🔥 Ready to dominate Q4 ad strategies? Here’s this week’s must-know news! 🔥

🚀 High-Production Video Ads: Investing in high-quality, cinematic-style videos is the new go-to for premium products. Creatives that tell a story don’t just sell—they resonate. Stand out with storytelling this season! 🎬

💥 Casper disrupted the mattress game with a direct-to-consumer model, digital marketing, and free trials. More below 🛏️💸

📈 Google Ads Data Change: Heads up! Starting Nov 13, historical data will be capped at 11 years. Don’t risk losing valuable insights—download your data now to keep your campaigns sharp! ⏳

💸 Sonos’ Reddit Strategy: Engaging with customers directly on Reddit turned complaints into loyalty. Forget traditional customer support—try community-driven engagement to build trust and retention. 🗨️

What to expect from this Newsletter? As always…
👉 The Top Relevant News of the Week in Ecom
🔥 The Thought
🧨 The Success Story
😈 1 CRO Tactic to Advance to PRO
😁 1 Reason to Smile

THE THOUGHT - 10 Seconds to reflect…

Retention Over Acquisition 🚀 

Too many brands still focus solely on customer acquisition — but what about retention?

Integrating growth and retention strategies is the real key to maximizing Lifetime Value (LTV).

Are you aligning your growth and retention teams, or are they operating in silos?

If not, you’re leaving serious revenue on the table.

Netflix’s retention breakthrough back in the days came from identifying a single, actionable “North Star Metric”: getting users to add three DVDs to their queue.

Nowadays their main goal is to have at least 18 hours of content watched per month on each account. This reduces their churn close to zero, boosting retention.

What’s yours? 

Every successful brand has a key metric driving growth—be it repeat purchases, customer retention rates, or average order value. If you haven’t identified yours, you’re flying blind.

The lesson? Find that metric, and align your strategy around it. It’s the fastest path to predictable growth

Remember, acquiring a new customer costs five times more than keeping an existing one. It’s time to prioritize personalized offers, loyalty programs, and proactive customer support. 💸

THE SUCCESS STORY - What leaders do…

Casper’s DTC Success Story 🛏️

Launched in 2014, Casper didn’t just sell mattresses—they redefined how people shop for them. Their strategy wasn’t just about providing a better product; it was about transforming the entire buying experience. Here’s how Casper disrupted the $16 billion mattress industry and became a leader in DTC:

Simplify the Complex 🌐

Casper saw that mattress shopping was a confusing and overwhelming process for consumers. Their solution? Simplification.

• One High-Quality Mattress: Casper initially offered just one mattress model, eliminating choice overload.

• Clear Messaging: Marketing materials used straightforward, jargon-free language, making it easy for customers to understand.

• Transparent Pricing: No hidden fees or sales tricks—what you see is what you get.

This approach resonated with consumers fed up with confusing showroom experiences. The result? An easier, more confident purchase decision. ✔️

Leverage Digital Marketing 📲

Casper didn’t just rely on word-of-mouth—they took digital marketing to the next level.

• Content on Sleep Health: By creating engaging, informative content about sleep wellness, they educated and engaged their audience.

• Social Media Engagement: Through strategic campaigns on platforms like Instagram and Facebook, Casper built a strong online community.

• Targeted Ads: Casper invested in precise, data-driven advertising that reached potential buyers efficiently.

By going all-in on digital, Casper reached its target audience where they were already spending their time—online. 🎯

Prioritize Customer Experience 🤝

Trust is crucial in e-commerce, especially when buying big-ticket items online. Casper built customer trust with:

• 100-Night Risk-Free Trial: Customers had over three months to decide if the mattress was right for them.

• Free Shipping & Returns: This eliminated the hassle and fear of buying a mattress online.

• "Sleep Specialists": Casper’s dedicated support team answered customer questions, making the experience feel personalized.

These initiatives turned skepticism into confidence, helping Casper turn one-time buyers into loyal customers. 💯

Innovate Beyond the Core Product 🚀

Casper knew that growth required more than just selling mattresses. They expanded their offerings to include:

• Bedding Accessories: From pillows to sheets, they captured more of the sleep market.

• Dog Beds: Because sleep matters for pets, too!

• Sleep Tech: Introducing products like smart lights and devices for better rest.

This diversification increased customer lifetime value and positioned Casper as a holistic sleep brand. 💤

Adapt to Market Changes 🔄

As the online mattress market became more competitive, Casper evolved.

• More Mattress Options: They introduced new models to cater to different sleep needs.

• Physical Retail Stores: Casper opened showrooms, providing an omnichannel experience.

• Retail Partnerships: Collaborations with traditional retailers expanded distribution and visibility.

By staying flexible and responsive to market shifts, Casper maintained its lead in the competitive DTC mattress space. 📈

👉 The lesson for e-commerce entrepreneurs? Simplify the buying process, leverage digital marketing, deliver outstanding customer experiences, and be ready to adapt. That’s how you disrupt traditional markets and build lasting success.

CRO TACTIC - Advance to PRO…

Massive Engage List 😛 

Using ManyChat’s Comment Growth Tool, you can significantly increase Facebook bot subscribers by converting post interactions into active subscribers. Here’s how it works: when users comment on a designated post, they automatically receive a message from your ManyChat bot. If they respond to this message, they’re added to your subscriber list—creating a new, highly interactive communication channel.

Step-by-step explanation:

1. Choose a Popular Post: Select a well-performing post on your Facebook page to activate the Comment Growth Tool. Make sure it’s relevant and encourages user interaction. Pro-tip: use viral Reels to do it.

2. Set Up ManyChat: Configure ManyChat to send an automatic message to users who comment on this post.

3. Monitor Responses: As users reply to the bot’s message, they’re automatically added to your subscriber list, expanding your audience.

Example:

Let’s say you manage a fashion brand and want to use ManyChat's Comment Growth Tool to engage users during a product launch. You post a striking image of your new collection on Facebook and activate the tool. You incentivize users to comment a specific word for a “bonus”. When fans comment, they receive a personalized message from your bot, offering the bonus and more details about the launch and a special discount for subscribing.

Pro tip: keep the communication consistent by training your AI Chatbot to answer questions about your products and on how to apply coupon codes, discounts, etc.

1 REASON TO SMILE

Croctober and Crocs 4 Pets…

Have a great week,

Luca Borreani from Behind EcomAI