📦 - Rihanna’s Fenty Hair Email Strategy

DTC 590 - Fenty Hair Email Strategy, Meta Ads Library, and Losing Ads Friday, June 28, 2024 Hey DTCers, Eric here. Exciting news! Join us for our third installment of the legendary [C-Suite Mastermind,]( Sept 18-19 in Victoria BC. This year, we’ve assembled an [unparalleled lineup of mentors]( to help brand owners and executives skyrocket their growth and expand their networks—while enjoying a spot of whale watching (and lots more fun stuff)! Remember Drew Arciuolo from VKTRY Gear? His pivotal experience at our 2022 event helped propel his business from a middling seven-figure operation to a thriving eight-figure profitable powerhouse in just two years. Now, he’s returning as a C-Suite Mentor to share his invaluable insights on the exact moves he made. Exclusive to DTC Readers: Save $500 on your registration with ⭐️ DTCREADER ⭐️ promo code, but hurry—this offer ends in just 3 days on July 1st! Don’t miss out on your chance to transform your brand’s trajectory. [Secure your seat at C-Suite Mastermind]( Here’s what you’ll find in today’s DTC: ⭐ We analyze Fenty Hair’s pre-launch email strategy and how they built buzz with these tactics. 📚 Learn how to become a Meta Ads Library wizard with these helpful tips. ✂️ And… discover how to turn a losing ad into a high-performing video by making this simple tweak. You’re reading this newsletter along with new subscribers from: Pixie Mood, Leopard Forest Coffee Company, and Flora Farms. 👋: EMAIL MARKETING ⭐ Analyzing Rihanna’s Fenty Hair Pre-Launch Email Strategy Rihanna just launched her new business venture Fenty Hair, and we’ve been following closely so we can share her pre-launch email marketing playbook with you! The pop star turned business mogul is no stranger to creating and scaling brands, quickly turning Fenty Beauty into a billion-dollar brand in just a few short years. Rihanna has gained a reputation for creating businesses that resonate well with its target audience and keeping them interested and engaged. Here’s what she did to ensure a successful launch day: 1️⃣ Promised Early Access: She posted this lead generation form on the Fenty Beauty website. Visitors who filled out the online form with their email and phone number were promised early access to the haircare collection three days before the public could purchase. She also added a countdown timer to create a sense of urgency. ⏰ [Fenty Hair’s lead generation form with countdown timer] For those who opted in they were given an automated welcome email with a 15% discount code off their next purchase. However, this code could not be used on the new haircare products. What this means: This gets customers excited to purchase Fenty Beauty products immediately and then again when the haircare products officially drop so she can get more orders during launch month. 2️⃣ Communicate, communicate, communicate: She wasted no time chatting with her audience and sent out daily emails reminding them of what was dropping on June 13th. 🔥 [Fenty Hair’s email subject lines during pre-launch phase] Most of these email subject lines referenced the famous founder but also created educational content around the new haircare products, emphasized the perks of shopping on the site (e.g. free returns, special deliveries, exclusive products, etc.) and offered social proof to establish trust so customers were ready to buy. Why this works: All of these emails she’s sending pre-launch are reducing the amount of friction around the conversion process. Common customer pain points like ‘does the product have good reviews?’ and ‘can I return if I’m not happy with the product’, all these queries are answered before launch day, so they are primed to buy. What do you think of Rihanna’s email strategy? COMPETITIVE RESEARCH 📚 Getting Granular With Meta Ads Library If you're in the DTC space you're probably familiar with using [Meta Ads Library]( to scope out ads from competitors or your favorite brands. But there's a lot more you can do with this resource. The [Pilothouse Meta team]( shares some clever tips on how to snoop on your competitors for creative inspiration. To get to a brand's Meta Ads Library, [click on this link]( and search for the brand's Facebook page. Once you have the Ad Library open, scroll to the bottom to look at ads that have been running longest. 💡 Ads that have been running longer usually indicate that they are performing well in an account. These are usually go-tos for inspo when building out new evergreen ads. If you click on "See summary details" a window will pop up showing different ad variations that are running, information on the advertiser and additional information in some regions such as EU transparency info. You can also click on ad preview CTAs to check out where landing page traffic is being sent to - this can be great for getting ideas on how to optimize post click! ✅ On the right-hand side, there's a search bar option that can be helpful if you're looking for a certain type of ad. For example, if you want to search for sale ads or a specific USP in ad copy, you can easily search a brand's ad library here. You can also filter by different media types, platforms, and languages by clicking on the filter icon beside the search bar. This can be really useful if you're looking specifically for video ads running on Instagram. Using the branded content tab at the top right, you can search for brands or creators to see who they are working with. In this example, we're looking at the Dyson USA page. It's easy to see which creators they've partnered with, and you can navigate straight to the post or reel that the creator has published. The Pilothouse Meta team recommends reviewing competitor ad libraries weekly to stay current on what's being tested across other brands. Add this to your weekly to-do list to get more ad inspo and stay on top of trends! 🌐 IN THE SOCIAL SPHERE If your ad isn’t popping off, maybe it’s too long. Try editing your video and making it shorter so you don’t lose the viewer’s interest. Can't view the image? [Click here]( ⚡ QUICK HITS 🛒 The all in one word-of-mouth marketing platform for ecommerce is here. Social Snowball lets you source influencers at scale, track referrals, and automate payouts. DTC Readers get 30 days FREE. [Schedule a demo here](. * 📰 NEWS - Amazon [plans to launch a new discount shopping app to compete with Temu](. - Toys ‘R’ Us [creates the first ever brand video ad using Sora, OpenAI’s text-to-video tool](. - Meta [is mistakenly tagging real photos as ‘Made With AI’ label](. - Google [upgrades and introduces new shopping tools like price tracking just in time for Prime Day](. SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 🦁 Sarah Carusona [Tames the Omnichannel Beast for Alpha Lion]( - 💡 [AKNF 415:]( The Gucci and Ralph Lauren of Effective Email Design - 🎤 Ex-Googler Ben Kruger on [New Side Hustle Selling Microphones]( - ⚡ [AKNF 413:]( How Over-Automation Limits Your Scale on Amazon - 🍬 Michael Fisher on [Rotten’s Go To Market Strategy]( - 🚀 [AKNF 411:]( Crushing the Drop Model on Meta Ads + Q4 Planning 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](. 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](