Nicholas Waldron

This post is for... Anyone in ecom. > Marketers in ecom. > > Media buyers in ecom. > > > Media buyers who sell DTC. > > > > Media buyers who sell DTC and are responsbiel for writing headlines Call out your target customer with as much specificity as possible.

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9/10 eComm brands I talk to struggle with attribution & don’t know if their ad spend drives an incremental impact on their store. This is something we’ve been battling with for the better part of 2024. It’s especially important for our brands that spend over $5000/day. Looking at the Facebook or Google ads manager has proven to be pretty unreliable... So one way to solve this issue is using post-purchase surveys which we try to set up for every client we work with. Asking people how they first heard about you will give you probably the most accurate representation of which channel is working best for you and which channel is wasting your ad spend. We track responses daily and use internal spreadsheets to track the total New Customer CPA which you can monitor while scaling the ad spend on 1 channel and maintaining your ad spend on every other channel. 3 questions I advise every eComm brand to include in their PPS are: ✅ How did you first hear about us? ✅ How long have you known about us before deciding to purchase our product? ✅ What are you most looking forward to from your purchase today? You have to do everything in your capabilities to understand the customer journey otherwise you might be easily lighting your money on fire.

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I've audited 20+ email accounts this quarter alone. And I see the same problem over and over again. 👉 DTC brands are dropping the ball on email marketing. Here's why this should matter to you. Many DTC brands are failing to consistently send email campaigns to their lists, and they're missing out on a golden opportunity. Why? 1. Lack of Strategy Without a clear email marketing strategy, brands struggle to create relevant and engaging content that resonates with their audience. They're like ships without a rudder, floating aimlessly. 2. Poor List Management Some brands neglect their email lists, leading to outdated or disengaged subscribers. This can result in low open rates and high bounce rates, making email seem like a waste of time. 3. Fear of Overwhelming Subscribers Many brands worry that sending too many emails will annoy subscribers, leading to higher unsubscribe rates. They tiptoe around communication for fear of being labeled as spammy. 4. Insufficient Personalization Without effective personalization, emails become generic messages that fail to engage. Subscribers don't feel a connection, and emails get ignored. 5. Content Quality Issues Creating compelling content is challenging. If emails lack engaging subject lines or relevant information, they quickly end up in the trash. 6. Resource Constraints Smaller brands may not have the resources to produce and send campaigns consistently, leading to irregular communication. 7. Focus on Other Channels Some brands prioritize social media or paid advertising, neglecting email marketing despite its high engagement and sales potential. Email is not dead It's just being used wrong. With a strategy that includes personalized content, proper list management, and regular communication, brands can turn their email lists into a HUGE revenue channel.

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A lot of DTC brands these days get caught up in flashy branding, dynamic websites, and viral ad campaigns. But the most successful ones know that's not the real secret to sustainable growth. Instead the brands that are absolutely crushing it right now are focused on: ➝ Obsessing over their customers ➝ Maximizing contribution margin  ➝ Driving high-volume creative content The "pretty" stuff is typically a distraction. When you nail the tactics that actually move the needle for your business, the rest tends to fall into place. What do you think - is this the approach you're seeing work best in the DTC space? Let me know your take in the comments.

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Ad agencies will torch me for this. But CEOs & CMOs deserve the truth.   Every agency owner I’ve talked to told me this was a bad idea ➡️ *Charge clients a FLAT-FEE vs. the typical percent of spend agency model.* They said we’ve be leaving money on the table. And we are. But when Robbie & I were scaling cos. as founder & CMO, we hated percent of spend. B/c spend can have nothing to do with marketing performance & profits. Nor does the agency’s workload scale proportionally with spend. It’s a bad deal for brands…even if it means more money for the agency. 🚫 We’re not here to nickel & dime. 🚫 We’re not here to punish growth. 🚫 We’re not here to be status quo. ✅ We’re here to bleed quality at a fair price. End of story. #digitalmarketing

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