How much campaign content are you rebuilding every week? And how many steps do shoppers take before they can buy?
Jordan Gordon walks through four digital asset reframes that change how your emails and site pages work together:
• Email campaigns as homepages, with a fresh feature up top and reusable sections below
• Homepages that combine discovery, product details, and purchasing
• Collection pages with useful blog and video content beneath the products
• PDPs that introduce your brand to shoppers landing there for the first time
Using examples from Anthropologie and Grüns, Jordan explains how these changes can reduce campaign production work and shorten the path to checkout.
For help with email, retention, and CRO, visit https://www.pilothouse.co and ask to speak with Jordan.
00:00 Driving revenue through email and CRO
00:29 Episode preview
01:23 Four digital assets to rethink
02:20 The problems with campaigns, homepages, collections, and PDPs
04:43 Reframe 1: Treat email campaigns like homepages
08:06 Anthropologie’s reusable email sections
09:05 Reframe 2: Combine homepage, collection, and PDP
09:35 Grüns’ homepage breakdown
11:03 Reframe 3: Treat collection pages like content pages
13:00 Reframe 4: Treat PDPs like homepages
13:56 How the reframes change your customer journey
17:17 Closing thoughts
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
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