DTC Live - how to access ALL talks

Hello friends,

If you missed DTC Live London, then look no further!

All our talks from DTC Live London are now live on our YouTube channel! 

Building out the DTC Live Youtube has been a four month project, and our dedicated Edit Squad and Channel Operations teams has worked tirelessly to publish all conference content to date, as well as create hundreds of social shorts for Youtube and TikTok.

Now, you can catch all the sessions and highlights, along with the shorts, which capture the best moments from DTC Lives over the years.

The DTC Live London conference was packed with insightful talks, workshops, and panel discussions covering the latest trends and innovations in digital commerce.

Now onto today’s topics 

📣 How Louis Copeland Increased Email opt in rate from 14% to 75% with Personalised Email Campaigns

📣 A special guest joined us at Gamechangers

📣 Dream and Dream Big

📣 How I switched from Journalism to ecommerce –  a fantastic discussion on the ChaChing Podcast

How Louis Copeland Increased Email opt in rate from 14% to 75% with Personalised Email Campaigns

They say it's 7 times easier to sell to a customer you already know than a new one, which is why building your email list is so important.

Most brands have a maximum of a 30% opt in rate of customers who purchase to those who join their list and start receiving ongoing campaigns. 

And Louis Copeland, Ireland’s premier men’s tailor and luxury fashion brand with a rich 90-year legacy of tailoring excellence, faced this challenge as they transitioned into e-commerce. Known for their meticulous craftsmanship and high-end fashion, Louis Copeland encountered unique obstacles that their successful brick-and-mortar operations never posed.

Dataships is the tech solution that you should all trial right now. Forget the technical jargon, this nifty tech increases your customers opt in rates to purchase, taking them up to 80%. 

Imagine that, being able to market to four times more customers than you would be able to without Dataships!

By leveraging Dataships' advanced analytics and segmentation capabilities, Louis Copeland has been able to create highly personalised and targeted email campaigns. These campaigns have not only increased customer engagement but also significantly boosted conversion rates. The data-driven approach has provided invaluable insights into customer behaviour, allowing for more effective marketing strategies and better ROI.

Like many brands, Louis Copeland took a one-size-fits-all approach to e-commerce consent management at checkout was not capitalising on growth opportunities. 

Plus, traditional methods like heavy discounting, pop-up forms, and one-time offers often resulted in collecting email addresses that lacked genuine engagement and long-term value.

Recognising the need for a more nuanced approach, Louis Copeland turned to Dataships. They implemented Dataships’ dynamic consent collection tool, moving away from discount-driven sign-ups to building a list of truly engaged customers, especially those who had recently made purchases.

How Did They Do It? And Their Top Retention Tips:

✅ Adapt Your Consent Strategy for Success  

Louis Copeland’s increase from a 14% to a 75% marketable rate at checkout highlights the importance of a customised consent strategy. This meant a larger segment of their customer base—eight out of every ten shoppers—were now consenting to marketing communications. Consequently, their email database and market reach expanded significantly, enhancing their revenue potential.

🔢 Select the Right Data Solutions  

Choosing the right tech partners is crucial. By partnering with Dataships, Louis Copeland tailored their data management solutions to align with their brand's unique needs. This strategic alignment made data work for them, transforming their marketing approach and achieving solid results.

🖥 Monitor, Analyse, and Pivot  

The impact of Dataships' solution on Louis Copeland’s marketable rate demonstrates the power of continuous monitoring and adaptation. By refining their approach based on real-time data, they experienced sustained growth and engagement. Look for immediate impacts and be ready to adjust your strategies based on the data you collect.

👩💻👨💻 Nurture Your Leads  

With a growing list of marketable contacts, prioritise lead nurturing. Send personalised follow-up emails tailored to individual customer preferences. Suggest new products or ask for feedback on recent purchases. This personalised approach can drive up your sales. With Dataships, Louis Copeland saw nearly doubled open rates (close to 50%) and quadrupled click rates (up to 19%), leading to increased engagement and repeat purchases.

If you're a D2C brand looking to maximise your marketing potential and achieve growth, through data collection, talk to Dataships. 

“For several months, we’ve been utilising Dataships, which has significantly simplified our lives. With Dataships handling our marketing compliance, we can rest assured that everything is taken care of. Moreover, we’ve experienced significant growth in our marketing audiences, which has resulted in a direct increase in revenue.”  

—Aaron Hearns, E-commerce Manager

A special guest joined us at Gamechangers

Last week's Gamechangers event was one of our favourites yet! First of all, we tried a new location, a bright airy room in Huckletree, Shoreditch, which everyone loved, followed by drinks at the hotel next door hosted by Rewind. 

We saw an incredibly vibrant and engaged group of participants who were open to innovation and eager to explore new ideas. 

Gamechangers always hosts brands of all sizes, and at last week's event, every brand in the room was keen to push the boundaries of what's possible in digital commerce

One of the standout topics was live shopping, which garnered a lot of interest. All our attendees were excited about the potential of integrating live shopping experiences into their platforms to enhance customer interaction and drive sales. 

Our partners and Live shopping platform LiveMeUp demonstrated how TikTok-style live video shopping and Instagram-like shoppable videos could boost conversions and generate revenue through personalised video user journeys and live video analytics.

Additionally, the use of AI to save time and money was a hot topic. Many participants were impressed by the efficiency and effectiveness of AI tools in streamlining operations and improving customer experiences. Cooee showcased its AI-powered CRO Co-pilot, which creates personalised customer journeys by analysing visitor intent in real-time on Shopify stores, engaging visitors uniquely to minimise funnel leakage and increase conversions.

We're already looking forward to our next Gamechangers event, focusing on digital TV advertising - so make sure to mark your calendars for July 18th!

📣 Why Gamechangers? Mollie Woolnough-Rai from Penny Black put it best: "Gamechangers is like a university education for e-commerce 🎓."

Here's what you can expect:

⚪️ Learn proven strategies to grow your D2C brand's revenue and value.

⚪️ Dive into a live funnel workshop and discover effective social ad formats.

⚪️Network with other brand owners and meet our newest tech partners.

⚪️Discover key levers driving online brand growth, equity value, and ROI.

⚪️Access exclusive content and special offers on useful tools!

We love to hear feedback from attendees, but one that stands out to me came in a letter I received.

📣 “Tash, it was especially nice to meet you given we spoke a while ago now and you are THE ONLY person I spoke to for a long time who truly understood how my product (pillowcases) were becoming a commodity.” — Sonal Keay, This is Silk

Gamechangers is an amazing day to attend, and you won't fall short of learning something new.

Dream and Dream Big

As we gear up for the second season of Tash Talks, we wanted to share some highlights from Season 1. 

One of the most inspiring episodes featured Millie Kendall OBE, CEO of the British Beauty Council. Millie's journey in the beauty industry is nothing short of remarkable. From creating and recreating successful brands to her role as a leading voice in the industry, her story is filled with valuable insights and inspiration.

Those of us who were teens in the 90s will all remember that Millie developed and marketed the renegade namesake makeup brand Ruby & Millie with her partner Ruby Hammer in 1996. 

The brand launched on 4th August 1998, in Harvey Nichols and Selfridges. Three months later, it rolled out in 24 Boots the Chemist stores, eventually expanding to 114 locations nationwide. In 2009, she launched the tween-and-teen makeup line Scarlett and Crimson at Superdrug. Millie has also consulted and co-developed many founder-led brands, showcasing her versatility and expertise in the beauty industry.

In her Tash Talks episode, Millie shared her experiences and challenges, offering a glimpse into her strategies for success. She discussed the importance of innovation, resilience, and staying true to one's vision.

Check out what Millie had to say about a career in beauty and what getting an OBE really means on my main Linked In feed.

Here’s a snippet from Millie's episode:

How I switched from Journalism to ecommerce –  a fantastic discussion on the ChaChing Podcast

I was thrilled to be a guest on the ChaChing podcast recently, where I discussed my journey from journalism to digital commerce. 

ChaChing is of course a disruptive app that rewards customers with cash as they buy in real time, instead of brands sending money to Meta and Google by way of a CPA! 

We love all solutions that provide alternatives to paid advertising as an acquisition channel, and so have welcomed ChaChing into our community. 

During the podcast, I had the opportunity to share my story with ChaChing’s CCO Joel Williams, discussing the transition from a traditional journalism background to the fast-paced world of e-commerce and digital marketing. We delved into the challenges and opportunities in the industry, the importance of staying adaptable, and the future trends that are shaping the digital commerce landscape.

It was a great experience to dive deep into the evolution of the e-commerce industry, and the marketing strategies that drive success.

If you are still considering whether to incorporate ChaChing as part of your marketing strategy, it’s a no-brainer. It’s a win-win for both shoppers and for every member of your team:

⚪️CEOs: Significant improvements in market share and revenue growth.

⚪️CFOs & Financial Leaders: Direct transactions on your website ensure financial control.

⚪️CMO & Marketing Leaders: Higher ROAS with no ad wastage or performance risk.

⚪️CDOs & eCommerce Leaders: Break free from the dominance of giants like Google and Amazon.

And as to why we think ChaChing is a Gamechanger…

⚪️Risk Reduction with Cost-per-Order Model: Merchants set their own CPA, reducing risks and protecting your ad budget.

⚪️Cashback Incentives for Shoppers: A substantial portion of the order cost is given back to shoppers as cashback, enhancing purchase incentives.

⚪️Market Diversification: Reach a broader audience beyond Google, Meta, and Amazon.

⚪️Streamlining Operations and Enhancing Privacy: Integrates with major e-commerce platforms for simplified campaign management while prioritising user privacy.

For merchants looking to navigate the volatile advertising landscape effectively, ChaChing could well be the valuable tool you’ve been looking for. If you like what you're hearing, book a chat with ChaChing here, or pop an email over to Joel and team on joel.williams@chaching.me!

That's it for this week! 

Thank you for reading :) 

To help continue to build the DTC Live community, please forward this email on to someone you think might like it. Or if easier, share this link.

We'll be back with more growth strategies and insights for eCom and tech brands next week.

Tash⚡