In this episode of Shopify Masters, you will learn from Gorav Agarwal, Vice President of Growth at Molekule: a scientific and technological company that has reinvented the air filter. Discover why his team invested $50,000 in email marketing and building an email list before the launch, and how they achieved over $250,000 in sales.
Introduction
When it comes to customer acquisition, the highest priority is usually given to short-term gains, but paying attention to customer generation is the long game that can pay off multiple times if done correctly.
Personalized Marketing
The company uses tools like pixels and promotional codes to track customers and provide them with a personalized experience. Ads, landing pages, and content are tailored based on where the customer is in the marketing funnel and the stage of the buying process they are in.
Testing New Channels
The company recommends starting by experimenting with one channel first and learning how to sell a specific number of units daily. Once success is achieved, you can increase the budget and expand the channel. You should have a stable growth engine before investing in new channels.
Hiring Consultants
The company recommends starting by hiring consultants to implement initial experiments and test new channels. After achieving success, you can hire an in-house employee to manage and sustainably grow the channel.
Tracking Performance
The company recommends monitoring data and key metrics daily to understand the performance of channels and identify which channels are yielding the best results. Tools like Google Analytics and Facebook Pixel can be used to analyze data and track performance.
Scaling Growth
The company aims for a 2.5x growth in the next year. They are focusing on expanding existing marketing channels and exploring new ones to achieve this goal.
Source: https://www.shopify.com/blog/molekule-prelaunch-email-list
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