Welcome to another episode of Mastering E-Commerce Marketing with your host, Eitan Koter. Today, we’re talking with Michael Kleinmann, the Founder & CEO of Underwear Expert—a company that’s turned men’s underwear into a subscription experience. But Michael isn’t just selling underwear; he’s built businesses from scratch, created a national event (literally), and figured out what works (and what doesn’t) in e-commerce.

In this conversation, he shares how he started in the industry by accident, why customer acquisition is harder than ever, and how content marketing helped him build a massive audience before even selling a product. He also opens up about the real challenges of running a subscription business, from keeping customers engaged to avoiding the common pitfalls that cause cancellations.

Michael also shares his thoughts on agencies (spoiler: he’s not a fan), why marketing attribution is a mess, and how brands can stand out when anyone can launch a business overnight. If you're running an online store or thinking about subscriptions, this episode will give you plenty to think about.

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Guest: Michael Kleinmann, Founder & CEO at Underwear Expert

Michael Kleinmann’s LinkedIn: https://www.linkedin.com/in/michaelkleinmann/ 

Underwear Expert: www.underwearexpert.com 

Watch the full Youtube video here:

https://youtu.be/0C0cJ8FPQq8

Takeaways:

• Michael Kleinmann entered the underwear industry by accident.
• Fresh Pair was one of the first companies to sell underwear directly to consumers online.
• National Underwear Day was created to boost SEO and brand visibility.
• Innovative marketing strategies can significantly enhance brand recognition.
• The subscription model offers unique challenges and opportunities in e-commerce.
• Niche marketing is essential for standing out in a competitive landscape.
• Content creation fosters community and brand loyalty.
• Technology plays a crucial role in operational efficiency and customer experience.
• Customer acquisition costs are rising and require a holistic marketing approach.
• Retention strategies are vital for subscription-based businesses.

Chapters:

00:00 Introduction to E-commerce and Underwear Expertise

02:59 The Journey of Fresh Pair: From Startup to Success

05:53 Innovative Marketing: National Underwear Day and PR Strategies

09:10 Transitioning to Subscription Models: The Underwear Expert

12:00 Niche Marketing: Targeting the Gay Community

14:57 Content Creation and Community Building

17:55 The Subscription Experience: Personalization and Curation

21:04 Tech Innovations: Middleware and Operational Efficiency

24:02 Customer Acquisition Challenges in E-commerce

26:59 Retention Strategies and Managing Churn

30:00 Future Trends in E-commerce and Subscription Models