DTC637: How Brands Leverage Personalization To Work That Gifting Angle

Good morning,

Did Google Ads remove Audience Recommendations? Turns out this was just a glitch. 😅

Google’s response: “Audience Insights is not being removed. The team is aware of an issue that caused this reporting to stop showing in some accounts and is working to address it.”

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

🎁 How brands are offering personalization services to stand out during the gifting season.
🎧 We go over how to ‘stock the pond’ before the busiest time of the year for ecommerce.
⭐ And…this ‘people will remember’ content trend is a fun opportunity to promote your product!

You’re reading this newsletter along with new subscribers from: Louisiana Fish Fry, RxSport, and SBC Skincare. 👋

🍄 Four Sigmatic Is The #2 Best-Selling Ground Coffee on Amazon… Here’s How They Did It

The moment all brands dread… plateau. When Four Sigmatic’s spend and scale started flattening, they knew they needed to make a change.

Thus, Four Sigmatic and Pilothouse came together to give their Amazon game a serious boost, focusing specifically on Pay-Per-Click spend.

SEO and CRO strategic alignment first led to the revamp of product photos, descriptions, and A+ content.

To zero in on the middle and bottom of funnel, Pilothouse (1) utilized sponsored product ads to reach customers, and (2) did product line segmentation to target and retarget different customer groups.

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870+ campaigns with bids managed daily has yielded Four Sigmatic:

• ROAS 25% greater than the client’s target ✅
• A 115% increase in monthly gross profit ✅
• An 83% increase in monthly shipped revenue (at 7-figure/month levels) ✅
• A 99% increase in YoY active subscribers ✅

🛑 Stop ignoring Amazon as a scale channel.

🎧 Meta Q4 Prep: Stocking The Pond and Planning for Peak Season

In this episode of the podcast, we're diving into the ultimate Q4 preparedness guide with the Pilothouse social team.

As we approach the busiest time of the year for ecommerce, the stakes couldn't be higher.

That's why we're bringing you this in-depth conversation on how to stock the pond and get every aspect of your marketing in line for Q4 success.

Avery on the importance of Q4 planning: "When you approach Q4 with no plan, it's an anxious time of year if you're in ecommerce. But if you approach it with a plan, it's full of anticipation and fun times, as well as checking Shopify and watching those numbers go up."

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In this podcast, we cover:

• Stocking the Pond: How to expand your audience pools and get your customers primed for Q4.
• Content Strategy: Why starting your Q4 content strategy early on can lead to a more engaged and ready-to-buy audience.
• Marketing Calendar: The importance of a well-organized calendar to align your cross-departmental efforts for maximum impact.

👉 You can listen to the full episode with Taylor, Aves, and Jacob here.

🎁 How Brands Are Working That Gifting Angle

Did you know that 80% of shoppers are more likely to purchase from a company offering personalization services?

An easy way for DTC brands to add a ‘personal touch’ to their products is through monogramming services.

Not only does it make the product more unique in the eyes of the buyer, but the interactive process also makes customers more satisfied with their shopping experience and can win over their long-term loyalty.

Here are two brands that do a great job of creating a personalized experience for customers:

Fashion brand Charles & Keith offers a ‘Personalize It’ tab on their PDPs for a selection of bags.

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Customers can customize the item with their initials, selecting up to three characters before choosing the color.

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Luggage brand Away also does something similar on their ecommerce site.

They give shoppers the option of personalizing their suitcase or luggage tag with the enticing CTA ‘Make it yours’ to get customers to spend more to put their unique stamp on their purchase.

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The takeaway?

Offering monogramming services is a great way to provide a personalized experience for customers and leave a lasting impression.

💡 Adding premium services like this is also an excellent way for your brand to position products for Q4 and work that gifting angle! 😉

🌐 IN THE SOCIAL SPHERE

We are seeing this creative content trend all over social media as brands put into perspective what’s really important in life. 😆

This is a fun twist on inspiration posts that contrasts what people ‘won’t remember’ with what they ‘will remember’ and a great opportunity to plug your product!

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⚡ QUICK HITS

🐋 Time is running out… C-Suite Mastermind is just weeks away. If you’ve been waiting to grab your ticket, this is your reminder to do it now! See you this September 18th and 19th in Victoria, BC.

SPONSOR DTC

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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?

• 👟 How VKTRY Gear Achieved 240% Growth with Niche Marketing
• 🆚 AKNF 433: All In on Amazon v.s. Diversified DTC
• 🌪️ Cherene Aubert on Using the Tornado Effect to Scale ILIA Beauty
• 💡 AKNF 431: Develop Your Own Data-Backed Creative Strategy
• 🧊 Brock Mammoser on Frost Buddy’s $30M TikTok to Meta Pipeline
• 🤔 AKNF 429: Are Your Amazon Ads Cannibalizing Organic Results?

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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 content.