Demand Curve - The Growth Newsletter #062
The Growth Newsletter #062
And a heads up for those who’ve been with us for a while: We’ll be in your inbox weekly moving forward. We’re also adding a section with links to top marketing news that impacts your work. The goal? Help you level up your marketing.
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1. Create a quick, high-converting email loyalty program Insight from Mike at Rejoiner.
Loyalty programs can feel like a nice-to-have, so plenty of brands brush them off.
But building an email-based loyalty program for your best customers could have an incredibly high ROI—trade a few hours of work for a steady stream of revenue.
Here’s an example.
Rejoiner, an email marketing platform for ecommerce brands, built a quick loyalty program for their client Peak Design.
The results are incredible. The program has generated $46.8k in added revenue over the last 90 days—with an 11.6% click-through rate. And it took just six total work hours to build.
Here’s how they pulled it off (and our take so you can replicate the strategy).
Step 1: Rejoiner created two loyalty offers based on Peak’s purchase history:
Our take: Don’t overthink your loyalty segments and offer. Consider targeting the top ~10% of your customers by spend—no need to get too methodical here. Provide an offer that’s materially valuable and test it. You can optimize the offer and segments later.
Step 2: Rejoiner created an email that combines personalized copy with CRO best practices (like the big red button). It feels personal but gets straight to the point.
Clean, simple, effective. The result: 8% of recipients make a purchase.
Our take: Customers know that the emails they receive from brands are automated. When you’re writing your email, show there’s a human behind the copy. The Peak Design email feels like it’s coming from a friend. And use “I” instead of “we”—“I” feels more emotionally involved, and studies show that it leads to more purchases.
Step 3: Rejoiner used a unique discount code. A generic discount code like “VIP_10_OFF” would quickly kill the magic the personalization created.
Plenty of apps make it easy to generate randomized discount codes (here’s one for Shopify brands). And most of these apps integrate with email marketing platforms, so you can send each subscriber a unique code.
Bottom line: A simple, thoughtful email loyalty program can be an engine for incremental revenue.
2. Three ways to get a media boost Insight from our agency, Bell Curve.
After The Hustle published an article about Hint Water, the flavored water company saw their CPC drop from ~$5 to < 10¢. Their cost to acquire customers dropped from $80 to $25.
(Source: Nik Sharma during our Growth Summit. That’s an unlisted video, just for DC readers.)
We view PR as an “unscalable channel.” It can help you get traction, but growth won’t compound as you put more resources behind it.
But that doesn’t mean a single media hit can’t cause growth to skyrocket. Think of it as performance PR: using media to earn revenue.
Here are three ways to increase your chances of getting viral PR:
3. Optimize internal link structure to improve rankings Insight from Search Engine Land.
There are two main signals Google’s algorithm looks at to rank your pages:
Most marketers over-fixate on backlinks, when they should be paying more attention to internal link structure.
Think of your website as an electrical circuit:
To get the most benefit from backlinks, link up your pages in a way that distributes link flow productively throughout your website.
Here are two ways to do it:
From the blog We've added three articles to the Demand Curve blog.
Marketing news Each week, we'll link to the news that will make you a better marketer. Since your growth tactics could be affected by these news items, here’s where the topical and the tactical overlap.
Want more growth tactics? We're giving away our entire back catalog of tactics to folks who refer two friends to this newsletter. Here's your referral link to share: https://sparklp.co/385a143f. You can track your referrals here. We'll automatically email you the password-protected tactics page once you've referred two people.
How can we help you level up? If you enjoyed this, please consider sharing with a friend. If a friend sent you this, get the next newsletter by signing up here.
Who's Demand Curve? We're who marketers and founders rely on for vetted, high-quality growth marketing information.
How we can help you grow:
See you next week.
— Nick, Grace, Joyce, Dennis, and the DC team. Nick Costelloe Grace Parazzoli Joyce Chou Dennis Buckley
© 2022 Demand Curve, Inc. All rights reserved. 4460 Redwood Hwy, Suite 16-535, San Rafael, California, United States |
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