📦 - Explaining The Cetaphil Controversy

DTC 494 - Content Batching, Column Presets in Meta Ads Reporting, Tactics vs. Strategy Thursday, February 15, 2024 Good morning, After Cetaphil’s touching Super Bowl ad made us cry, some online users noticed that the concept was eerily similar to Sharon Mbabazi's viral TikTok videos with her stepdad. Due to the public backlash, the skincare brand quickly pivoted (after a few shady comments) and has now announced it will be working with Sharon on a #paidpartnership. A reminder to give credit to creators and foster those relationships. Here’s what you’ll find in today’s DTC: - Create a month’s worth of content quickly with this productivity hack - Customize your Meta Ads reporting with column presets - Explaining the difference between a tactic and a strategy - And…shoutout to those who leave ratings and reviews like it’s their side hustle You’re reading this newsletter along with new subscribers from: The Blue Hug, Model Secrets, and Curl Cult. 👋 EFFECTIVE MESSAGING 📧 Noah Kagan’s Lessons from Over 200M Emails Sent * It’s a new year –– and change in the marketing world is rampant. Third-party cookies are disappearing, and AI is impacting everything from search engine algorithms to social media feeds and beyond. In a sea of change, it’s important to [focus on the fundamentals](. Join Klaviyo in an exclusive interview with Noah Kagan, founder of AppSumo, which has sent more than 200M emails through Klaviyo –– all of them focused on driving the highest engagement possible. You’re invited to join this live event where Klaviyo team experts will tease out[Noah’s most valuable lessons about effective ecommerce messaging](, giving you directly actionable advice you can implement right away to see measurable results. This LIVE interview event is not something you want to miss… [Save Your Spot]( PRODUCTIVITY HACK ✏️ How To Do Content Batching If you’re struggling to find time in the day to shoot a TikTok video, while finalizing your blog post, and getting your newsletter done, then you should try a proven productivity technique called content batching. What is content batching? Content batching is all about improving your content creation workflow. 😌 By planning and working ahead, you can produce lots of content in a single day or two rather than trying to do content creation daily and feeling burnt out. Here’s how to create an efficient content creation workflow: - Pick a day. Look at your calendar and find a day in your week where you can devote a few hours just for the sole purpose of content creation. Make this a recurring event so it becomes a habit you’ll stick with. 🕝 - Plan ahead! This is one of the most important parts of content batching. You have to be ready to create content. So if you need to source props for your videos or product images, get that done ahead of time. And if you struggle with coming up with content ideas, have a brainstorming session with your team so you feel prepared and can get into the zone. - Ask yourself: who is this content for? Before you hit the record button or start writing, always keep your customers top of mind. It’s easy to get caught up in the creativity of content creation so always consider how this content adds value. - Stay organized. If you feel like your current content creation process is too chaotic, add some organizational tools into your workflow. You can create a content calendar on a content management tool like [Airtable]( or download a content batching template to make it easier to get going right away. Creating content is fun but it’s also incredibly time-consuming so try this content batching technique and let us know how it goes! 😎 UNTAPPED REVENUE 🕵️ ♀️ How Much Is Anonymous Traffic Costing Your Business? * For DTC brands, unidentified shoppers = untapped revenue. [Black Crow AI]( is a Shopify app that identifies 100% of returning users and predicts shopping behavior patterns so you can effortlessly acquire more customers. 💸 Using your first-party data, Black Crow AI: - Scales email and SMS subscriber lists and triggers more abandonment messages to re-engage shoppers. - Improves ROAS and lowers CAC by targeting your highest-converting audiences and channels. - Identifies anonymous users across multiple sessions with privacy-friendly tracking that doesn’t expire. [Get started with a free 30 day trial]( - no engineering required. Plus, you’ll get a $100 Amazon gift card when you book a consultation! 👀 [Grow Your Revenue With The Power Of Prediction]( ANALYTICS 🔧 Set Up A Column Preset Meta Ads Does this Meta ad view look familiar? There’s a mess of metrics and maybe not the ones you’re looking for. 🙄 But have no fear, the [Meta Pilothouse team]( has a few tips for making a custom column preset - and saving it - so you can easily analyze performance in your Meta ad account. Here’s how to get started: 1️⃣ Click “Columns” from the top menu, and select “Customize Columns” from the dropdown. 2️⃣ Choose all of the metrics you’d like to include in your preset. If you’d like to rearrange the order of the columns, drag and drop the metrics on the right side of the screen. 3️⃣ Click “Save as a column preset” on the bottom left, name your columns and click apply on the bottom right. Pro tip: Bookmark Ads Manager with the preset columns applied so you can quickly navigate to the metrics you're looking for. Give this [Pilothouse tip]( a try to speed up your marketing process today! 🧰 THE TOOLKIT ⛔ Your marketing plan should be proactive, not reactive. Discover how to tackle your 2024 digital marketing in the midst of political advertising, AI tools, transitioning to outcome-driven models, and more. [Get ahead](. * 😰 Don’t lose sleep over tricky customer emails. Help Scout’s ready-to-use templates cover anything from “I want a refund!” to "Your shipping costs are ridiculous!”. [Stop overthinking and start simplifying your customer requests](. * 🙅 You don't need a hundred support agents to run a 7-figure DTC brand. Use AI to cut your support costs in half, [join 2000+ brands using Richpanel’s AI helpdesk.]( * 📰 NEWS - Microsoft partners with [Facemoji Keyboard and delivers ads in their Ask AI function]( based on keywords in your conversation. - X saw [record breaking engagement numbers]( during the Super Bowl game. - Lush releases a bath bomb [called ‘Salt Bomb’ inspired by that one Saltburn scene.]( - Brands like Lululemon and Jolie offer [‘dupe swaps’ to promote their products]( over less costly alternatives. SPONSOR DTC 📥 Promote your product to 160,000 digital marketing professionals DTC Newsletter + Podcast reaches a highly qualified audience of Shopify merchants, eCommerce founders, and digital marketers. [Talk to our team to learn more](. 🌐 IN THE SOCIAL SPHERE Know the difference between tactics and strategy when you are creating a campaign. While tactics can fit into your strategy, it is not the same as having a strategy with a clear long term goal in mind. Can't view the image? [Click here]( 👀 BANTER Not all heroes wear capes. Have you heard our latest podcasts? - 🔗 Ezra Firestone on [Proactive SEO and Brand Acquisitions]( - 📈 [AKNF 377:]( Spilling our Performance Max Google Ad Secrets - ⭐ Niclas Bornling on [the Art of Brand Storytelling]( - 🚀 [AKNF 375](: ‘The Three W’s’ of Email CTR - 🥟 Eric Ji Sun Wu’s [Entrepreneurial Journey with Sobo Foods]( - 💗 [AKNF 373:]( The Art of Valentine’s Day Advertising 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](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. 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](