Estimated read time: 3 min, 41 sec

In this week’s letter 📨:

• 🎯 Test this winning TOF creative strategy

• 😎 Pro-advertisers’ guide to dynamic ads

• 📩 Email not working? Try direct mail instead

• ​​​​💄 #FeaturedAd - Glossier

• 👞 #BrandedCatalog Spotlight - Sabah

• 🆕 New @Socioh

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Want New Customers? Test This TOF Creative Strategy In Your Store

Do you have a go-to TOF (Top-of-the-Funnel) creative strategy? 

Let’s see why @ashvinmelwani recommends static ads and how to get them right:

P.S. Don’t go too hard! The idea is to sell the click to the right person and combine your static ad with a great landing page that does most of the heavy lifting.

BONUS: Want to use this strategy without the landing page(s)? Learn how to map crucial information directly onto your dynamic ads in the section below. ⬇️

Everything You Need To Know About Dynamic Ads — And How To Get The Most From Them

Dynamic ads, catalog ads, product feed ads — they all mean the same thing. 

Since Meta has access to massive amounts of data regarding the shoppers' buying preferences, browsing history, and brand affinities, this form of advertising can be insanely profitable.

But one big limitation of this ad format is how restrictive it is in terms of design. 

Let’s take a look at the static ad of a jewelry brand. Here’s some of the information that the brand’s static ad contains.

And here is the same brand’s catalog ad:

Looks like it’s missing crucial marketing information, doesn’t it?

But what if you could add this information right on your catalog creative — for each product, at scale like in the example below? 

Unbelievable? Read the pro-advertisers’ guide to dynamic ads and how to get the most from them:

Email for Retention Not Working? Try Direct Mail Instead.

Are you paying your Email service provider for a large database?

Not sure it’s contributing as much as it should be to your revenue? 

The reason could be that the % of users subscribed and actively opening your emails is very small:

After all, all our inboxes are full of emails from brands that we are too busy open.

Direct mail is a great way to get around this problem and reach the remaining people on your customer list.

Thank you, @drewsanocki — we love this bit of first-principle thinking!

Want to test it out for yourself?

Make sure you design the correct offer for the right audience (no reason you can’t segment and target the right customer with the right message here too), and start with a couple of segments first.

And as always, track your metrics!

P.S. Discount codes for recipients only and QR codes are both great ways to keep track of which shoppers came from direct mail.

#FeaturedAd - Glossier

Brand: Glossier
Category: Beauty and Personal Care
Format: Single Image (Feed)

WHY IT WORKS:

Static image ads are a great way to introduce new shoppers to your brand. 

This ad by Glossier introduces one of their best-selling products in a way that is both attractive and accessible. 

An eye-catching product showcase shot is combined with great copy — and boy, does it deliver!

While the copy on the visual uses short sentences (single-word sentences, even!), the caption elaborates on the benefits of the product — moisturizing, 3-in-1, and available in 9 shades. And don’t miss the short caption — anyone who knows the first thing about the ingredients in their cosmetics knows how effective hyaluronic acid is. 

Simple. Informative. Effective.

Want more ideas? See this ad and 1000s of others in Socioh’s ad library.

#BrandedCatalog Spotlight - Sabah

Brand: Sabah
Category: Footwear
Template type: 2-image with product name and category

WHY IT WORKS:

• The brand’s lifestyle images are combined with their product shots to create an unusual and eye-catching ad.

• Product names and collection (men/women) are mapped to provide context.

• The store’s distinctive logo is added to improve brand recall.
  
  Create dynamic catalogs using multiple images from your product feed. Get started with Socioh’s Branded Catalogs here.

New Ads @Socioh

New ads this week — FLY BY JING, Milk Bar, quip, 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

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