Deep Dive Wednesdays

Author

Crys A.
October 02, 2024

B2B Advertisment Opportunity

If your tool/service can help 50,000 DTC brands grow then you can reach out to them here: Learn more

Hey guys,

“The fastest way to succeed is to look as if you're playing by somebody else's rules, while quietly playing by your own.”

✍️ Michael Korda

Let’s get into it👇

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Kaushal Pratap

E-commerce SEO Masterclass: Part 3

Welcome to Part 3 of our E-commerce SEO Masterclass! 🔍

Today, we begin to actually move the needle. One of the biggest problems that puts people off SEO is the overwhelm in knowing where to start. You’ll attack that overwhelm today by creating an impact-optimized roadmap that guides your efforts.

We’re starting with an SEO audit of your store - much faster (and probably more accurate) than any ecommerce SEO expert can. You’ll get started with keyword research—you’ll find long-tail keyword opportunities that you’ll set into motion immediately.

So, we’ll show you a great strategy for auditing and fixing your store’s SEO issues systematically, in a way that gets you results much quicker. You also get a handy spreadsheet to help create a roadmap and concentrate your efforts on where they are most likely to make an impact.

DEEP DIVE WITH IBRAHIM

BFCM: Preparing for the big event with Email & SMS

Happy Wednesday!

In the last week’s deep dive, I mentioned I’d be sharing how to prep for BFCM this week, especially when it comes to email & SMS, and since we’re not so far from this event, let’s get into it without further ado, and I’ll try to keep it relatively short..

As we all know, email and SMS channels still represent a massive amount of total DTC sales. This means that you should be emailing and texting early and often throughout Cyber Week. i.e., multiple times per day.

Don’t think your competitors are taking every opportunity they can get to reach their customers' inboxes? Well, you’d be wrong. According to Klaviyo, brands sent over 10 billion messages using their platform during BFCM last year alone.

My rule of thumb: You miss all of the shots you don’t take! In my opinion, each day of Cyber Week, you should be sending at least 2 emails and 1 text and on Thanksgiving, Black Friday, and Cyber Monday, you should be sending at least 3-5 emails and 1-2 texts per day as a brand.

Here’s an example of how that might look. On Black Friday:

  1. 12:01am, you send your first email blast announcing your sale.

  2. Between 7-9am, you send your second email blast reminding them of the sale.

  3. At 12pm, you send your first text blast with a “Text only offer” around lunch.

  4. 3pm you send a third email blast telling readers that “Inventory is moving fast and they better act now.”

  5. 6pm, you send a plain-text email from the founder thanking the reader for one of your best Black Friday’s yet and adding another offer like a free limited edition gift with purchase available on all orders now thru EOD to drive more sales.

  6. 8pm, you send one more text increasing the discount with a new custom code. Offer an additional 5-10% off here.

  7. 9:30pm you send a “Last Chance” email blast to push for the final purchases of the night.

IMO, it’s really not possible to send too many emails and texts during BFCM. Remember, the average consumer will receive hundreds of emails and text blasts from brands over the weekend. Many will just go to the bottom of their inbox as time goes on. Your goal as a brand is to make sure that your products and offers stay top of mind as you compete for a sale.

Treat Cyber Week Like a Fundraising Round

More brands should treat Cyber Week like a fundraising round. Instead of raising capital from investors, you are raising capital from customers (which is always the best thing to do!)

In my opinion, the exact same care and attention that goes into a Series A fundraise should go into nailing your cyber week campaigns. Making the most of this week can help your brand strengthen its balance sheet for what’s typically a softer Q1 in the ecommerce world.

Segment Offers By The Day

Another tactic that I love is segmenting offers by the day. Let’s say you are an apparel brand.

  • On Friday, you offer your best discount of the year on pants.

  • On Saturday, you offer your best discount of the year on shoes.

  • On Sunday, you offer your best discount of the year on outerwear.

  • On Cyber Monday, you offer your best sitewide discount of the year.

Each day should be a new offer that’s essentially variations on the same theme. On various days, you can highlight different products, bundles, or SKUs. The best part? They are all time based. If you want the best deal of the year on shoes, you’ll have 24 hours on Saturday to shop. If you want the best deal of the year on outerwear, Sunday is your day.

I’ve found that this is a great strategy to keep the campaigns fresh, increase FOMO, and give consumers one “Big idea” or main offer to focus on each day during BFCM.

In the coming days, I’ll also share a BFCM calendar you could potentially use to grasp an idea of how you could time these messaging strategies.

Lastly, if you need help with setting up these email & SMS flows, you can book a call with me here.

Alright folks, that’s it for today!

Supermetrics

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