Thursday, December 23, 2021
Happy Holidays from the DTC team! We hope you’re able to spend some time with family and friends this season ❤️
We’re super grateful for all of our readers and appreciate your support!
In this newsletter, you’ll find: 👇
💌 Email pop-up masterclass - Part 2.
🤑 Easing your Google Ads decision process.
👀 Epic email insights.
Read till the end to access exclusive DTC swag. 😎
👉 If a pal forwarded this to you, subscribe, so you never miss out. And be sure to follow us on Twitter and LinkedIn.
Easing your Google Ads decision process
The Pilothouse Google team often runs multiples of the same ads on search, display, and video but in different ad groups (e.g., for different audiences).
Determining how the ad performs across different groups or campaigns is crucial to understanding whether to continue it or not.
Assigning each ad a label helps ease your decision process: 👇👇
Once the labels are set up, use the Reports 👉 Predefined Reports 👉 Labels 👉 Labels Ad to group everything together.
This will provide you with a combined performance report!
You can assign labels based on things such as the creative used, ad text, landing page, or a specific promotion - all of which will give you valuable data.
Now you can easily see the performance of your ads and make smart decisions about whether they should continue or not. 👊
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It includes +25 videos with 6.5 hours of content!
If you or your team members could benefit from the proven system behind $50M in sales in 2021, grab Scale School at your DTC Reader price of only $995.
A pop-up masterclass - Part 2
We’re back with part 2 of our pop-up series. Let’s chat copywriting for pop-ups 👇
Your pop-up copy MUST make sense for the customer.
If they come from a paid Instagram ad that explains the benefits of your product, the messaging of the pop-up should be consistent with that.
This will give customers a clear, cohesive brand experience.
Some marketers use negative language to try and entice the visitor to engage with the offer.
For example, some pop-ups say, “No, I don’t like free products.”
Remember: People don’t want to be sold to.
Just because a visitor hasn’t engaged with your pop-up doesn’t mean they won’t become a paying customer, so talk to them with positive language to nurture a better relationship.
“Injecting humor can go a long way when converting visitors or letting them know who you are, but only when it aligns with your brand voice,” said Michael Wadsworth, Partner Marketer at Justuno.
This is why we love OLIPOP’s pop-up, which uses the heading “we’re not mindreaders… but we know you’re looking for this.”
Then it shares a discount for visitors who sign up.
To make your pop-ups more relevant, set up custom rules and targeting.
There are so many ways you can customize pop-ups to meet customers at different parts of their journey, but here are a few rules to consider:
Don’t annoy your visitors—provide value to them. Ensure you’re not overloading them with information or, worse, annoying them.
Brands will do this to collect both email and SMS like Blume does here:
Are you using similar messaging? For example, you don’t want a pop-up showing up for returning customers that offers “10% off bras for new shoppers.”
It’ll frustrate the visitor if they try to use the discount but can’t because they’re a repeat customer.
For example, using custom UTMs, we’ve seen brands segment their welcome pop-up by traffic source, so each visitor gets a tailored message.
Creating consistent messaging between the traffic source and the pop-up makes for killer conversions.
The Brita filter for your shower
When we’re feeling dehydrated, we drink water. But when our skin feels dry, we add lotions. 🤔
After years of struggling with dry skin, Jolie Skin Co was born.
Their filtered shower head ‘removes chlorine, heavy metals & other contaminants from your shower water — to improve your skin, hair and wellbeing’.
Purchase their showerhead, subscribe to receive new filters, and you’re good to go!
It’s as simple as that: 👇
Check out their TikTok to see how it works!
Also, check out their pop-up…the offer is great BUT we’d recommend getting rid of “ignorance is bliss.”
Keep it positive 😊
This week on All Killer No Filler, we got into the email and SMS nitty-gritty with Pilothouse’s Julien and Dan.
Let’s dive in: 👇
This year, the team saw a lot of success through building hot lists before BF/CM.
A hot list is where you place customers who are already associated with your brand and are likely to respond/interact with your campaigns on a separate list.
Creating hot lists maximizes the potential of the current audience to sign up for exclusive access, especially via SMS.
Consider using the next BF/CM as an opportunity to drop a new product and show your hot list the exclusivity they deserve.
So you have all these new people on your list from the holidays… now what?
Check out the time the buyer came into your list and what their purchase window was.
This can be used to measure the response or retention rate of the cohort against long-term customers.
Set up a distinct flow for first-time buyers and try get them in for another purchase before the new year.
For a glimpse into email and SMS for 2022, list building exercises, and giveaways, listen to the full episode here!
☀️ Blackstone buys majority stake in sunscreen brand Supergoop.
📦 Narvar acquires Lumi to ‘revolutionize packaging.’
🛒 Zepto, a 10-minute grocery delivery app in India, raises $100M.
🤑 Oracle is in talks to buy Cerner.
💰 Fable raises Series A funding round.
👩🍳 TikTok is launching delivery-only restaurants across the US in March.
🤰 Paul Singh from Bump Health on Becoming a Distribution Company and the Road to $200B.
🐶 Chippin Pet CEO Haley Russell on Crickets, Carp, and Global Warming.
🥜 Crunch Differentiation in CPG with Daily Crunch Snacks Founder Laurel Orley.
❄️ How Josh Elizetxe Would Build Snow Oral Care if He Were Starting Today.
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Thomas Schreiber, Tina Donati, and Rebecca Knight.
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