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The DTC Insider - Weekly Newsletter - 10/05 - Issue #5

The DTC Insider - Weekly Newsletter - 10/05 - Issue #5

Don't give away 15% of your traffic! 🙏

May 10, 2023

Welcome to this issue of The DTC Insider newsletter. 👋

We'll send you weekly emails, every Wednesday, trying our best to deliver great value to your inbox.

In this newsletter, you'll find:

💠 Do You Have All The Core Touchpoints In Place To Connect With Your (Non)Customers?

💠 Upcoming Spring And Summer Trends And Their Impact On Brands' Revenue

💠 A/B Testing What REALLY Matters

💠 Why Retention Is The New Acquisition

Do You Have All The Core Touchpoints In Place To Connect With Your (Non)Customers?

Believe it or not, many brands don't have their core touchpoints in place.

And even if they do, many of them are not using them for the right thing.

To name one example, yesterday - while auditing an email account - we saw a brand that included the following in their Abandoned Cart flow:

Recover their cart (a small section of that email)
Cross/up-sells (what? They haven't even bought yet)
A CTA to get sign-ups to their email list

No wonder why it wasn't working 🤦

A shocking stat (not really) was that the vast majority of the traffic wasn't clicking on the "Go back to your cart" button…

…but on the "sign-up" call-to-action and social media icons.

So, make sure you implement the core touchpoints to connect with your (non)customers.

A few of them are:

👋 Welcome series: it's not only for saying "thank you for subscribing" and offering a discount. This is where you onboard people to your brand. In fact, this one generates A LOT of revenue for our clients.

👀 Browse abandonment: if they have been checking out a product (or many), you should be able to act on it.

🛒 Cart abandonment: are they leaving without buying what they added to their cart? Make sure they go back and complete their purchase.

📈 Post-purchase: there are many opportunities in this email flow. To mention a few: say thank you (showing gratitude pays off), educate your customer on how to use what they bought, offer more products that go well with what they bought, ask for a review, and ask them to fill out a survey.

❤️ Customer Win-back: recover those customers that didn't buy for a certain period of time that makes sense for your business (ie. 90 days) and try to win them back.

—

💡 Pro tip: segment your message. For example, talking to a customer is not the same as talking to a non-customer. Use the criteria that work best for your brand & industry to deliver a message that adds value to the recipient (ie. customers that bought certain product categories, gender, or those who like buying products on sale).

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A/B Testing What REALLY Matters

"A/B testing" is such a buzz term, isn't it?

You can actually A/B test anything you want, BUT...

If you're not strategic about it, it may spend a lot of time and effort and yet not have an impact on your marketing.

So, what can you do about it?

1️⃣ PLAN AHEAD

It's important to plan for your test and be intentional about them.

For example, the other day we audited an email account, and they were A/B testing branded vs non-branded headlines in the email body.

It's a valid test, but they were not in a position to test at that level yet, as they had many other relevant variables to test first.

Do you think there was a difference in performance that justified testing whether to add the name of the brand at the end of the headline or not?

No...the test result showed that it was almost the same.

When defining your tests, keep the following aspects in mind:

What variables do you think will be worth testing and why?
Are you testing 1 variable at a time?
How long are you going to run the test?
How would you consider the test successful?
How are you going to choose the winner?

2️⃣ ITERATE

The first test batch is only that...the first.

Don’t expect it to be the last one.

Keep iterating to find new winners, so your communication is better at every iteration.

3️⃣ USE THE WINNERS

You'd be surprised by the number of times we audited accounts that were bragging about how many tests they were doing...

...and yet they weren't using the winning variants for future implementations. 🤦

If you're investing time, effort, and money in testing, put it into action in your current/next campaigns!

Why Retention Is The New Acquisition

Most DTC brands are giving away 15% of their web traffic 😱

What if I told you that there's actually a touchpoint that's overlooked by many brands? 😮

See, we care a lot about those people who abandoned the cart.

And even about those who purchased a few months ago to win them back.

But what about those who hit the order-tracking page?

That 15% of traffic is typically overlooked.

And many brands are giving it away to companies like UPS and FedEx 🤯

In this episode of The DTC Insider podcast, Noah Rahimzadeh at Malomo talked about the opportunities most DTC brands are missing and what they can do to start recapturing that traffic.

Here are some of the key topics we covered in this insightful interview:

👉 Why Most E-Commerce Brands Are Giving Away Visitors

👉 Why the Post-Purchase Experience Matters for Customer Retention

👉 How Malomo's Partnership with Loop Can Help E-Commerce Brands

👉 Real-Life Examples of Post-Purchase Experience Success

🎧 Tune in to our latest episode: https://thedtcinsider.com/

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