DTC POD: How The Best Brands Are Built

“I remember walking the halls of EXPO West and not really seeing any multicultural food brands. That was my ‘aha’ moment to build this brand.” @jennygao #DTCPOD“I spent years sourcing the best quality ingredients all across China for my restaurants, my private dining concept, and knew that great flavors were universal.” @jennygao #DTCPOD“The fact that we small-batch craft the sauces in my hometown and we use extremely specific ingredients helps set our product apart.” @jennygao #DTCPOD“We decided to switch to pre-orders when we ran out of inventory and were clear in communicating when customers could expect their product.” @jennygao #DTCPOD“When we had to change out supply chain from China to the US because of COVID, I actually encountered some of the same challenges I had overseas.” @jennygao #DTCPODWe Speak About:[01:15] About Fly By Jing and Jing before she started her business[03:40] How Fly By Jing got its start[06:45] Why Jing decided to go the CPG route[09:00] How Jing used Kickstarter to fuel her business[10:00] How Jing was able to bridge the missing gap of high-quality Chinese products[11:40] Challenges Jing faced bringing high-quality products from China to the market[12:20] Jing talks about her brand’s moat[13:30] How Jing was able to scale her product[15:30] Jing discusses how she handled demand from her Kickstarter[18:30] Why Jing saw a demand increase at the beginning of COVID[21:30] How to handle being out of stock and avoid missed revenue[24:20] How Jing dealt with supply chain issues overseas due to COVID[27:05] Jing’s advice for other founders[30:20] Who and what inspires Jing[32:35] What’s next for Fly By JingSmart founders find market gaps and capitalize on themJing Gao, founder & CEO of Fly By Jing, joins the POD to talk about importing products and dealing with increased demand.Fly By Jing is  a brand that brings the deep and complex flavors of China to the world through artisanal food products.Jing’s “aha” moment into the CPG space started with a visit to the EXPO West conference. During the conference, Jing realized how underrepresented multicultural brands were.Before Jing started Fly By Jing, she had experience in creating restaurants. Using her experience, her motivation to bring an Chinese CPG product to the US market, and her understanding of Chinese flavors, Jing created Fly By Jing.Ever since the beginning, Jing wanted to make sure she was bringing authentic flavors to the market. For Jing, that meant using a supply chain solely based out of China.It was a challenge to manufacture the product overseas but Jing knew doing so would help achieve her goal of creating a superior product.Sometimes, external factors can still derail a great productAlthough Jing had found her moat, external factors challenged business growth.When the COVID-19 pandemic hit, Jing’s supply chain hit a snag. She had to quickly pivot and meet orders that had already been placed.To add presure, marketing efforts pre-COVID were finally starting to pay off. Jing had a ton of demand on hand but not as much supply.Jing was able to shift manufacturing temporarily to the US to deal with increased demand. She also did a great job managing expectations and creating a pre-order process on her site.Even with the state of the world in flux, Jing was able to meet her orders and have very little cancellations.Stay tuned as Jing covers how she built demand for her product, how she leveraged Kickstarter, and how she solved challenges bringing in a product from overseas.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:Jing’s article on what she learned from making hot sauce at scale: https://medium.com/s/story/what-i-learned-from-making-hot-sauce-at-scale-2cbb8ec709baJing’s Twitter: https://twitter.com/jennygaoFly By Jing’s website: https://www.flybyjing.com/Fly By Jing’s Instagram: https://www.instagram.com/flybyjing/

“Black Friday sales in the US have increased by over $1B every year since 2017.” @jadesai94 #DTCPOD“Let consumers know when your deals are so they don’t have any reason to hesitate on purchase and holdout for a better deal” @jadesai94 #DTCPOD“Discount bundles can help you get rid of slow-moving stock, allow consumers to sample less popular offers, and increase AOV.” @jadesai94 #DTCPOD“Don’t run the same deal on Black Friday through Cyber Monday. If consumers miss out on a deal, offer the discount through a support ticket.” @jadesai94 #DTCPOD“Performance marketing shouldn’t be your only way to promote BFCM deals.” @jadesai94 #DTCPODWe Speak About:[01:35] Why this Black Friday is even more important than ever for DTC[02:20] How and when to reveal BFCM deals to your email list[03:35] The deal you should run on Black Friday[05:55] The deals you should run on the BFCM weekend[07:20] The deal you should run on Cyber Monday[10:00] What to do with discount popups for BFCM[10:20] How you can build even more rapport with customers[11:20] What kind of new products can you launch for BFCM[11:40] Are landing pages important for BFCM?[13:00] How to promote BFCM deals outside of performance marketingDon’t miss these BFCM tips by Nik Sharma, Privy, and othersWe’re recapping some tips for Black Friday and Cyber Monday that eCommerce and DTC experts like Nik Sharma and Privy have shared.This year’s BFCM sales for eCommerce are going to be the highest yet.More shoppers than ever are expected to buy online this BFCM due to the pandemic. Also, Black Friday sales in the US have increased by $1B every year since 2017.Black Friday and Cyber Monday aren’t just about the offer you present. It’s also about how you present the offer.You need to make your offer clear and make sure to not run it at the expense of your business.You also need to make sure you are attacking BFCM outside of just performance marketing and email marketing. Those two channels are great but don’t forget about the value of other channels like influencer marketing.Stay tuned as we unpack how to make your offer for BFCM standout, what deals you should run, answer whether you should use a landing page, and more.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:Nik Sharma’s Masterclass on BFCM: https://www.privy.com/masterclass/video/bfcm-with-nik-sharmaTips from eCommerce and DTC experts for BFCM: https://unbounce.com/campaign-strategy/black-friday-tips-more-online-salesNik Sharma’s email list: https://sharma.ck.page/

“To get meaningful results from focus groups in CPG, you need to know who your target customer is, conduct blind product testing, and A/B test.” @aishacee #DTCPOD“The amount of product research you need to conduct is going to depend on your industry and your experience in your space.” @aishacee #DTCPOD“We waited until feedback said 90% of our customers loved our product and found it useful before deciding to launch.” @aishacee #DTCPOD“When customers share their thoughts over email, I’ll often jump on the phone with them to better understand what they think about the product.” @aishacee #DTCPOD“Get feedback on your product that helps you understand how your product makes customers feel and what is the use-case.” @aishacee #DTCPODWe Speak About:[01:00] About Moment  [03:40] How Aisha got into the beverage industry[05:00] How Aisha’s last job at McKinsey & Company shaped Moment[06:15] How Aisha shaves product costs[08:00] Aisha’s process for collecting customer feedback[11:55] How Moment landed on its final flavors to go to market [14:30] Aisha’s advice for how much product feedback you should collect[18:00] How Aisha came to the decision to stop collecting feedback and launch[20:15] Where Moment conducted its pre-launch feedback[20:50] How Aisha is collecting feedback post-launch[23:00] Aisha shares 3 key tips for collecting feedback[24:55] Who Aisha looks to for inspiration[26:35] Aisha’s advice for other founders[28:25] What’s next for MomentUseful product feedback starts with having a clear understanding of your target customerAisha Chottani, co-founder of Moment, joins the POD to talk about product feedback. Moment is a natural botanical beverage.The idea of Moment came as a result of Aisha’s own experiences. As an employee of McKinsey & Company, the constant work made Aisha crave a beverage that could help provide relaxation.Before launching Moment, Aisha and her co-founder spent about 2 years conducting product research and feedback.Aisha spent much of that time trying to understand who her target customer was, what their taste preferences were, and what kind of beverages were they looking for.Being on top of current trends and taste preferences is extremely important when building a CPG product.Aisha’s experience at McKinsey & Company allowed her to conduct great product research and ultimately land on the three flavors that now make up Moment.They tested many different combinations and conducted many focus groups (closed and open) to really understand what their target customer was looking for.Product feedback doesn’t just stop at pre-launchAisha credit continuous product feedback as a reason Moment has been successful.Even after launch, Aisha sends out product surveys, responds to DMs, and is active on email.Occasionally, she will even ask customers who respond via email to hop on a call for more product feedback.It’s important to know what your customers like about your product and maybe even more important to understand what they DON’T like.You need to have an ongoing feedback loop to help drive your product forward and have mass appeal.Stay tuned as Aisha also gives three key tips for collecting feedback, answers how much product feedback you should get, and shares when you should launch your product.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:Moment’s website: https://drinkmoment.com/Moment’s Instagram account: https://www.instagram.com/drinkmoment/Moment’s YouTube channel: https://www.youtube.com/channel/UCM9ICwTJLSjTrHa9lUEmmgAConnect with Aisha: https://www.linkedin.com/in/aishacee/

“The recovery rate for cart abandonment is almost 2.5x greater using texts than email.” @yotpo #DTCPOD“If you don’t have brand right, you’re going to be starting with a rocky foundation. Make sure to do this in-house and don’t outsource it.” @jjeremycai #DTCPOD“Having a clean list has helped us get really high open-rates. We automatically unsubscribe anyone who hasn’t engaged with an email in 120 days.” @nomadgoods #DTCPOD“Take things from culture that already exist and put them into your brand.” @DeeCharlemagne #DTCPOD“Every time we make another run of limited-edition cans we test something new in the process - content, email, new way of launching it.” @uglyhugh #DTCPODWe Speak About:[01:35] What we learned about SMS marketing from Yotpo[03:35] What we learned from Jeremy Cai, founder of Italic, on getting brand right[04:00] How NOMAD gets 70% open-rates on emails[06:00] How AVEC taught us to tell a better brand story[07:25] What learned from Ugly Drinks about how to test betterHere are 5 great tips for eCommerce and DTC from some of the smartest founders and marketersWe’re recapping five of our favorite tips from some of our most recent guests.These actionable tips are definitely worth their weight in gold.We have brought on a lot of great marketers and founders recently. As result, we have expanded our knowledge of eCommerce and DTC.They have shared great actionable tips that brands in eCommerce and direct to consumer can use right now to help grow their business.The tips span from SMS marketing to email marketing to brand storytelling and more.You will find some of the best tips in the quotes above. This recap also includes two tips from some of the guests featured in this episode.These tips are must-follows for brands. We highly recommend implementing all of the tips mentioned in the episode.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.

“For a brand that’s sub-$10M in revenue, there has to be some kind of economic moat in the company that gets them to $10M.” @mrsharma #DTCPOD“You have to be consistently focused on product launches, figuring out what’s coming next, and listening to the customer.” @mrsharma #DTCPOD“Performance marketing should extend something that is already great. It shouldn’t be the tactic to build the business.” @mrsharma #DTCPOD“Having a developer on board allows you to move quickly - you can make changes, build landing pages, test site changes, implement pixels faster.” @mrsharma #DTCPOD“From the brands that I’ve seen grow the best, you have to be testing and launching new creative on a weekly basis.” @mrsharma #DTCPODWe Speak About:[01:00] About Nik  [02:35] What Nik looks for before investing in a DTC brand[04:00] Nik’s advice for staying ahead of competitors[05:35] What Nik thinks about first-mover advantages[07:00] Nik’s thoughts on performance marketing and growth strategies[10:15] Nik’s take on balancing moving fast, being good, and beating competitors[12:25] Why you need to be profitable or breakeven on the first purchase[13:25] How brands can be successful[14:45] The importance of having a developer on your team[15:05] What some of the smarter DTC brands are doing with pixels[17:30] Why Nik loves user-generated content[19:05] The importance of having a huge stack of creative ready to go[20:25] The brands Nik looks at for inspiration[21:35] What’s next for Sharma brandsIf you want to stay ahead of the competition, you need a moatNik Sharma, CEO of Sharma Brands and an active investor in the DTC space, joins the POD to talk all things DTC.Nik has worked with a lot of notable DTC brands including Judy, Hint, Dream Pops, and more.To reach a $10M level, Nik says that brands need to have an economic moat. That’s essentially a distinct advantage that competitors will have a difficult time copying.Your moat could be ingredients that people don’t have as easy access to, supply chain benefits people don’t have access to, or even a celebrity endorsement.Even though you need to have a moat, you don’t need to worry about your competition a much.With a moat, it’s going to be very difficult for competitors to just copy your brand. Nik says you really shouldn’t even worry about them much.Having a moat isn’t the only ingredient to successIt’s true, the $10M-plus brands do have a distinct competitive advantage. But if you’re not careful, you could blow that advantage.One of the pitfalls Nik says to look out for is performance marketing.Performance marketing should be used to extend something that’s already great, not build the business.Being too reliant on performance marketing or gaining press is a dangerous path. Nik has seen many brands fail this way.If you go the performance marketing route, make sure that you are breaking even or being profitable on first purchase.Nik also suggests adding a developer to your team. A developer can help you test changes on your website faster, launch new pixels, and be more agile.Many brands don’t think of hiring a developer in-house but Nik says it can be hugely beneficial.With pixels, you can even fire certain pixels based on average order value.Make sure you also focus on user-generated contentAnother key element to success is authentic content.Content that looks native to a platform performs better on that platform because that’s what non-sponsored content looks like as well.The best brands have a huge stack of creative ready to go. They are testing and launching creative on a weekly basis.Stay tuned as Nik discusses other ways brands can be successful, what he looks at before investing in a brand, and what brands he looks to for inspiration.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn. Mentioned Links:Nik’s Twitter: https://twitter.com/mrsharmaText Nik: 917-905-2340

“You shouldn’t look at the competition you should create a brand that stands for what you stand for and what you want to disrupt.” @uglyhugh #DTCPOD“I always recommend taking a night to sleep on ideas that can have a big impact on your business. Your thinking might be different the next morning.” @uglyhugh #DTCPOD“If you put a product into a store you probably won’t hear back until 12 months whereas with DTC you can get feedback within 2 weeks.” @uglyhugh #DTCPOD“Every time we make another run of limited-edition cans we test something new in the process - content, email, new way of launching it.” @uglyhugh #DTCPOD“The beauty of being a first-time founder is you get to be scrappy, make things happen, and learn from your mistakes.” @uglyhugh #DTCPODWe Speak About:[01:10] About Ugly Drinks [02:50] How Hugh came up with the idea for Ugly Drinks[05:20] The story behind Ugly Drinks’ branding[07:15] How Ugly Drinks’ brand identity has evolved[09:45] About Ugly Drinks’ big investment into community marketing[12:35] How Ugly Drinks gathers community feedback[15:50] What Hugh had to change to expand into the US market[18:30] The scrappy things Hugh and his team did to be successful[21:30] Hugh’s mentors and influences[24:20] Hugh’s advice for other foundersA great brand isn’t built overnightHugh Thomas, CEO and Co-Founder of Ugly Drinks, joins the podcast to talk about his founder story.A little about Ugly Drinks - it’s a beverage brand that sells flavored sparkling water.Even though Ugly Drinks has only been around 2015, Hugh and his team have built an incredibly strong brand.Every detail from what the company stands for, the imagery, and even the community has been carefully crafted.The Ugly Drinks brand looks like a finished product but the “ugly” truth is, the brand is continuing to evolve.Ugly Drinks has already had three iterations of the brand already. The first was to raise capital, the second version was the refinement, and the third version was done as the product expanded.As the brand grows, Hugh and his team keep testing out new ideas and new flavors to continue refining and growing the brand.Even the strongest brands need a strong communityUgly Drinks has built a strong brand internally and externally.For Ugly Drinks, even product users have branded themselves. The most loyal fans describe themselves as part of the Ugly Mob or Ugly Squad.The Ugly Mob has been a key part of Ugly Drinks’ growth. By having a strong community, the beverage brand has been able to accelerate word of mouth.The Ugly Mob isn’t just great for word of mouth though. Hugh and his team have helped foster a sense of community from the internal team as well.They have a private Facebook group that is used to collect product feedback. They also often ask buyers to give their feedback.Loyal fans are even asked to share ideas for new flavors. The ideas end up driving the product roadmap for Ugly Drinks.Stay tuned as Hugh also discusses how long it took to develop the brand, what they learned from entering a new market, and some of the scrappy things they have done to be successful.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn. Mentioned Links:The Ugly Drinks website: https://uglydrinks.com/The Ugly Drinks Twitter account: https://twitter.com/uglydrinksThe Ugly Drinks Tik Tok account: https://www.tiktok.com/@uglydrinksHugh’s Twitter: https://twitter.com/uglyhugh

“Even though there was a lot to learn as first-time founders but I think our lack of experience has led to innovation and belief we can do it.” @DeeCharlemagne #DTCPOD“Storytelling is really powerful especially in a world where most brands are focused on performance marketing.” @DeeCharlemagne #DTCPOD“One of our first meetings was writing down the values of our company as much as it was writing down the recipes for our product.” @DeeCharlemagne #DTCPOD“We traveled around in an AVEC-branded 1995 Chevy van and that content outperformed our fancy photo shoots.” @DeeCharlemagne #DTCPOD“For gaining press, research your targets and share why the product is relevant to them and why it’s relevant to their audience.” @DeeCharlemagne #DTCPODWe Speak About:[01:05] About AVEC  [03:50] How Dee and her co-founder, Alex, got into CPG[06:30] Where AVEC’s name comes from and the brand story[10:40] The elements of a great brand story[13:35] How to create sustainable growth and brand equity[14:50] Dee’s strategy for generating press for your brand[18:00] Culture and brands that have inspired AVEC[22:00] Dee on overcoming challenges AVEC has faced[24:25] What’s next for AVECBuilding brand equity starts with a great brand storyDee Charlemagne, Co-Founder of AVEC, joins the DTC POD to talk about brand storytelling. A little about AVEC - it’s a premium mixer that’s all-natural, made with real juice, botanicals and spices, and low in sugar and calories.Before AVEC, Dee worked at agencies and publishing companies. Her experience there allowed her to understand how brand communities are built.AVEC leans heavily into storytelling in its own brand, even with its name. AVEC means “with” in French. An aspirational goal for AVEC is to have people order drinks with liquors and its flavors (i.e. Tequila AVEC Yuzu & Lime).Many eCommerce businesses today are focused on performance marketing. While this is important, AVEC likes to lean more into storytelling.One of the first meetings Dee and her co-founder, Alex, had revolved around brand values. These are incredibly important to build brand equity.It’s important to give your brand personality (and be personal)In addition to writing down brand values, Dee thinks brand personality is important. Dee suggests writing down three words that describe your brand.The best brands are part of culture. Think about how your brand can take things from culture and include it in your story.Pick cultures that share the same values as your brand and draw from those. For example, Supreme draws heavily from the skateboard and hip-hop culture.As you add personality to your brand, it’s also important to be personal yourself. Dee and Alex put time every day into crafting media relationships. They even hand-deliver items themselves.Relationships should also not be transactional. Having a very honest approach can go a long way to building brand trust and brand equity.By continuously putting time towards building relationships, AVEC has been able to gain a lot of press.Stay tuned as Dee also talks about how AVEC has tapped into their local community to grow, what challenges they have faced and overcome, and what’s next for the brand.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn. Mentioned Links:AVEC’s website: https://avecdrinks.com/AVEC’s Instagram: https://www.instagram.com/avecdrinks/

“A repeatable, standardized process can go a long way to making sure you have an effective and efficient campaign.” @jhcjr_ #DTCPOD“Finding creators for your campaign is one of the most crucial steps to campaign success.” @jhcjr_ #DTCPOD“It’s not enough to just include a checkmark that a creator is willing to join your campaign. Don’t forget things like shipping info, content rights, whitelisting, etc.” @jadesai94 #DTCPOD“You should ship your product immediately once you agree to terms with a creator.” @jadesai94 #DTCPOD“Don’t make your relationships with creators transactional. Focus on making long-term relationships that will benefit your brand.” @jhcjr_ #DTCODWe Speak About:[01:20] What a standardized process can do for influencer campaigns [02:10] How you can find creators and influencers[03:30] Treating your creator flow like a sales funnel[04:15] How to track and manage creators[07:00] The steps you need in your creator flow[09:30] How to negotiate the right way with creators[11:05] The importance of deadlines for creators[12:30] When you should pay creatorsToday, Jamie Catanach, head of customer success for Trend, joins the show. Trend is the leading destination for brands looking to work with creators and produce high-quality content.Have a strong plan in place with influencers and creatorsA great process is key in any business activity. This is especially true for working with influencers and creators.Executing a strong plan for creators starts with finding the right creators. You should have both inbound and outbound strategies to source creators and influencers.Think of your creator flow as a sales funnel. You need to have different sources to your sales funnel and have your steps mapped out.Once you decide to start working with creators, make sure you are tracking your partnerships. Use either Google Sheets or an AirTable. If you want a better way to track and manage creators, use Trend.It’s important to stay organized in this process. Organization is more important the more creators you work with.You need more steps than just a checkmark if a creator agrees to work with youJust like a sales or marketing funnel, your creator flow should have steps too.It isn’t enough to just mark that a creator or influencer has agreed to work with you.You should also have space for shipping information, content rights, and deadlines for creators on your tracking document.If you don’t want to track all of this on your own, Trend can help keep these steps organized for you.If you are interested in whitelisting content (running ads through a creator’s account), make sure you ask for this upfront.Whenever you are negotiating with creators and influencers, make sure your conversation is not just transactional. You want to build real relationships.By building real relationships, you are building brand equity with creators. Brand equity with creators can lead to creators talking about your product without you paying later down the line.Stay tuned as Jamie also covers how you should pay creators, and offers some tips to make relationships less transactional.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.

“You have to find a way to have scalable growth and be profitable while growing.” @DMTintner #DTCPOD“Using a subscription offering can help you achieve your return on ad spend a lot faster if your product needs to be replenished frequently.” @DMTintner #DTCPOD“If you pick the right creators to work with, they will naturally keep mentioning your product even if they aren’t being compensated for everything.” @jadesai94 #DTCPOD“Consumers always want to lean into great user experience and great UX, getting the smallest details right, can help fuel brand growth.” @jadesai94 #DTCPOD“More brands are turning to content that is native to the ad platform and fits in with their target audience.” @DMTintner #DTCPODWe Speak About:[01:20] About ThoughtLeaders  [03:00] Why the old DTC playbook is broken[05:05] New trends that we’re seeing in DTC[07:15] Innovative strategies that brands are using to grow[13:20] How user-experience can help you win[17:10] How to stay closer to the ground with your customers  [20:20] Exciting and upcoming trends in DTC[27:50] The importance of creating experiences for consumersIt’s time to toss out the old DTC playbookDavid Tintner, CEO of ThoughtLeaders, joins the POD to talk about some of the struggles DTC brands face and what the future of DTC looks like. ThoughtLeaders is a sponsorship intelligence company.When direct-to-consumer exploded, a lot of growth was based on performance marketing. The traditional DTC playbook has been to spend money on ads.Traditionally, even if you weren’t profitable on the first purchase, you would still use ads to grow. The hope for many brands is that customers would repurchase and business would be profitable on lifetime value.Now, brands need to be profitable on the first purchase.A subscription-based offering is a great way to improve lifetime value and be closer to profitability on the first purchase.Creating a strong community is also a great way to grow your brand. When consumers see a community, there is a want to fit in.The secret to winning back customersBeing profitable on the first purchase is great. But you need more to build a brand.Once you get customers, you need to listen to feedback. Feedback can help drive your product to new heights.The Harrys, Quips, and Bonobos of the world have become successful by leaning into customers and user-experience.Creating a unique user-experience can help create customer loyalty. Listening to feedback can also help drive customer retention.Your customers can tell you what’s great and what isn’t great about your product. This information can be used to guide the improvement of current products or guide future products.Create experiences for your customers too.Brand recognition and brand recall are incredibly important. Strong user-experience and positive experiences can help drive those parts.Not all experiences need to be directly attributable though. Attribution is great, but sometimes organic experiences where there is no attribution can also drive brand recall.Stay tuned as David and Jay talk about examples of things great brands are doing. We will also dive into what the new DTC playbook should include.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:ThoughtLeaders website: https://www.thoughtleaders.io/TUSHY website: https://hellotushy.com/Gymshark ambassadors: https://www.gymshark.com/blogs/athletesDavid’s Twitter: https://twitter.com/dmtintner

“The reason why we have such a high open-rate is that we take a very aggressive approach to list cleansing.” @nomadgoods #DTCPOD“As soon as someone gets added to our email list they have about 120 days to engage with our content. If they don’t, we unsubscribe them.” @nomadgoods #DTCPOD“We send two types of emails: 1. Evergreen flows (cart abandonment, post-purchase, etc.) 2. Campaigns (product launches, flash sales, branded content, lifestyle content).” @nomadgoods #DTCPOD“We used to do a lot of segmentation but it didn’t really move the needle for us.” @nomadgoods #DTCPOD“Don’t put out content just for the sake of doing it. Make sure it’s relevant to your audience” @nomadgoods #DTCPODWe Speak About:[01:20] About NOMAD  [02:50] How much revenue does email generate for NOMAD[04:25] What contributes to their email success[07:15] The content and frequency of their emails[10:20] How they landed in the primary inbox over promotions[12:20] Why they don’t follow best practices for segmenting  [15:30] How NOMAD approaches branded content and building their brand[21:40] What helped NOMAD grow fastHow NOMAD keeps open-rates above 40% with over 1 million emails sentChuck Melber, Director of Marketing at NOMAD joins the POD to talk email marketing. Chuck has been with NOMAD since the beginning and has created the marketing team.NOMAD experiences a lot of success with email marketing. Over 20% of its revenue is attributed to email marketing. And email marketing contributes even more for repeat customers.Chuck and his team started small. Originally they created their own email content, including the graphics.The real secret to NOMAD’s success in email marketing has been list cleansing. Chuck automatically unsubscribes users who aren’t engaging with NOMAD’s email content.It was a little scary at first but it has proven to be key to success. List cleansing has also helped NOMAD land in the primary inbox.Keep evolving and growing your email and brand strategyNOMAD’s email marketing (and content marketing) strategy has grown and evolved over time.As the companies success grew, Chuck added different people and different tools to his arsenal. They added graphic designers and content writers. They made a blog.Chuck has performed a lot of testing to get to this point. As a result, they don’t really segment users much. Chuck has found it doesn’t move the needle much.They will test to see whether certain users are more open to other products but that’s about it for segmentation.Even though segmentation isn’t used much, personalization has been key. Asking for feedback is a great way to engage your audience and create loyalty.Brand growth has allowed NOMAD’s content to grow as well. They are now able to create branded and lifestyle content that is used in campaigns.Stay tuned as Chuck provides us with his best recommendations for email marketing. We also dive into how to grow and maintain your list.If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn.Mentioned Links:Website: https://nomadgoods.com/Twitter: https://twitter.com/nomadgoodsInstagram: https://www.instagram.com/nomad/Chuck’s LinkedIn: https://www.linkedin.com/in/chuckmelber