Wednesday, June 21

🛍️ Was Shopify’s answer to Prime Day a success?

📰 TL;DR - On June 2, Shopify hosted its first Shop Day — a push to get people shopping with their Shop app. It also offered Shop Cash, a new loyalty program to earn 1% of purchases back. It’s basically Shopify’s stab at their own Prime Day. But how did it go? Shopify declined to provide numbers (suspicious!) but did tell Forbes that “the app reached its highest first-time buyer record for 2023 on Shop Day, and that it broke its offers redeemed record, coming in at five times its daily average in that category.” They also said Shop Day purchases exceeded Black Friday/Cyber Monday sales by 30%.

💡 Insight - I’m skeptical! Offering only figures that compare to other times people have shopped using the Shop App isn’t very compelling if we don’t know how many people were already using it. And I suspect that it’s not seeing crazy high volume. It makes sense to go to Amazon, since it’s a marketplace. It makes less sense to open up Shop as a sort of DTC marketplace. A fine idea to be sure, I’m just not convinced that’s where people will start a purchase, rather than through social, Google, or going direct to the source.

➡️ You can read the article here...

💌 5 tips to actually personalize email

📰 TL;DR - Everyone loves to talk about personalization in marketing, but what does it really mean? I can tell you that simply having someone’s actual name up top in an email doesn’t cut it anymore. Jess Chan tweeted a thread of five ways to personalize emails beyond the name. For example, if you include a “try it” section, include only products you know that customer hasn’t bought. The opposite is true of an “order it again” section. Click for all five tips.

💡 Insight - One tip I really like here is using your content. Jess suggests including content in emails, such as links to blog posts, that are about how to get more use out of the product a particular customer bought. This is a good way to give your emails more than just CTAs, as well as promote blog content. Content is an underutilized education and SEO tactic, and this is a bonus use. All said, the main takeaway here is that customers don’t want to see irrelevant info, so don’t give it to them.

➡️ You can read the tweets here...

😱 Are you afraid to go woke?

📰 TL;DR - Okay I know some of you might be sick of talking about this, but this piece from Retail Dive is actually a good read and a thorough look at the whole “go woke go broke” shenanigans. A big takeaway here is that the people boycotting companies for inclusive messaging are really in the minority.

From the article:

“Nearly 85% of parents surveyed by publication ParentsTogether, for example, said that ‘companies should celebrate inclusivity and diversity, even if it upsets a small group of customers’ and 59% blamed angry Target customers for the Pride Month controversy. “

💡 Insight - We seem to be having a cultural moment about brands and values, but the truth is there’s nothing new here. Alcohol brands, for example, have long been supporters and advertisers for the LGBTQ community. Even Bud Light. It’s only this year in the so-called culture wars that it’s blown up. A solid piece of advice here is that this current moment shouldn’t scare you away from what is a long history of brands engaging in social good.

➡️ You can read the article here...

✌🏼 Customer segmentation 101

📰 TL;DR - Here’s a breezy guide on exactly what customer segmentation is and how to do it. This is a nice complement to the email marketing advice above, as you can’t personalize anything if you can’t segment your customers. This also gets into why to segment customers, such as for comms, for product improvement, for testing pricing, and improving customer service. Also: some methods for creating your segments.

💡 Insight - A/B testing is a great way to assess what you’re doing and test new ideas, and segmenting is part of that. Before making major changes across the board, it’s smart to take a segment and try it out. It’s also an important step to understanding customers — a certain age group may struggle more with pain points for your product, for example. The point is, you’re not doing yourself any favors by treating everyone like the same person.

➡️ You can read the article here...

🛠️ Things worth checking out

🎥 VIDEO - 82% of all internet traffic is video. Piper Creative's expert video editing services can help you stand out in a crowded market. Get started here.

👁️ YOUTUBE - YouTube is doubling down on its video shopping features. Read more here.

🤖 AUTOMATION - Chewy has opened its fourth automated fulfillment center in an effort to cut shipping costs. Read here.

🖲️ SHEIN - Shein is expanding to appliances and smart home goods. Read more here.

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