And we’re back with ep 2 on single product stores.

Thought it was a good mention, especially since we onboarded one a week ago.

I’m going to walk you through the initial ‘problem’, and how we subsequently got around that.

Hopefully, this will be helpful in understanding our thought process!

The Initial ‘Problem’ (On First Look)

With single product stores, the headache goes down if the product being sold is replenishable.

In this case, it was not, and used in incredibly specific scenarios like birthdays, weddings, graduations.etc

It felt like a one and done product, since you don’t expect someone to get wedded twice (in most ideal situations 😂).

This also meant that most of our post-nurture sequences were going to be useless… right?

And it also likely means we’re only able to send out so many campaigns, before exhausting all possible angles and diving into list fatigue.

The ‘Problem Solved’ (On Second Look)

And then we realized, we were looking at it too granularly - of course it wasn’t going to be the same as a standard brand with multiple SKUs (I mean duh right 🤦).

First priority: First party data over revenue

And that meant scraping the generic discount pop-up, and instead replacing it with one that asked for:

a) Event type - weddings v birthdays v graduations
b) Event date
c) Location/Geo

The client was certain that 70% of users are using it at weddings but he’s never actually asked.

So… What if he’s wrong?

a) Event type: Not only gives us perspective, but also allows the client to tailor ads to resonate more with the correct buckets of audiences (impt: because of the amount they’re spending on ads | hot tip - your retention agency should NOT only care about ‘retention’, but full funnel).

Additionally, it also allows us to tailor our flows to the right audiences, increasing the likelihood that they’ll convert.

b) Event date: A sneaky little trick, but we plan on sending some emails RIGHT before the event, to share their excitement. This keeps us top of mind, as well as increasing the likelihood of repurchase or recommendations to friends.

c) Location/geo: Something we’re going to test out, and likely a work in progress. Our thought logic here is that what if based on geo, we sent emails based on that geo’s main language? (our hope is that this will raise conversion rates)

Lots more strategies we’re going to test out, but I hope this gives you a little insight into our thought process, as well as how stepping back can do you good.

We tend to get so caught up in the weeds that we miss the most obvious blind spots, and this is a perfect example.

And that’s a wrap!

If you’re looking for fresh insights on how you’re running email, and need a team to think outside the box, feel free to reach out to us here.

We’ll be happy to help :)

Have a great weekend!