Hi there,
Welcome to the 8th edition of "State of anew sleep".
Every month I share snippets of what I (and the team) at anew sleep are working on.
Here's what happened.
Powering up e-mail marketing
I’m obsessed with boosting our performance through:
- Email marketing
- SEO
- Affiliate marketing
These three channels will help you rely less on the almighty Meta and Google ads.
So, just like we did with tracking earlier, we decided to invest in help from qualified experts to determine:
What are the potential upsides of improving our email marketing?
Or, put simply: How much untapped potential is left?
After speaking with three experts, we learned that we’re actually doing very well. We’ve covered all the necessary steps (e.g., flows) to ensure we’re driving revenue. However, we also discovered areas where we could improve:
- Reducing unsubscribe rates
- Increasing the opt-in rate on the website
- Testing more opt-in methods and their impact on revenue
- Removing inactive subscribers in a timely manner
- Sending out more campaign emails
These might sound like small changes, but after implementing some of them, we’ve already seen an uplift in revenue.
In the process, we also moved all our pop-ups from Sleeknote to Klaviyo, saving us thousands of dollars every year.
Now, what we need is more time and effort to keep boosting revenue from email marketing moving forward.
Amazing deals for BFCM
When we say, “Hey, we want to order xx,xxx pieces of this product,” it can take up to 5 months from that point until we have it stocked at our 3PL and ready to sell.
This means we have to carefully plan our inventory forecasting and purchases.
While we’ll be heavily focused on what we know works for BFCM, we’re also working on product lines that we can source faster to test more opportunities during the upcoming peak season.
In August, I spent a significant amount of time researching, planning, and ordering a variety of new products from around the globe.
These new products will be at our 3PL and ready to sell in about 1/5th of the time it usually takes us.
With our strong focus and investment in email marketing, these new products will be a great initiative to drive profitable sales while also testing whether they have the potential to become our next winning products.
Influencer campaigns
In the spirit of planning for a short period where we’re hoping sales go through the roof, we’re also preparing for some of the highest CPM costs ahead.
This is why we’re partnering with a few, but highly selective, influencers and creators to tap into their audiences during this peak season.
Do you know who doesn’t adjust their pricing based on what time of the year you launch your ads?
Influencers.
After working with over 250 influencers for sales activation, I’ve learned what works and what doesn’t.
The success rate is low, and the idea that a single influencer will drive a $100K uptick in one month is unrealistic. It simply doesn’t work like that anymore.
Here’s what I’ve learned (if you’re thinking of doing it yourself):
- Bigger isn’t always better when it comes to audience size.
- Don’t bother with influencers who have fewer than 10K followers if your goal is sales — it’s a waste of time.
- Authenticity is key, and surprisingly, few influencers have it.
- Commission-based payments aren’t consistently effective—only low-tier influencers agree to it.
- Choose a few high-quality influencers.
- If they don’t love your product, their audience won’t buy it.
After using 250 influencers, both big and small, if I could go back in time, I’d only work with five of them.
Crazy, right?
Conclusion
Thanks for reading so far. I will be doing this every month. If there's something specific you want to hear about in these updates: Shoot me a message on LinkedIn.
See you in a month.
