DTC739: Meshki’s Psychological Tactics on PDPs

Good morning,

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

⚡ Nab those quick conversions by doing this. Learn how Meshki creates urgency on their product pages using these psychological tactics.
💗 ICYMI… We go over all the latest Google PMax updates and how they affect campaign management strategies.  
💡 And…searches for this query hit an all-time high post-Christmas shopping season.

You’re reading this newsletter along with new subscribers from: Boucher Brothers, Skuna Boats, and Petlibro. 👋

Last Call: Master Influencer Marketing With This Scalable Strategy🚨

That strategy? Influencers.

When done right, influencers can help your brand:

✅ Create endless UGC.
✅ Strengthen your social presence and drive sales.

While avoiding:

❌ High costs, wasting money on unproductive influencers, and short-lived strategies.

So the question becomes: How do you create a successful influencer strategy?

Join DTC and SARAL on TOMORROW at 10 AM PST / 1 PM EST for a high-impact webinar: The Influencer Illuminati Model: Build, Grow, Scale.

You’ll walk away with: 👇

• The Influencer Golden Triangle framework for success (wondering what that is? Learn more here).
• A real brand success story.
• Exclusive bonuses to kickstart your strategy.

Learn how to start small, scale smart, and grow with confidence.‍

Can’t attend live? Register to get the recording and bonuses.

💡 How Meshki Creates Urgency on PDPs

Women’s apparel site Meshki does a great job conveying urgency on their product detail pages with these clever psychological tactics.

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It’s all in the messaging.

A dynamic sticky tab (at the bottom of their model image) follows users as they scroll down the page.

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Different messages appear every few seconds to keep customers glued to their screens and engaged. 👀

From here, they add callouts like ‘Number 1 best seller’ and ‘Sold 30 times in the last 48 hours’ so customers know the product is in demand and encourage them to make a decision quickly or experience major FOMO.

Other messaging like ‘10 people are looking at this product’ helps validate a visitor’s interest since they know others are interested as well.

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This makes a product appear more valuable and increases the likelihood of customers adding to cart.

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The takeaway?

Adding dynamic elements like this to your site, specifically on PDPs, can help you earn those quick conversions without heavy discounting.

🏈 Beauty Brands Are Betting On Super Bowl Exposure

We’re less than two weeks away from The Big Game… and beauty brands are using this as an opportunity to reach new audiences.

More and more cosmetic brands like Dove, NYX, and e.l.f. Cosmetics are tapping into sporting events to win over customers.

But other brands are also getting in on the fun as well. As part of Coors Light’s campaign leading up to the big game, they teased a Chill Face Roller in an Instagram post, generating massive social media buzz.

💥 Big Changes Are Coming… Are You Ready?

ICYMI: The tariffs proposed by the Trump administration are going to shake up global trade and shift supply chains significantly. 🫨

But while others scramble, you can get ahead. 👇

This strategic guide from Swap Commerce is the online retailer's full play-by-play for adapting to tariffs while cutting costs, retaining customers, and growing globally. 🌎

Swap is the EcommerceOS for Shopify brands, consolidating shipping, returns, package protection, tracking, and cross-border logistics under one roof, all while saving brands upwards of 30% on their ecommerce tech stack.

Don’t wait. Download the report now and discover 5 strategies to safeguard your business and future-proof your growth.

🎧 PMax Just Got Smarter: Updates You Need to Know for 2025 Campaign Success‍

In this episode of All Killer No Filler, we chat with Dougie, leader of the Google Ads team at Pilothouse, to dive into Google's latest Performance Max (PMax) update and how it changes campaign management strategies going forward.

Dougie explains how Google's October update—prioritizing ad rank instead of defaulting to PMax campaigns over Shopping campaigns—creates new opportunities for hybrid strategies to maximize demand capture.

Learn how you can better segment audiences, target warmer vs. colder traffic, and integrate data for more accurate attribution.

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In this podcast, we cover:

• Ad Rank Overhaul: PMax no longer automatically overrides Shopping campaigns—it’s now about ad rank, giving advertisers more flexibility.
• Hybrid Campaigns: Use PMax for warmer, brand-aware audiences while leveraging Shopping campaigns to target new, high-intent customers.
• Feed Optimization & Audience Segmentation: Winning strategies depend on clean product feeds and using tools like Shopify or Klaviyo to define customer lists for Google.
• Top-of-Funnel Impact: Large-scale awareness campaigns (e.g., TV ads) still generate significant halo effects on PMax campaigns—if you’re spending enough.

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

📈 SEARCH SURGE

What’s Trending: How to use reward points

Why is this happening? Searches for this term have been at an all-time high post-Christmas shopping as customers look to redeem the points they accumulated during Q4.

This is a great opportunity for brands to remind customers how they redeem their loyalty reward points and drive Q1 sales.

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⚡ QUICK HITS

⭐ Think your product could shine on Amazon? Get your brand working with the team that helped scale Four Sigmatic to Amazon's #2 best-selling ground coffee. Book a call now.

📥 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.

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Have you heard our latest podcasts?

• ⚡ TWBERP 17: Scaling DTC Brands with Social Commerce
• 🥤 The Anatomy of BRĒZ: the World’s Fastest Growing Bev Brand
• 🔧 AKNF 474: The Future of Shopify Optimization with Warp Drive
• ⭕ TWBERP 16: Track The Lifecycles That Drive Business Success
• 💪 Dan Crosby’s Relaunch of BioSteel: From Bankruptcy to Profit
• 📧 AKNF 472: What Email Retention Strategies To Focus on for 2025

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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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