Hi there,

Welcome to the 10th 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.

It's soooo close guys

We're going into the busiest season ever for e-commerce and DTC brands.

I don't even need to say what it is.

I've always worked hard to prepare for this season and this year is no different. Though I've decided to change a few things up.

This year I made a ruleset for myself to secure revenue for this season and avoid unnecessary work.

Here's what I decided:

  1. I will not try new things out unless I know 100% they will work.
  2. I will not change important things (payment, shipping etc).
  3. I will not produce too much content "in case I need it".

There is no crazy experiments and initiatives planned.

Only focus on doing more of what's already working.

Or actually, there is one thing. We'll get to that later. 😎

In terms of our goals:

We plan to 2x of our revenue in November compared to last year.

SMS marketing - hit or miss?

This year we invested heavily in acquiring more e-mail subscribers (and SMS permissions).

During the past few months, we've been redirecting +30% of our ad spend towards leadgen for our permission base.

Something that has helped us grow the base of +80% in no time.

Now we also have sooooo many permissions for SMS.

So I was lying when I said we wouldn't do new things. SMS is something we're going to test out this year.

Our CPCs were about $7 last Black Friday. I can send out many SMS for that price. With the assumption that the CTR is at least 1% the calculation makes sense.

I am looking forward to seeing what it can do for us.

Black Week Q&A for anew sleep

I get some questions on how of much we plan to do X, Y, and Z.

Here are some quick Q's and A's.

How many e-mails do we intend to send out in November?

About 14 campaign emails. Less than last year.

How many creatives have we created for Black Week?

About 10 new videos. 8 repurposed videos. 40 banners. All thanks to the creative team at PL & Partners for delivering amazing content that performs good.

How do you pace the budget during the month?

We plan to spend about 30% of our ad spend from Nov 1-21. Already from Nov 1 we're upscaling the ad spend to prepare our audiences.

The rest of the budget is spent on the last days of November. This will be me after Nov 21st on Google & Meta:

TikTok?

Smaller portion of our budget. Currently TikTok is running a campaign for $600 in free ad credits for new accounts spending $600 - I'll take it.

Google or Meta? Who do I bet on?

I'll be using more on Meta this year, but it's quite close. If something work well (according to platform & zero party data), I'll increase the budget.

ROAS target?

Higher than normal. About +25%. But we downscale ROAS to upscale spend.

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.

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