DTC664: Rare Beauty Shopify App Tech Stack

Good morning,

Meta plans to implement an ad restriction period for the 2024 U.S. election.

Starting on October 29 and continuing until November 5, no new ads about social issues, elections, or politics can be published, and most edits will be prohibited.

Learn more about this in our News section.

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

🚀 Learn how Rare Beauty became one of the fastest-growing beauty brands using these Shopify apps.
✉️ Ways to improve your email deliverability and engagement metrics.
🍪 And…Google searches for this popular cookie brand saw a huge uptick after a controversial Australian pop-up went wrong.

You’re reading this newsletter along with new subscribers from: One Water, Labyrinth Beauty, and Solo Stove. 👋

🎁 Here Come the Holidays… Find out How Companies Like DoorDash, Plant People, and Corkcicle are Decking The Halls—with Profits

What’s on your holiday wish list? How about:

• 👀 7 million views, like Spotlight Oral Care generated from minisocial creators during a large scale gifting activation?
• 🛒 A 50% decrease in cost per ad to cart, like Plant People saw?
• 💁‍♀️ Or, a 92% increase in engagement on organic social, like Corkcicle’s results when utilizing minisocial’s creator content?

Don’t just count on Santa. This year, take action and get the real gift that keeps giving. Minisocial’s guide is ready to reveal the strategies and content you need to succeed in November/December of this year. 💥

Planning for the holidays is over, it's time for action. 🎬

Start your brief(s) before the end of October for 15% off your holiday projects!

*Sponsored

💄 How Rare Beauty Grows Organic Traffic and Online Spend

Rare Beauty is one of the fastest-growing beauty brands in recent years, bringing in an estimated $11.2 million in monthly sales through their DTC site.

Here are some Shopify apps they use to grow their traffic and get people to feel good about spending on their site.

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1️⃣ SEO Manager: This app can improve your search engine rankings and website traffic. It has over 40 features, including your SEO score and keyword suggestions using AI. Its automated SEO capabilities and Bulk Editor make implementing multiple changes at once easy.

Through this app, Rare Beauty is able to identify keywords in their niche to improve their traffic and differentiate their product from competitors. For example, they’ve included the keyword ‘talc free powder’ with a sizable search volume and low competition in their meta titles and product copy.

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2️⃣ Shop for Good Donation App: Giving back and supporting mental health causes is a big part of Rare Beauty’s brand identity. This app makes it possible for customers to support and join in their charitable efforts.

Right on their PDP pages, Rare Beauty makes it clear below their ‘add to cart’ button that ‘1% of Rare Beauty’s annual sales will support the Rare Impact Fund’ and invite customers to learn more about their efforts.

This ‘give back’ messaging is consistent throughout the entire customer shopping experience. At checkout, customers are asked if they would like to donate to a charity and in turn, receive a discount or a gift as a thank you, deepening their connection with the brand.

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3️⃣ Klarna On-Site Messaging: For budget-conscious customers, this Buy Now Pay Later app provides them with multiple flexible payment options to increase sales. You can customize your site messaging to help improve your conversion rate and AOV.

We had a few readers ask us about this brand! Who do you want to see next?

🛒 Worried About The Sales That Got Away? Don’t Be — Perfect Your Abandoned Cart Automations With These 6 Steps

Did you know that an enormous 70% of ecommerce carts were abandoned last year? That’s a lot of lost revenue! Ready to recapture it?

Abandoned cart automations can recover up to 42% of lapsing sales, and Dotdigital’s cheatsheet on perfecting your abandoned cart program will help make it happen for you. 😎

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Download now to learn:

• 6 steps to create an irresistible abandoned cart customer experience 🛍️
• How to use your data to craft relevant, revenue-driving messaging 📫
• Examples of abandoned cart programs from leading brands to inspire your next steps 💫

Time to tap into all that potential revenue you’ve been missing.

*Sponsored

🎧 Boosting Your Email Program’s Deliverability and Engagement Metrics

Jordan Gordon, Director of Email Retention at Pilothouse, dives into the nuances of measuring email program performance on the very first episode of the DTC Podcast’s Email and Retention series.

This episode explores why balancing email open rates and click-through rates is essential for improving deliverability and maintaining a strong reputation with email providers like Gmail.

Jordan says: “High open rates but low click-throughs is a red flag. Providers like Gmail use engagement as a key metric to determine if you belong in the inbox—or the spam folder.”

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In this podcast, we cover:

• Measuring Email Engagement: Learn why high open rates aren’t always good news, especially if they aren’t matched by strong click-through rates.
• Understanding Apple Privacy Changes: The impact of Apple’s privacy updates on open rate metrics, and how to adjust your approach.
• Attribution Insights: How to interpret Klaviyo-attributed revenue versus Google Analytics 4 for a clearer view of your email program’s value.

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

📈 SEARCH SURGE

Trending This Week: Crumbl Cookies

Why is this happening? The famous baked goods brand made headlines around the world after it was discovered two Crumbl cookie enthusiasts decided to ship the sweet treats over to Sydney, Australia, and sell them at an unauthorized pop up.

What went wrong? Customers lined up to pay a massive premium – $17.50 per cookie- only to discover that all the treats were stale.

Crumbl responded they wouldn’t be seeking legal action and instead decided to use the online buzz as the perfect opportunity to announce an official Crumbl pop-up will be coming soon to provide “dessert-loving Aussies with a true Crumbl experience.” All’s well that ends well.

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⚡ QUICK HITS

📈 It’s election season and ad spend is increasing. What to do? Get insider strategies from top CMOs you can use to navigate AI, first-party data, and 2024's shifting marketing landscape at Wunderkind’s event. Register here. *

🤔 Itching to find why your customers aren’t satisfied? Syncly centralizes all customer feedback from reviews, support tickets, surveys, and more to help you make a product that consumers love. Book your free trial here. *

📥 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.

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Have you heard our latest podcasts?

• 🔪 Montana Knife’s 8 Figure Product Launch Schedule
• 💪 AKNF 444: How to Maintain a Brand That Creates Tons of Content
• 🏆 Four Sigmatic on Small Wins That Stack Up To Big Results
• 💯 AKNF 442: Unlocking Premium Amazon A+ Content
• ✨ The Art of Storytelling with Niclas Bornling from Craft Sportswear
• 👻 AKNF 441: Crush Your Halloween Campaigns on Meta!
• 🍃 Driving 5x Digital Growth: How Salt and Stone Optimizes Sales

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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.