Marketero · Entrevistas
Ep 50: Email Like a Billion Dollar Brand on a Five-Figure Budget (Part 1)
13 ideas de marketing sacadas de «Ep 50: Email Like a Billion Dollar Brand on a Five-Figure Budget (Part 1)», de DTC Podcast. Sobre todo de retención y…
- 13 ideas despiezadas
- Fuente DTC Podcast
- Dura 50 min
- Publicada en 2025
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En emails de recomendación, sin hero shot: muestra productos primero
Retención y relación con el clienteAmazon y Lululemon no usan hero shots en sus emails de recomendación: muestran productos inmediatamente. La razón es que el producto es lo que la gente quiere comprar. A diferencia de campañas con poco intent donde el hero genera deseo, en flujos de recomendación el intent ya existe y el producto es lo que genera el clic.
There's no big massive hero shot. When you open a recommendation email from Amazon, the first thing you see is products. They've got a header and then they got products. And you're already in there looking at products, right? There's nobody at Amazon picking a hero shot. That's not how these brands work, right? Why do they show products right away? Because products are what people want to buy. I mean, a lot of time unless you're like for campaigns, hero shot is good because it's it is as un uh there's as little intent. I mean, the only way you could have less intent is if you removed everyone…
Escúchalo en el minuto 39:48
Retención y relación con el clienteEl email marketing permite rentabilizar a los clientes ya adquiridos con bajo costo. Las marcas líderes usan email como tráfico gratuito junto con orgánico y directo, no solo como canal de adquisición.
cheapest customer is the customer you already have. And the most effective ad brands are into free traffic, which is organic, direct, and email.
Escúchalo en el minuto 0:22
Un embudo limpio para empezar: suscriptor o activo en site
Retención y relación con el clienteEl punto de partida es un solo flujo limpio disparado por 'se suscribió' o 'activo en site'. Sin datos de producto o categoría, se muestran best sellers dinámicos. Una vez que funciona, se expande a flujos por categoría o por producto visto. Empezar con uno solo permite observar y optimizar sin dispersión.
funnel. Everyone goes through one clean funnel. You watch that funnel closely. You pay attention to it. You optimize it. How about single skew? You only sell that. So, of course, buy online ultimate, you're driving traffic. It's about traffic. Look, welcome email one pegs off half of them. You're going to see half of it get picked up by welcome email one. Great. Then of people that come through the other half, you're carefully scripting that second half and optimizing it with automations. Why automations, dude? Big brands, they're not doing everything manually. They're doing automatically…
Escúchalo en el minuto 16:08
Recommendations by category como programa central de email
Retención y relación con el clienteEl programa entero de email debe orientarse a poner al suscriptor frente a recomendaciones por categoría lo antes posible. Es el equivalente digital del vendedor en tienda que detecta qué quiere el cliente y le muestra productos relevantes. Quien no esté construyendo esto, no está haciendo email como una marca milmillonaria.
Recommendations by category. That's your email program. To incrementally grow that channel, you want to do recommendations by category. category. Look, that's your email program. You're going to do, of course, launches and sales through campaigns to enter new fabrics and close out fabrics when they're done, right? But when you think strategically, what are you trying to do to incrementally grow that channel? You want to do recommendations by category. Now, we're talking about secret sauce? Everything is focused on getting someone in front of a recommendation by category. Cuz what happens when…
Escúchalo en el minuto 1:05
Cadencia adaptativa: más mensajes para más activos, menos para inactivos
Retención y relación con el clienteLa frecuencia de envío debe responder a lo activo que sea el usuario: shoppers activos reciben más mensajes porque los consumen; inactivos reciben menos. El contenido es dinámico (productos personalizados), así que el esfuerzo está en ajustar velocidad y timing, no en crear contenido.
we send? When do we send? So you might use some logic, right? The more active someone is, the more messages they will consume because they're actively shopping. They want to know. they're learning about your product. The less active they are, the less they want to consume. And then of course, it's not just audience message product with email. It's ramp ramp up your revenue relationship audience message product.
Escúchalo en el minuto 44:59
Canales de adquisiciónEn un caso real H1 2024 vs H1 2025, al reducir gasto en ads un 56%, el email pasó a representar más de la mitad del tráfico gratuito (sesiones orgánicas). Sin un ecosistema de revenue persistente fuerte, ese tráfico desaparece.
organic, direct, and email. Recommendations by category. That's your email program. To incrementally grow that channel, you want to do Rush, by the way. And then unique clicks just right to claim unique clicks. More than half of that free traffic is email. Look at look at it's like a it's like an inverse funnel right at the very top. Yeah, you're like there's very few people. There's that. What's that core? It's your core audience. Why is it only 8% of top? It's your core audience. But just look at how this expanded to half the free traffic is email, right? Just look at that progression…
Escúchalo en el minuto 1:02
Automatizar para escalar ingresos sin escalar equipo
Retención y relación con el clienteLas empresas milmillonarias automatizan todo lo posible. A medida que escalan ingresos, escalan poco su personal, lo que incrementa la rentabilidad. Por eso sus beneficios y cotizaciones son tan altas.
Billion-dollar companies automate as much as they can. As they scale their revenue, they scale their staff less, making them more profitable. That's why their earnings are so big. That's why their stock prices are so big. companies automate as much as they can. As they scale their revenue, they scale their staff less, making them more profitable. That's why their earnings
Escúchalo en el minuto 1:14
El brand awareness generado por email impulsa el orgánico y el branded search
Canales de adquisiciónCuando el email sube el brand awareness, sube el branded search y mejora el SEO. Ese orgánico es más tráfico gratuito. Si el email cae, el orgánico empieza a caer. Es un ecosistema: email y orgánico se refuerzan mutuamente.
this in this situation. And look at how much for this sample brand, email is driving for just brand awareness. And when brand awareness goes up, branded search goes up. You know, SEO goes up, right? You're going to just start getting discovered more. People are going to think about you. Organic goes up. When brand awareness goes up, organic goes up. And organic is more free traffic, right? And yeah, of course, you know, how are we hitting this? are being, you know, targeted. The advertisers are being smart and targeting geographic plus psychoraphic, a geographic plus professional pairs…
Escúchalo en el minuto 31:15
Construir contenido de relación debajo de los productos en el email
Retención y relación con el clienteEl email de recomendación debe llevar primero productos (que generan clics) y debajo contenido de relación: manufacturing, merchandising, estilo de vida, cómo usar el producto. Esto crea la experiencia de marca completa: productos arriba para conversión, contenido debajo para vínculos emocional y educación.
So, you know, think about um don't just make a 4x4 or 2 x two grid. And that's the whole thing. You got to put some stuff in there, some interesting content. I mean, talk about manufacturing, merchandising, talk about style, talk about how green your product is, whatever it is you're talking about. Build that relationship below the products. Lead with the products. Products get clicks. And then build the relationship below that relationship, audience, message, product. We just recommendation, but you're now constricting that recommendation in the product feed to that category and you're going…
Escúchalo en el minuto 45:21
Retención y relación con el clienteEn un modelo subscribe & save, hay que enviar ofertas de forma automatizada durante al menos un año para que el compounding effect del email haga su trabajo. Si no se hace bien, afecta la entregabilidad (inboxing) al año siguiente. Empezar con blanket subscribe & save para un solo flujo, luego segmentar por categoría si el volumen lo justifica.
your whole email program is get someone in front of a subscribe and save offer. And when we go back and we listen to the five fundamental forces of email, that first fundamental force was the compounding effect of email. You need people to see that offer a lot. Okay? A lot. So, uh, when I say you have to send these messages out a lot, like certainly you need to send an a year worth of subscribe and save offers in an automated fashion. After a year, honestly, if you don't do it right, you can see it start it can affect your inboxing if you're not doing this right. So, like if you're just, you…
Escúchalo en el minuto 12:52
Retención y relación con el clienteSi solo vendes un producto (o un héroe), el programa entero de email es tu flow de abandoned cart. Los campaigns son extensiones manuales de ese flujo: blanket al inbox de quien mostró interés y complementa con refer-a-friend. No intentes construir una relación a largo plazo; solo optimización de oferta y cadencia.
and safe. This can be expensive products, trampolines, you know, that kind of thing. Now, again, you know what? How many billion dollar single skew companies are there? I don't know, maybe not so many. Uh but let's say just big companies that sell, you know, a hero product. I mean, again, you know what? Many they get additional products. When we think about like premium razor brands, there's lots of those around now. Well, they've actually got a hero. They're not single skew. They got a hero product. They got other stuff, too, but it's really about that hero product. So, that's what I mean…
Escúchalo en el minuto 16:19
Canales de adquisiciónEn el mismo caso, los unique openers pasaron de 4% a 8% del reach (↑117%), y la tasa de opens pasó de 33% a 58% (↑74%). El share de email sobre tráfico gratuito aumentó a más del 50%. Sin email, el tráfico orgánico empieza a caer.
And what do we see in here? Reach to unique openers. Unique openers was 8%. So almost everybody who was reached was uh reached through advertising. Total impressions 65% total opens 35%. Wow. Right now we're up at a third of the awareness is reinforcing awareness. Rather than creating new generating new awareness, we're reinforcing existing awareness. And I'll just say a third is is pretty balanced. Like just think about it. You spend all this money getting someone aware, okay? Are you actually getting in front of them again in a lowcost manner to remind them? If you're doing a third, that's…
Escúchalo en el minuto 25:59
Caso: email para marca que compra en tienda (buy in store)
Retención y relación con el clientePara marcas cuyo producto se compra normalmente en tienda (bebidas, algunos alimentos), el email cumple un rol de marca y refuerzo de awareness, no de compra recurrente. El branded search sube cuando sube el awareness generado por email, y eso impulsa el orgánico. Son modelos distintos al ecommerce directo.
soft drinks, right? It's not so normal for someone to buy soft drinks online. So, what I'm doing is different. What I'm doing for that soft drink vendor is much more about brand. I I'm sure there might be some situation where it's like, hey, it's a bar. or they got to have a certain number of the these beverages in because it's a kind of drink they make or a gym or I don't know whatever right when I say soft drinks I don't necessarily mean sugary sugary drinks it could be like yerba mate right my can of my canned yerba mate that's a buy instore brand doesn't mean you don't need email drives…
Escúchalo en el minuto 19:15
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