Success stories: the storeless millionaires

As I sit here in shorts and a t-shirt, watching an 80º California summer day melt into a 75º California night, I feel only one thing The anxiety that I am already behind. For many of us, the 20 days from November 29th to December 19th (USPS’ last day to ship for guaranteed Christmas delivery) represent 50% or more of our total annual revenue. With those days now looming…

This extensive holiday strategy includes research from over $50M in advertising spend, $200M in revenue, and average ROAS lifts 2X. It also features original contributions from some of the world’s leading DTC brands and growth experts. But more than anything, I hope it contains peace. Peace from the fear, anxiety, and visions of missed deadlines. Peace that comes from not going at it alone. Peace in knowing that you’ve not only planned well but executed to perfection.


That placement was Instagram Stories.

Instagram Stories are a form of media sharing that last only 24 hours from the time of posting. In addition, Stories only appear on profile pages and at the top of followers’ feeds as highlighted rings around a profile pic. Despite non-feed placement, IG users have adopted Stories more rapidly than other recent releases. And, for brands, Stories drive engagement far out of proportion to where they appear:

Every year, we start by reviewing our data from previous BFCM campaigns to recap what worked well and what didn't. For example, IG Stories worked very well last year and we noticed that our most successful brands tend to boost acquisition spend in October and focus almost entirely on retargeting BFCM content throughout November. Then we'll consider new opportunities to incorporate into our strategy, such as Facebook’s new Asset Customization options for Placements as well as Campaign Budget Optimization (CBO).

Facebook Metrics: Your Ideal Holiday Ad Dashboard

The idea behind our holiday strategy is to drive cheap (but qualified) traffic prior to BFCM. Then, reap the rewards of converting that traffic during the sale. Arguably, the most important part of a successful Facebook ad campaign is being able to accurately measure success. Emphasize creative testing during this time to find ads that will drive the lowest CPC and highest CTR. Continually test and iterate on best-performing ad creative to find the winners ahead of Black Friday. If your creative is not captivating or thumb-stopping enough, you may have trouble getting new customers to your website.

Everyone loves to compare themselves to industry benchmarks when answering the first question. Data we compiled with Klaviyo puts it at $4.17. But, there are so many variables between brands, that — except comparing it to the average value of a follower — it’s an almost worthless data point. Instead, let’s talk about the other two questions and frame them around payback period: the time between paying to acquire email addresses and generating revenue from them. The second question is easy.

First, you may think and also hear that email marketing is dead and a common concern for many people to run their marketing strategy. But that is not true! Email marketing is not dead and still strong until now if you can combine it with a good strategy. 


The Magic of Email Marketing. 


Well, a very frequent question is, how effective is using Email Marketing? 


Based on online media reports, 40% of B2B companies use email marketing as one of their tools and drive the impact of their marketing success. For millenials, 73% also prefer to use email marketing as their way to communicate in business. And surprisingly, 99% of customers check their email every minute, it is by far the most preferred way to get updates from brands.


Email marketing has been around for so long  and it continues to drive significant results for small businesses across the country.


If we are talking about what are the benefits of email marketing. The first thing that pops up in our mind is cost-effectiveness because if we compare it with traditional marketing, yes it is! Email marketing also provides an attractive return on investment (ROI). But, here are some of the magic that happens if you keep striving to grow your business with email marketing:


  1. Drive more conversion, All you need to do is start to develop an effective communication strategy. By crafting well-written emails that end with clear call-to-action. So you can encourage your customers to take action in the buyer’s journey.
  2. Allows you to automate your sales cycle. Your business can use email automation tools to develop email drip campaigns. Example, if the customer visits your pricing page but then leaves your site, you can reach back out to them through an automated message.
  3. Increase traffic to your website. You can link to relevant site content within your email message or craft a compelling CTA that asks them to head back to your site to take a specific action. One trick that you can apply is to use a colorful button. This makes it as easy as possible for readers to take notice of your CTA and make their way back to your website. Have you tried it?
  4. The easiest way to track and measure your customer. Obviously you can see how many people are opening, reading and clicking through your email content. It also can determine whether your campaign is successful or not.
  5. Last but not least and most powerful funnel of every product or service is AWARENESS. Help you to build your brand by getting your email message into the inboxes of your potential customers. It takes consistency in your communication with customers, because someday they will be looking for you!

If you explore more about the magic that email marketing can bring to your business, it seems like it will never end! This powerful digital marketing tactic allows businesses of all sizes to reach and engage their audience, wherever they may be.

Categories Bite-size knowledge