ECOMMPACT: Issue #6
The return of direct mail, copywriting 101, make ugly ads, Amazon coupons, affiliate marketing basics, Google goes infinite, unit economics calculator tool
đ„ Fresh Finds
Littledata | Shopify analytics vs Google Analytics: which offers better ecommerce data?
Missing key metrics - Shopify analytics offers an incomplete and inaccurate view for merchants, including key metrics like average order value and customer lifetime value (LTV).
Inaccurate traffic reporting - For Shopify analytics, the sales by traffic source report is broken; often over-reporting direct traffic as a source.
GA is better - Google Analytics provides a more complete picture of store performance within a more robust dashboard.
Primer | 3 Ways Digital Advertising Will Change in 2023
Big changes coming - 2023 is going to be a big, disruptive year for digital ads - hereâs why:
UGC will dominate ad creative
2023 will be the year of TikTok
AI is going to become part of the creative process
DTC - Pilothouse | Wednesday, December 7, 2022
The new (old) marketing channel - Five reasons why direct mail advertising is making a comeback:
Direct mail grabs attention in a way email does not
Direct mail is more cost-effective than most paid ads
Itâs easy to DIY a direct mail test
Itâs even easier to outsource to professionals
Direct mail is not widely adopted in ecommerce (yet)
Whale Mail | Issue #106
Make ugly ads - The problem is pretty ads donât convert well. Pretty ads are built to fill graphic designersâ portfolios, not to drive conversations or conversions. âUglyâ ads work better. They are designed to feel organic, natural, like they are native to the platform.
Facebook Ads Advantage Plus - In our analyses powered by Triple Whale, we consistently find that Advantage Plus hunts for the lowest hanging fruit. It will prioritize past purchasers and retargeting audiences to show the highest return on ad spend. If you choose to lean into Advantage Plus we recommend making sure you have your exclusion lists in place so you push Meta to discover new audiences.
DTC - Pilothouse | December 5, 2022
Copywriting 101 - Putting the most important information at the top of a page and the beginning of a paragraph is the golden rule.
Focus on the customer - Copywriting is all about persuading consumers youâre the right fit to solve their problem. Frame all your copy around the consumerânot around yourself.
Mirror your customers - Dig into customer reviews, client testimonials, and comments to see what language customers use. Then, let their tone and vernacular guide your copywriting.
No one reads anything - Structure your content so itâs easy on the eyes and scannable. Use short sentences, break up blocks of text, number lists, and use bullet points.
Nik Sharma | 7 things holding back 99% of brands from real revenue
7 recommendations - Get the performance marketing engine going:
Optimize your website immediately
Use apps for easy wins
Test your creative
Forget about being âon brandâ all the time
Test new acquisition tactics
Create a promo calendar
Dig into CX analytics and insights
DTC | Issue 263 - Letâs Hear It For The (Amazon) Coupons!
Actual cost of offering a coupon on Amazon - The actual cost of running a coupon campaign on Amazon isnât the same as the discount amount since customers have to actively apply the coupon (40%-60% actually apply the coupon).
Coupons can increase search ranking - If done correctly, you will see an Amazon search ranking increase and increased efficiency in your Amazon advertising.
20% is the magic number - For Amazon discounts, 20% has been a sweet spot for us to increase sales velocity, but even a dollar or two can have a measurable impact.
Testing TikTok for ads - Look at your videos that do well on TikTok and then repurpose them for ads other platforms.
DTC | Issue #262
Affiliate marketing - Bring in quality customers at a fraction of the cost of other channels:
Determine your rate - Commissions are typically paid as a percentage of sales, with 5-30% being the standard.
Set up your tech - Some options are Dovetale (free service for Shopify customers), GoAffPro, Lead Dyno, ClickMeter, and FirstPromoter.
Find your affiliates - Run a social campaign inviting applicants, send an email campaign to your existing customers, and direct all of them to affiliate sign-up landing page.
Stay in touch - A key to growing and maintaining a successful affiliate program is regularly communicating and engaging with your partners after theyâve signed up.
đŠ Thought-Provoking Tweets
đ° Notable News
Google moves to infinite scroll - Google says search results will now return six pages of search results in a single scroll before showing a âSee moreâ button for additional results
Amazon TikTok-style - Amazon launches Inspire, a TikTok-like shopping feed that supports both photos and videos
đą Sporadic Stats
37% - Percentage of shoppers who made purchases through affiliate links this year
96% - Percentage of customers who now read local business reviews
đ€đŒ Amazing Apps
None this time - You already have too many apps, try deleting one and hiring a developer to replace that app with a built-in feature
đĄRandom Resources
The Best Times To Post On Social Media In 2022 - Facts to help you make social media scheduling decisions
Unit Economics Calculator - Mastering your costs, lifetime value, and profit
Black Friday/Cyber Monday 2022 By The Numbers - A detailed breakdown of how retailâs most anticipated weekend panned out
eCommerce Trends Report - A unique, detailed look at what trends are shaping the e-commerce landscape
Hierarchy of metrics - What metrics to keep an eye on and why
TryNow - âTry before you buyâ software for ecommerce stores
đ Sick Sites
Field Mag - A hipsterâs dream site, film photography, outdoor adventures, and great gift guides