Good morning,
The Stanley Cup craze reached new heights this week when a Californian woman tried to steal $2.5K worth of viral tumblers before being pulled over and arrested.
In a Facebook post, the police responded: “While Stanley Quenchers are all the rage, we strongly advise against turning to crime to fulfill your hydration habits.”
You know your brand is popping off when even the police identify and post about your products. 😆
Here’s what you’ll find in today’s DTC:
You’re reading this newsletter along with new subscribers from: The Mortgage Porter, Paper Hugger Studio, and Jess & Lou Beauty. 👋
This newsletter is brought to you…
Most companies have a common goal: Growth. Four Sigmatic was no different — They had big dreams, but their spend and scale at the bottom of funnel was looking pretty… flat… 😕
After auditing, Pilothouse and Four Sigmatic joined forces to scale their Amazon channel — specifically their Pay-Per-Click spend.
SEO and CRO strategic alignment first led to the revamp of product photos, descriptions, and A+ content.
Next, with a focus on middle and bottom of funnel, the team (1) utilized sponsored product ads to reach customers, and (2) did product line segmentation to target and retarget different customer groups.
Through the continued partnership, and over 870 individual campaigns with bids managed daily, Four Sigmatic has seen:
Think Amazon might be your scale unlock? 🔐
Solo Stove announced this week they’ve tapped two new brand ambassadors that are more aligned with their brand after the whole Snoop Dogg campaign controversy.
The backstory 👇
Last year the iconic rapper and long-time marijuana lover posted on Instagramthat he “decided to give up smoke” leaving fans in disbelief.
However, it turned out to be a brand deal to promote Solo Stove’s smokeless fire pit.
But despite widespread media coverage, the viral endorsement didn’t translate into strong sales which led to leadership changes. 😱
The lesson?
Celebrities can provide a brand with tons of views and engagement but at the end of the day, brands need a brand ambassador that exemplifies their brand values.
Now, Solo Stove has pivoted and tapped two influencers instead that work better for their brand.
They hope these new partnerships will help spread the brand’s “passion for fire, cooking and unforgettable moments.”
Solo Stove’s new brand ambassadors:
Why these brand ambassadors are a better fit:
Although they have a smaller reach than the famous rapper, this pairing is more in line with Solo Stove’s brand and outdoor lifestyle positioning.
Each ambassador can use their specific skill set to showcase Solo Stove products:
Fowler, who is a survival specialist, will promote the brand’s smokeless fire pits and grill accessories while Kim will create content around the brand’s Pi Pizza Oven.
While it’s still too early to see how these new ambassadors will affect Solo Stove’s bottom line, it’s safe to say that based on their credentials these picks are much more aligned with the brand’s values and products. 👍
The takeaway?
When selecting brand ambassadors for your campaign, consider their following and potential reach but also if they share your brand values and can speak about your products from their unique POV!
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Email marketing is a great channel for customer retention and recurring revenue.💰✉️
While you can split-test subject lines, preview texts, and even email design, have you ever considered testing the length of your content?
Turns out you can see promising results from experimenting with the length of your email content.
The Pilothouse team has seen great results so far in two different split-tests. 🔍
They split-tested one set of sales-focused emails, virtually with the same content and focus as each other, and saw an increase of +1.74% and +11.57% in open rates and click rates respectively when testing the short-form teaser format against the lengthier content.
In a second split-test, they split-tested the teaser format against the longer-form format again, but this time in a customer success style – highlighting their clients’ Black Friday wins.
📨 The results?
They saw a +24.27% increase in open rate and a whopping +303.65%increase in click rate. 🚀
At the end of the day, it might be worthwhile to try shorter email formats to tease your content that’s placed on your website in the form of articles, blog posts, or other content placements.
And avoid getting comments like TLDR!
Try sending teasers instead. Contact the Pilothouse team if you need help with your email performance!
💰 Can sustainability practices increase your sales? Find out how green initiatives drive customer loyalty AND help our planet, in Wren's free webinar on January 31. Register here. *
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If you want to see higher engagement, then find your online community!
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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