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Good morning,
Meta’s Facebook and Instagram will now offer a cheaper subscription service for E.U. users with no ads.
Plus, Meta will offer users a new free option to use these platforms with less personalized ads.
What this means: For advertisers, it will get much harder to serve personalized ads, which may impact campaign performance.
Read more about this regulatory change in our News section.
Here’s what you’ll find in today’s DTC:
📈 How Funko leveraged personalization for record-breaking Q4 sales and beyond.
⚡ Learn how top brands like Anthropologie and Ralph Lauren use email automation and multi-channel integration to reach new audiences.
🎁 Creative ways Amazon sellers can use valuable real estate to promote their BFCM offerings.
🏆 And…still don’t have your BFCM ads ready? Don’t panic, here’s an easy way to turn your UGC into a Black Friday top performer.
You’re reading this newsletter along with new subscribers from: Avalara, Sprout Social, and Novel Coffee Roasters. 👋
💥 Psst… Open This Report for Key Consumer Spending Insights From Over 8K Consumers
Want to win this BFCM? Having the right data at your fingertips gives you an edge and lets you maximize your preparation for this high-stakes season. 💪
Klaviyo’s 2024 Consumer Spending Report surveyed over 8k consumers worldwide, giving you a comprehensive look at what you need to focus on right now. 💫
Get the report and find out:
Ready to put the data to work? 👏
* sponsored
💡 How Funko Increases Q4 Sales with Customization
Collectible toy brand Funko moved from wholesale B2B to DTC in the past few years, and now, a quarter of its sales are from DTC.
During peak times, the brand gets 12,000 orders for the same product in one minute! 😲
So, what contributed to their exponential growth?
Limited edition drops like Funkoween and licensing deals with partners like the NFL certainly help create buzz. Still, the biggest part of their success is due to offering online personalization services.
The idea
Rather than purchasing a figurine of your favorite superhero, the brand introduced Pop! Yourself figures, allowing customers to create a likeness of themselves or a loved one.
The gifting potential made it an immediate hit.
Users could go on the site and design a custom toy to look like themselves or someone else. The brand also offers a two-pack, perfect for couples looking for an anniversary gift or a wedding souvenir.
Here’s a look at Funko’s customization page:
The short questionnaire is easy to navigate, has lots of visuals, and even upsells customers. Shoppers can add a pet or a ‘buddy’ for a few extra dollars.
On the customization landing page, customers can scroll down to see other options on this high-traffic page. There’s a section devoted to group gifting, a big revenue source for the company.
The result?
Because of this new offering, the brand saw a massive increase in sales during the 2023 Christmas holiday and continued spikes during key holidays like Valentine’s Day, Graduation, Mother’s Day, and Father’s Day.
Since Pop! Yourself is the most popular feature on their website, they also added a block to promote their online newsletter with the CTA ‘More Customization Coming!’ and urged visitors to join the list for updates to grow their subscriber list.
👀 Having This Tool In Their Tech Stack Gave This DTC Mega Brand a 167% Boost In YoY BFCM Sales…
During Black Friday 2023, DTC Mega Brand Jones Road Beauty achieved a 167% increase in year-over-year growth with Klaviyo. 🤯 📈
Their strategies aren’t a secret—Jones Road broke down what steps they took with Klaviyo to achieve their record breaking year.
Explore their story to get actionable strategies for your own BFCM results, or if you’re ready to start your own journey, request a demo to see how Klaviyo can work for you. 👀
* sponsored
🎧 How To Email Like A Top Brand
In the latest episode of the World's Best Email and Retention Podcast, Jordan demonstrates how businesses can run a consistent and polished email program like a top DTC brand by adopting a mindset of excellence.
Listen to learn how the top brands approach email marketing with a focus on quality design, streamlined automation, and reaching new audiences with a multi-channel integration.
👉 You can listen to the full episode with Jordan here.
* sponsored
🎁 Getting Creative with BFCM Promos
The Pilothouse Amazon Content team is getting creative this year by leveraging the brand story section to highlight BFCM promos.
Generally, this section tells a brand's story, builds some trust with customers, and potentially showcases some of the wider catalog.
For Big Blanket this year, Pilothouse opted to use it to feature BFCM promo pricing.
This utilizes prominent real estate on the listing to explain the promotion, and direct shoppers to those collections.
We opted to make the discount front and center, then use the supporting tiles to highlight some USP’s, reinforce social proof, and then link out to some prominent collections.
Amazon typically does a poor job highlighting promotions so using brand story gives the Pilothouse Amazon team a great way to easily draw consumers attention to the sale and across all ASINs.
🌐 IN THE SOCIAL SPHERE
Still looking for visuals to use in your BFCM ads?
Look at what’s in your UGC folder to find some winners. It’s as simple as that!
⚡ QUICK HITS
🛍️ Consumers are starting to shop earlier. Why? Find out in Klaviyo’s report from over 8,000 customers worldwide and unlock what this means for your business. Download the report here. *
🚨 Pilothouse Co-Founder Kyle Hitchcox’s $65,000 consultation giveaway ends TOMORROW. If you haven't entered yet, follow the instructions on this post now.
📥 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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