Doug Franklin is the founder and CEO at Penny Black. Who are all about taking control of the unboxing experience to drive engagement and conversion rates through the roof.

In this episode, we discuss:

• How the unboxing experience is a key to delighting the customer
• The power of personalization
• Why offline marketing still matters

Dive in:

[05:30] Focused on product development and warehouse integration.

[09:33] Catalogues evolved to personalized, cost-effective flyers.

[13:18] Data tracking for customer engagement and sales.

[17:53] Merchants can scale and target specific cohorts.

[20:32] Insider Tips from Doug!

Find the notes here: https://keepopt.com/213

Download Shopify's new industry report >> https://keepopt.com/shopify

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Anna Wilson has over 21 years experience optimising retention and acquisition strategies for growth for mail order retailers. Working both agency AND client side she has a wealth of experience to share gathered whilst working for brands like Orvis, Boden, The White Company, Able & Cole, Glasses Direct and many more.

She’s now a senior member of the team at Go Direct Marketing where they manage 100s of catalogue mailing campaigns a year.

In this episode, we discuss:

• The seamless integration of online and offline marketing strategies
• The synergy between catalogues and email marketing
• How to leverage customer service and website alignment

Dive in:

[07:02] Maintain brand consistency across social media platforms.

[09:56] Consider email and mail for catalogue distribution.

[13:33] Encourage catalogue use, seize warm customer interest.

[16:20] Consistent website and catalogue branding is crucial.

[19:51] Consider retail partnerships, online presence, and consistency.

[22:40] Insider Tips from Anna!

Find the notes here: https://keepopt.com/212

Download Shopify's new industry report >> https://keepopt.com/shopify

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Nicky Lomax is an expert buyer of Offline Media – spending 10 years at marketing and data agency more2, including leading the Media and Acquisition Data Planning team driving offline acquisition strategy for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!!

Nicky and her team regularly bought over 15 million names, and over 30 million inserts a year! She now works brand side most recently running CRM projects at This Works and Ted Baker.

In this episode, we discuss:

• The importance of negotiation in offline media buying
• Testing and optimization are crucial
• Leveraging demographic data for targeted campaigns

Dive in:

[05:27] Negotiating media buying rates for traditional media.

[08:10] Buying into specific postal sectors for marketing.

[11:25] Propensity modeling and ranking postal regions.

[14:08] Offline marketing has time lag; online is instant.

[18:17] Consider various model selections for better results.

[23:07] Start with substantial investment, consider expert advice.

[28:27] Insider Tips from Nicky!

Find the notes here: https://keepopt.com/211

Download Shopify's new industry report >> https://keepopt.com/shopify

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor