The SMS Conversation Everyone Needs to Hear in 2023
04/19/23 • 52 min
Aaron Orendorff is an eCommerce content legend, previous Editor in Chief of Shopify Plus, VP of Marketing at Common Thread Collective, and current Head of Marketing at the Shopify SMS Platform, Recart.
In this episode, we discuss the intersection of content and commerce, the 3 phase approach to building an organic content flywheel for any DTC brand to build, how to think about SMS marketing in 2023, why transparent SMS pricing is key, the 5 things that make Recart so special for Shopify brands, and Blake’s favorite SMS strategy for driving tons of traffic, Transactional SMS!
Aaron also stresses why consistency in marketing matters, bringing together organic brand building and performance paid advertising, and finding one's native content language.
If you are curious about what “great” looks like in SMS marketing in 2023 this one is for you.
👉 The TYCA Podcast is brought to the DTC community cost-free. If you’d like to support the show, please consider leaving us a review and subscribing to the show! 🙏
Follow Blake
Follow Aaron and Recart
Check out Recart SMS at www.recart.com
Timestamps
(0:00) Blake's High-Level Intro
(2:05) - Who is Aaron Orendorff & Recart?
(6:23) The worst piece of DTC advice Aaron has heard
(7:51) Where does Aaron derive his inspiration?
(10:38) Aaron’s #1 message to the eCommerce community if he could put it on a billboard
(11:45) The Aaron Orendorff view on the intersection of content and commerce
(13:54) The 3 principles of great content creation in any owned channel (SMS, email, social, etc...)
(24:00) 5 Ways Recart is thinking differently about SMS in 2023 plus good questions to ask your current vendor
(29:00) Reviewing campaign costs and why it can wreck your return on spend
(31:00) Why transparency in SMS pricing is key
(38:00) The power of restore links for conversions
(43:00)Transactional SMS and why it’s the #1 best-kept secret in SMS marketing
(50:00) Closing thoughts
Aaron Orendorff is an eCommerce content legend, previous Editor in Chief of Shopify Plus, VP of Marketing at Common Thread Collective, and current Head of Marketing at the Shopify SMS Platform, Recart.
In this episode, we discuss the intersection of content and commerce, the 3 phase approach to building an organic content flywheel for any DTC brand to build, how to think about SMS marketing in 2023, why transparent SMS pricing is key, the 5 things that make Recart so special for Shopify brands, and Blake’s favorite SMS strategy for driving tons of traffic, Transactional SMS!
Aaron also stresses why consistency in marketing matters, bringing together organic brand building and performance paid advertising, and finding one's native content language.
If you are curious about what “great” looks like in SMS marketing in 2023 this one is for you.
👉 The TYCA Podcast is brought to the DTC community cost-free. If you’d like to support the show, please consider leaving us a review and subscribing to the show! 🙏
Follow Blake
Follow Aaron and Recart
Check out Recart SMS at www.recart.com
Timestamps
(0:00) Blake's High-Level Intro
(2:05) - Who is Aaron Orendorff & Recart?
(6:23) The worst piece of DTC advice Aaron has heard
(7:51) Where does Aaron derive his inspiration?
(10:38) Aaron’s #1 message to the eCommerce community if he could put it on a billboard
(11:45) The Aaron Orendorff view on the intersection of content and commerce
(13:54) The 3 principles of great content creation in any owned channel (SMS, email, social, etc...)
(24:00) 5 Ways Recart is thinking differently about SMS in 2023 plus good questions to ask your current vendor
(29:00) Reviewing campaign costs and why it can wreck your return on spend
(31:00) Why transparency in SMS pricing is key
(38:00) The power of restore links for conversions
(43:00)Transactional SMS and why it’s the #1 best-kept secret in SMS marketing
(50:00) Closing thoughts
Previous Episode
The Rainmaker's Playbook: How Mid-Day Squares Became a CPG Game Changer
Jake Karls is the co-founder of Mid-Day Squares, a functional and better-for-you chocolate snacks CPG company.
As you’ll learn, this “Resident Rainmaker” is full of inspiring energy and wisdom for anyone in the CPG or eCommerce industry.
Blake and Jake discuss customer retention strategies, the importance of authenticity, and the challenges of shipping perishable goods.
Jake emphasizes the importance of storytelling and building emotional connections with customers to drive organic growth and word-of-mouth marketing.
He also shares his motto of "get comfortable being uncomfortable" and advises current and aspiring CPG and DTC founders to invest in innovation and be true to themselves.
The TYCA Podcast is brought to you by Wonderment — the #1 platform loved by eCommerce support, operations, and marketing teams alike to deliver the most holistic post-purchase experience imaginable.
Wonderment is the retention iOS used by over 1000 customer-first shopify brands like Jones Road Beauty, Igloo, The Ridge, Simplehuman, and more. Check out www.wonderment.com today.
Follow Blake
Follow Jake
Grab some Mid-Day Squares
Watch the video format of today's episode here.
Timestamps and Summary
(0:00) - Intro
(1:20) Who is Mid-Day Squares & Jake Karls
(2:39) Blake tries Mid-Day Squares Live
(4:24) Jake's best purchase under $100, his favorite hype song, and more
(5:31) Jake’s #1 message he wants to share with the world
(7:31) Building a Personal Brand and Community - How Mid-Day Squares Approaches It
(9:49) Mid-Day Squares approach to Creating a Reality Show on Entrepreneurship
(12:06) Wonderment, the #1 CX platform for Shopify
(13:58) The Growth Impact of Building a Personal Brand and Community on a CPG or eCommerce Brand
(14:44) How Jake Has Raised Money, Gotten Media Coverage, Attracted Retailers and More Through Building a Brand Story
(16:24) Get Comfortable Being Uncomfortable And Why It’s Good For You
(19:38) Growing customer retention at Mid-Day Squares
(22:05) How Authenticity and Boldness Trump Anything Else
(24:58) How Mid-Day Squares Overcomes Shipping Challenges and Transparency with Perishable Goods
(28:11) Advice on Supply Chain and Retail... How to build relationships and save
(28:42) The Evolution of Customer Retention at Mid-Day Squares
(30:22) How to Talk to Customers to Make Business Decisions
(32:13) Jake’s Very Expensive Failures And What He Learned
(36:09) The Most Common Bad Advice Given in the CPG Space
(36:53) How Mid-Day Squares is Investing in Innovation [00:36:53]**
(38:47) Advice for Struggling Entrepreneurs - Being true to yourself
(41:12) Ending
Other TYCA Episodes You Might Like
Cracking CPG Retention — Will Nitze, Founder/CEO (IQBAR)
Shopify SMS Retention Playbook: Keeping Customers Coming Back with Postscript CEO Adam Turner
Immediately Improve Your Retention Marketing & CX / How Jones Road Beauty Creates Loyal Customers / Eli Weiss & Joanne Coffey
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