In the 5 years that I have been managing Pinnacle Brand Management, the success of our clients has been largely based on the size and quality of their DTC database.
Well managed, segmented and accurate email lists is the key to digital marketing success when selling Direct to Consumer on your own website.
The clients that have seen quick success are the ones that can export us a list of verified buyers from their website. The larger the list, the larger the sales success. Even better if they can segment the lists by specific item purchased. Other clients, ones with smaller lists, we’ve had to grind our way through, coming up with unique customer acquisition strategies to grow the list to a point where our digital marketing efforts can work.
The clients that have sent us unsegmented lists, or just a basic email list dump, have struggled. A large list of random email addresses without any point of reference (like a common link of purchasing on your site) muddies the data and makes it exceedingly difficult for algorithms to pinpoint who you are looking for.
Tools like Facebook Business manager are great, especially if you can give it enough data to be able to replicate large and strong look-a-like audiences.
If your current verified buyer email lists aren’t generating you new business, then you are missing a massive opportunity.