PPC - will THIS change everything AND DTC Live at Royal Ascot

Hello Linked In,

Have you got your hats ready??

Royal Ascot is fast approaching and we have just THREE places left for our summer social on 21st June 2024.

Over the last few years we have had over 250 people from leading brands such as Tails, Hairburst, Absolute Collagen, Adobe, Balance Me, Moju Drinks, Spacegoods, T M Lewin and many many more, along with VC firms, ecom tech, along with our charity partners, Child Bereavement UK and The Kings' Trust.

Like every event hosted by DTC Live, our summer social at Royal Ascot is a great day to make valuable connections.

DM or leave a comment below if you’d like to come, and we will do our best to accommodate those within our community as a priority!?

In other news, I was thrilled to be a guest on the ChaChing podcast recently, where I discussed my journey from journalism to digital commerce with Joel Williams. ChaChing is known for its focus on innovative solutions and channels, providing customers with instant cash rewards in real-time. It’s a platform that truly aligns with our commitment to innovation and saving brands time and money.

During the podcast, I had the opportunity to share my story, discussing the transition from a traditional journalism background to the world of e-commerce and digital marketing, Tiktok, and our Tiktok first media channel Biz Kids, which has exploded in the past few months (more on Tiktok acceleration next week).?

We delved into the challenges and opportunities in the industry, the importance of staying adaptable, and the future trends that are shaping the e-commerce landscape.

It was a great experience to talk about the evolution of the e-commerce industry, and the marketing strategies that drive success. You can find the episode?here.

Now onto today’s topics?

??Is there an iceberg ahead for PPC?

?? How to consistently stand out in a crowded inbox?

??Why might 58% of your customers be frustrated and TOP TIPS to improve customer satisfaction.

??How to engage your consumer post-purchase (it has a 100% open rate)

Is there still an iceberg ahead for PPC?

A year ago in this newsletter, we published an article called ‘Is there an Iceberg Ahead for PPC?" to highlight potential challenges in paid and organic search.?

Today, we are going to revisit this topic in light of recent advancements in AI that demonstrate exactly what we predicted a year ago, and could significantly impact how brands attract traffic from Google.?

Recently, Google announced a significant update to its search functionality: AI Overviews. This new feature aims to enhance user experience by providing detailed, citation-backed answers directly within the search results, reducing the need to click through to individual websites.

Check this Tiktok from All In Tok, which can be found here and showcases the new Google layout in action.?

• Google’s AI Overviews will offer direct, step-by-step guides for queries, complete with necessary citations and links.
• For example, a search for "How do you clean a fabric sofa?" will now present a detailed guide rather than a list of links.
• This feature is available through Gmail accounts on labs.google.com, but not yet for domain-based Google accounts.
• The integration of AI Overviews aims to address user concerns by preemptively providing comprehensive answers, potentially reducing dissatisfaction with search results

This shift poses a significant question for brands that rely heavily on Google for traffic. How can they maintain visibility and traffic when users receive comprehensive answers directly on the search results page?

As highlighted in the TikTok video, this change is part of a broader strategy by Google to improve search functionality and user satisfaction. However, I cannot see any other outcome than this leading to fewer clicks on traditional search results, challenging brands to rethink their strategies.

What do you as a Brand Need to Consider

1. Evaluate the Impact: Conduct a thorough analysis of how AI Overviews might impact your traffic. Look at search queries relevant to your business and assess how the presentation of direct answers could affect click-through rates.?

2. Diversify Your Traffic Sources: With TikTok emerging as the second largest search engine, building a robust presence on this platform is crucial. Leverage TikTok’s dynamic content and user engagement to reach a broader audience.?

3. Enhance Content Quality: Focus on creating high-quality, engaging content that can stand out in an AI-driven search environment. Content that is rich, informative, and highly relevant will continue to attract user attention, even in a landscape dominated by AI Overviews.?

4. Optimise for AI Search: Adapt your SEO strategies to ensure your content is featured within AI Overviews. This might involve optimising for specific keywords and ensuring your content is structured in a way that AI? can easily understand and display it.

5. Stay Informed and Agile: Keep an eye on ongoing changes and updates from Google. Being informed allows you to quickly adapt your strategies to align with new developments.

Check out the full TikTok below to learn more.?

How to consistently stand out in a crowded inbox

Why do certain emails make you want to click while others go straight to the bin? Email marketing is one of the best ways for connecting with your audience and driving sales. But with the rise of spam and phishing emails, building authenticity and trust is more important than ever.?

With the average person receiving over 120 emails per day, it’s harder than ever for businesses to stand out and make a genuine connection with their audience. Authenticity and trust can set your emails apart, helping you establish strong relationships with subscribers and increasing the chances of engagement and conversions.

So how else can it benefit your brand??

• Increased open and click-through rates: Subscribers are more likely to engage with emails from a trusted source.
• Improved brand reputation and distinguishes you from competitors.
• Higher conversions and better customer retention as strong relationships foster loyalty and retention.

We spoke to Underground Ecom to give us their TOP TIPS for when it comes to building authenticity and trust in Your Email Marketing:?

1. Zero-Party Data Collection Through Pop-Ups:

Collecting zero-party data via an initial website pop-up enhances customer-brand relationships. For example, a beauty brand might ask visitors about their skin type or beauty concerns. This personalised approach makes interactions more relevant and builds trust as customers see their preferences reflected in future communications.?

2. Personalisation and Segmentation:

Tailoring your messages based on customer behaviour and preferences is key. Segment your email list into specific groups, like frequent buyers or cart abandoners, and send personalised offers and content. This not only boosts relevance but also aligns your brand with customer values, enhancing trust and loyalty.

3. Consistency in Branding and Messaging:

Ensure every email reflects your brand’s identity and tone. Consistent visual elements and a unified voice create a cohesive brand experience, making your communications instantly recognisable and trustworthy. This familiarity breeds trust and can lead to higher engagement rates and conversions.

4. Transparency and Honesty:

Be clear about what subscribers can expect and how often they will hear from you. Avoid clickbait or misleading subject lines, as these can damage your reputation and trust. Honest communication helps prevent your emails from being marked as spam and fosters a positive relationship with your audience.?

5. Prioritise Deliverability and Inbox Placement:

Keep your email list clean and follow best practices to improve deliverability. Use proper email authentication methods and avoid spam-triggering language. Clear, honest communication increases the chances your emails will be delivered and welcomed by recipients.?

6. Continuously Educate and Inform:

Position your email campaigns as a valuable resource by sharing insightful articles, industry trends, how-to guides, and best practices. Providing valuable content helps establish you as a trusted advisor, keeping subscribers engaged and informed.

7. Provide Value and Solve Problems:

Send emails that are informative, helpful, and relevant. Whether it’s educational content, tips and tricks, or exclusive offers, providing value positions your brand as a trusted source and strengthens your relationship with your audience.

8. Use Social Proof:

Include customer reviews, testimonials, or social media mentions in your emails. Social proof shows that others trust and value your brand, making subscribers more likely to do the same.

Want to learn more? Check out undergroundecom.com

Why might 58% of your customers be frustrated and TOP TIPS to improve customer satisfaction

?What’s triggering your customers’ anger? Have you ever felt the frustration of a delayed online order, an automated response from customer service, or unexpected charges for lost items? The frustration is real, and it can be infuriating.?

In 2022, companies lost a staggering ￡1.25 trillion due to customer churn, often because consumers felt neglected. Retaining existing customers is crucial since 80% of a company’s future revenue will come from just 20% of its current clients.?

So we asked our friends at One Pilot for their insights on how to handle angry customers effectively.?

The first step is to understand the customers’ anger. Which of the following is the reason??

1. Shipping Delays: Delays disrupt plans and decrease trust, especially if frequent. Timely, reliable deliveries are vital in today’s competitive market.
2. Misleading Product Descriptions: These create a gap between expectations and reality, leading customers to feel scammed. Transparency in product listings is essential.
3. Hidden Fees: Unexpected costs appearing at the end of a purchase journey can make customers feel deceived.
4. Technical Issues: Problems like bugs, UX design flaws, or double charges need quick action to prevent escalation.
5. Lack of Consideration: Ignoring customers or leaving them on hold can fuel frustration, so prompt and attentive service is key

And as for One Pilot’s Recommendations…

1. Don’t settle for "good enough": A single negative experience can make 58% of customers lose trust in a brand. Aim for top-tier customer service to avoid this.
2. Act quickly and be present online: Immediate responses can prevent public complaints. Address negative feedback honestly and offer solutions like vouchers or refunds if necessary.
3. Allow space for complaints: Let customers vent their frustrations and listen actively. Show understanding and ask open-ended questions to uncover their concerns.
4. Leverage empathy: Empathise with customers and acknowledge your company’s accountability. Be transparent about issues and set realistic expectations.
5. Stay informed about client information: Knowing and using a customer’s name can help calm anger. Ensure complaints are documented and shared across your team to avoid frustration.
6. Keep clients updated: Follow through on resolutions and keep customers informed of any changes. Regular updates can build stronger bonds with clients.
7. Anticipate and be proactive: Identify at-risk customers before they complain. Reach out proactively to those who haven’t been contacted in a while or encountered previous issues.
8. Invest in your team: Train your agents with the tools and techniques to handle various situations. Practise emotional control and remind agents not to take client frustration personally.

Want to learn more? Check out onepilot.co.

How to engage your consumer post-purchase (it has a 100% open rate)

Often brands want to add a personal touch to their packaging, writing hand-written notes, thanking customers for the purchase, hoping they will turn into repeat customers.??

However, this can be time-consuming and unscalable, not to mention the question of whether it even converts repeat customers? ?

In D2C, the post-purchase experience is as crucial as the initial sale. High acquisition costs, low email engagement rates, and competition for customer attention mean that retaining customers is more critical—and difficult—than ever.

The key to a fully successful post-purchase strategy is consistency across all channels. Whether it's through email, SMS, or the physical packaging itself, your brand's message should be clear and unified.

What are the post-purchase touchpoints??

Order Confirmation

It should start off with an order confirmation and a little message to say thank you, on the web page and via email.

The Waiting Period

After the customer waits patiently for their package, they are eager to know if it looks just like the image they saw online. Although many customers are simply happy with receiving the exact item they ordered, what about the added experience?

Unboxing Moment

Allow me to introduce you to Penny Black - their platform allows you to turn your unboxing moment into your highest-converting touchpoint. Their personalised inserts make every unboxing moment a chance to cement the brand-customer relationship further and increase repeat purchases by as much as 11%.

How can inserts be an effective way to engage consumers post-purchase????

It Reduces High Acquisition Costs

Optimise your customer acquisition strategy by focusing on the unboxing moment as a high-intent channel and send inserts that ask loyal customers to refer their friends. Once acquired, maximise their value by creating more memorable unboxing experiences that encourage repeat purchases.

It Boosts Low Email Engagement

Complement your email marketing with physical inserts. With only 18% of emails getting seen, a well-placed insert in your packaging ensures 100% open rates and higher engagement.The inserts can motivate customers to opt in for emails through an easy-to-scan QR code.

It Increases Lifetime Value (LTV)

Use personalised inserts to cross-sell and upsell related products or to motivate shoppers to subscribe and save. Highlight relevant products based on previous purchases to increase average order value and encourage loyalty.

How to Differentiate Your Inserts

Welcome Campaigns: Kick off the relationship with a thank you note, making customers feel valued and part of the brand family.

Educational Content: Share content that enhances the customer's experience with the product, whether it's tips, guides, or related articles.

Social Media Engagement: Encourage customers to engage with the brand on social media, extending the conversation beyond the purchase.

Discount Campaigns: Offer personalised discounts on future purchases to motivate customers to come back.

Reviews and Referrals: Ask your happy customers to spread the word, leveraging their positive experiences to attract new customers—share on Instagram/TikTok with a specific hashtag or post directly to your website.

Cross-Selling: Recommend products that complement what customers have already purchased, making the suggestions feel thoughtful and tailored.

Remember to follow up via email! Whether that’s to ask how they are getting on with a new product (ensure the timing is relevant, e.g., for products like collagen, that’s usually 3 months), make recommendations, and offer a discount, it is important to always stay at the top of your consumers’ minds.

Want to find out more? Check out pennyblack.io. With Penny Black, you can invest a few pennies more in your packaging and see between ￡1.60 - ￡3.30 additional revenue for every package you send, effectively turning your unboxing into a segmented, personalised revenue-generating touchpoint.

That's it for this week!?

Thank you for reading :)?

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We'll be back with more growth strategies and insights for eCom and tech brands next week.

Tash?