Jamie Watkins’ Post

DTC brands will waste $10000’s this BFCM. On one channel. SMS. The way most brands look at it is inherently wrong. “It’s a promotional period so let’s send it to EVERY SMS subscriber.” Maximise revenue earning potential, right? Wrong. Look at the engagement data for your SMS subs. A large % will have never clicked on a message. A large % will have signed up months ago & never purchased. The incremental lift from including everyone in your SMS sends is likely small. For the most part, you’ll just be spending boatloads more, for a measly ROI. Be smart with your SMS segmentation. And save yourself a few quid in the process.

Now that Q4 is in full effect, DTC brands (should) be gearing up for BFCM. But 90% of them will do it wrong. So to help you fall into the 10% of brands doing it right, here are the main things you need to consider when mapping out your BFCM strategy. Consider the following: - BF early access date - BF start date - BF end date - CM early access date - CM start date - CM end date - Offer(s) (including tier ups or tier downs as time goes on) - Segmentation (who will receive what offers and when) - Email schedule - SMS schedule - BFCM themed opt-in forms - BFCM themed flows - Products to prioritize

I analyzed the 2023 BFCM performance for 9 brands. I wanted to answer 3 critical questions: - How long the BFCM promo run? - How much did spend increase for the promo period vs. pre-promo? - What was the ROAS lift for promo vs pre-promo? Here are 3 key benchmarks you should factor into your BFCM planning. 🗓️ BFCM Promo Length 🗓️ How long did the promo run? Benchmarks: - Median: 23 days - Longest: 61 days - Shortest: 4 days Key takeaway: - Opt for longer sale periods to nurture buyers & allow ads to scale 💸 BFCM Spend Growth 💸 How much did daily avg. spend increase for the promo period vs. pre-promo? Benchmarks: - Median: 124% - Highest: 714% - Lowest: 64% Key Takeaway: - Plan to at least double daily spend for BFCM if running a longer promo 📈 BFCM ROAS Lift 📈 What was the ROAS lift for promo vs pre-promo? Benchmarks: - Median: 37% - Highest: 119% - Lowest: -25% Key Takeaway: - BFCM is more about volume gains than efficiency gains. Plan accordingly. --- DTC operators - did any of this data surprise you?

Super practical insights for the upcoming BFCM - we'll definitely recommend our clients to consider. Also, Jamie and his team are launching a complete BFCM course on September 26 - I'm sure it will be packed with useful insights.

We reviewed over 500 brands BFCM strategy, here are the benchmarks. There's been a massive shift in how top DTC brands approach BFCM. What used to work (like last-minute blasts) isn't effective anymore because: 1. Inbox fatigue is real 2. Competition is fiercer than ever What customers want: Early access and consistent communication. Starting early and maintaining a steady cadence is the goal with your BFCM email strategy. Customers want to plan their purchases and feel like they're getting exclusive deals. So you need to optimize your email campaign in two key ways: 1. Timing: Start earlier than you think Industry data shows the average start date for Black Friday campaigns is November 19th - that's 5 days before actual Black Friday. This early start gives customers time to browse and plan their purchases. It also gives you a chance to beat your competitors to the inbox. 2. Frequency: Increase sends during peak day Top-performing stores send an average of 22-30 emails in November. During peak BFCM days, they ramp up to 3 daily sends. This keeps your brand top-of-mind without overwhelming customers. Key takeaway: Your BFCM email strategy isn't just about discounts. It's about creating anticipation and maintaining presence throughout the shopping season. What's been your most effective BFCM email tactic? Share below 👇

Most brands treat BFCM as a race for transactions. But smart brands? They turn BFCM into a loyalty engine. Enter: RFM analysis. Here’s how to use Recency, Frequency, and Monetary value to win this BFCM: /1 What is RFM? • Recency: How recently someone bought • Frequency: How often do they buy • Monetary: How much they spend Segment customers based on these factors to tailor your engagement strategy. /2 Why it matters during BFCM Not all customers are created equal. Some need a nudge; others deserve VIP treatment. Examples: • For ‘sleepers’ (inactive customers): Send a heartfelt plain text email from the founder • For VIPs: Give early access, personalized deals, or special perks /3 Subscriptions require extra care • If your subscribers see better deals than what they’re already getting, it could lead to frustration—and unsubscribes. • Preemptively address this with messaging that makes them feel seen and valued. /5 Why plain text emails work: • Everyone is bombarding inboxes with flashy emails. But plain text cuts through the noise—it’s direct and personal. • A quick email saying, “We appreciate you” can go a long way, especially for sleepers. /6 The RFM game plan' • Segment your customers • Tailor communication for each segment • Use plain text emails for heartfelt messaging This BFCM, don’t just chase sales. Build relationships. Turn one-time buyers into loyal fans. Thoughts?

Check out today's ADWEEK article featuring Jill Campbell on how General Merchandise brands can stand out! "Anytime things get noisy—whether that’s Black Friday, back-to-school season or during an election year like this year—marketing spend decisions become even more important as the likelihood of wasting dollars is higher when there is more competition over mindshare." "Now, more than ever, brands should invest in true performance marketing tactics, particularly item-level promotions, to drive purchase decisions and spark incremental sales." "In fact, when a leading toy brand implemented item-level offers, over 95% of shoppers chose its product over a competitor, with 16% of those shoppers being either new to the brand or converted from a competitor."

Alert! Crazy Coupon Lady Support Post. ha ha ha Jill Campbell in the article posted on ADWEEK highlighted the effectiveness of item-level promotions for brands across diverse sectors. She emphasized how such promotions can cut through the noise of busy seasons, meet consumers at the point of purchase, and drive measurable results. As someone who worked with various CPG retailers on creating and successfully launching Loyalty and Personalization coupon tactics through print and digital channels, these promotions truly serve as beacons of value, guiding consumer choices and fostering loyalty. Also to note, cash-back offers, especially when available both in-store and online, enhances the omnichannel experience and attract shoppers seeking savings. Admittedly, this strategy may not always be possible due to budget restrains in the short-term but the long-term win may be worth the risk. I definitely encourage the use of coupons, when necessary and love when influencers spread the word. #MarketingStrategy #ConsumerBehavior #CutThroughTheNoise #SalesTactics #BrandLoyalty #ConsumerEngagement #InfluencerMarketing

How Brands Can Stand Out When Things Get Noisy and Crowded

You’re lying to yourself if you think throwing up a standard A/B test on your pop-up and Welcome Series flows are “optimizing” them. It’s not. I’ve talked to hundreds of DTC brands over the past couple of years, and the amount of them that haven’t even considered putting actual resources behind testing them baffles me. Time and time again, I’d hear “Oh yeah I’ll get back to it. It’s on my to do list”. I don’t get it. These levers can drive as little as 15% to as much as 50% of your brand’s revenue. Plus, it isn’t even a huge lift. There are so many tools that can track and report different tests’ efficacies for you. There’s really no excuse. I just want to see DTC brands win. That’s all. What else do you feel DTC brands neglect?