034: How To Launch New Channels and Identify Incremental Value In Your Ad Spend

Marketing Operators · with Mike Manheimer · November 19, 2024 · 65 min

Summary

This episode breaks down the critical shift from simply acquiring customers to deeply understanding and nurturing their lifetime value through advanced SMS strategies. Learn how to leverage conversational commerce and data from text message interactions to identify nuanced customer objections, personalize experiences, and ultimately drive significant LTV growth. This approach empowers ecommerce operators to move beyond basic SMS blasts and transform their messaging into a powerful customer insight and retention engine.

Key takeaways

• Implement holdout testing for SMS campaigns to accurately measure incremental lift and avoid cannibalization of other channels.
• Utilize conversational commerce data from SMS to identify specific customer objections and tailor product messaging or offers to address these directly.
• Optimize SMS organizational structure to better integrate with broader marketing and customer service efforts, as this significantly impacts performance.
• For brands in the $5-10M range, prioritize understanding subscriber LTV benchmarks within your SMS program as a foundational step for unlocking further growth.
• Explore AI tools like Postscript’s Shopper to analyze SMS data for deeper customer insights and automated objection handling.

Themes

Topics covered

Episode description

Today it’s the three of us back together! We’re talking about our approaches and playbooks for launching new marketing channels and our insights on what it takes to scale effectively. We cover strategies for choosing the right channels, establishing measurement frameworks, and how to determine when to invest heavily versus cautiously testing. 00:00 Introduction 05:46 Consumer Spending Expectations and Market Trends 11:54 Preparing for Q4: Strategies and Anxieties 20:49 Launching New Marketing Channels: Strategies and Considerations 32:54 Exploring Newsletter Advertising Effectiveness 35:51 Challenges of Incrementality Testing for Larger Brands 39:09 Strategizing Scalable Marketing Channels 41:28 Launching New Channels: Best Practices 45:11 Balancing Measurement and Marketing Creativity 49:01 The Role of Out-of-Home Advertising 55:21 Testing Site Speed and Its Impact on Conversion Rates If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6 Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Related episode: E024: Resident's EVP Jared Brody on Attribution Tooling, Analytics Teams & Data-Driven Marketing https://open.spotify.com/episode/4JMC1QszKyrnKkOT9PHk1E?si=434d203eba3f4d02 Powered by: Motion. ⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠ Prescient AI.⁠⁠⁠ https://www.prescientai.com/operators Richpanel.⁠⁠⁠ https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Subscribe to the 9 Operators Podcast here:http

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Frequently asked about this episode

What does this episode say about email & sms?

Implement holdout testing for SMS campaigns to accurately measure incremental lift and avoid cannibalization of other channels.

What does this episode say about customer retention?

Utilize conversational commerce data from SMS to identify specific customer objections and tailor product messaging or offers to address these directly.

What does this episode say about ai & automation?

Optimize SMS organizational structure to better integrate with broader marketing and customer service efforts, as this significantly impacts performance.

What does this episode say about analytics & attribution?

For brands in the $5-10M range, prioritize understanding subscriber LTV benchmarks within your SMS program as a foundational step for unlocking further growth.

What does this episode say about email & sms?

Explore AI tools like Postscript’s Shopper to analyze SMS data for deeper customer insights and automated objection handling.

Listen

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