DTC904: Anthropologie’s PDP Tactic, Email Like A Billion Dollar Brand Part 2, and Emojis That Don’t Exist Trend

Good morning,

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

🐈‍⬛ Spooked By Slow Sales?
Increase AOV with this tactic.

💸 Billion Dollar Brand Tips Part 2
How big brands increase email revenue.  

🚨 Daily Tariff Update
Implications of Supreme Court decision.

👻 Emojis That Don’t Exist…
This AI trend is taking over social.

You’re reading this newsletter along with new subscribers from: Sportique, Essity, and Psync. 👋

📺 Sijo Home Leveraged Vibe.co’s Klaviyo Integration To Drive Upsells And Awareness Through CTV And THIS Happened

📈 Craving more efficient growth? This is how Sijo Home did it.

Dive into this insight-packed case study and explore how Vibe's Klaviyo integration helped majorly boost performance via connected TV. 🤩

By leveraging Vibe.co's capabilities, Sijo achieved:

• 👉 17% higher AOV
• 👉 $0.33 Cost Per Session
• 👉 200% increase in Spend with Lower CPA

🗨️ Jasmine Abney, Senior Manager of Paid Social at Sijo says, "There’s this assumption that CTV is for awareness only. But we’re proving it can drive real action—especially when you can sync it to a shopper’s email behavior and purchase history."

Ready for some game-changing plays to launch impactful campaigns on TV? 💥

🐈‍⬛ Anthropologie’s Crafty Way To Upsell

Anthropologie is famous for its beautiful product photography, but its product detail pages (PDPs) do more than showcase a single item. They strategically increase average order value.

Take their newly released Halloween mugs, for example.

The PDP images don't just show off the mug. It highlights other spooky kitchenware in the collection to target customers who are interested in buying the full set.

Scroll further, and you’ll find dedicated sections that invite shoppers to “Shop the Collection” with quick-access buttons to explore related items without leaving the page.

Why it works:

• Shoppers see the full collection instantly. No hunting around the site.
• There’s no friction. The seamless browsing experience reduces frustration and makes it easy to add multiple items.
• It speaks to two types of buyers: impulse shoppers ready to purchase now and more thoughtful shoppers who want to explore further.

The takeaway?

Showcase your collections directly on PDPs. A simple design tweak can boost basket size and upsell customers without intrusive pop-ups or extra friction.

Scroll further down, and there are dedicated sections that invite customers to ‘Shop the Collection’ and a button to see more details about the other products.

💥 Shopper Journeys Don’t Start On Google Anymore, They Start With LLM

👏 That’s why Shopify and Yotpo are teaming up for the AI Power Panel: Winning eComm in the AI Era.

🎙️ In this webinar on Sept 25 at 12 PM EST, leaders from Shopify and Yotpo will dig into the biggest shift happening in commerce:

• What happens when discovery starts with ChatGPT, not search
• Why PDPs now need to convince both humans and machines
• How UGC fuels trust in an AI-first world
• From SEO to GEO - why SEO alone won’t cut it anymore

💫 Don’t get left behind. Join Shopify and Yotpo to jump into the future.

🎧 Email Like A Billion Dollar Brand on a Five-Figure Budget (Part 2)

Big brands dominate email and retention because they’re relentless about testing, segmentation, and engagement.

But you don’t need their budget (or team size) to apply the same playbook.

In this episode of The World’s Best Email Retention Podcast, Jordan from Pilothouse shares how scrappy brands can borrow these tactics to keep revenue flowing year-round.

👉 Missed part one? Catch it here.

1. Treat Everything Like a Test

Don’t hope campaigns work, test them.

A/B subject lines, triggers, headlines, and landing pages. Roll out winners fast and optimize.

2. Keep Testing Simple

Make testing tactical and modular so it becomes second nature.

Test triggers (view vs. add-to-cart), cadence (1 hr vs. 24 hrs), and subject lines side by side.

3. Segment Without Overcomplicating

You don’t need 12 micro-segments.

Start with prospects, buyers, hero-product buyers, and old vs. new. Keep it lean, not bloated.

4. Control Engagement Windows

Think “engaged” vs. “unengaged.” When open rates drop, tighten windows, prune gradually, and re-engage instead of blasting your full list into spam.

5. Watch the Right KPIs

Metrics like Active Base and Repeat Active show if email is driving growth or just filling in for ads.

Make sure to monitor first-time vs. repeat buyers year over year.

👉 Listen to the full episode with Jordan here.

‍

We’re seeing a new emoji trend take off on social, and it’s a smart way for brands to flex their creativity!

Using AI emoji generators, brands are turning their products into custom emojis that boost engagement.

• Silky Tots reimagines baby essentials like sippy cups and monitors as emojis.
• Sophie’s Organics transforms its own products into playful emoji versions.

📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know.

September 17, 2025 update:

• Supreme Court Ruling Looms
  • Anticipation around an upcoming Supreme Court decision that could rule significant portions of Trump’s broad tariffs illegal under U.S. law.
  • Businesses are already preparing for potential disruption, including uncertainty over refunds, supply chain shifts, and investment delays.
  • If the Supreme Court decides the tariffs are unconstitutional, companies may be eligible for refunds, a sum that financial experts forecast could total $100 billion.

🚀 Stop guessing, start scaling. Pilothouse and Songfinch struck a chord and scaled to $3M+ in monthly revenue. Meet the team behind the scale strategy.

📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

Have you heard our latest podcasts?

• 🍭 Rotten’s Retail Expansion: Seeding Strategy and Brand IP
• 🚀 AKNF 542: Using TikTok Symphony To Scale Sales
• 🏆 Ad-venturous 19: Creative Diversity Wins Q4
• 💰 TWBERP 50: Email Like A Billion Dollar Brand Part 1
• 🧠 Master The First Second: Hook Attention in Meta Ads
• 🎃 AKNF 54: Using Seasonal Ads Like Halloween as Q4 Prep

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

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

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