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The DTC Insider - Weekly Newsletter - 18/10 - Issue #28

The DTC Insider - Weekly Newsletter - 18/10 - Issue #28

NEW! Sell your highest-ticket products on Meta

October 18, 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:

💠 NEW! Meta Introduced Value Optimization for Advantage+ Shopping Campaigns

💠 Don't Forget Doing This In Your Email Marketing

💠 Leveraging Multiple Online & Offline Channels to Grow a Lingerie Brand

NEW! Meta Introduced Value Optimization for Advantage+ Shopping Campaigns

If you've been using Meta for some years now, you know that you can choose between 2 performance goals in your traditional Conversions/Sales campaigns:

Maximize number of conversions
Maximize value of conversions

On the first one, Meta's goal is to generate as many conversions as possible by showing the ads to people most likely to make a purchase on your website.

The latter is different. This time, Meta will focus on showing the ads to people most likely to make higher-value purchases.

What's new?

The news is that this is now available for Advantage+ Shopping Campaigns too 🙌

When should you use Value optimization?

Without saying anything else, you may be thinking of using it for every campaign.

I mean, who doesn't want to get higher-value conversions?

That being said, that's not recommended.

Why?

Because Meta's algorithm will have a harder time finding these people if you don't generate a high volume of purchases.

And that will lead to spending less (like when you use cost cap, you see Meta doesn't always spend the entire budget).

Which will lead to fewer purchases.

So, here's when I think you should use them:

👉 When you have products that fall across a wide range of price points: it'd be worth it since Meta will aim to sell the high-ticket products over the cheapest ones.

👉 Already generating a high volume of purchases on Meta: in that case, it's more likely that Meta has an easier time finding people most likely to buy higher-ticket products. That being said, it's still likely that you see Meta doesn't spend the entire budget, but you should test it.

Credits to the GOAT, Jon Loomer.

Don't Forget Doing This In Your Email Marketing

Whenever my team at BSR Digital runs Klaviyo audits, we see many brands and marketers forget about a key aspect: Email collection.

If your list isn’t growing, it doesn’t matter how great your flows & campaigns are, performance will stagnate.

Here's how to check this is not happening to you👇

List growth:

Go to Lists & segments
Filter by Lists
Click on the one with the most subscribers
Click on Reports > List Growth
Look at the 1-year period to better understand how it grew over time

Signup forms performance:

Navigate to “Signup Forms”
Check out the pop-up
Make sure there’s a regular stream of traffic viewing the form
Check if the Conversion Rate is 5-7% (minimum). Also, check how it's performing compared to other companies in the Benchmark section.