Monday, September 19, 2022
In this newsletter, you’ll find: 👇
📦 Increasing revenue and breaking through scaling plateaus with Amazon DSP
📦 Three (additional) ways to level up your email marketing
📦 Using Loop to get your returns ready for BFCM
📦 How to speak to your ideal customers by using their words in your copy
Read till the end to access exclusive DTC swag. 😎
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Looking to Unlock Additional Revenue? We Know The Answer is Yes
Are you looking to increase revenue and breakthrough scaling plateaus on Amazon? 👊
Demand-side platform (DSP) is the way to go.
DSP is CPM (cost per thousand impression) based, meaning it’s easier to quickly ramp up spend when compared to sponsored product ads that are capped on the keyword volume and your relevancy for that keyword.
Not to mention, Amazon DSP also gives you the ability to run video ads on many placements, including Prime Video and Twitch. 🎮
Let’s get into it… 👇
🧐 When should you launch DSP?
As a very rough rule of thumb, once you’re over $75k/month in revenue, you should be considering it.
At this level, you’ll typically have a large enough retargeting audience that will justify $3-5k spend/month.
The Amazon Experts recommend brands starting with the following:
🚨 The Pilothouse Amazon Team recommends against using Amazon Managed DSP due to the lack of control and higher budget requirements.
Using a partner that has access to self-managed DSP gives you direct control over budget, audiences, and campaign structure, along with greater flexibility to scale up or down based on performance.
Looking for a partner to help build out your DSP? Reply to this email and let us know!
Can’t take the Marketing Heat? Get Out of The Kitchen!
There is absolutely nothing wrong with being a marketing know-it-all. 🤷♀️
Sure, back in the day, it might have gotten you a swirly or two, but now being the most up-to-date person in the room could land you a promotion or a swift high five from your C-suite buddies.
Scouring the internet for all that news and information can be extremely exhausting! But if you have The Daily CTA in your inbox, all your news and information will be localized into one place, summarized into 5 point-form briefings concluded with your call to action!
And hey, if your eyes get tired from your computer, you can tune into The Daily CTA Podcast to get your news on the go! 🎧
💡Be ready for anything that marketing has to throw at you! Sign up for The Daily CTA.
Three Ways To Take Your Email Marketing to The Next Level
In DTC 217, we explored three ways to level up your email marketing:
But we’re not quite done yet. As you know, email marketing ROIs are high – and it’s worth squeezing as much juice as possible out of this orange. 🍊
Here’s 3 more ways to level up your email marketing:
1️⃣ Optimize your email for mobile readers
“60-80% of your email opens are likely to happen on mobile. If you ignore mobile formatting…you ignore over half your customers.” -Joe Portsmouth, Director of Retention, The Beard Club
Double-check to be sure your email templates are mobile-responsive. They should automatically adjust themselves to fit the reader’s screen. 📲
Why bother? For starters, it’s true that most people view your emails while on their phone. But that extends to their shopping habits, too. Mobile emails are 65% more likely to send shoppers to your site.
Before you create an important email template, test it on your phone first:
If not, keep tweaking until they do.
2️⃣ Create emails that feel like two-way conversations.
“It takes ONE bad experience to wash out a dozen great ones. So, hire customer support staff who breathe your values + represent them.” -Ralitsa Minkova, email strategist and conversion copywriter
The one-way nature of automated email can sometimes mislead you. It becomes tempting to think of emails as highly-effective versions of billboards. In reality, email was – and always will be – designed for two-way communication.
While automation is great, you want to avoid the feeling of “canned responses.” Here are some ways to make your brand feel less stiff:
3️⃣ Optimize to specific KPIs
“KPIs are key figures that help you to measure the success of your email marketing campaign and, in turn, of your overall strategy.” -Damian Clarke, Brand+Aide LLC
Clarke recommends paying attention to the following KPIs in your campaigns:
Why these in particular? Why not focus on how many people are unsubscribing? It comes down to engagement.
🚨 If people are opening your emails, they’re finding the subject lines engaging. If they’re clicking through, they’re finding the content engaging.
Entering an email marketing campaign without defining your KPIs is like going in blind. Before you start improving, you have to define the parameters for your success. KPIs pre-define these parameters.
More importantly, they tell you which of your emails are the most successful and which still need work.
A top-notch ESP (email service provider) will make these KPIs easy to measure. If you can measure it, then you can level it up.
Are Your Returns Ready For BFCM?
✅ Your inventory is stocked
✅ The ads are ready
✅ The support team is primed
...But are you ready for the 31% spike in returns that happens after BFCM?
In a year where customers cost more to acquire, eCommerce growth is slowing, and consumer spending is down, retention matters more than ever. That's why an optimized returns experience is one of the best levers you can pull to delight customers and maximize retention this BFCM and beyond.
So do yourself (and your customers) a favor and grab a copy of the BFCM Returns Checklist.
You'll learn how to:
Think you’ve exhausted all possible avenues for writing creative copy? Think again. 🧐
Alex Garcia posted an easy tip on Twitter about writing better copy, and we think it’s too good not to share.
In Alex’s Tweet, he also pinpoints the fact that “The easiest way to speak to your ideal customer is to use their words.”
Let’s break down an example: 👇
If you’re a DTC kitchenware brand selling pots and pans, find your competitor's complaints in their Google reviews.
You find customers are constantly saying:
In your copy, you could include:
Looking for more copywriting angles and styles to test? Click here for 5 more! ✍️
🌎 Why Patagonia’s billionaire founder gave away his $3B company to fight climate change: ‘Earth is now our only shareholder.’
🗺 Google: New – Show products in all countries using a single feed.
🤩 Shopify introduces new features to help businesses sell internationally.
📱 Microsoft: Brand storytelling meets performance marketing with Multimedia Ads.
💬 Meta adds ‘Community Chats’ on Messenger as it searches for new ways to prop up falling engagement.
🕺 Disco's Benjamin Smith on Nailing Your Product Market Fit With Creative, Offer, and Landing Page.
🆕 Overcoming the New Normal With a Content Creator Network, Crossrope's Srjdan Popovic Returns!
🌸 How True Botanicals Became the Fastest Growing Luxury Beauty Brand with Tresl Segments.
👟 Kuru Footwear Scales Meta Ad Spend 350%! Sean McGinnis on How They Did It.
📈 Are You Measuring Your Actual Growth? Rockerbox's Ron Jacobson on True Incrementality.
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight, and Ashley R. Cummings. Edited by Claire Beveridge and Eric Dyck.
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