Michael Epstein

Petco Email Overhaul A counterintuitive approach. A few key changes: ➤  Key Header Change Yes, we didn’t lead with an offer here. We led with a statement that everyone in the target audience can agree with. → Makes them naturally want to read on → Open Loop → Highlight product quality While this email has a value-led approach, we still add a CTA above the fold for eager shoppers. ➤ Create An Angle An interesting angle that empowers dogs, setting context for the product spotlight section. → Compares dog DNA to wolf DNA → Creates intrigue in terms of ‘so, what does that mean?’ → Sets context for wild pacific stream smoked salmon ‘Wild Stream Smoked Salmon’ is contextualized more since modern science claims dogs share the same DNA as wolves. ➤ Product Spotlights With Reviews A clear product showcase with benefit-driven copy and review highlights. → Builds confidence through social approval → Makes product tangible → Builds on the context from previous section The value here is using the contextual story of dogs having wolf DNA, and showcasing products in light of this new perception. ➤ Conditional Product Spotlight Next, we highlight a product alternative. → Gives an alternative option → Based on customer research → Show clear customer understanding The main point here is to use your zero party data to decode what your audience considers highly relevant. ➤ Offer-Stack Reminder We put the offer at the end here. Criminal, right? Not when you’re taking a value-based approach. → Builds trust through reading first → Keeps the email relevant to profile → The goal is to offer value first Being a brand that gives value first is the ultimate differentiator. ------ I’m a big fan of value-led marketing. In a world where we see 10,000 ads in a day, leading with value in your marketing will help you stand out. It trains your audience to actually read your emails and receive some form of dopamine from new information. Providing value before an offer will add more longevity in your customer base. There’s definitely a time and place for leading with offers, but I do think the landscape is changing. Thoughts?

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Not so great agencies blame the client when they get fired. Great agencies understand that almost 100% of the time, they are at fault too. Everyone loses clients for one reason or another. Yes, even great agencies. Great agencies seek to learn, to understand, to see how they can avoid whatever it was, in the future. Bad agencies point fingers, blame everyone but themselves, and can't find fault within. They make off boarding a pain in the ass. Losing clients sucks, but it's part of the game. You just hope it doesn't happen often. You should lose and off board clients as gracefully as you win and onboard them. As we know, the day you start working with a client, is the day you start losing them.

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Brands should never quickly transition from Vendor Central to Seller Central Because it requires a significant amount of operational changes along with education For example, most brands that sell on 1P/Vendor Central don’t currently have the capabilities to do the following: -Consignment accounting based on retail pricing (as opposed to invoiced orders based on wholesale pricing) -Shipping LTL based on unit sell through (as opposed to invoice-driven ordering) -the ability to navigate seller central from cases to listing management and everything else that is different than 1P -the knowledge to deal with retail over brand, which essentially locks sellers out from making changes to listings with retail/1P contributions -and so much more We’ve shepherded this transition many times over the years It requires us to educate our client partners We also partner directly with Amazon to get additional support for our client partners However, occasionally, the best option for brands is to work with a professional reseller And we’ve told brands that too Amazon kicks smaller and unprofitable brands off 1P every year That’s not a new practice You should have an idea if your business is at risk of being kicked off If so, start planning now so that you don’t have to scramble next year Because it takes a lot of work to transition to 3P correctly You don’t want to have to do it under the gun #amazonsellers #amazonvendor

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Amazon wholesale for dummies: (learn the entire business in under 60 seconds): __ Enjoy this? ♻️ Repost it to your network and follow me Corey Ganim for more. 📌📌 I share stories/tips like this all the time on The Amazon Wholesale Podcast. Check it out in the pinned comment.

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Struggling to convert your hard-earned website traffic? Tune in for Sahil Patel's #WednesdayWisdom on leveraging the power of A/B testing for higher conversions: 📈 Maximize existing traffic with low-hanging fruit wins 🎲 Beat the odds by running proven winners ⏳ Stay patient and persistent for long-term success Sahil Patel, CEO of Spiralyze, is a seasoned pro in driving conversions—these actionable insights can supercharge your optimization efforts and translate to real business impact. If you’re looking to accelerate your testing program, reach out to [email protected] — we’ll introduce you to Sahil to explore how Spiralyze's expertise can help. 👋 Tom Shapiro, Becky Lawlor, Jon Russo, Jarrett Fleagle, Reuben Ramirez, Jason Therrien, Josh Mait, Elyse Flynn Meyer, Alexander Ferguson, Brent Keltner, Deepak Garg, Alan Hart, Marc Reichel, Curtis Sparrer

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