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Good morning,
Ecommerce giant Temu faces a class action lawsuit after being accused of sending out ‘unsolicited text messages’ to customers without their written consent.
A reminder to brands that this is a prime example of how not to build your SMS list. ❌
Here’s what you’ll find in today’s DTC:
💄 We take a peek at what Shopify apps Fenty Beauty is using to bring in an estimated $14.7 million in monthly sales.
⚡ Learn how to optimize and scale your Advantage+ Shopping Campaigns with these actionable tips.
📈 And…for brands with lots of SKUs, learn how adding this one feature to your site can get you more product views and increase conversions.
You’re reading this newsletter along with new subscribers from: Planet Sark, Sofar Sounds, and DUER. 👋
📺 Want a Peek At the Future of TV Advertising? Hear from Top Execs and Transform Your Marketing at Forward 2024
Get ready for the foresight you need to diversify your marketing mix and drive performance for your brand in TV advertising.
Tatari is hosting their third annual Forward conference on September 19 in NYC, bringing together the best in the DTC space to connect, learn, and have fun. 🪩
Find out how marketers from companies like Honeylove, Chime, and Chomps are leveraging TV advertising to drive conversions and adapt to shifting consumer behavior.
🔥 Plus, don’t miss a special fireside chat with keynote speaker Rohan Oza, guest shark on ABC’s Shark Tank and the mastermind behind some of today’s most iconic brands, including Vitaminwater (50 Cent), Bai (Justin Timberlake), Vita Coco (Madonna), and more.
✨ Join over 200 top brands, agencies, and publishers on the largest rooftop in NYC, and get ready for this next phase of TV advertising.
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🛑 STOP — Read This
🚨 STOP — You have twelve days left to secure your spot at the ultimate gathering of DTC founders and executives in Victoria, BC, on September 18-19. 🚨
Join us for the third annual C-Suite Mastermind hosted by DTC Podcast, where you’ll connect with top-tier operators like:
This intimate event offers two days of deep learning, networking, and coastal adventures in Canada’s Hawaii. Don’t miss your chance—this exclusive experience will sell out soon.
* sponsored
💄 Apps Fenty Beauty Uses To Motivate Customers To Spend
When Fenty Beauty launched in 2017, it was praised for offering a diverse makeup shade range and inclusive products, making customers feel seen and motivated to spend.
The billion-dollar brand definitely benefits from founder Rihanna’s mega star power (who could forget when she pulled out a Fenty Beauty compact during her SuperBowl halftime performance?) but it also makes major gains from its stellar tech stack that helps the cosmetic brand bring in a cool $14 million per month.
Here are the Shopify apps Fenty Beauty uses to lower their cart abandonment rate and get customers to purchase more.
1️⃣ Ordergroove: This subscription management platform is great for brands with an easily replenishable product. It can easily create product bundles, custom subscriptions, and encourage customers to add repeat orders to their cart in one single click.
Ordergroove does a great job of improving customer retention and lifetime value for brands looking to scale and grow quickly.
2️⃣ Wishlist Plus: This app makes it easy for customers to bookmark their favorite items to purchase them later or encourage someone to buy them by sharing their wishlist via social media, email, or text message.
Fenty Beauty integrated this app within all of their PDPs. To the right of the product name, customers can tap a heart icon to save the product to their wish list in just one click. They can also add a product to a collection and create multiple lists.
3️⃣ YOTTAA Insights: This tool prevents customers from abandoning their cart by keeping their site speed in check.
The Fenty Beauty website contains tons of high-resolution images and videos that could potentially slow down their site, so having this feature is a must.
This app’s dashboard shows how site speed can impact bounce rates, and identify culprits affecting load time so site owners can make fixes to improve the user checkout experience and increase customer satisfaction.
Which DTC brand should we spy on next? Reply back to the newsletter and let us know your suggestions! 👀
⚡ Leveraging Advantage+ Shopping Campaigns for Q4 Success
If you leverage Advantage+ Shopping Campaigns (ASC) right, you can beat out Business as Usual (BAU) campaigns.
By BAU, we mean campaigns that are set, minimally managed, and budgets slightly monitored, which is different from Pilothouse’s BAU campaigns of rapid A/B testing.
Here's how to optimize ASC campaigns to scale:
The takeaway?
Mastering ASC campaigns for your business can help unlock extra revenue. But these should never be the only campaigns running in the account.
ASC should run alongside manual bidding campaigns to find winners that can help feed scale campaigns for the greatest growth.
So don't put all your eggs in one basket!
🌐 IN THE SOCIAL SPHERE
If you have a wide product assortment on your ecommerce site, here’s an easy way to help customers discover different SKUs: add recommended search suggestions based on your top searched keywords in your search bar.
This way, customers don’t have to come up with their own input and arrive at their desired page faster.
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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