📦 - Guilty of Triple Texting

DTC 639 - Leveraging ASC, Fenty Beauty’s Tech Stack, and Recommended Search Suggestions Thursday, September 5, 2024 Good morning, Ecommerce giant Temu faces a class action lawsuit after being accused of sending out ‘unsolicited text messages’ to customers without their written consent. A reminder to brands that this is a prime example of how not to build your SMS list. ❌ Here’s what you’ll find in today’s DTC: 💄 We take a peek at what Shopify apps Fenty Beauty is using to bring in an estimated $14.7 million in monthly sales. ⚡ Learn how to optimize and scale your Advantage+ Shopping Campaigns with these actionable tips. 📈 And…for brands with lots of SKUs, learn how adding this one feature to your site can get you more product views and increase conversions. You’re reading this newsletter along with new subscribers from: [Planet Sark](, [Sofar Sounds](, and [DUER](. 👋 TV 📺 Want a Peek At the Future of TV Advertising? Hear from Top Execs and Transform Your Marketing at Forward 2024 Get ready for the foresight you need to diversify your marketing mix and drive performance for your brand in TV advertising. Tatari is hosting their third annual [Forward conference]( on September 19 in NYC, bringing together the best in the DTC space to connect, learn, and have fun. 🪩 Find out how marketers from companies like Honeylove, Chime, and Chomps are leveraging TV advertising to drive conversions and adapt to shifting consumer behavior. 🔥 Plus, don’t miss a special fireside chat with keynote speaker Rohan Oza, guest shark on ABC’s Shark Tank and the mastermind behind some of today’s most iconic brands, including Vitaminwater (50 Cent), Bai (Justin Timberlake), Vita Coco (Madonna), and more. ✨ Join over 200 top brands, agencies, and publishers on the largest rooftop in NYC, and get ready for this next phase of TV advertising. [RSVP Now]( *Sponsored TECH STACK 💄 Apps Fenty Beauty Uses To Motivate Customers To Spend When Fenty Beauty launched in 2017, it was praised for offering a diverse makeup shade range and inclusive products, making customers feel seen and motivated to spend. The billion-dollar brand definitely benefits from founder Rihanna’s mega star power (who could forget when she pulled out a Fenty Beauty compact during her SuperBowl halftime performance?) but it also makes major gains from its stellar tech stack that helps the cosmetic brand bring in a cool $14 million per month. Here are the Shopify apps Fenty Beauty uses to lower their cart abandonment rate and get customers to purchase more. 1️⃣ [Ordergroove](: This subscription management platform is great for brands with an easily replenishable product. It can easily create product bundles, custom subscriptions, and encourage customers to add repeat orders to their cart in one single click. Ordergroove does a great job of improving customer retention and lifetime value for brands looking to scale and grow quickly. 2️⃣ [Wishlist Plus](: This app makes it easy for customers to bookmark their favorite items to purchase them later or encourage someone to buy them by sharing their wishlist via social media, email, or text message. [[Fenty Beauty’s heart icon allows customers to create a wishlist]] [Fenty Beauty’s heart icon allows customers to create a wishlist] Fenty Beauty integrated this app within all of their PDPs. To the right of the product name, customers can tap a heart icon to save the product to their wish list in just one click. They can also add a product to a collection and create multiple lists. 3️⃣ [YOTTAA Insights](: This tool prevents customers from abandoning their cart by keeping their site speed in check. The Fenty Beauty website contains tons of high-resolution images and videos that could potentially slow down their site, so having this feature is a must. This app’s dashboard shows how site speed can impact bounce rates, and identify culprits affecting load time so site owners can make fixes to improve the user checkout experience and increase customer satisfaction. Which DTC brand should we spy on next? Reply back to the newsletter and let us know your suggestions! 👀 MASTERMIND 🛑 STOP — Read This 🚨 STOP — You have twelve days left to secure your spot at the ultimate gathering of DTC founders and executives in Victoria, BC, on September 18-19. 🚨 Join us for the [third annual C-Suite Mastermind hosted by DTC Podcast](, where you’ll connect with top-tier operators like: - Andrew Wilkinson (TINY) - Nick Shackelford (BREZ) - Sarah Carusona (Alpha Lion) - Rick Cadotte (Four Sigmatic) - Kevin Gould (Glamnetic) - Brock Mammoser (Frost Buddy) - Tony Yu (Vessi) - Avery Valerio (Pilothouse) - Brandon Horoho (Montana Knife Co.) - and more! This intimate event offers two days of deep learning, networking, and coastal adventures in Canada’s Hawaii. Don’t miss your chance—this exclusive experience will sell out soon. [Get Your Ticket Here]( META INSIGHTS ⚡ Leveraging Advantage+ Shopping Campaigns for Q4 Success If you leverage Advantage+ Shopping Campaigns (ASC) right, you can beat out Business as Usual (BAU) campaigns. By BAU, we mean campaigns that are set, minimally managed, and budgets slightly monitored, which is different from [Pilothouse’s]( BAU campaigns of rapid A/B testing. Here's how to optimize ASC campaigns to scale: - On the creative side, Meta recommends at least five new creative concepts per month with this shift to ASC in addition to iteration on winners. - On the buying side, the recommendation is at least 20 ads within an ASC campaign is typically where performance beats out BAU. The takeaway? Mastering ASC campaigns for your business can help unlock extra revenue. But these should never be the only campaigns running in the account. ASC should run alongside manual bidding campaigns to find winners that can help feed scale campaigns for the greatest growth. So don't put all your eggs in one basket! 🌐 IN THE SOCIAL SPHERE If you have a wide product assortment on your ecommerce site, here’s an easy way to help customers discover different SKUs: add recommended search suggestions based on your top searched keywords in your search bar. This way, customers don’t have to come up with their own input and arrive at their desired page faster. Can't view the image? [Click here]( 📰 NEWS - Google Ads [launches advanced Performance Planner plans for YouTube advertisers](. - Nestlé [introduces more sustainable paper packaging for brands like Vital Proteins and Nescafé](. - Dove [partners with tennis legend Venus Williams on tennis-inspired #KeepHerConfident soap to help keep girls in sports programs](. 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? - 🐶 Ollie on [The Role of Brand in Scaling a Pet Food Company]( - 🦆 [AKNF 435:]( Stocking the Pond and Planning for Q4 - 👟 How VKTRY Gear [Achieved 240% Growth with Niche Marketing]( - 🆚 [AKNF 433:]( All In on Amazon v.s. Diversified DTC - 🌪️ Cherene Aubert on [Using the Tornado Effect to Scale ILIA Beauty]( - 💡 [AKNF 431:]( Develop Your Own Data-Backed Creative 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](