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This isnât the first time weâve told you to use testimonials in your creative (and it wonât be the last đ).Â
Check out Liquid Deathâs top-notch leverage of less-than-positive feedback in their Instagram ads:Â
We asked the Pilothouse team for their two cents on why this creative works, and as per usual they delivered. đ„
Can you apply this hilarious anti-testimonial strategy to your creative?Â
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âïž How Netflix tests copy with a tool called ShakespeareÂ
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