Thursday, April 11

🗣 Running a B2B and want to reach 33,441 DTC Brands? Start here

Ask Ibrahim: If you need advice for your business, ask our DTC expert here

Hey DTC enthusiasts!

As we cruise into the weekend, we've got some sweet strategies and tools to help you crush it in your business.

Take a quick peek and get pumped for an awesome day ahead. Your business will thank you later!

Sound good? Let's do this! 😎

🚨 In today’s newsletter 🚨

  • eCommerce Ad Metrics: Measuring DTC Success

  • Ibrahim’s Nuggets: Why setting up browse abandonment email flow is important for your brand..

Let’s get into it👇


Considering today’s economy, we’re totally with Nick here. No matter what product you’re building/selling in the DTC space, it’s very likely you already have lots of competition. If you don’t, it probably would mean you’re either selling something that barely has market demand, or selling something that has demand, but no one has built it yet—if you belong to the latter, congrats!

But what do you do when you’re selling something that others are selling too?

You try to differentiate yourself with other aspects such as providing excellent customer support, sending out personalised post mails with surprise and delight gifts (especially for subscription customers), and not being afraid to try new things to enhance the overall experience of a customer that engages with your brand.

If you’re just one more brand in the market that’s doing the same thing like the rest of them, this is where customers mostly buy by comparing price. The brand hasn’t given them enough reasons to pay a premium for!

#2 - Running a Store on Shopify and Need Professional Invoices?

Invoice Falcon is the most customizable invoice app on Shopify.

  •  Order Print & Send Invoices in Bulk.

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  • Multi Currency Support.

  • Set up a Professional Invoice in a few clicks (Onboarding Service Available).

  • Tax Compliant Invoices.

#3 - eCommerce Ad Metrics: Measuring DTC Success

The Scoop: Online advertising is shifting from clicks to metrics that impact ecommerce sales and profitability. Platforms like Amazon, Google, and Meta are leading the way.

Why DTC Brands Should Care: Metrics like advertising cost of sale (ACOS) and total return on ad spend (TROAS) help you understand the true impact of ad spend on your bottom line.

The DTC Playbook:

  • Optimize Amazon campaigns using ACOS targets that align with profit margins

  • Use Google's customer acquisition tools to reach high-value shoppers

  • Leverage Meta's customer lifetime value modeling to target loyal customers

Tracking Your Progress:

  • Monitor ACOS, ROAS, and CLV across key channels with an Advertising Efficiency Dashboard

  • Connect media spend to profit margins with a Profitability Dashboard

What's Next: Expect more granular measurement solutions from ad partners. Identity resolution and data integration will be key to connecting the dots from impression to repeat purchase.

The Bottom Line: Focus on the channels, strategies, and audiences that drive real growth. Let data guide you to your most valuable customers. Embrace the evolution of ad metrics to stay ahead in the competitive world of ecommerce.

DTC Daily’s Monthly Spotlight:

Tools and Services:

Need a Graphic Designer? Cost effective solution, instead of full-time employee: Delesign 

🗣 Have an upcoming event or tools you’d like to recommend to 33,441 DTC Brands? Click Here


Why setting up browse abandonment email flow is important for your brand..

Hi, everyone!

Yesterday, I mentioned I’d be digging further into other must have flows, and today, we’ll talk about the browse abandonment flow. If you haven’t read the previous issue on welcome email flow, you can do so by clicking below.

Must have flows:

  1. Welcome Email Flow | Buyers Vs Non-buyers

  2. Browse Abandonment Flow | Buyers Vs Non-buyers

  3. Abandoned Cart Flow | Buyers Vs Non-buyers

  4. Checkout Abandonment Flow | Buyers Vs Non-buyers

  5. Post-Purchase Flow | Buyers Vs Non-buyers

Please note: I would be mentioning Klaviyo by default, but it should pretty much apply to other email service providers (ESPs) too.

Browse Abandonment Flow | Buyers Vs Non-buyers

Who would enter this flow?

Anyone who’s landed on your website AND looked at specific product(s), but did not add any items to their shopping cart or complete a purchase. If they’ve only landed on your home page, but haven’t specifically viewed any product, they won’t be eligible

  • Tracked and Identified Users: For a user to enter the Browse Abandonment flow, they must first be identified by Klaviyo. This identification can happen through various methods, such as when a user signs up for your newsletter, makes a purchase, or otherwise provides their email address in a way that Klaviyo can track. Additionally, the user must have an active cookie session from your website, allowing Klaviyo to track their browsing behavior

  • Users Who Have Viewed Product Pages: The key trigger for entering a Browse Abandonment flow is the action of viewing one or more product pages without taking further action, like adding products to the cart. Klaviyo tracks this behavior and can trigger the flow based on these browsing actions

  • Users Who Have Not Made a Recent Purchase: Typically, to avoid sending too many emails, the flow is set up to exclude users who have recently made a purchase. This time frame can be adjusted based on your specific flow settings and strategy

  • Users Who Meet the Flow’s Entry Criteria: You can set specific criteria for entering the flow, such as having viewed certain product categories or items, spending a certain amount of time on the product pages, or other behaviors that indicate interest. These criteria can be customized to match your marketing strategy

It's important to configure the flow carefully to ensure you're targeting users who are genuinely interested in your products, but might need an extra nudge to make a purchase. Properly executed, browse abandonment emails can effectively bring users back to your website to complete their purchases!

How do you set it up?

  • This can require some manual setup and testing from your side, depending on your needs, to ensure Klaviyo (or any other ESP tool) is triggering the viewed product event

  • If you’re on Shopify, Viewed Product tracking is enabled by Klaviyo's app embed in Shopify. You can find out more in Klaviyo’s guide to getting started with Shopify

  • Here’s a guide to set it up by Klaviyo if you’re on any other hosting platforms such as WooCommerce, Magento, etc.

  • If you use any other ESPs, please google the instructions, and you should be able to find a guide on how to set it up, if you don’t have it set up and optimized yet

What are the emails you should send out in this flow?

Email 1: The Initial Reminder

  • Timing: Send within 1-4 hours after abandonment

  • Content: This email should be a gentle reminder of the items they viewed, emphasizing product benefits or features. Include visually appealing product images and a clear call-to-action (CTA) leading them back to the product pages

Email 2: Provide Social Proof or Reviews

  • Timing: Send 1 day after the first email if there’s no response

  • Content: Build trust and interest by sharing customer testimonials, reviews, or ratings for the browsed products. Highlight the popularity or effectiveness of the products to encourage a reconsideration

Email 3: Offer Help or Ask for Feedback

  • Timing: Send 2-3 days after the second email if the user hasn’t returned

  • Content: Pose questions to gauge interest or barriers to purchase, like “Did you find what you were looking for?” Offer assistance through customer service or a FAQ link. This email can be more personalized and conversational

Email 4: Create a Sense of Urgency or Offer a Limited-Time Incentive

  • Timing: Send 5-7 days after the third email

  • Content: Inject urgency by mentioning limited stock, an upcoming price increase, or offer a time-sensitive discount or free shipping. The goal is to compel action by creating a fear of missing out (FOMO)

Email 5: Show Related Products or Personalized Recommendations

  • Timing: Optionally, as a follow-up a week later or after the urgency email

  • Content: If the previous emails did not result in a purchase, this email can showcase alternative products, related items, or personalized recommendations based on their browsing history

Additional Tips:

  • Personalization: Tailor each email by including the user’s name and specific products they viewed at the very least. Personalization can significantly increase engagement rates

  • Mobile Optimization: Ensure all emails are mobile-friendly, as most users are going to be reading via mobile. In fact, everything you build should be optimized for mobile primarily, and then the desktop/iPads

  • Test and Optimize: Regularly A/B test different subject lines, content variables, and timing to see what works best for your audience. Adjust based on performance metrics

Please note, this sequence is meant to be a reference point. The exact number of emails, their content, and timing should be adjusted based on your specific audience, product types, and performance data. The key is to provide value in each communication and make it easy for users to return to your site and complete their purchases!

Also, remember, most of your website visitors are going to visit your website, view some products (not all of them), and just bounce back. You absolutely need to have this flow set up, if you don’t already

Alright folks, that’s it for today. Hope that was helpful. Tomorrow, I’ll answer some Q&As, and I see we’ve got a few really good questions, so that would be fun to answer!

Thank you.

#4 - Things Worth Checking Out

Hook Logistics + Diamond Hook SHORT FORM - Need a one-stop shop for your eCommerce needs? Diamond Hook handles web, brand and growth, and their sister company Hook Logistics handles sourcing and fulfillment. Book a call with DH or HL today!

AI - Jack Ma promises to upend e-commerce with AI in a new memo to Alibaba employees

REPORT - eCommerce leads in influencer marketing spending with 27 per cent, followed by fmcg

INTERNATIONAL - Alibaba will struggle to knock Temu off ecommerce top spot

PAYMENTS - How ecommerce brands can personalize the payment process

Have any questions that you need help with?

Ask here - and look out for Fridays Issue where Ibrahim will answer them.

If you want to reach our audience, email [email protected] or set up a call here