📦 - Double The Clicks 🔥

DTC 594 - Amazon Prime Day Hype, Click Attribution Purchases, and Product Origin Story Thursday, July 4, 2024 Good morning, It’s Independence Day! So before you fire up the BBQ and start making red, white, and blue jello shots, make sure to give this issue a read. Here’s what you’ll find in today’s DTC: ⭐ How brands can leverage Prime Day fever (even if you don’t sell directly on Amazon) and boost July sales. 💰 Looking to scale your brand? Pilothouse shares how they doubled click-attributed purchases for one of their clients. 💡 And…why you need to start telling your product’s origin story. You’re reading this newsletter along with new subscribers from: Palacios Murphy, Ingredients Wellness, and Texas Luxury Outdoors. 👋 EMAIL AND RETENTION 👀 How Pilothouse Grew a Brands Email Revenue By 145% Without Spending An Extra Dime A wellness brand approached Pilothouse after acquiring two new subsidiaries. Their goal was to [improve email performance](, however, they faced significant roadblocks… 🛑 With the acquisition came poor email list health characterized by bad email addresses, spam complaints, and inbox delivery issues. 🎯 The goal: Fix deliverability and sender reputation, increase engagement, grow revenue. 🧠 The [Pilothouse strategy](: Consistent diagnostic testing for primary inbox placement, reducing bounce and spam complaints through list health management, segmentation for targeted and tailored messaging, and a complete redesign of email templates. 🔥 The results: - 75-125% increase in YoY campaign engagement - 520-600% increase in YoY flow engagement - 125-145% increase in YoY Klaviyo attributed revenue If you’re wondering if your email could use a tune up… [Book Your FREE Exploratory Call]( JULY SALES TACTICS ⭐ Four Things Brands Can Do To Leverage Prime Day Hype As Amazon gears up for its mid-annual sale later this month, ecommerce owners who don’t sell on the online marketplace may feel anxious about customers flocking to the site for irresistible steep discounts. This year, the July sales competition is fierce. Walmart announced its July savings event, Walmart Deals, from July 8 to 11, and Target will hold its promotion from July 7 to 13. If you don’t sell on Amazon but want to capitalize on these early deal hunters, here’s what you can do to boost sales on your ecommerce site. 📈 1️⃣ Play off the hype: Everyone talks about Prime Day leading up to the day, creating wishlists and sharing hot ticket deals on social media, so take advantage of this and run your own version of Prime Day. Brand the event with your business name or make a joke about Prime Day in your copy to pique customer interest and boost online sales. 💡 An angle you could use is rallying customers to shop directly from a local business rather than a retail giant like Amazon. 2️⃣ Snoop around and look at pricing: If a similar product is offered on Amazon at a lower price, you may need to rethink your pricing strategy during this time. 💡 Brands could also create bundles that emphasize cost-savings in the copy to retain customer interest when shopping for the best deals. 3️⃣ Encourage customer loyalty: Offering deals is a great way to attract customers, but you also want to retain them. Make it easy for them to join your loyalty program (emphasize savings and early bird promotions). 💡 Ask them to join your community groups on social media so they will keep you top of mind for the rest of the year. 4️⃣ Plan and be prepared: Amazon sellers are already promoting deals before the two-day event as everyone gets an early start to summer shopping. Customers expect to see amazing deals during the next few weeks, so make sure to get your marketing campaigns ready ahead of schedule so you can go live when the Amazon Prime conversation takes hold online and starts trending. The takeaway? The increased competition during this July sales period means ecommerce owners must strategize and differentiate their offerings to attract customers. Ecommerce owners can capitalize on increased search activity related to Prime Day by running their promotions and gaining more engagement. Since some Amazon sellers offer discounts weeks before Prime Day, planning and preparing promotions will allow you to stay competitive during this sales period. GROWTH RESULTS 🚀 How Are Your Click-Attributed Sales Doing? Click-attributed sales are generated when a user directly clicks on an ad and makes a purchase. On the other hand, view-attributed sales are reported when a user sees an ad but does not take direct action. 💡 Increasing the percentage of revenue that is click-attributed generally helps to drive more incremental growth from paid social. And now for a bit of humble bragging…[The Pilothouse Meta team]( scaled ad spend for a DTC brand based in the U.S. and ended up doubling click-attributed purchases YoY. Here’s a breakdown of spend and revenue for the first two quarters of the year and how they did it: - Optimizing campaigns for click-attributed sales - The team has used a combination of 7 day click and 1 day click campaigns in the ad account to target users who are more likely to convert within a 1 or 7 day period. - Standardizing attribution to 7 day click for optimization decisions - The Pilothouse team uses Meta Ads Reporting and standardized the attribution settings to 7 day click when pausing ads, campaigns and deciding where to scale spend. - Offer testing - Strong offers can help increase click-attributed sales since offers can drive more urgency and entice users to purchase upon clicking on an ad. The team has tested multiple offers which have helped increase click-attributed sales during promo periods. If you’re looking to scale spend and revenue on Meta this year, connect with the Pilothouse team today to explore your options! 🌐 IN THE SOCIAL SPHERE Running out of content ideas? One thing customers always appreciate hearing about is your product story. To capture their interest, walk them through the challenges you had developing it and the inspiration behind it. Can't view the image? [Click here]( 📰 NEWS - Google Ads [introduces ‘Altered or Synthetic Content’ checkbox for advertisers ahead of the upcoming U.S. election to prevent misinformation](. - Glossier[has become the first ever official beauty partner of USA Basketball](. - Stanley [collaborates with pop star Olivia Rodrigo in the latest anticipated cup drop](. - Rockstar Ozzy Osbourne [warns kids not to snort Death Dust in Liquid Death ad](. 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? - 🦙 Paka Founder Kris Cody on [His Peruvian Retail Journey]( - 🤖 [AKNF 417:]( Learn How To Build Your Own Brand GPT - 🦁 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]( 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](