📦 - ‘Sound Removed Due To Copyright Restrictions’

DTC 487 - Target Audiences, Email CTR, and Great Customer Experience Tuesday, February 6, 2024 Good morning, Have your TikTok videos gone silent? 👀 ICYMI Universal Music Group has officially pulled their catalog from TikTok. This means you can no longer use songs by artists like Adele, Drake, and Billie Eillish in your videos. On your feed, the word ‘Muted’ will appear if your past videos were affected. However you can replace your old audio with a new sound so you can still extend your reach. Here’s what you’ll find in today’s DTC: - Are you targeting the right audience? - A way to get your email CTR way up - And… How optimizing towards people will help your KPI's You’re reading this newsletter along with new subscribers from: Seacoast Realty, Konvoy Kegs, and Perfect Skin Solutions. 👋 IN PARTNERSHIP WITH PILOTHOUSE 🧑 🍳 Circulon: Record-Breaking Performance Throughout BFCM When a distinguished premium cookware brand says they want to break records in the busiest time of the year, you [start cooking up a strategy](. 🧑 🍳 The Pilothouse team started working towards increasing Meta ad spend on conversion-based top-of-funnel (TOF) campaigns. A 38% TOF spend increase helped Pilothouse and Circulon build up the funnel for retargeting during the peak shopping week, enabling effective retargeting with the best offer of the year. This strategy allowed Circulon to achieve: - A new all-time high net sales record, beating previous year by 332%. - A 71% increase in YoY average order value. - A 1616% YoY increase in revenue. With the right sous-chef, you can cook up results like these too. [Start Cooking]( CUSTOMER DATA 🎯 Is Your Audience Targeting Too Narrow? How much do you know about your target audience? 🤔 PostPilot founder Drew Sanocki [shared this anecdote recently on X]( after attending a DTC conference: Drew’s tweet highlights how some industries may cater to a certain demographic and ignore an entire market altogether. While Drew’s speaking about an event specifically, this also applies to DTC brands who cater their ecommerce site and other channels only to a younger demographic, missing out on an entire age group with strong purchasing power. To avoid catering to who you THINK your target audience is, here are some easy ways to make sure your marketing efforts are resonating with the right crowd. ⚡ 1️⃣ Finding your target audience’s location Looking at your customer analytics page in your ecommerce dashboard will give you a wealth of information. On ecommerce platforms like Shopify, you can see where your customers are located in your reporting section. Use this information to your advantage. For example, while you may be under the impression that your product caters mostly to those located in the East Coast, your analytics may reveal otherwise. Next steps: Use this customer data for your localized marketing efforts. 2️⃣ What are your customer’s preferences? If you want to see other details like gender, age group, or product preferences, add these fields to your lead generation form so you can capture this customer data and personalize your marketing efforts going forward. For an ecommerce brand like Skims, they added an extra field in their email sign up form so they understand if their target audience is interested in women's clothing, menswear, or both so they can tailor their messaging in their segmented emails. [SKIMs email sign up form captures info about customer preferences] Next steps: By capturing additional customer data, you can ensure your message is inclusive to all age groups. Make sure your product images and videos reflect your diverse clientele so they feel ‘seen’. 3️⃣ Peek your reviews section to find your customer’s likes and dislikes Take a close look at your website reviews. Online reviews can reveal a lot of important information about your customer and tell a story about who they are. Next steps: Use these pain points in your messaging and demonstrate how your product can offer solutions. Getting to know your customers (well!) is a vital part of success. Understand them, talk to them, and make creatives and experiences that resonate with them! PODCAST 🎧 “The Three W’s” of Email Click Through Rate In this episode of the pod, we catch up with Jordan Gordon at [Pilothouse]( and discuss the importance of clicks and click flows in multi-stage conversion funnels. Jordan emphasizes the need for assets in the marketing funnel to fulfill three key purposes which he calls “The Three W’s”: - Telling the user where they are - What they need to do - And…what’s in it for them? In this podcast, we cover: - How this “Three W” philosophy applies to emails and landing pages - Reinforcing value in the customer journey to maximize conversions - How measuring metrics like CTR and revenue per click helps evaluate the effectiveness of marketing campaigns - Why optimizing conversion funnel support like site abandon, browser abandon, and checkout abandon is essential for driving conversions 👉 You can listen to the full episode with Jordan [here]( 🧰 THE TOOLKIT 🚨 User experience is about to change in 2024. Get ahead of the curve and join the Commerce Experience Summit on February 27-28 to find out how.[Register for FREE here.]( * 📰 NEWS - Amazon rolls out [AI shopping assistant Rufus]( for U.S. customers. - [Meta’s earnings are up]( thanks to its new generative AI products. - Google is now [showing TikTok videos in featured snippets]( and Search Generative Experience. - Snapchat positions itself as [the ‘antidote to social media](’. - TikTok owner ByteDance launched their [version of ChatGPT called Coze.]( 🌐 IN THE SOCIAL SPHERE As you continue to grow and scale your business, it’s easy to get lost in a spreadsheet full of metrics, but at the end of the day, remember that you are optimizing for people and delivering a great customer experience is key! Can't view the image? [Click here]( 👀 BANTER Rats... Not again... Have you heard our latest podcasts? - 🥟 Eric Ji Sun Wu’s [Entrepreneurial Journey with Sobo Foods]( - 💗 [AKNF 373:]( The Art of Valentine’s Day Advertising - ⭕ The Rumpl and Houdini [Partnership Story of Innovation and Sustainability]( - ❌ [AKNF 371:]( Biggest Amazon Return Mistakes - 🥘 Danielle Walsh and Steph Chen from cookware brand [Anyday on the Power of Storytelling]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](