The Exchange

Connect with DanLinkedinThis Show's TL;DR Dan explains what Puravida is all about  We talk about why the team is called customer success and not support or service  We discuss why CS is the glue-team  Dan gives the framework for how growing brands should think about customer success We talk about the help desk being the backbone of the CS team  Dan shares tools they use to collect the right customer feedback We go over a tool that Puravida uses to automate those WISMO conversations Dan explains the value of seamless returns experiences We talk about why Dan doubled the return window length  We discuss what channels customers are looking to engage with Puravida on  Dan shares how they handle answering customer inquiries on Instagram We discuss where the best CS reps for ecommerce come from  Dan shares his go-to questions for interviewing CS is an investment, not a cost

Connect with Nell:Twitter InstagramHill House InstagramHere's This Shows TL;DR: Nell gives us all a quick summary of what Hill House Home is all about  We go over what the brand started selling and the transition that has happened over time Nell explains that from very early on the customer was part of product decisions We talk about using retail spaces and Instagram to find your next product idea Look for active sharing to see what is resonating (share > likes) We discuss how Nell knew she had found a winner with their flagship product "The Nap Dress"  Nell explains the "group chat effect" and why it's more powerful than referral programs There's insane value in being a customer yourself Nell gives a few easy tips for getting customers talking We go over the added expenses and logistics of apparel over bedding Returns are the fitting room of the internet and are a customer experience play Changes are best when they are iterative  Nell shares her number one tip for getting customer feedback

Connect with Phil:LinkedinARKABrands Phil Mentions:BirddogsChubbiesVerma FarmsEcoCartPachamaResources Mentioned:EcoCart on being a sustainable brandHere's This Shows TL;DR: Phil explains what ARKA is all about  We discuss why so few brands create branded packaging  Phil explains why an iterative process to improving your packaging is the way to go  We talk about how to justify the cost of branded packaging "No one gets the customer excited with a brown cardboard box" Find branded assets that also provide a function like tape Understand SIOC (Ships In Its Own Container) Inerts are a clean experience that removes the need for packing peanuts, paper, and air packs Cardboard is underrated  The top-flap of your box can be a QR code to direct you to other experiences The effort is clear in your unboxing experience  Don't focus all your effort pre-purchase then ghost customers post-purchase  The number one tip is actually an obvious one make sure it arrives in one piece Gen Z will make eco-friendly packaging a requirement 

Connect with Adam:LinkedinSubscribe to Adam's newsletter on his siteBrands Adam Mentions:Deathwish CoffeeSpotlight Oral CareSleep EzLittle Big PlayroomSnug SofaJust StrongHere's This Shows TL;DR: Adam explains Magnet Monster and his approach to email  We discuss what email metrics will disappear with the iOS15 update  Segmentation via email opens will not be possible  We discuss how email marketers are going to have to change how they attribute value via email  Brands are going to start looking at email value in a different way and that might make some email marketers nervous  Adam explains how to prepare for the update and reminds us of some bad habits  We discuss how to collect customer information upfront for better segmentation Adam thinks we will see marketers looking for shortcuts will add more clickbait links since we still have a click-through rate The design will become much more important and should be based on engagement and clicks Start the relationship right by asking for data, its when they are most likely to share Adam gives a case study on how asking the right questions changed a jewelry brand's email strategy While a pop-up discount is boring it is effective if you are also collecting other info not just an email address Adam explain tactics he thinks are overrated  Email is a content distribution channel not just a sales channel  Adam talks about how content emails usually generate the same revenue numbers as a discount email We talk about the importance of content creation and some things to try that builds content via email

Connect with Aaron:LinkedinMentioned Resources:Visual of the seat cover sponsorship The previous episode where Aaron and Alex predicted 2021 (see if they were right)Here's This Shows TL;DR: Aaron gives a summary of what Hush is all about  We briefly explain the type of sponsorship that Hush did with the Montreal Canadians in the NHL  Aaron explains how this opportunity came to be  We go over how Hush was able to see exactly how much traffic this specific sponsorship drove over two weeks  We discuss traffic increases and when the most effective times for eyes were  Aaron talks about how the players got involved and extended the reach of Hush  We touch on whether this has helped Hush in the American market Aaron explains why we are seeing more DTC brands invest in out of home ads  We talk about the race to derisk and find creative talent

Connect with Rishi:LinkedinNewsletterWebsiteBrands Rishi References:ZingermansHere's This Shows TL;DR: Rishi describes why he only focuses on the product page  We talk a bit about why 3% became a standard for e-commerce conversion  The PDP is the end of the window shopping experience and Rishi explains why that is so crucial Forget everything on the product page and focus solely on the written description for the best results  The written word is the most effective tool to change purchase intent Rishi explains why its most important to focus on the first time shopper on the  Understanding the difference between methodical and impulsive shoppers  Rishi takes us through an example of how you can be appealing to both types of shoppers  The best place to start testing is with words, Rishi explains why  We discuss why active participation is key on the PDP Rishi explains that product video is superior to copy but it's expensive and difficult We go over the two questions your PDP NEEDS to answer Reduce friction not try to "hack" results 

Connect with Jack:LinkedinResources we Discuss in This Episode:Birddogs' newsletter (The Weekly Bird)Brands That Inspire Jack:Pit ViperHere's This Shows TL;DR: Jack gives us a summary of what Birddogs is all about We talk about the concept of "minimal but maximized" and why it's important in ecommerce Jack shares how to find the core of the story and how to communicate that to customers  Hot take... pick up the phone and call customers to understand what they want We discuss finding the difference between how loyal customers consume and new customers consume information Jack explains how you talk and learn from prospects who have not yet bought from the brand We discuss the importance of scaling messaging without losing who you are as a brand We talk about the Rose, Bud, Thorn approach to customer research  Jack shares a few things they found that fit in each of those categories

Check out the Integration:Klaviyo + LoopHere's this shows TL;DR: Goals you should focus on with return emails Why we believe this is such an underutilized area of email  Alex explains why he would consider adding a link to your return policy in every email  Joe talks about the impact your return policy can have on cart abandonment emails We explain the different types of emails we would create based on return outcome (exchange, credit, refund)  Joe talks about the value of branding your transactional returns emails We discuss the most important touchpoints during a return  Alex explains how he would use return reasons to create segments in Klaviyo  Other helpful resources on this topic:8 post-purchase emails that create a stronger returns experienceThe different types of returns and how they impact LTV

Connect with Val:TwitterResources we Discuss in This Episode:Really Good EmailsBrands Val References:Brooklinen LululemonEverlane OlipopOutdoor VoicesHere's This Shows TL;DR: Val explains her journey into email specifically retention focused emails  We talk a bit about how retention started in SaaS and first made its way into subscription ecommerce  Val gives us her take on why retention has become a priority this year  We highlight a few north star metrics you can use to evaluate your retention efforts  Is the best type of email one that asks customers to disengage We talk about emails that are designed just to get a reply  Val goes over the value of collecting additional info to use in your email strategy A great email strategy is about a relationship with the customer and the inbox  Post-purchase flows are the email tactic everyone should use ... with a twist  Val gives everyone a tip on how to discover the best retention email strategy for you

Connect with Greg:LinkedinTwitterInstagramResources we Discuss in This Episode:Reflecting on 2020 and Ecom in 2021 with Hush BlanketsBrands Greg Looks to for Inspiration:Truff Hot SauceHush BlanketsLasso SocksHere's This Shows TL;DR: Greg give us the background on how CROSSNET was started  We discuss when wholesale became a part of the growth strategy  Greg and the team jumped in headfirst and started their first partnership with Shields The decision to add in wholesale came down to bigger orders and an extension of the brand  CROSSNET is now in dozens of retailers and the decision to use wholesale as a channel has really accelerated their growth Some of the biggest pitfalls of wholesale are inventory issues, operations become a vital piece of your team Controlling the pre-purchase experience is tough but you can still control the post-purchase experience you create Greg discusses why they proudly show where to get their product in-store, even on their ecom site. We discuss CROSSNET's experiments with billboards Greg explains how his personal brand has opened a ton of doors for the business