Most new (and many well-established) direct-to-consumer brands grossly underestimate how challenging and expensive it is to find and acquire good customers.
I am often surprised that so many brands send out direct mailers with no easy link between the physical and virtual experience—and no clear call-to-action or incentive to make a purchase.
We need to get back to basics. We need to have a relentless focus on simplicity—on foundational best-practices. We need to eliminate as many of the moving parts as possible to make it easier to diagnose problems and easier to identify the squeaky wheel or where to apply the grease.
I’m working on a hypothesis exploring the foundational first-principles of DTC ecommerce growth—and I’d love some feedback.
A brief chat about the importance of authentic storytelling, community-building, and some of the changes I am seeing in how consumers are interacting with brands’ websites.
When I audit ecommerce brands, one of the first things I look at is their email and SMS automation flows. What I often find is that brands are barely using any flows or automations or, if they are, they’re not AB testing or tweaking and optimizing the flows for continual, iterative improvements.