Ep 271: Email your list LESS and Earn MORE in 2023: Jordon Gordon on sniping intent and the cost of going buck wild (AKNF)
DTC Podcast · with Jordon Gordon · January 20, 2023 · 19 min
Summary
In an era of tightening ad budgets and macroeconomic shifts, DTC brands must revolutionize their email strategy. This episode reveals how to transition from generic, high-volume email blasts to a "sniping intent" approach, ensuring every message is highly targeted and valuable. Learn to revitalize disengaged lists and drive significantly more revenue with fewer, more impactful emails, optimizing retention and overall marketing efficiency.
Key takeaways
Implement an 'All Killer No Filler' content strategy for emails, prioritizing high-value, intent-driven communication over frequent, generic blasts to combat list fatigue and improve engagement.
Shift marketing budgets and email strategy to "sniping intent" — focus on precise targeting and segmentation to reach customers exhibiting strong purchase signals, rather than employing a broad "buckshot" approach.
Proactively "build your fire from the embers out" by identifying and nurturing your most engaged email subscribers first, then strategically re-engaging or pruning less active segments to improve overall list health and deliverability.
Analyze macroeconomic trends to justify refocusing top-of-funnel ad spend on more efficient, bottom-of-funnel retention channels like email, maximizing ROI in a challenging economic climate.
Develop specific strategies to revive dormant email lists, potentially through re-engagement campaigns or segmenting inactive users, to transform a "dead list" into a profitable asset.
Subscribe to DTC Newsletter - https://dtcnews.link/signup It's All Killer No Filler, the DTC Podcast. Today we're rifling through some critical learnings with Jordon Gordan, Director of Email and Retention at Pilothouse.
Jordan's looking at Macroeconomic trends and the reality that many clients are refocusing top-of-funnel ad budgets to be more efficient, which inherently is going to drive fewer emails to your list. This podcast is all about what to do about this fact: Sniping vs. Buckshot Building your fire from the embers out The pain of a dead list and how to revive it Work with Pilothouse Email ➝ https://pilothouse.co Subscribe to DTC Newsletter - https://dtcnews.link/signup
Advertise on DTC - https://dtcnews.link/advertise
Work with Pilothouse - https://dtcnews.link/pilothouse
Follow us on Instagram & Twitter - @dtcnewsletter
Watch this interview on YouTube - https://dtcnews.link/video
Implement an 'All Killer No Filler' content strategy for emails, prioritizing high-value, intent-driven communication over frequent, generic blasts to combat list fatigue and improve engagement.
What does this episode say about customer retention?
Shift marketing budgets and email strategy to "sniping intent" — focus on precise targeting and segmentation to reach customers exhibiting strong purchase signals, rather than employing a broad "buckshot" approach.
What does this episode say about dtc strategy?
Proactively "build your fire from the embers out" by identifying and nurturing your most engaged email subscribers first, then strategically re-engaging or pruning less active segments to improve overall list health and deliverability.
What does this episode say about analytics & attribution?
Analyze macroeconomic trends to justify refocusing top-of-funnel ad spend on more efficient, bottom-of-funnel retention channels like email, maximizing ROI in a challenging economic climate.
What does this episode say about email & sms?
Develop specific strategies to revive dormant email lists, potentially through re-engagement campaigns or segmenting inactive users, to transform a "dead list" into a profitable asset.
