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In this episode of the Cart Insiders Podcast, we speak to the CMO of Gabi Insurance Nick Fairbairn—an experienced DTC marketer and one of the first marketers at Dollar Shave Club.
At first, it might not sound like Gabi, an insurance marketplace focusing on home and auto policies, has much to do with online DTC stores, but Nick shares some interesting parallels between how consumers make purchasing decisions.
Drawing upon his previous experience marketing DTC products, and his current work advising multiple DTC brands, Nick shares insights into the effectiveness of using reviews as social proof and the importance of a mobile-optimized website. He also goes into detail about the creative marketing techniques that he employs in order to stand out in a crowded market.
The conversation then shifts to creating customer loyalty, and how to secure that elusive second order in an increasingly fragmented environment. Nick provides insights into his approach to creating an enjoyable customer experience—and explains his motto of leaving one dollar on the table now to gain two later on.
“In insurance, referrals are a much harder thing to crack. Reviews, we are succeeding with, but getting people to say ‘use my link, sign up and get a quote’ just doesn’t scale up as it does for a physical product. Physical products are inherently more social and people want to broadcast their experiences.”
The focus then shifts to marketing channels. Greg and Nick discuss the successes of personalizing email campaigns and how to use clever customer segmentation to send relevant emails to the right subscribers. Nick shares his experiences with knowing when not to send emails, and learning how to segment his audience efficiently with targeted content—including SMS.
Nick weighs into the benefits of SMS as a marketing channel, overcoming challenges around ‘opt-in,’ and the importance of when to build a preference center so every customer is clearly communicated to in the manner that they prefer.
And, of course, how distribution and consumer changes in media consumption in the midst of the pandemic were discussed. Nick shares his experiences of staying agile around various new trends, opportunities, and emerging channels—including Twitch and TikTok—and people’s changing relationships to more established channels like Facebook.
Tune in to listen to the entire story.