Let’s consider the “attribution halo effect” and how that impacts your ecommerce strategy (CX and marketing).
Today’s email also includes a shortlist of essential plays for your email and SMS strategy as BFCM approaches.
Before we dive in – Austinites, this is your early access invitation to join the launch event for Klaviyo’s official meetup right here in ATX.
The Klaviyo team asked me to help host these events, as the resident Community Champion. Claim your invite and check the details – you’re getting free access to an exclusive workshop, and spots are filling up fast.
Attribution Halo Effect
IYKYK and if you don’t, here’s the gist: Most attribution models are based on clicks.
So how do you evaluate your ROAS (or our preferred Return On Marketing Investment) across all channels when clicks either stop happening or are not trustworthy? Bot clicks have been plaguing email inboxes this summer…
Private think tanks of expert marketers are considering things like this, and how an inbox “view” of an email can impact your revenue despite the absence of tracking for that kind of conversion event.
That’s where the “halo effect” starts to come into play.
As more platforms and devices take steps to protect consumer data, it becomes harder for marketers to attribute conversions accurately. Read my quick analysis of how this impacts your marketing strategy and use of AI.
What’s the data behind this? Glad you asked 👇🏼
The insightful Rand Fishkin provides the technical details here, so you can understand how attribution is fundamentally changing. We’re not in the 2010s anymore, and marketing analytics are finally shifting to reflect that.
You should know, this was a hot topic of conversation at the Klaviyo Champions Summit in Boston just 3 weeks ago. Our Champions group includes marketers from agencies and brands around the world.
We all agree. Attribution is evolving.
Your September BFCM Checklist
Are you feeling the BFCM pressure yet? It’s not too late to get started, don’t worry.
Here’s my prep shortlist for DTC brands to improve email and SMS performance:
1. Reactivate cold segments of your list now.
Why? This expands your reach without hurting deliverability IF you do it right – details in the link below.
2. Add holiday links + messaging to your Core 4 flows to boost sales.
How? Universal content blocks in Klaviyo’s email builder expedite this.
Attend the Klaviyo meetup on 9/19 to get my help with this in person or click the link for strategy details.
3. Launch a giveaway with a complementary brand partner.
Why? Grow your list, fast!
Catch the full strategy details in this September checklist I wrote for the Klaviyo BFCM hub. 🚀
Brand Collab Inspo
We can’t all be Yeti, but if we were…
This Casket Cooler collab is genius.
