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Thursday, October 31, 2024
Good morning and Happy Halloween!
This year, there was a shake-up regarding the most popular Halloween chocolate in the U.S.
After Reese's Peanut Butter Cups held the number one spot for the past few years, they were dethroned by none other than M&M's.
Here’s what you’ll find in today’s DTC:
🪄 Learn how Beekman 1802 took its Wicked collaboration to the next level with this spellbinding pricing strategy.
🤠 Discover how Filson keeps its brand relevant through beautifully designed emails that inspire customer loyalty.
❗ And…this is going to be a tricky week for Meta ad performance but this is why you shouldn’t panic.
You’re reading this newsletter along with new subscribers from: Ecovia, Street Storage, and With Love. 👋
👀 Ready for More Customers Than Ever This BFCM? Don’t Miss This Must-Watch Webinar— Now On Demand!
You can have the best deals, the greatest product, the most optimized website, but you’re not going to WIN this BFCM without one key thing… Customers!
Ready for data-driven strategies that’ll help you attract more shoppers for BFCM? 🛒
In this must-watch webinar, Klaviyo takes a deep dive into three key tactics to make sure your marketing is a hit, and brings in the customers you need.
Plus, it’s available on demand, so you can watch when it suits your schedule.
Learn how to optimize your marketing on key channels like TikTok, Meta, Google and Pinterest, and bring in those SALES. 🛍️
Ready to win big this BFCM?
* sponsored
🪄 Beekman 1802’s Wicked Smart Product and Pricing Strategy
We saw a ton of DTC brands partner with Mattel for a Barbie collaboration earlier this year, and now it looks like the latest hot collab for Q4 is the much-anticipated film adaptation of Wicked.
The popular Broadway musical is coming to theaters this month, and many beauty, fashion, and apparel brands are releasing limited-edition Wicked products and collections to capture the attention of their large fanbase.
One outstanding Wicked collaboration that caught our eye is Beekman 1802.
The goat milk skincare brand brings in an estimated $18 million a year through their DTC site and was looking for a high-profile collaboration to give them an extra sales push before the end of the year.
Collaborating with Wicked allowed them to tap into a whole new audience and experiment with more color in their imagery and product SKUs.
Here’s a look at what they did:
1️⃣ Homepage visibility: First, they put their campaign front and center by promoting all their stunning Wicked image and video assets on the homepage and creating a Wicked tab on the main nav with a different font color so it pops off the screen.
2️⃣ Wide product selection: The brand transformed not one but ten of its best-selling SKUs with limited edition pink and green colors to represent the two main characters in the film, Glinda the Good Witch and Elphaba.
These products also address a wide range of skin concerns, like body creams for dryness and blemish patches for acne-prone skin, so all customers can find a product that fits their needs.
3️⃣ Product Bundling: Along with offering these products for sale individually, Beekman 1802 also did a great job of product bundling to raise their AOV.
These gift sets make great holiday presents with their elevated green, pink, and gold packaging.
4️⃣ Pricing Strategy: The product pricing ranges from $29 to $213, so they can target budget-conscious shoppers and big spenders.
Beekman also does an excellent job of conveying the value of their more expensive gift sets, swaying customers to spend more.
5️⃣ Tap into subscription model: For Wicked fans who want a refill, they have also made it possible for fans to purchase a subscription box of Wicked products to drive repeat revenue.
The takeaway?
Beekman’s well-thought-out pricing and product bundling strategy allows it to target a wide range of customers and encourage high spending during Q4.
🧨 What If You Could Grow Your BFCM Sales Revenue by 91%? Popflex Did, And Now You Can Too!
Last year, Popflex used Klaviyo’s segmentation, automations, and integrations to elevate and modernize their BFCM strategy, resulting in a record-breaking holiday season. 💥
Just how record-breaking, you ask?
In their VP of marketing’s own words, “The first day of our Black Friday sale last year was our best day in the history of the company.”
3.3x YoY growth in BFCM sales revenue from Klaviyo flows? 🤯
Yes, please.
Klaviyo is ready to get you there. This year, count on their targeted messages and hybrid email-and-SMS flows to level up your marketing and get ready to shatter your sales records. 🚀
* sponsored
🎧 Creating Desire Through Design: Filson’s Approach to Email Aesthetics
In this episode of the TWBERP Podcast, Jordan Gordon explores the email marketing approach of Filson, a heritage outdoor brand renowned for its aspirational designs and high-quality outdoor gear.
He dives into how Filson creates beautiful, retention-focused emails that directly bring the brand’s rugged charm to customers’ inboxes.
Follow along on our YouTube channel to see ten stunning email design examples.
Learn how Filson strikes a balance between conversion-focused and content-driven emails, which build brand loyalty while showcasing the craftsmanship of its products.
In this podcast, we cover:
👉 You can listen to the full episode with Jordan here.
🌐 IN THE SOCIAL SPHERE
The U.S. Presidential election will take place in just a few days so don’t be surprised if your Meta Ads performance slows.
Taylor Holiday shares this video on how to prepare for the dip.
⚡ QUICK HITS
🤑 Need last minute help for your BFCM gameplan? Klaviyo’s on demand webinar unlocks 3 data-driven strategies you can use on TikTok, Meta, and Google to help you attract more shoppers for BFCM. Watch it here. *
📥 Got a B2B Biz?
Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.
Have you heard our latest podcasts?
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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Please note that items in this newsletter marked with * contain sponsored content.
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