Pedro Lopez Martheyn

When I started including user-generated content in brands' emails, their engagement rates shot up. These brands are doing the same: Mejuri: Used real customer photos in product recommendation emails, resulting in a 28% increase in click-through rates. Glossier, Inc.: Featured Instagram posts from customers in their email newsletters, which improved social proof and still drives sales. MVMT : Highlighted fan photos wearing their watches in follow-up emails, strengthening the brand community and boosting repeat purchases. Try it out: Start adding user-generated content to your emails, and you'll see the same boost in engagement and loyalty.

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Plot Twist: Third-Party Cookies Get a Second Life in Chrome 😮 Just when we thought we were saying goodbye to third-party cookies, Google throws us a curveball! On July 22, 2024, Google announced that it would keep third-party cookies in Chrome, completely reversing its previous stance. Talk about a plot twist in the digital marketing world! 🤔 But what does this mean for marketers and businesses? 🔍 How will it affect our strategies moving forward? 🚀 And most importantly, how can we stay ahead in this ever-changing landscape? I've just published an in-depth article addressing these questions and more. In it, I break down: - The details of Google's surprising announcement - What this means for the future of digital advertising - How businesses can adapt their strategies - Why first-party data is still crucial - The continued importance of privacy-focused solutions Whether you're breathing a sigh of relief or scratching your head in confusion, this article I wrote for Search Engine Journal will help you navigate the road ahead. Check it out here: https://bit.ly/3yqgdc1 How do you feel about Google's decision? Are you celebrating or cautious? Share your thoughts in the comments below! #DigitalMarketing #GoogleUpdate #PrivacyInAdvertising #MarTech

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Paid social CPMs spike to $20+ in the weeks leading up to Black Friday, but many brands choose not to test lower CPM channels. Why are they so comfortable with leaving money on the table? Last week, I had the chance to chat with a paid media agency based in Canada. They shared that in their market, it was possible to get CPMs in the $2-$5 range for linear (traditional) TV ads during Black Friday. For brands looking to get a lot of top of funnel awareness (read, a lot of views!), the numbers tell you that it would probably make sense to at least test these channels with CPMs being ~10-25% the cost of paid social ads on Meta. But many marketers are hesitant to test those channels like TV because it's notoriously hard to measure their impact - making it a risky bet for their career and hard to justify to their boss. It's still not a fully solved problem, but post purchase surveys (coupled with a coupon) are a great way to start understanding the impact of these "hard to measure channels" and build confidence. Brands are already using surveys to understand the impact of their influencer marketing strategies - measuring the effectiveness of TV can be as simple as adding in "Saw you on TV" as a response to "How did you hear about us?" We've already seen examples of our customers using Zigpoll to do this. Manucurist used our surveys to identify that a lot of site visitors heard about their brand through a mention on Good Morning America. Jolly Mama used survey responses to build confidence in their decision to invest in PR, tracking that around 5% of their paying customers first heard about their products in articles on sites like Vogue. These are both 7 figure+ revenue brands making significant investments into "hard to measure" channels because they know it drives ROI. My understanding is that both also treated their initial testing of these channels as experiments that they allocated a smaller portion of their budget to. Once they saw early indicators that it was working via their surveys, they built the confidence to invest more from there. Hard to measure doesn't always mean no ROI! And getting the directional data you need to make decisions doesn't have to be complicated either.

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The Power of Customization with Shopify🔧✨ As business evolves, one thing becomes clear: a single-size-fits-all is just no longer going to work. That's where Shopify stands out on how flexible it is. Shopify certainly isn't anything like anything you have to stay within the pre-made templates or the rigid system. Here, you are granted complete liberty to make your online store as completely customized as you need as per your brand's needs and your vision. From unique designs to tailored functionalities, it lets you build something that truly reflects your business. From additional sales channels to integration with third-party tools and even customizable user experience. Shopify makes it all possible without bringing about any unnecessary complexity. Customize and learn along the way – the potential for businesses looking to stand out. Reach out today, and let’s turn your vision into reality! DM Me for further discussion  or Email at: [email protected] #Shopify #Ecommerce #WebsiteDevelopment #BusinessGrowth #ShopifyExpert #OnlineBusiness #WebsiteFixes #CustomDevelopment

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In this video, we’re going to dive into how to increase profit for your Shopify store. With so many guru’s posting screenshots of overall revenue numbers on Shopify… It’s hard not to get caught up in focusing on top-line revenue... Instead of focusing on what really matters.  Profit.  Now, most videos I’ve seen on increasing profit tend to focus on hacks/tricks to get more sales… We’re going to focus on creating long-lasting meaningful improvements in profit. We’re going to start with the basics and slowly get more complex throughout the video… https://lnkd.in/ehmSeZhF - #shopify #derekstroh

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Shopify Growth Hack #3 - Track Without Pixels - It’s becoming increasingly difficult to track sales on advertising platforms. Here are a couple ways that I track sales on Shopify without pixels. #shopify #shopifytips #marketingtips

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We’ve seen a lot of value in leveraging Shopify for CPG brands, even when they're not ready to sell online yet. One reason we’ve turned to Shopify is its ability to manage and showcase products seamlessly. Even if a brand isn’t selling online, the platform makes it easy to organize product data, highlight content, and provide relevant product information. We’ve also tapped into Shopify’s rich ecosystem to create deeper customer engagement. For example, features like: ➫ Smart product discovery (Rebuy Engine) ➫ Integrated loyalty programs and customer reviews (Okendo) ➫ Customer service (Gorgias) ➫ Interactive user-generated content (Tolstoy) These platforms are simple to implement and provide functionality that would be much harder to manage outside of Shopify. These tools help strengthen the brand-customer relationship and deliver value beyond just a digital presence. Many brands we’ve worked with have plans to go direct-to-consumer at some point. Shopify makes that transition smooth, allowing brands to turn on e-commerce features without needing a major redesign. It’s a great way to future-proof the site, offering flexibility as strategies evolve. Even for brands not focused on e-commerce, we’ve found that integrations like Amazon Buy with Prime, Destini (a subsidiary of SPINS) store locator, and Brij can help facilitate sales through other channels. The website becomes the core hub for product discovery and education, making it easier for customers to find where to buy the product in-store or through third-party platforms. Competitively, even when a brand doesn’t sell online, their competitors may. In 2024, it’s critical to create a site that feels like a DTC experience to stay on par, and Shopify makes that easier to execute. We’ve also helped brands experiment with DTC with strategic offerings—things like gift sets or exclusive products. It’s a great way to get started, create a reason for customers to shop DTC, and shape a strategy for the future. + Video showcases some #CPG brands we've worked with at Barrel and built on Shopify—some DTC, some not!

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🚨You’re living in an uninformed bubble if you’re not benchmarking your marketing performance. TL;DR: 1. Growth is good, but context is key 2. Benchmark against industry standards 3. Understand what good performance looks like The Insights: 1. >>Growth Context<< When I worked at Aritzia, we saw a +20-25% growth in our department. But, we asked ourselves: “How much did the industry grow?” 2. >>Benchmarking<< If the industry is growing by +50% and we’re at +20%, we might be trailing behind. Benchmarking helps us understand our standing in the broader market. 3. >>Understanding Performance<< Clients often ask, “Are we doing well? How many views should we be getting?” It’s about understanding what good performance looks like in your industry. The Impact: 1. Growth is important, but context gives it meaning. 2. Benchmarking ensures you’re not just growing but growing at a competitive rate. 3. Knowing your industry standards helps set realistic goals and measure success accurately. How are you benchmarking your marketing performance? 👇 #MarketingInsight #DigitalMarketing #CompetitorAnalysis

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“We almost broke Shopify.” Early on in ecommerce, Jay Myers launched the first app that helped people sell more on Shopify with The Chive… and Shopify wasn’t set up to handle it. Even Tobias Lütke was tempted to get rid of Bold apps at the time. Fast forward a little bit, and Bold Commerce apps has over 780,000 merchants using their apps, won EY Entrepreneur of the Year, Deloitte Fast 50, and is focusing much more attention on subscription ecommerce. In this episode of the Up Arrow Podcast by Elumynt, Jay and I dig into: ✅ How Jay hacked Shopify’s APIs to upsell on the platform (and almost broke Shopify with The Chive) ✅ What is subscription e-commerce? ✅ How subscription e-commerce impacts purchasing behavior with a shoutout to Fabletics, lululemon, and RH for the great work they’ve done in this space ✅ Positioning your products to secure 100% subscription conversion ✅ The importance of comparing CAC to LTV ✅ How to target niche customer segments ✅ The benefits of partnering with other subscription platforms ✅ Why Jay agrees with Harley Finkelstein about hiring entrepreneurs ✅ The brilliance of the Membership Economy by Robbie Kellman Baxter Plus, as always, we get into a little of the personal stuff as we talk about how Jay has never written a resume and what he “sucks at”. You can watch the video here: https://lnkd.in/gHQhb7yr Also, a special thank you to former guest, Darin Lynch, for introducing me to Jay years ago. #EcommerceGrowth #SubscriptionCommerce #Entrepreneurship #BusinessStrategy #DigitalMarketing #CustomerRetention #StartupSuccess #InnovativeBusiness #LeadershipInsights #B2BMarketing #ecommerce #retail #DTC #podcast

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A prospect reached out who had migrated from Klaviyo to Sendgrid to boost their email performance. But their previous agency didn't truly understand deliverability. The results were disastrous. Inconsistent inbox placement. Damaged sender reputation. Massive loss of revenue. But that's just the beginning. Many agencies claim to be deliverability experts. They lack the deep technical knowledge and strategic skills needed to succeed. They rely on outdated tactics and shallow quick-fixes. These might provide temporary relief but ultimately leave your email program vulnerable. Without a real understanding of authentication protocols, IP warm-up, engagement segmentation, and deliverability best practices, your agency could be sabotaging your success without even realizing it. By the time you uncover the full extent of the damage, it may be too late to recover. But you can make different choices. Partner with a true deliverability specialist. Protect your sender reputation. Maintain consistent inbox placement. Maximize your email ROI. Don't fall for empty promises and half-measures. They will lull you into a false sense of security. Protecting your deliverability requires constant vigilance, deep expertise, and a proactive approach. Anything less is a recipe for disaster. If you're not sure whether your agency is up to the task, it's time to take action. Demand answers. Take control of your email deliverability. The stakes are too high to leave it to chance. DM me to find out if your agency is hurting your deliverability. #EmailDeliverability #EmailMarketing #ProtectYourReputation #Digitalmarketing

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If you're on Shopify in Q4 and want to be profitable: Here's how to increase gross margin immediately. I've audited several multi-8-figure brands in October and one of the biggest mistakes I see is failure to analyze cohort LTVs by product and offer. Brands spend millions testing creative to optimize CPAs for products and offers that bring in lower LTV customers and gross margins. This makes scaling impossible and is THE silent killer of DTC brands. I've just put together a Q4 Profitability Troubleshooting Cheat Sheet for my consulting clients to solve this problem, which allows them to predictably shift budgets to the most profitable products and offers. It walks through exactly: ✅ Why cohorts are the "atomic unit" of eComm ✅ How to perform cohort analysis ✅ Why product breakouts are needed for scaling ✅ The pros and cons of discount codes ✅ How to amplify cohort data with 1st party attribution ✅ The 2 low cost tools you can use to do all this today ✅ And a lot more... One of our clients shifted 40% of their multi-million dollar ads budget to an offer bringing in 3x more gross margin after one of these simple audits. This audit process could be an entire service in itself.  To get access, all you need to do is: 1. Connect with me Ian Lenny 2. Comment '𝗣𝗥𝗢𝗙𝗜𝗧' below And I'll send the cheat sheet straight over. Ps. I’ve spent 1000s of hours with different tracking & analytics setups, this is the best, all with out-of-the-box tools 🎁

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🚀 Holiday Email Marketing Check-In: Is Your Account Black Friday Ready? With Black Friday around the corner, your Klaviyo account’s readiness is crucial. If recent campaigns aren’t hitting click rates or engagement targets, it might be time for some strategic updates. Here’s what I’m seeing as the top opportunities: 1️⃣ Segment Optimization If you have a sub-1% click rate on recent emails this could mean it’s time to revisit list and segment strategies. By focusing on highly engaged segments, we can target those who are most likely to engage, improving results on your upcoming holiday campaigns. 2️⃣ Deliverability Health If your current deliverability score is low, this could impact inbox placement for those high-value emails during Black Friday. It's not the best time for targeted re-engagement and list cleanup, but focusing on your highly engaged contacts now could give your campaigns a big boost in reaching your customers’ inboxes right when it counts (Black Friday). 3️⃣ Strategic Preparation for Holiday Sends As mentioned above, for the lead-up to Black Friday I’d suggest leveraging a “highly engaged” segment for your one-off campaign sends. This not only helps improve deliverability but also increases the likelihood of reaching inboxes, ensuring that your best offers get the attention they deserve. If you’d like to chat strategy and refine segments ahead of your Black Friday sends, or if you want some 1-1 advice, feel free to send a DM! #EmailMarketing #Klaviyo #Deliverability #BlackFriday #HolidayCampaigns

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How Shopify Rose from Rejection to E-commerce Giant In 2004, Tobias Lütke and Scott Lake wanted to open an online store for snowboarding gear but found existing e-commerce platforms lacking. Frustrated, they decided to build their own solution. - Their initial idea faced numerous rejections from potential investors - Undeterred, they launched Shopify in 2006 to empower other small businesses - They focused on creating an easy-to-use platform, gaining traction with entrepreneurs - Overcoming early struggles, Shopify grew rapidly, becoming a leading e-commerce solution Tobias and Scott's story highlights the power of resilience and innovation in transforming an idea into a billion-dollar business. #StartupStory #Shopify #Ecommerce #Entrepreneurship #BusinessSuccess

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Quickest way to give your paid media a performance boost: Give your landing pages a good Conversion Rate Optimization (CRO) analysis and pair that with a corresponding Quality Score effort in your paid search channels. Instant ROI.

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Let's talk about Shopify's Average Order Value. You know how we all rely on it? Well, it doesn't tell the whole story. So I made this little tool to track order values in different price buckets. Introducing ShopInsight V0.3 Here's why I think it's cool: - You can see which price ranges are driving your sales - It shows trends you might miss just by looking at the average - Makes it easier to figure out where to focus your efforts - Helps you design offers based on where you're getting the most sales. We've been using it for a while now, and it's pretty eye-opening. Anyway, some of you might find this useful too. If you want to try it out, comment "bucket" below and I'll send you the code. It's nothing fancy, but it gets the job done.

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If you want to progress in your DTC business doing busy work will not bring you there. Here are some examples of common time wasters. Busy work: → Staring at your Ads manager all the time → Constantly checking your conversion rate → Thinking about your Shopify AOV Work that actually moves you forward: → Creating UGC briefs and producing the videos → Implementing a hypothesis of how you can improve your main landing page CVR → Figuring out how you can upsell your customers and actually doing it Stop doing busy work and actually do shit.

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