This week we’re doing what a good newsie should do: showing up with a pile of juicy bits you were absolutely going to “circle back on” and then very much did not.
But really, the headline event is Grüns. Unilever put a big ol’ rock on the greens-gummy rocket ship’s finger less than three years after launch, which is the kind of outcome that makes every operator sit up a little straighter and start polishing the spot where a tasty buy-out might sit nicely.
Anyway, the newsie’s loaded. Enjoy the whiplash.
Tweet of the Week
YouTube University:
HexClad Director of Paid Media Talks Strategy, Gordon Ramsey, and More
Eight words changed. Revenue immediately stopped asking questions and just stood there blinking like it had seen the Almighty.
This was an abandoned cart email. Same offer, same timing, same “it’s probably fine” neglect. We changed the only part people actually judge before deleting you: subject line and preview text.
That was it.
No redesign slander. No strategy erasure. Those matter. This just wasn’t that kind of win. This one came from saying the useful thing faster.
Revenue per recipient jumped 46%.
Which is a hilarious outcome for everyone still treating inbox copy like garnish instead of the decision.
Eight words. Plus 46% revenue per recipient. Wanna know what they were?
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Quick Shots
@ron_ecomm: Can someone tell me why supplements are having a moment now and not say 5 years ago?
@Shwinnabego: gruns being acquired for 1.2b isn’t hugely impactful for CPG ecosystem at large imo (sure more capital and appetite since there is m&a) but what makes Gruns successful is the same reason why im8 is crushing, mars men at 100m run rate, primal queen ripping $100m+ bootstrapped, create raising $20m.
@ecom_cork: My biggest lesson from the Gruns thing is the importance of the money model.
@theisaacmed: Gruns sells and my entire feed has agencies taking credit for it.
@drewfallon12: why are these consumer brands growing so fast?
Here for the Memes
Top Headlines this Week
Best from LinkedIn
Klaviyo just rolled out personalized web banners for their Customer Hub..
This is actually something I've been creating manually through Klaviyo forms for a few years now, so it's great to see it natively supported.
Think about the impact of showing specific website content to specific groups.. VIPs, subscription customers, Reward Members, or repeat visitors..
Instead of generic offers, we can show their first name, point totals, specific coupon codes, or countdown clocks.. all personalized to the exact segment looking at the screen.
Website personalization has been available for a while now, but the Customer Hub makes it so much easier to target each person.
Try it out on your storefront, or message me for more info on how it's done.
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Stat Attack
The Outro
That’s it!
Thanks for giving this your extremely limited and probably overbooked attention. We know inbox time is sacred, fragile, and usually one Slack notification away from complete spiritual collapse.
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