Startups

Despite attribution challenges, DTC brands love direct mail

Direct-to-consumer brands are starting to invest more in traditional advertising channels, like billboards, television and direct mail as consumers' inboxes or Instagram feeds are getting clogged with ads from competitors. Brands who spoke with Modern Retail say that direct mail is proving to be a small, but useful part of their marketing mix to reach a select group of high-intent customers.

Latest Stories

  • OCT 24, 2019

    To stave off growth woes, DTC brands partner with others to create marketplaces

    Brooklinen announced a new marketplace called Spaces. It partnered with other DTC brands to sell adjacent but not competitive goods on the bedding company's website. It's indicative of a growing business trend where brands are banding together to try and maintain growth.

  • OCT 21, 2019

    How Affirm plans to make buy now, pay later as common as credit cards

    As buy now, pay later financing models start to gain more traction among younger customers, the businesses powering these transactions are also looking for more ways to keep customers shopping within their network of retailers. Affirm, founded in 2013 is one such business, and last week launched a redesigned mobile app that's designed to encourage customers to turn to Affirm to finance more of their purchases.

  • OCT 16, 2019

    How brands try to make customer lifetime value and retention rates look as good as possible

    Brands, especially venture-backed ones, live and die by a few metrics. Customer lifetime value and retention rates are especially critical in proving to investors that their company is worthy of being valued at five times or ten times revenue.

  • OCT 15, 2019

    New sites are helping customers make sense of the DTC landscape

    New and existing sites are increasingly seeing an opportunity in helping both shoppers and industry members make sense of the growing DTC landscape. The founders of these sites say that because it's easier now than ever before to start a new brand, and many of these brands gain traction through a mix of paid Facebook and Instagram ads, influencer partnerships, and affiliate deals, it's hard for even someone who works in the consumer industry to understand which new mattress or razor is best.

  • OCT 08, 2019

    Without first-time customer discounts, DTC brands try to find new ways to collect emails

    Email addresses have become the currency of choice for direct-to-consumer brands. As a result, many DTC brands offer customers a discount off their first order, if they sign up for the company's email list

  • OCT 08, 2019

    DTC brands are using hybrid chatbots for customer service

    Chatbots were all the rage a few years ago, but consumers never took to them. Now, DTC brands are using a mixture of AI and human-based chat technology to better handling customer service.

  • OCT 02, 2019

    ‘We are a lifestyle brand’: Food52 will sell $30 million worth of products this year

    Food52 just sold a majority stake to The Chernin Group. According to the company, what propelled the deal was the commerce strategy it put in place. Now, with the cash infusion, the home and kitchen site plans to invest even more into both online and physical retail.

  • OCT 01, 2019

    ‘I want there to be conflict’: How DTCs manage tension between their performance and brand marketing teams

    As digitally-native brands are spending more on brand marketing, they find they may have to manage tension between different members of their marketing team, as what's best for the brand may not always be deemed best by performance marketing standards.

  • SEP 30, 2019

    How legacy brands are trying to find a way into the growing resale market

    As the resale market grows, it's ushered in a wave of startups that see a lucrative opportunity in helping retailers navigate the secondhand apparel space. Some marketplaces that started out as peer-to-peer are striking more partnerships with brands and retailers to increase revenue, while at the same time trying to direct traffic back to their own site. Another startup called Yerdle, which last week announced it had raised a $20 million round of venture capital financing, has created a white label service that retailers like REI, Eileen Fisher and Patagonia have used to build resale services that pull from their own inventory.

  • SEP 25, 2019

    Why DTC teeth straightening company Candid doesn’t rely on Facebook ads

    Many DTC brands relying on performance marketing use Facebook for customer acquisition. But the DTC company Candid has found that despite it's robust offerings, the platform simply doesn't align with its longterm strategy.

  • SEP 25, 2019

    How Le Tote plans to integrate its technology into Lord & Taylor

    Rakesh Tondon, CEO of clothing and accessories rental provider Le Tote, said that his company's decision to acquire Lord & Taylor for $100 million was driven primarily by technology. Speaking at the Evolving E e-commerce conference in New York City on Tuesday, Tondon said that Le Tote was initially in talks with Lord & Taylor to open up Le Tote boutiques in some of its stores, as well as license its technology stack to Lord & Taylor, when reports broke that parent company HBC was looking to sell Lord & Taylor.

  • SEP 20, 2019

    Explainer: What retailers need to know about building multi-touch attribution models

    Multi-touch attribution has become the attribution method of choice for brands, especially direct-to-consumer ones,  once they start advertising on more channels than just Facebook and Google. But switching to a multi-touch attribution model isn't as simple of a switch as transitioning from one software vendor to another. It is often a months-long project, that requires close communication between a brand's marketing and data science teams.

  • JAN 21, 2021
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    Retailers and agencies are framing the fight against e-commerce fraud

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