Every Man Jack, Troy Petrunoff - Spooky retention, by segmenting gift buyers, and BOOGO gamified sales


Every Man Jack, Troy Petrunoff - Spooky retention, by segmenting gift buyers, and BOOGO gamified sales

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🎧 On today’s episode of the DTC pod, we’ve got retention on the brain with repeat guest Troy Petrunoff, Retention Marketing Manager at Every Man Jack.

Every Man Jack is a men’s hair and body care brand focused on using naturally-derived ingredients and making sustainable choices to inspire men to take care of themselves and the world around them.

‍The takeaways 👇

🛍️ Switching to Shopify

In March of this year, Every Man Jack went live on Shopify, having made the switch from Magento. Like any major change, there were hurdles and challenges to navigate, but here are a few benefits Troy and his team found after making the switch:

  1. Easier to efficiently make changes to the site.
  2. Ability to take advantage of powerful marketing tools such as custom gift cards and more.
  3. More opportunity to enhance the site with the treasure trove of functionality that is the Shopify app ecosystem.

❄️ Converting the cold

Every DTC brand is challenged with how to ignite their dormant audience segment. On this topic, Troy discusses how Every Man Jack used a low-barrier-to-entry marketing tactic to ~warm up~ that cold audience.

“​​We were just like, ‘Okay, we've informed this audience pretty heavily that we have this new product [and] they're clearly not interested [so] let's let them know it's on Amazon because maybe that audience just trusts Amazon more or wants the 2-day shipping… so that was the thought process there. If they're not purchasing them from the [EMJ] site, maybe they're still interested, but they want Amazon, which they trust.”

💰 What Troy would do with an extra $50K:

With the holidays quickly approaching (does anybody else hear those jingle bells?...), Troy’s funneling the grant elsewhere…

“I would either throw it in SMS or just throw it to acquisition because… [acquisition is] a crucial thing around the holidays, especially because we're upping the frequency of our email and text sends, which, last year, we didn't see a really big impact on unsubs at that point, so it's not a huge red flag, but you do need a healthy amount of new subscribers coming in through that period.”

👉 Listen to the full episode with Troy Petrunoff here!

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