Monday, April 10

Today's DTC news, tips, & tools you need to know

📩 Report: your customers are getting more emails than ever

📰 TL;DR - You're probably already well aware that we're all being inundated with marketing emails. Your "promotions" tab in gmail knows this well. The problem is that automated emails are seeing lower conversion rates in such a crowded market. In fact, email volume has increased 70% over two years starting in 2020. Also interesting in here is a chart showing the most clicked-on types of automated emails. 

💡 Insight - Don't read this and think automated email marketing is over — it's not. But it does mean you should be paying more attention to click rate, rather than conversions. It's also a reminder that your email strategy has to be on point. In a crowded inbox it's more important than ever that your subject lines, offers, and content stick out from the competition. Also interesting to me is that shipment notifications are most clicked-on emails — can you be doing more with these sends?

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🪄 The power of convenience 

📰 TL;DR - A new survey asked customers what makes a shopping experience convenient. The first thing to note is that convenience, as a concept, is very important: 82% said convenience is extremely or very important to them. For online shopping, respondents said being able to use promos and coupons and the ability to store payment info are among the things that make e-commerce convenient. 

💡 Insight - It shouldn't come as a surprise, but younger customers are more likely to favor online shopping. Your target market should be considered when you evaluate your own store's convenience factor. For older shoppers, customer service is more important, mimicking what they'd expect in an in-store experience. For younger shoppers, they want a smooth, hands-off experience.

💰 Can Mastodon be used for e-comm?

📰 TL;DR - Amid Elon Musk's overhaul of Twitter, new competitors popped up for the users eager to jump ship. Perhaps the most successful so far is Mastodon, a decentralized alternative with a strong ethos that's been successful at attracting Twitter naysayers. But can it be used for e-commerce? Arguably it's less competitive, attracts a particular type of user, and has a chiller vibe. But it's also small. 

💡 Insight - If you've got some spare time, why not try a promo of Mastodon? You have very little to lose. However, I'm also convinced that Twitter's demise has been exaggerated. While some people have left on principle, most users seem to be sticking it out to the bitter end. That being said, if your branding and values run more into the countercultural realm, Mastodon may be a unique marketing opportunity. 

🧴 Product label design 101

📰 TL;DR - Now for something practical. Here's a guide to product label design, a very specialized field unto itself. This is a good overview of what goes into label design, including the basics of branding, showcasing your values, the hierarchy of a layout, and more. Choices like labels are crucial to your product — even a great product can fall flat if the finishing touches aren't there.

💡 Insight - Product labeling for DTC brands is actually a pretty unique thing. Because you're not trying to stand out on a shelf, many DTC products once took a more simple, minimalist approach. But that's changing. Now, the trend is more toward color, excess, and fun. Here's a good piece on the "de-blanding" of DTC products.

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