Tuesday, Jan 28

 In today’s newsletter 

• The Power of Focusing on One Message 🎯

• Rank Page #1 When Sending Products to Micro-Influencers

• How to Build an Email Welcome Flow That Converts Like a Salesperson

• From Truck to $300K/Day: The Van Leeuwen Story

• DTC Playbook: Away’s Meta Ads

• Latest News: Marketplaces are using dark patterns & more…

  Let's Dive Into It! 👇

The Power of Focusing on One Message 🎯

In 2022, Drew Arciuolo’s brand was struggling—until they heard a 9-figure founder say this: “Get really good at selling one message before trying to sell a bunch of them.” So they scrapped everything and went all in on a single promise: Jump higher.

Fast forward, VKTRY is now worn by 15% of high school basketball players. And at a recent event, Bryce James (yes, LeBron’s son!) freaked out when he saw their insoles: “I’ve been seeing these EVERYWHERE, bro!”

The lesson? Stop being everything to everyone.

Focus on the one thing that sets you apart, and do it insanely well.

What’s your one thing? Reply and let us know.

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It’s 2025, and attention spans are shorter than ever—but your welcome emails? That’s where you either hook them for life or lose them forever. Here’s how to build a multi-email welcome flow that feels less like a dull “auto-reply” and more like a personal concierge guiding them towards a purchase.

1. Start With a Real “Hello”

   The first email is your handshake. Write like you’re actually excited they’re here—because you are! Keep it personal, warm, and on brand.

   • Use their first name in the subject line, and open with a short message that matches your brand’s vibe. A real welcome sets the tone for higher engagement down the road.

   • For the first email of the welcome flow, I always recommend brands to send out a personalized TEXT ONLY email. Why? A few reasons:

     • It won’t be flagged by the email service providers as it’s a TEXT only email, with no heavy images

     • It FEELS personal, especially coming from the Founder. That’s special.

2. Showcase Your Value Proposition

   In the second email, get crystal clear on why you matter to them.

   • People joined your list because they saw something they liked—now confirm they made the right choice.

   • Idea: Include a short “Founders’ story” or behind the scenes brand mission. Make it human, not corporatyy.

3. Social Proof = Trust

   The third email is all about building trust and authority.

   • Think glowing testimonials, user generated content, or notable press mentions.

   • Social proof taps into our natural desire to follow the crowd—especially when it comes to online shopping.

4. Personalize the Journey

   A great salesperson asks questions before offering a solution. You can do the same. Use a link trigger or a simple survey by Google Sheets to find out more about your subscribers, then segment accordingly.

   • For Example: If someone’s mainly interested in eco friendly products, tailor future emails to highlight your sustainable features.

   • If you’re a cosmetic brand, highly recommend using a Quiz that asks relevant questions, and then leads them to a solution, and this is all what we call zero party data, data that your very own customers have shared with you**.**

5. Add the “Objection Crusher”

   By the fourth or fifth email, you’ve warmed them up, but something might still hold them back: price, shipping, returns policy… you name it. Address these concerns head on.

   • Tip: Use FAQs, how to guides, or an offer for free shipping on the next purchase to eliminate those final doubts.

6. Nudge Them to Take Action

   A salesperson always knows when to go for the close—without being pushy. In your final welcome email, include a clear CTA, whether that’s checking out a product collection, or taking advantage of a limited time discount, whatever it is, just be clear!

   • Remember: Make it easy. One click to shop, redeem a discount, or talk to support. Less friction means more conversions.

The Bottom Line

Think of your welcome flow as a one-on-one conversation. You’re not shouting promos from a megaphone; you’re guiding a friend to something they’ll genuinely love. Keep it human, relevant, and centered on their needs, and you’ll see conversions coming..

P.S.: Feel free to edit or expand depending on your brand’s specific strategy—but these core principles will help you welcome subscribers in a way that actually drives sales.

Need help with building out your email flows? Book a free call with me.

Lastly, if you’d like inspiration, you can check out reallygoodemails.com.

Alright folks, that’s it for today!

dtcdaily.news

View more on Instagram

What’s the secret behind turning a $60K ice cream truck into a $300K/day empire? Van Leeuwen nailed it with quality, creativity, and smart scaling. Curious about their viral flavor strategies and Whole Foods partnership?

Welcome back to the DTC Playbook!

Yesterday, we explored Away’s winning tech stack and the tools behind their e-commerce dominance. Today, we’re moving on to their Meta ads—a cornerstone for scaling any DTC brand effectively.

Let’s break down an ad from Away today.

Strengths:

Engaging and Playful Hook:

"The key to being a great wardrobe supervisor is a fabulous wardrobe, of course."

This playful opening sets the tone, appealing to an audience that values style and presentation.

It immediately connects the product (luggage) with a desirable lifestyle.

Relatable Storytelling:

The ad ties the luggage to a specific persona (wardrobe supervisor, onset fits, model off duty), creating a sense of aspiration for viewers.

Highlighting Product Benefits:

The spaciousness of the luggage is emphasized ("I was shocked at how much fits in my Way luggage."), addressing practical concerns while maintaining the stylish tone.

Appealing to Aesthetic Preferences:

The color of the luggage is called out as a key feature, tying it to fashion sensibilities ("With my all-black ensemble, it's giving model off duty. It's giving celebrity.").

This resonates with a style-conscious audience.

Modern Language and Tone:

The use of phrases like "It's giving model off duty" aligns with social media trends, making the ad feel relevant and relatable to younger, fashion-forward viewers.

Areas for Improvement:

Clearer Product Features:

While style and spaciousness are mentioned, other key features of the luggage (durability, compartments, wheels, or materials) are absent. Adding one or two practical details could enhance the ad’s credibility without losing its stylish tone.

Stronger Call-to-Action (CTA):

The ad lacks a direct call-to-action. Ending with a CTA like "Upgrade your travel game with Way luggage today!" would provide a stronger nudge toward purchase.

Product Name Placement:

The brand name (Away luggage) could be highlighted more prominently.

For example: "I was shocked at how much fits in my Away luggage—it’s a must-have for anyone with style."

Opportunities for Testing:

Audience-Specific Variations:

Test an ad variation targeting frequent travelers, emphasizing convenience and functionality in addition to style.

CTA Placement and Tone:

Test adding a CTA mid-video (e.g., "Want to pack all your fabulous fits? Check out Way luggage now!") to measure engagement impact.

Tone Adjustments:

Test a more neutral tone variation to see if it resonates better with broader demographics, like business professionals or families.

Overall Rating: 8/10

The ad effectively conveys style, aspiration, and personality, which align well with the product and audience.

However, it could benefit from a clearer focus on practical product features, a more defined CTA, and stronger brand placement for greater impact.

📰IN THE NEWS

👉Marketplaces are using dark patterns

Online marketplaces are increasingly using dark patterns—design strategies that manipulate user behavior to prioritize profits over consumer interests. These tactics, like confusing navigation, hidden fees, or subscription traps, undermine user trust and transparency.

👉Print Ads Are an Ecommerce Opportunity

Print advertising presents a unique opportunity for eCommerce brands to cut through digital noise. By leveraging high-quality visuals, QR codes, and strategic placements in niche publications, brands can drive offline-to-online traffic and establish deeper consumer trust.

👉How retailers are approaching customer experience in 2025

Retailers like Guess and The Tile Shop are enhancing customer experiences through data insights, loyalty programs, and improved omnichannel strategies. Key tactics include personalized engagement, streamlining the online-to-offline journey, and creating immersive store experiences to build brand loyalty.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.

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