- The Wise Ad — Socioh's weekly newsletter for the DTC advertiser
- Posts
- ❌ Don’t look at open rates
❌ Don’t look at open rates
Here’s what you should do instead
Estimated read time: 3 min, 52 sec
In this week’s letter 📨:
📧 You’re looking at the wrong email metrics
🤔 Is it Meta or is it your account structure?
📣 3 EASY static ads to test now
😴 #FeaturedAd - Oat Haus
👜 #BrandedCatalog Spotlight - Kettlebell Kings
🆕 New Ads @Socioh
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4 Email Metrics You Should Be Looking At But Aren’t
Looking at open and click rates for your retention emails?
Not only are these metrics not enough, they may even be misleading.
After all, anything that doesn’t generate revenue is costing you!
Here are the top 4 metrics you should be looking at instead:
Revenue per Email (RPE)
Gross Profit per Order (GPPO)
Repurchase Rate (RPR)
Customer Lifetime Value (CLV)
Want to know more? See this tweet by @Ferastotle:
True Classic Case Study #4: Standard Email Metrics Are Dead 🧵
Open Rates. Click Rates. Placed Order Rates… Great to measure, meaningless at the end of the day. Here’s a few things that are critical to brands at the scale of True Classic, and should be important to you too:
— Feras Khouri (@Ferastotle)
8:57 PM • Jan 16, 2024
BONUS: Track your revenue per subscriber — is there a significant difference between subscribers and non-subscribers? If there is, pass this info back to your marketing team and find low-cost ways to get your shoppers to sign up!
More Reasons To Consolidate Your Ad Account Structure
Almost everyone is seeing inconsistent, if not outright poor, performance on Meta.
But @MattiSchroder is reporting new customer ROAS up by 36% YOY.
So what’s his secret sauce?
Ad account consolidation, and respecting the learning phase:
Our secret weapon is not cost controls or creative tests.
It's respecting the learning phase.
You can't expect Meta to give you good performance if you don't give Meta enough data for each ad set to exit the learning phase.
We've never sold more than since I consolidated our… twitter.com/i/web/status/1…
— Mathias Schrøder (@MattiSchroder)
1:11 PM • Apr 15, 2024
One easy way to consolidate your account? Broad audiences!
Here are some tips on what’s working right now.
3 Static Ads To Test In Your Account Now
Always looking for new hooks or angles for your creative?
We get it.
But how about trying out something really simple?
Here are 3 ad ideas that work every time:
3 of the greatest creative strategies for fashion brands are the ones NO ONE THINKS ABOUT.
Because they say…it’s too easy.
But I have ad accounts that are CRUSHING it from using them:
1. Stock not moving?
We launch a “final pieces” angle.
Use the best static photos and use… twitter.com/i/web/status/1…
— Ray Johnston 🥊 DTC CottonKing | Rizz of eCom (@imrayjohnston)
9:19 PM • Apr 15, 2024
And they are so EASY to make.
Thanks for the reminder that FOMO works, @imrayjohnston!
P.S. While these ads are especially effective for apparel brands, we’ve seen this format work for accessories and home goods too. Want yet more ideas? Check out how to add FOMO to your catalog ads.
#FeaturedAd - Oat House
Brand: Oat Haus
Category: Food & Beverage
Format: Static Image (Feed & Story)
WHY IT WORKS:
Newness works.
Especially if you’re a niche brand.
As a gluten-and-nut-free brand selling specialty spreads, Oat Haus has a dedicated audience.
However, it does need to incentivize purchases and add new customers to its brand.
Let’s see how this eye-catching ad for a Limited Edition Granola butter does it:
The big, bold ‘Limited Edition’ text in caps emphasizes newness and creates urgency/FOMO.
The product shot with its very 70s show aesthetic is unmissable, inviting shoppers not yet familiar with the brand to click.
The copy is simple, relying on classic sugary breakfast favorites to invite a wider audience to click/purchase.
Want more ideas? See this ad and 1000s of others in Socioh’s ad library.
#BrandedCatalog Spotlight - Kettlebell Kings
Brand: Kettlebell Kings
Category: Fitness
Template type: Multi-brand layout with dynamic discounts
DESIGN HIGHLIGHTS:
The category-based design allows this multi-brand fitness retailer to focus on different messaging for distinct categories/lines.
The template highlights discounts and product names for the core line, and USPs and discounts for the Hydrate line to convey value.
Slashed prices and dynamic discounts are automatically mapped for each product.
Add different designs for different categories in the same catalog! Learn more about customizing your dynamic ads with Socioh’s Branded Catalogs.
New Ads @Socioh
New ads this week — Plant People, Gigantic, Miracle Brand, and more. Find these ads and tons of inspiration in Socioh’s ad library.
P.S. We update our library with new ads every week
The world of advertising is evolving fast, and keeping up with it all can be exhausting.
This is why we deliver what you need to know — and only what you need to know, once every week. So you can make the wisest decisions about your ads.
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