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Hi from the Toms,
Apologies to anyone who’s already seen us post the news all over LinkedIn, but yes, we are still excited to announce that Superco is a finalist for the UX award at The Drum Awards for Digital Industries 2023 💥
Working with luxury streetwear brand Represent has been amazing for the whole team, and an incredibly rewarding process given their astronomical growth since our redesign and build.
With a content-first approach, we aligned the brand’s ethos with every page, launched the now highly anticipated Vault, and enhanced the customer experience so it looks and feels as premium as their popular collections.
We can’t wait to see what happens next 👀
See you all soon,
Tom & Tom
It’s no secret that consumers love User Generated Content, but a recent survey by Nosto revealed that the trend is here to stay — marketers are increasingly turning to UGC as campaigns are easier to launch and scale using high-quality visuals freely shared by customers.
87% of marketers now believe that visual UGC resonates more with customers than professional shots or influencer content, and it’s also perceived as a more authentic and cost-effective way to ensure diversity.
Recently, retail giant Zara began testing UGC in their shopping feeds, which is a stark contrast to the editorial photos used in their strategy to date — yes, you know the ones 🤨Zara fans appear to approve of the change, with many celebrating that they can finally see how a garment might look on their body type, or off the hanger.
Bed retailer Dreams jumped on the UGC movement early and has experienced tremendous success with a 200% increase in conversion rate and a 62% rise in average order value. The abundance of customer content is now said to inform Dreams' creative output, ensuring their product images align with what customers want to see.
This is exactly the direction brands should be heading in — listening and learning from customers. In this digital-obsessed age, brands can always rely on communities of their biggest customer advocates, and by encouraging them to post images and videos, the marketing takes care of itself.
The recent emergence of run clubs is a great example of this. Our client Puresport, Nike, Gymshark and many other fitness-related brands have launched regular running events for brand fans to meet each other and get involved in a shared passion. This is a great, relatively low-cost, marketing strategy that represents a brand truth and generates heaps of UGC to attract more consumers.
Google and Yahoo are introducing stricter email sender requirements, set to take effect in Q1 of 2024. These changes are designed to improve email security, reduce spam, and enhance the overall email experience for users. If you send a substantial volume of emails, you'll need to pay close attention to these new rules.
Keep your spam rates low: It's crucial to maintain low spam complaint rates, specifically below 0.30%. You can use Google's Postmaster Tools to monitor this.
Don't impersonate Gmail "From:" headers: If you're using a Gmail or Googlemail address in your "From:" field, you need to have your own domain by February 1, 2024, to avoid landing in the spam folder.
If you send 5k+ emails a day
Set up DMARC authentication: While you can do this at any time, it's recommended not to rush into it before the busy BFCM period. Klaviyo offers resources to help with DMARC, let us know if you need an intro.
Align your "From:" header with your domain: If you're a bulk sender, you'll need to use your dedicated sending domain, and your "From:" header must align with it.
Streamline the unsubscribe process: Make it easy for recipients to unsubscribe from your emails. This involves offering a one-step unsubscribe method and including an unsubscribe link in the email body.
While these requirements may seem daunting, they offer opportunities to strengthen your brand's reputation with inbox providers and improve engagement with your audience.
The consequence of non-compliance is also significant, as emails could be marked as spam or blocked entirely, impacting your metrics and domain reputation.
If you have any questions related to email marketing, our experts are happy to help — get in touch at hello@superco.io.
Urchin Tracking Module (UTM) codes are the unsung heroes of digital marketing and a favoured tool by data-driven marketers. Equipped with five key parameters; Source, Medium, Keywords, Content, and Campaign, these codes attach to URLs and play a significant role in tracking and optimising content.
Key learnings to gain from a UTM strategy:
Precise Attribution: UTM parameters help in attributing traffic and conversions to specific marketing efforts. This level of detail is invaluable for understanding which campaigns, channels, or content are most effective.
Content Optimisation: UTM tracking can highlight which content types or topics resonate most with the audience. Brands can tailor their content strategy based on what generates the most engagement or conversions.
Audience Insights: Beyond tracking clicks, UTM parameters can reveal audience demographics and behaviour. This information can be used to refine buyer personas and create more targeted content.
A/B Testing: UTM codes are useful for A/B testing. Brands can create multiple UTM-tagged links for the same content and compare the performance of different versions.
Consistency: Implementing a consistent UTM strategy across all marketing efforts ensures clean and accurate data. Brands can maintain a clear view of the customer journey.
Shopify launches shop.app on desktop. Previously only available on mobile, users can now shop products across multiple stores, earn cashback, and track the delivery of their Shopify orders without having to download an app.
Meta launches ad-free subscription in the EU — for €9.99/month users can remove ads from Facebook and Instagram. This feature aims to address privacy concerns while complying with data laws. Privacy officials in the EU have since demanded that Meta stop serving behaviorally targeted ads to residents, which leaves us to question whether the new subscription service will be necessary.
Ecommerce spending is forecast to grow by 5.1% as the sales season approaches. Health and personal care sectors are set to see higher growth, with home-related retailers being warned to prepare for losses.
Klarna joined the AI movement last month by launching a feature that allows consumers to shop by taking a photo of a product they’re interested in. The tech can identify more than ten million items.
Celebs like Snoop Dogg and Paris Hilton, who once promoted crypto and NFTs, are now lending their personas to Meta's AI chatbots. The lure of AI's cash is real amid shaky crypto markets 🫠
Considering payment options? Convenience matters. 33% of consumers switch service providers due to inconvenient or complicated online payment processes. That figure rises to 54% among Gen Z.
Elon Musk has unveiled his vision for X, plans include a dating site integration and a financial hub that eliminates the need for traditional banking.
The future of ecommerce is B2B according to The Independent. BigCommerce’s research shows 74% of B2B buyers now shop online, seeking detailed product information and custom pricing. Current frustrations include inaccurate costs and slow websites — B2B brands take note!
👕 Sports Banger prioritises the experience of the brand resulting in an online presence that feels authentically ‘London’ and considerably cooler than most clothing stores.
🐵 Baboon to the Moon is bright and bold, with playful copy highlighting a clear message; stay curious and chase adventure. This site puts a smile on our face.
🥝 Bawi Agua Fresca has branding hard to miss and even harder to dislike. Our founder spotted these tins in LA last week and suddenly we all feel parched…
🧢 Denim Tears’ approach to heritage and design has earned its place in The Met Costume Institute in New York’s permanent collection — it’s also reflected throughout their unique customer experience.
Klaviyo continues to deliver the goods with their 2023 Consumer Spending Report, a must-read in the lead-up to BFCM.
Congrats to Gorgias for winning the Lattice People Success Vision of the Year Award for 2023 🎉
Shopify has released a number of platform updates and developments, make sure to check out last week’s Superco: On Shopify for details.
Dancing queens (and kings!), our guestlist for Mamma Mia! The Party is now full, and we can’t wait 💃
Although this Abba-solutely fabulous night is all booked up, if you’d like to join future events like this one, get in touch with rachel@superco.io 🥂
Director of Partnerships and Business Development - Relo
A bit about you
I joined the world of ecommerce off the back of the pandemic (every cloud!). I was brought on to launch the partner program of Blueprint SMS, which went on to be acquired by Klaviyo.
We launched Relo, the repeat revenue solution for CPG brands used by flagships like Absolute Collagen and Dirtea. I run the commercial side of the business, owning both sales and partnerships. I squeeze in Jiu-Jitsu and surfing on the weekends.
Tell us about your tech
Relo analyses your Shopify order history and uses data science to work out who's ready to re-order, cross-sell or convert onto a paid subscription (Recharge for example).
We then sync these predictions into Klaviyo so you can send personalised emails / SMS on the exact day they are most likely to convert.
What work are you proud of?
Both of these case studies are great examples of brands achieving quality results…
Goodrays increases repeat orders by 22%
Absolute Collage see 16% uplift in Recharge subscriptions
What can you offer our readers?
We offer a 30-day free trial for friends of Superco. This is preceded by a full white-glove setup into your current Klaviyo flows via our in-house experts.
If you’re interested in speaking to Harry about how Relo can benefit your brand, please get in touch with rachel@superco.io for an introduction 🤝
🤝Got a mate or colleague that might be interested in what we have to say? Please share On Brand with them or forward on this link.
Hi from the Toms,
Apologies to anyone who’s already seen us post the news all over LinkedIn, but yes, we are still excited to announce that Superco is a finalist for the UX award at The Drum Awards for Digital Industries 2023 💥
Working with luxury streetwear brand Represent has been amazing for the whole team, and an incredibly rewarding process given their astronomical growth since our redesign and build.
With a content-first approach, we aligned the brand’s ethos with every page, launched the now highly anticipated Vault, and enhanced the customer experience so it looks and feels as premium as their popular collections.
We can’t wait to see what happens next 👀
See you all soon,
Tom & Tom
It’s no secret that consumers love User Generated Content, but a recent survey by Nosto revealed that the trend is here to stay — marketers are increasingly turning to UGC as campaigns are easier to launch and scale using high-quality visuals freely shared by customers.
87% of marketers now believe that visual UGC resonates more with customers than professional shots or influencer content, and it’s also perceived as a more authentic and cost-effective way to ensure diversity.
Recently, retail giant Zara began testing UGC in their shopping feeds, which is a stark contrast to the editorial photos used in their strategy to date — yes, you know the ones 🤨Zara fans appear to approve of the change, with many celebrating that they can finally see how a garment might look on their body type, or off the hanger.
Bed retailer Dreams jumped on the UGC movement early and has experienced tremendous success with a 200% increase in conversion rate and a 62% rise in average order value. The abundance of customer content is now said to inform Dreams' creative output, ensuring their product images align with what customers want to see.
This is exactly the direction brands should be heading in — listening and learning from customers. In this digital-obsessed age, brands can always rely on communities of their biggest customer advocates, and by encouraging them to post images and videos, the marketing takes care of itself.
The recent emergence of run clubs is a great example of this. Our client Puresport, Nike, Gymshark and many other fitness-related brands have launched regular running events for brand fans to meet each other and get involved in a shared passion. This is a great, relatively low-cost, marketing strategy that represents a brand truth and generates heaps of UGC to attract more consumers.
Google and Yahoo are introducing stricter email sender requirements, set to take effect in Q1 of 2024. These changes are designed to improve email security, reduce spam, and enhance the overall email experience for users. If you send a substantial volume of emails, you'll need to pay close attention to these new rules.
Keep your spam rates low: It's crucial to maintain low spam complaint rates, specifically below 0.30%. You can use Google's Postmaster Tools to monitor this.
Don't impersonate Gmail "From:" headers: If you're using a Gmail or Googlemail address in your "From:" field, you need to have your own domain by February 1, 2024, to avoid landing in the spam folder.
If you send 5k+ emails a day
Set up DMARC authentication: While you can do this at any time, it's recommended not to rush into it before the busy BFCM period. Klaviyo offers resources to help with DMARC, let us know if you need an intro.
Align your "From:" header with your domain: If you're a bulk sender, you'll need to use your dedicated sending domain, and your "From:" header must align with it.
Streamline the unsubscribe process: Make it easy for recipients to unsubscribe from your emails. This involves offering a one-step unsubscribe method and including an unsubscribe link in the email body.
While these requirements may seem daunting, they offer opportunities to strengthen your brand's reputation with inbox providers and improve engagement with your audience.
The consequence of non-compliance is also significant, as emails could be marked as spam or blocked entirely, impacting your metrics and domain reputation.
If you have any questions related to email marketing, our experts are happy to help — get in touch at hello@superco.io.
Urchin Tracking Module (UTM) codes are the unsung heroes of digital marketing and a favoured tool by data-driven marketers. Equipped with five key parameters; Source, Medium, Keywords, Content, and Campaign, these codes attach to URLs and play a significant role in tracking and optimising content.
Key learnings to gain from a UTM strategy:
Precise Attribution: UTM parameters help in attributing traffic and conversions to specific marketing efforts. This level of detail is invaluable for understanding which campaigns, channels, or content are most effective.
Content Optimisation: UTM tracking can highlight which content types or topics resonate most with the audience. Brands can tailor their content strategy based on what generates the most engagement or conversions.
Audience Insights: Beyond tracking clicks, UTM parameters can reveal audience demographics and behaviour. This information can be used to refine buyer personas and create more targeted content.
A/B Testing: UTM codes are useful for A/B testing. Brands can create multiple UTM-tagged links for the same content and compare the performance of different versions.
Consistency: Implementing a consistent UTM strategy across all marketing efforts ensures clean and accurate data. Brands can maintain a clear view of the customer journey.
Shopify launches shop.app on desktop. Previously only available on mobile, users can now shop products across multiple stores, earn cashback, and track the delivery of their Shopify orders without having to download an app.
Meta launches ad-free subscription in the EU — for €9.99/month users can remove ads from Facebook and Instagram. This feature aims to address privacy concerns while complying with data laws. Privacy officials in the EU have since demanded that Meta stop serving behaviorally targeted ads to residents, which leaves us to question whether the new subscription service will be necessary.
Ecommerce spending is forecast to grow by 5.1% as the sales season approaches. Health and personal care sectors are set to see higher growth, with home-related retailers being warned to prepare for losses.
Klarna joined the AI movement last month by launching a feature that allows consumers to shop by taking a photo of a product they’re interested in. The tech can identify more than ten million items.
Celebs like Snoop Dogg and Paris Hilton, who once promoted crypto and NFTs, are now lending their personas to Meta's AI chatbots. The lure of AI's cash is real amid shaky crypto markets 🫠
Considering payment options? Convenience matters. 33% of consumers switch service providers due to inconvenient or complicated online payment processes. That figure rises to 54% among Gen Z.
Elon Musk has unveiled his vision for X, plans include a dating site integration and a financial hub that eliminates the need for traditional banking.
The future of ecommerce is B2B according to The Independent. BigCommerce’s research shows 74% of B2B buyers now shop online, seeking detailed product information and custom pricing. Current frustrations include inaccurate costs and slow websites — B2B brands take note!
👕 Sports Banger prioritises the experience of the brand resulting in an online presence that feels authentically ‘London’ and considerably cooler than most clothing stores.
🐵 Baboon to the Moon is bright and bold, with playful copy highlighting a clear message; stay curious and chase adventure. This site puts a smile on our face.
🥝 Bawi Agua Fresca has branding hard to miss and even harder to dislike. Our founder spotted these tins in LA last week and suddenly we all feel parched…
🧢 Denim Tears’ approach to heritage and design has earned its place in The Met Costume Institute in New York’s permanent collection — it’s also reflected throughout their unique customer experience.
Klaviyo continues to deliver the goods with their 2023 Consumer Spending Report, a must-read in the lead-up to BFCM.
Congrats to Gorgias for winning the Lattice People Success Vision of the Year Award for 2023 🎉
Shopify has released a number of platform updates and developments, make sure to check out last week’s Superco: On Shopify for details.
Dancing queens (and kings!), our guestlist for Mamma Mia! The Party is now full, and we can’t wait 💃
Although this Abba-solutely fabulous night is all booked up, if you’d like to join future events like this one, get in touch with rachel@superco.io 🥂
Director of Partnerships and Business Development - Relo
A bit about you
I joined the world of ecommerce off the back of the pandemic (every cloud!). I was brought on to launch the partner program of Blueprint SMS, which went on to be acquired by Klaviyo.
We launched Relo, the repeat revenue solution for CPG brands used by flagships like Absolute Collagen and Dirtea. I run the commercial side of the business, owning both sales and partnerships. I squeeze in Jiu-Jitsu and surfing on the weekends.
Tell us about your tech
Relo analyses your Shopify order history and uses data science to work out who's ready to re-order, cross-sell or convert onto a paid subscription (Recharge for example).
We then sync these predictions into Klaviyo so you can send personalised emails / SMS on the exact day they are most likely to convert.
What work are you proud of?
Both of these case studies are great examples of brands achieving quality results…
Goodrays increases repeat orders by 22%
Absolute Collage see 16% uplift in Recharge subscriptions
What can you offer our readers?
We offer a 30-day free trial for friends of Superco. This is preceded by a full white-glove setup into your current Klaviyo flows via our in-house experts.
If you’re interested in speaking to Harry about how Relo can benefit your brand, please get in touch with rachel@superco.io for an introduction 🤝
🤝Got a mate or colleague that might be interested in what we have to say? Please share On Brand with them or forward on this link.
Hi from the Toms,
Apologies to anyone who’s already seen us post the news all over LinkedIn, but yes, we are still excited to announce that Superco is a finalist for the UX award at The Drum Awards for Digital Industries 2023 💥
Working with luxury streetwear brand Represent has been amazing for the whole team, and an incredibly rewarding process given their astronomical growth since our redesign and build.
With a content-first approach, we aligned the brand’s ethos with every page, launched the now highly anticipated Vault, and enhanced the customer experience so it looks and feels as premium as their popular collections.
We can’t wait to see what happens next 👀
See you all soon,
Tom & Tom
It’s no secret that consumers love User Generated Content, but a recent survey by Nosto revealed that the trend is here to stay — marketers are increasingly turning to UGC as campaigns are easier to launch and scale using high-quality visuals freely shared by customers.
87% of marketers now believe that visual UGC resonates more with customers than professional shots or influencer content, and it’s also perceived as a more authentic and cost-effective way to ensure diversity.
Recently, retail giant Zara began testing UGC in their shopping feeds, which is a stark contrast to the editorial photos used in their strategy to date — yes, you know the ones 🤨Zara fans appear to approve of the change, with many celebrating that they can finally see how a garment might look on their body type, or off the hanger.
Bed retailer Dreams jumped on the UGC movement early and has experienced tremendous success with a 200% increase in conversion rate and a 62% rise in average order value. The abundance of customer content is now said to inform Dreams' creative output, ensuring their product images align with what customers want to see.
This is exactly the direction brands should be heading in — listening and learning from customers. In this digital-obsessed age, brands can always rely on communities of their biggest customer advocates, and by encouraging them to post images and videos, the marketing takes care of itself.
The recent emergence of run clubs is a great example of this. Our client Puresport, Nike, Gymshark and many other fitness-related brands have launched regular running events for brand fans to meet each other and get involved in a shared passion. This is a great, relatively low-cost, marketing strategy that represents a brand truth and generates heaps of UGC to attract more consumers.
Google and Yahoo are introducing stricter email sender requirements, set to take effect in Q1 of 2024. These changes are designed to improve email security, reduce spam, and enhance the overall email experience for users. If you send a substantial volume of emails, you'll need to pay close attention to these new rules.
Keep your spam rates low: It's crucial to maintain low spam complaint rates, specifically below 0.30%. You can use Google's Postmaster Tools to monitor this.
Don't impersonate Gmail "From:" headers: If you're using a Gmail or Googlemail address in your "From:" field, you need to have your own domain by February 1, 2024, to avoid landing in the spam folder.
If you send 5k+ emails a day
Set up DMARC authentication: While you can do this at any time, it's recommended not to rush into it before the busy BFCM period. Klaviyo offers resources to help with DMARC, let us know if you need an intro.
Align your "From:" header with your domain: If you're a bulk sender, you'll need to use your dedicated sending domain, and your "From:" header must align with it.
Streamline the unsubscribe process: Make it easy for recipients to unsubscribe from your emails. This involves offering a one-step unsubscribe method and including an unsubscribe link in the email body.
While these requirements may seem daunting, they offer opportunities to strengthen your brand's reputation with inbox providers and improve engagement with your audience.
The consequence of non-compliance is also significant, as emails could be marked as spam or blocked entirely, impacting your metrics and domain reputation.
If you have any questions related to email marketing, our experts are happy to help — get in touch at hello@superco.io.
Urchin Tracking Module (UTM) codes are the unsung heroes of digital marketing and a favoured tool by data-driven marketers. Equipped with five key parameters; Source, Medium, Keywords, Content, and Campaign, these codes attach to URLs and play a significant role in tracking and optimising content.
Key learnings to gain from a UTM strategy:
Precise Attribution: UTM parameters help in attributing traffic and conversions to specific marketing efforts. This level of detail is invaluable for understanding which campaigns, channels, or content are most effective.
Content Optimisation: UTM tracking can highlight which content types or topics resonate most with the audience. Brands can tailor their content strategy based on what generates the most engagement or conversions.
Audience Insights: Beyond tracking clicks, UTM parameters can reveal audience demographics and behaviour. This information can be used to refine buyer personas and create more targeted content.
A/B Testing: UTM codes are useful for A/B testing. Brands can create multiple UTM-tagged links for the same content and compare the performance of different versions.
Consistency: Implementing a consistent UTM strategy across all marketing efforts ensures clean and accurate data. Brands can maintain a clear view of the customer journey.
Shopify launches shop.app on desktop. Previously only available on mobile, users can now shop products across multiple stores, earn cashback, and track the delivery of their Shopify orders without having to download an app.
Meta launches ad-free subscription in the EU — for €9.99/month users can remove ads from Facebook and Instagram. This feature aims to address privacy concerns while complying with data laws. Privacy officials in the EU have since demanded that Meta stop serving behaviorally targeted ads to residents, which leaves us to question whether the new subscription service will be necessary.
Ecommerce spending is forecast to grow by 5.1% as the sales season approaches. Health and personal care sectors are set to see higher growth, with home-related retailers being warned to prepare for losses.
Klarna joined the AI movement last month by launching a feature that allows consumers to shop by taking a photo of a product they’re interested in. The tech can identify more than ten million items.
Celebs like Snoop Dogg and Paris Hilton, who once promoted crypto and NFTs, are now lending their personas to Meta's AI chatbots. The lure of AI's cash is real amid shaky crypto markets 🫠
Considering payment options? Convenience matters. 33% of consumers switch service providers due to inconvenient or complicated online payment processes. That figure rises to 54% among Gen Z.
Elon Musk has unveiled his vision for X, plans include a dating site integration and a financial hub that eliminates the need for traditional banking.
The future of ecommerce is B2B according to The Independent. BigCommerce’s research shows 74% of B2B buyers now shop online, seeking detailed product information and custom pricing. Current frustrations include inaccurate costs and slow websites — B2B brands take note!
👕 Sports Banger prioritises the experience of the brand resulting in an online presence that feels authentically ‘London’ and considerably cooler than most clothing stores.
🐵 Baboon to the Moon is bright and bold, with playful copy highlighting a clear message; stay curious and chase adventure. This site puts a smile on our face.
🥝 Bawi Agua Fresca has branding hard to miss and even harder to dislike. Our founder spotted these tins in LA last week and suddenly we all feel parched…
🧢 Denim Tears’ approach to heritage and design has earned its place in The Met Costume Institute in New York’s permanent collection — it’s also reflected throughout their unique customer experience.
Klaviyo continues to deliver the goods with their 2023 Consumer Spending Report, a must-read in the lead-up to BFCM.
Congrats to Gorgias for winning the Lattice People Success Vision of the Year Award for 2023 🎉
Shopify has released a number of platform updates and developments, make sure to check out last week’s Superco: On Shopify for details.
Dancing queens (and kings!), our guestlist for Mamma Mia! The Party is now full, and we can’t wait 💃
Although this Abba-solutely fabulous night is all booked up, if you’d like to join future events like this one, get in touch with rachel@superco.io 🥂
Director of Partnerships and Business Development - Relo
A bit about you
I joined the world of ecommerce off the back of the pandemic (every cloud!). I was brought on to launch the partner program of Blueprint SMS, which went on to be acquired by Klaviyo.
We launched Relo, the repeat revenue solution for CPG brands used by flagships like Absolute Collagen and Dirtea. I run the commercial side of the business, owning both sales and partnerships. I squeeze in Jiu-Jitsu and surfing on the weekends.
Tell us about your tech
Relo analyses your Shopify order history and uses data science to work out who's ready to re-order, cross-sell or convert onto a paid subscription (Recharge for example).
We then sync these predictions into Klaviyo so you can send personalised emails / SMS on the exact day they are most likely to convert.
What work are you proud of?
Both of these case studies are great examples of brands achieving quality results…
Goodrays increases repeat orders by 22%
Absolute Collage see 16% uplift in Recharge subscriptions
What can you offer our readers?
We offer a 30-day free trial for friends of Superco. This is preceded by a full white-glove setup into your current Klaviyo flows via our in-house experts.
If you’re interested in speaking to Harry about how Relo can benefit your brand, please get in touch with rachel@superco.io for an introduction 🤝
🤝Got a mate or colleague that might be interested in what we have to say? Please share On Brand with them or forward on this link.
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