DTC697: Catbird’s Hint Feature on PDPs

Good morning,

The EU has been cracking down on tech companies all year and ensuring they comply with the Digital Markets Act.

Its next mission? To investigate if Amazon Marketplace favors its own branded products.

Read more about this developing story below.

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

🫒 Learn how Catbird uses the Hint feature on their PDP to gain quick conversions during the holiday season.  
🏆 Tips on how to optimize Google Shopping Ads for BFCM and why early planning is essential for success.
🛍️ We discuss how businesses can find the right affiliates to promote their brand in part 2 of our TikTok Shop series.
💡 And…remember don’t sell the product, sell the ‘escape to a better life.’

You’re reading this newsletter along with new subscribers from: Ross & Roberts, Paradise Stationery, and Printique. 👋

👀 Popflex Saw 91% YoY Growth From Their BFCM Sale Last Year. Ready To Use Their Secret Weapon To Set Your Own Records?

💥 Last year, Popflex shattered records during their BFCM sale…to the tune of 91% YoY growth. 🤯

But they had a little help.

Klaviyo allowed them to curate a VIP experience for their customers by leveraging SMS and targeted messaging to stand out from the competition… and the results spoke for themselves. 📈

The best part? You can copy their winning play. Klaviyo’s segmentation, automations, and integrations can elevate and modernize your BFCM strategy.

Ready to break some records this season? 🏆

💡 Catbird’s Quick Conversion Hack

This NYC jewelry store is using a clever feature to help out indecisive gift givers and accelerate sales in Q4.

On each PDP, customers have the opportunity to add an item to their online wishlist or…

Send a hint.

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How this feature works:

Clicking on the hint feature pulls out a form which captures the customer’s email, the recipient's email and any other product preference details like metal of choice or ring size.

Once the customer clicks the button ‘Send Hint’ they will receive a notification via email that their hint was sent successfully and the recipient will receive an email with the subject line: [x], wanted you to see this!

👉 Adding the customer’s name in the subject line adds personalization which helps increase open rates, and the message states the customer has found something they love with the CTA “Gift It Now”.

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The takeaway?

Reduce any friction when it comes to gifting by giving customers the chance to send ‘hints’ to their loved ones and increase conversion rates. It’s an easy win!

🚨☎️ Hello, You’ve Reached The Fulfillment Center Crisis Hotline…

Thanks for calling Shipfusion.

If your orders are stuck in limbo and you’re losing track of inventory, press 1.

If your revenue is slipping with every delayed shipment, press 2.

If you’ve gone viral and orders are pouring in faster than your 3PL can ship them out, press 3.

If your fulfillment partner can’t handle your growth, scream internally 😱… or press 4 for a real solution.

📦 Get fast, actionable insights on how to turn around your fulfillment crisis from the pros at Shipfusion. Dive into strategies you can apply TODAY.

🎧 Avoid These Costly Google Ads Mistakes This BFCM

In this episode of the DTC Podcast, we’re joined by Dougie from Pilothouse’s Google Ads team to discuss how to prepare, execute, and optimize campaigns for Black Friday and Cyber Monday.

Google’s platform operates on a slower adjustment curve compared to Meta, making early preparation essential for success.

Dougie explains why preparation is key: "Google takes longer to react, so any macro changes during Black Friday are often too late."

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In this podcast, we cover:

• Plan Early: Loosen CPA and ROAS constraints at least two weeks before Black Friday.
• Strike-Through Pricing Wins: Ensure Google Shopping listings display discounts clearly.
• Avoid Mid-Campaign Changes: Google’s slower adjustment periods make rapid changes ineffective.
• Post-Sale Adjustments: Cut budgets and tighten targets immediately after Cyber Monday to avoid wasteful spending.
• Real-Time Data is Crucial: Cross-reference Shopify, GA4, and third-party attribution tools for real-time insights.

👉 You can listen to the full episode with Dougie here.

💡 Finding The Right Affiliates To Promote Your Brand*

Welcome to our Part 2 of 4 series on TikTok Shops! We will be sharing tips, tricks, and data over the next few weeks on how to get the most out of this growing platform.

Last week, we talked about how TikTok Shop sellers are raking in major sales, but to unlock growth, brands need to do more than create a virtual storefront.

As part of your TikTok Shop strategy, you need to find people who can help spread the word about your brand and persuade people to buy your products.

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You will need to find the right affiliates.

While ecommerce owners can create a storefront and produce their own content, most businesses see the most success from partnering with the right creators.

And the numbers speak for themselves.

In summer 2024 TikTok Shop USA generated $1.5 billion in total sales.

Creators brought in $1.1 billion of that revenue. That’s nearly 93%! 🤯

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Why is the creator method so effective?

TikTok’s audience purchasing decisions are highly influenced by their favorite creators.

Creator reviews feel more authentic compared to an official spokesperson for a brand. Having a credible creator promote the brand’s products or promotion can lift engagement and conversions.

And most importantly….

Creators already know how to create TikToks that pop off.

Top creators understand the art of the hook, how to keep curious viewers watching until the end, and how to persuade audiences to buy.

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Here are some winning tactics from the top-grossing videos for different product categories:

• Beauty and personal care: Use before and After shots. Users want to see real results, and before and after shots are a great way to get creators to show off their ‘glow-ups.’

Although Miranda @ttshopfindsandfaves has only 29.5K followers, her viral video about holy grail beauty products for 40-year-olds has over 27.5M views since it resonates with her target audience.

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👉 The impact? Her review on GoPure Neck Cream helped the brand reach $6M in revenue in just three months.

• Womenswear & Underwear: Use attention-grabbing statements at the beginning of the video about doubting the product’s ability before showing the audience their shock and surprise.
• Health: Educate viewers about specific health benefits and the impact it has on your quality of life.

Want to see more data insights from other product categories like Sports & Fitness and Phones & Electronics?

Next week we’ll be covering the impact of livestreaming on TikTok Shop so stay tuned! If you want the full DTC x RightMetric report now, check it out here.

🌐 IN THE SOCIAL SPHERE

Rather than extolling the benefits of your product, show how it can make your customer’s lives so much easier (and more wonderful) in your ads or social content.

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⚡ QUICK HITS

🤑 A micro-influencer campaign with 400% ROI? Unlock insights from the success of Plant People’s partnership with minisocial creators. Read about it here. *

🛞 You can get 91% YoY for BFCM without reinventing the wheel. Unlock Popflex’s strategies to elevate your email and SMS and make this holiday season your biggest success yet. Access the study here. *

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📅 EVENTS

Lead Generation World - This event typically attracts hundreds of attendees keen to explore new lead generation techniques and best practices. Participants can expect to delve into topics such as data-driven marketing, conversion optimization, and emerging technologies that impact lead generation.

📅 Jan 5-7,  🇺🇸 Miami, USA 💰 $995-$1345

CES 2025 - This conference serves as a platform for leading companies and emerging startups to showcase their latest innovations, advancing discussions on trends shaping the future of technology. Attendees can expect to delve into topics such as smart home technologies, sustainability, artificial intelligence, and the evolving landscape of digital media.

📅 Jan 7-10,  🇺🇸 Las Vegas, USA 💰 Register To Attend

📥 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.

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Have you heard our latest podcasts?

• 👚 TWBERP 8: Email Fight Companion: Fashion Brand Battle
• 💍 Manly Band’s 8 Figure Growth: Unique Designs and Killer Collabs
• 💸 AKNF 456: How Pilothouse Boosts Email Retention Revenue
• 🏆 TWBERP 7: Email Like A Top Brand: Fresh, Flawless, Simple
• 🌟 Building Culturally Relevant Brands with Eugene Healey
• 🌚 AKNF 454: Amazon’s Cold Start Problem and Honeymoon Phase

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

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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 or affiliate content.