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BFCM 2019 email marketing stats and lessons learned

BFCM is over and we’re excited to share with you what we learned this year. Ahead of the Christmas rush, we believe these insights will help you get better results from email marketing especially.

The week leading up to Black Friday was a wild one – I’m sure for you as well – but it gives us an understanding of people’s buying behavior better than any other time of the year.

The secret ingredient of truly relevant emails

We doubt that there’s an ecommerce marketer who’d deny the importance of customer segmentation for email campaigns. When we have so much first-party data on user behavior, of course we’ll use it to give them a better experience and more relevant products!

However, there’s one additional layer of data that most ecommerce brands overlook and it leaves their email marketing somewhat personalized but not enough. A customer gets a message like this one:

“Hey, Dimira,

Need sparkly heels for that dress you got? We got you covered!”

And wonders: “I got this dress 3 years ago for a wedding and it’s definitely out of style by now…It doesn’t even fit me anymore, why would I need the heels?”

A sale lost right there.

Why?

Because the brand didn’t pay attention when the action was taken.

Successful DTC brands: Not unicorns but $10 Million ponies

The future of consumer goods and ecommerce is not unicorns. It’s niche $10M ponies.

Bonobos, Glossier, Casper – we have heard all about those darlings of the consumer goods space. Investors love them as they love any disruptors – venture funds specializing in direct-to-consumer (DTC) brands are popping up in Europe and the US.

Forerunner Ventures alone raised $360M to invest in those companies. DTC brands (also known as DNVB – Digitally Native Vertical Brands) are the hope and future of a stagnant market. For a bit, it seemed like consumer brands are following in the steps of SaaS, shooting for the stars.

Can DTC be the new SaaS or gig Economy? Can the new AirBnB be a mattress, razors or underwear company?

Yes and no.

Ecommerce benchmarks for beauty brands

Beauty is one of the sectors where direct-to-consumer brands are taking a lead. The traditional market for cosmetics seems to be lacking in variety and accessibility while customers want more and better solutions for their beauty needs. Direct-to-consumer democratizes the access to specialized products, high-end makeup and natural products, to name a few consumer trends to watch. This is why we have every reason to believe more and more DTC beauty brands will be successful.

To help smaller brands get there, we gathered data from the beauty brands we work with on a daily basis to make key ecommerce metrics benchmarks available.

What you can steal from subscriptions without offering one

Some subscription-based brands have exploded to stardom: Harry’s, Dollar Shave Club, BirchBox, ipsy, Trunk Club, BarkBox, etc. not to mention Amazon Subscribe and Save.

You probably also want to reap the goodness of customer love as they do, but cannot offer subscriptions for some reason. We get it! Not all products and brands can immediately get thousands people on board paying monthly. Or because your customers buy at very different time intervals (you can monitor time between orders with Metrilo’s retention analysis).

Native’s tactics: what the DTC cosmetics brand did to succeed

Native is one of the few wildly successful DTC brands that got acquired – by no other but Procter & Gamble for the incredible sum of $100 million in cash only 2.5 years after launch. They had only one product at the time of the acquisition and 8 employees.

We are insanely happy to have shared Native’s journey from 0 to hero as their trusted analytics platform. Native’s founder Moiz Ali, who now is on our advisory board, doesn’t hide he uses Metrilo daily and this level of control over the business performance helped hugely to get where they are today.

That’s why we’d like to go over the tactics that Native used, the concrete focus points that brought them success.

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