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🎧 Today on the DTC pod, we’re diving deep into the world of ecommerce success, guided by the legend that is Drew Sanocki, founder of PostPilot.
Renowned for his unique ability to breathe new life into legacy brands through an ecommerce lens, Drew joins us for an enlightening conversation that's set to shift your perceptions on direct mail and DTC marketing strategies.
Known for his strategic emphasis on profitability over growth and his leaning towards Marginal CAC over CAC, Drew is leading a wave of resurgence in physical mail marketing as a tangible leader in the DTC industry 😉.
Whether you're an aspiring entrepreneur keen on learning the ropes or a seasoned business owner on the hunt for fresh perspectives, this episode promises to deliver valuable lessons and inspiration for your entrepreneurial journey.
The takeaways 👇
📫 The power of the postcard
In the world of ecommerce, it's easy to underestimate the impact of something as analog as a direct mail campaign. Yet, as Drew pointed out, this strategy can be a game-changer for customer retention and acquisition.
By retargeting customers through postcards dropped right on their doorstep, brands have seen an impressive 1.5x to 3x return on their investment.
Extend that savvy email marketing know-how to direct mail, and you've got yourself a shiny customer retention tool that’s as surprising as it is effective. Who knew snail mail could still deliver the goods? 🐌
🌊 Navigating CAC seas
In ecommerce, you can’t escape those pesky Customer Acquisition Costs (CAC) but, as Drew Sanocki points out, it’s not the only kid on the block.
Enter stage left: Marginal CAC.
When you’re starting, growth can seem as easy as pie. That's until the cost of reaching new customers starts to bite. Marginal CAC can give you a reality check.
It’s about keeping an eagle eye on what each new customer costs you, helping balance your budget while still keeping your business buzzing. It’s not just about keeping your head above water but sailing smartly towards profitable shores. 🚣
👉 Listen to the full episode with Drew Sanocki here!
Timestamps:
2:35 The Genesis of PostPilot: Extending Marketing through Direct Mail
6:12 The Effectiveness of Direct Mail for Customer Retention and Acquisition
9:40 The Time Windows and Attribution of Direct Mail Campaigns
17:30 AI in Copywriting and the Unique Value of Human-Crafted Sales Letters
27:40 The Return to Baseline Growth in E-commerce
30:00 The Story of Twitter's Early Days and the Value of Human Connections
#directmail #marketingstrategy #ecommerce #customerexperience #AIinmarketing
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