Good morning,
Instagram's new "nighttime nudge" feature encourages teens to limit screen time by sending a message if they've been on the app for over 10 minutes after 10 pm. 🌙😴📱
For businesses looking to connect with a Gen Z or Alpha audience, this change could result in more engaged users during the day.
Here’s what you’ll find in today’s DTC:
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Plain text emails can be a very powerful email format when you think about building out your email marketing strategy.
What are plain text emails?
Plain text emails are exactly that. No fancy fonts or graphics. When used sparingly, plain text emails come off as more personable and less sales-focused.
HTML vs. plain text emails
In contrast, HTML emails can include eye-catching multimedia and hyperlinks.
While HTML emails should still be part of your marketing strategy, there are two big advantages to using plain text.
✅ Plain text emails are easier to put together and don’t require a lot of graphic design work.
✅ Also…plain text emails on average have higher email deliverability rateswhich is important to note if that’s been a pain point for your brand.
Plain text email example from Anyday
Here’s an example of how cookware brand Anyday used a plain text email (sprinkled with some hyperlinks) to make it easier for customers to find popular pages on their website.
Although the brand did terrific numbers during BFCM, they had to raise their prices after some supply chain issues.
The brand sent this plain text email in February (a notoriously slow period) to their customer list.
The result?
By giving customers a chance to purchase at its original price before the price hike, the brand saw an uptick in orders.
The simple email did a phenomenal job of resonating with customers and increasing orders and made February one of Anyday’s highest revenue months of the year without running a sale. 🚀
The brand also openly shared their struggles via social media. Customers were able to empathize and thanked Anyday for transparency and the opportunity to purchase at the original price. 💗
The takeaway?
Plain text paired with transparent messaging can be a winning recipe. 🏅
Try incorporating these into your email marketing strategy and see how it affects your deliverability rate and how customers interact with plain text!
We’re guessing A LOT.
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For Q1, the Pilothouse Meta team recommends starting with a simple angle test to get data and learnings back fast so you can build on early wins. 💥
They typically set up structured angle tests using Ad Set Budget Optimization (ABO) to dedicate spending across ad sets and get clean data back on each angle.
Generally, the team starts angle testing with 5-6 angles and 5 copy variations per angle.
Each copy variation is split out into its own ad set to isolate variables.
Your campaign will look similar to this at the ad level:
Once the test is finished, you can use a custom breakdown to review the data from your campaign and find the winning angle.
The result?
This is an example of a recent test the team ran.
Social proof and solution angles outperformed the other angles tested for one brand. 📈
From here, you can expand on your winning angle with creative testing.
For example, use your top angle to make CGC videos & statics, lifestyle iterations, and graphics all around your winning angle.
Give this angle testing tip from the Pilothouse Meta team a try on your account and see which angle comes out on top! 📈
☠️ Are CMOs becoming obsolete? Get answers to this and more inNorthbeam's free 2024 Marketing Preview. Download and gain actionable strategies for generative AI, profitable advertising, and creative experiments. *
💡 Have you tried FigJam? Use AI jam boards to visualize your ideas and collaborate in real-time. These are great for brainstorms and live discussions with your team.
DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. Talk to our team to learn more.
A reminder that unlearning is also crucial to self-development.
When you are wayyy too warm and comfy in bed.
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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