📦 - Unintended Consequences? 😬

DTC 642 - Blume’s PSL Mailer, Quadrant Framework, and Buddy Love Brand Turnaround Tuesday, September 10, 2024 Good morning, Google Ads just rolled out a new feature called ‘Unintended Consequences.’ This card will alert advertisers about potential campaign issues like targeting irrelevant audiences or unintended locations. Here’s what you’ll find in today’s DTC: 🍁 How Blume’s carefully crafted pumpkin spice mailer encourages higher spending. 💡 Figure out the best email strategy for your brand using the quadrant framework. ⭐ And…Buddy Love CEO shares how he was able to cut down on expenses and turn around a distressed DTC brand. You’re reading this newsletter along with new subscribers from: [Oyoma Beauty](, [Gold Coast Cleans](, and [Ohsnap](. 👋 PDP OPTIMIZATION 😲 Is your PDP Ready for the Holiday Rush? It’s Time to Optimize… Before Your BFCM Buyers Arrive If you want to stay competitive this selling season, it’ll take more than festive discount codes and holiday-themed email campaigns. 🎃 Cut through the noise this holiday season and give your product gallery the edge it needs with [Eko’s interactive videos]( that bring products to life and improve the customer experience. Ready to make this season your most successful yet? Elevate your PDPs with Eko to: - 🛒 Improve add-to-cart - 💵 Increase average order value - ✨ Reduce returns this holiday season Plus, don’t miss this special promotion for DTC readers—book a demo today and get your product image gallery optimized in as little as 6 weeks. [Book Yours Now]( *Sponsored EMAIL BREAKDOWN 💰 How Blume’s PSL Mailer Encourages Higher Spending We’re willing to bet this isn’t the only pumpkin spice mailer hitting your inbox this week! But what impressed us is how this brand incentivizes customers to purchase more than just their new product. Here’s how [Blume]( launched their PSL product this season and grew sales in Q3. 💰 Let’s break it down: Blume starts by introducing the product and clarifying in the copy that this is only available for a limited time to create a sense of urgency. They mention how this product is essential for creating that ‘cozy fall vibe’ as we move into the colder months. For new customers who aren’t familiar with this seasonal offering, they go into the four unique selling propositions for their health-conscious audience: low sugar, dairy-free, including superfoods, and they only use real pumpkin and not artificial sweeteners. 💡 This helps differentiate their PSL product from so many other pumpkin spice ones that are being released during this time. What stands out the most with this mailer is that they don’t stop there. Rather than just introducing newness, Blume also helps customers reach their $50 free shipping threshold by also putting together a ‘Fall Bundle’ which includes their pumpkin spice offering plus a few other blends that fit in with the cozy fall vibe. Customers who purchase the bundle also get the incentive of adding a frother for only an additional $15. At the bottom of the email, for customers who need more convincing, they also added some social proof by highlighting one of their glowing five-star reviews. Clear CTA buttons are sprinkled throughout the mailer so customers can quickly enter their site without scrolling back to the top. The takeaway? An email like this creates excitement with customers by launching a limited edition product and does a great job of lifting a brand’s AOV by promoting curated bundles. For customers that need that extra nudge, adding an incentive as well like a discounted product or GWP, can also help get those conversions up! META 😵 💫 Lost in Meta's Ads Manager Madness? Get the Inside Scoop from a 9-Figure CMO! Meta's releasing new ad tools left and right, costing you big bucks just to keep up. Ditch the endless help docs and join DTC guru Cody Plofker (CMO, Jones Road Beauty) for a game-changing [Screen Share session]( on Sept 25, 3PM ET. Learn: - 🔑 Which new Meta tools actually matter (and which to ignore) - 👋 Outdated practices to ditch ASAP - 🤖 How to master Meta's AI tools for killer ads Skip the guesswork. Get insider tips from a 9-figure brand CMO to crush Meta ads and rake in more revenue. Don't miss out on the limited spots! [Reserve Now]( *Sponsored PODCAST 📧 Mastering Email Marketing: Choose Your Strategy with Jordan Gordon’s Quadrant Framework (Plus the TWBERP Announcement) In this episode of the pod, we're diving deep into email marketing strategy with Jordan Gordon from [Pilothouse](. As we gear up to launch our first NEW Podcast on the DTC Podcast Network: "World's Best Email and Retention Podcast," (henceforth known as TWBERP by nerds like us), Jordan shares foundational insights that are crucial for any brand looking to optimize its email marketing efforts. Jordan outlines four key approaches to building an effective email marketing program that can help brands achieve specific goals: saving time, maximizing reach, acquiring new customers, or retaining existing ones. These foundational strategies provide a roadmap for businesses to develop email marketing programs that align with their overall business objectives and maximize their impact. In this podcast, we cover: - The Four Key Foundations: Learn about the four foundational strategies to optimize your email marketing for specific business objectives. - Understand the Quadrant Framework: Use the framework to choose the best email strategy based on your brand’s complexity and branding needs. - Build a Robust Email Program: Get actionable advice on how to grow your email list, drive immediate sales, and retain customers over the long term. 👉 You can listen to the full episode with Jordan Gordon [here](. ⚡ QUICK HITS 🚨 Your competitors are already using this for their Q4 UGC. Find your micro-influencer partners and get the best-performing creators and assets that convert with minisocial. [Try minisocial here](. * ⏰ T MINUS EIGHT DAYS! DTC’s C-Suite Mastermind kicks off next Wednesday. If you haven’t secured your ticket yet and plan to join us September 18th and 19th in Victoria, BC, [get your ticket now](! 🚀 Revenue, ROAS, Conversion Rate, and AOV, all up. After joining Pilothouse’s Pilot Program, that’s what a wellness brand experienced. Q4 is just around the corner… Interested in having your brand join the Pilot Program, too? [Get in touch here](. 🌐 IN THE SOCIAL SPHERE Here’s how Buddy Love CEO Bryant Jaquez cut down on costs to turn around the apparel brand in just a few months. Can't view the image? [Click here]( 📰 NEWS - Google Ads [will begin phasing out enhanced CPC for search and display ads starting in October](. - Canva [faces backlash from users over its subscription price hike](. - J. Crew [brings back its nostalgic catalog with Demi Moore on the fall cover](. 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](