ECOMMPACT: Issue #7
When to use a 3PL, trying new ad channels, move your tracking to server-side, everyone should discount, repeat customers worth 3x, postcard marketing
đ„ Fresh Finds
Sean Frank | Whatâs the role of Ops in a Brand?
When you need a 3PL - DIY fulfillment is fine until you hit like 20m. Somewhere between 20-50m, you need to use a 3PL or at least onboard some parts of the business to a 3PL. At some point, north of 100m, close to a billion, you do bring it back in-house.
DTC | Friday, December 16, 2022
Research your target customer - A few places to start your research on your target customers:
Your existing customers - Interview your existing customers (in person, via email, survey, on the phone, etc.)
CS and sales reps - Ask them about the customers they interact with
Online sleuthing - Poke around places on the internet related to your product/service/industry and see what information you can find about the people hanging out there
Your competitors - Provides insight into what types of shoppers might also resonate with your brand and where your competitors might be lacking
Jon Loomer | Did Facebook Ads CPM Go Up This Holiday Season?
Below expectations - Facebook CPM has remained well below where it was on the same day a year ago. Itâs remained between 30 to 60-percent below last yearâs CPM throughout the past three months.
Good time to advertise - These are signals that CPM costs arenât taking a normal holiday spike. As a result, this may be the best time to advertise.
Limited Supply | S1 E8: How Nik and Moiz Dealt With a Cease and Desist / Why Everyoneâs Confused About Benchmark Metrics / Why Itâs Time To Get Your P&L House In Order
The real repeat purchase rate - The right way to measure repeat purchase rate is to look back a year ago and ask âwhat % of customers from this time last year have bought again?â.
Trust Pilot for oldies - Older demographics like to see Trust Pilot reviews/stars in the checkout flow.
The Andrew Faris Podcast | Don't Diversify Your Ad Spend
When to expand into new channels - The time to expand into new acquisition channels is when things are going awesome and your brand is killing it and you want to go expand your reach.
Down To Chat | S1 E2: On Building Brand, Playing the Long Game, and Scammy Retention Tactics
More variety, more LTV - Variety packs often result in a higher LTV because youâre exposing your customers to more of your products.
Littledata | 10 reasons to switch to server-side tracking for ecommerce analytics
Analytics = financials - Getting the revenue in your analytics reports to match your companyâs financial results is the #1 reason to switch to server-side tracking.
Paint a better picture - With server-side tracking, you can enrich event data to get even more dimensions for reporting.
Facebook Conversions API (CAPI) - Brands using CAPI have seen up to 30% improvement in their ROAS.
Page layout affects tracking - Browser-based tracking will often break when making changes to your website frontend and this happens less often with server-side tracking.
Better for site speed - Although the overall contribution of client-side tracking on your page load speed might be minimal (~5%), removing the tracking has a doubly positive impact on both traffic and conversion rate.
Crossed Commerce | How We Expanded into 47 Countries
Plain text emails - âLast callâ emails are cheap and salesy, but damn do they work. A simple plain text email worked better than 90% of our other graphic emails.
Ambassador program basics - Leverage your ambassador program. Give them cash for making you cash. Use your graphic team to make them assets, send them dedicated emails, make them apart of your team.
Stacked Marketer | December 9, 2022
Get their attention - If your headline is straightforward, your image should be weird enough to grab attention and if your image is straightforward, your copy should be attention-grabbing enough to hook people.
OrderGroove | 10 DTC subscription trends you canât ignore in 2023
Survey your subscribers for new product ideas - A 2021 McKinsey study found that 42% of subscribers canceled due to a lack of ânew or fun items or experiences.â So why not leave it to the customer to decide what ânewâ or âfunâ means?
Upsell your annual plan - Improve your cash flow and get more time to build a relationship with the customer.
Convenience = retention - Here at Ordergroove we found that subscribers last 135% longer when they can skip an order and 71% longer when they can swap a product.
đŠ Thought-Provoking Tweets
đ° Notable News
TikTok sideways - TikTok is testing landscape videos with select users worldwide
Etsy on the rise - Etsy crosses a new milestone and has its best year ever
đą Sporadic Stats
300% - Repeat customers generate 300% more revenue than first-time customers
83% - Swiftly surveyed 1,500 consumers and found that 83% rely on some form of coupon, rewards app, or loyalty program when shopping
7.5% - Advertisers are predicted to spend just $362B on mobile advertising next year â a drop of 7.5% compared to 2022
66.7% - Among Shopifyâs 1,000 largest brands 66.7% use SMS
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
6 Checkout Page Examples And How To Optimize Them - Discover the best practices so your customers can purchase easily from you
Screely - Instantly turn a screenshot into a browser mockup
Year on TikTok: 2022, truly #ForYou - TikTokâs year-end review, what type of content is working on the platform
PostPilot - Postcard marketing reinvented for modern ecommerce
Common GA Issues - Why your Google Analytics data doesnât match your Shopify data
Tatari - TV ads platform that allows you to buy linear (like what your grandma watches) and streaming TV ads, also doubles as a TV ads attribution platform
Copy.ai - AI-powered copywriter that generates high-quality copy for your business
GA4 Landing page report - Examine the effectiveness of the first pages people land on when they visit your website
đ Sick Sites
AuraBora - Nice illustrations with a punchy palette
Heyday Canning Co - Great PDP page, love the homepage hero