Heyyyyy Fam!

I took some time off last week because…..my wedding festivities have begun! Last weekend, I spent time in Sonoma County for my bachelorette party with friends from across the country to celebrate, eat well, touch trees and have fun together. And listen to a whole lot of Chappell Roan.

But how are YOU doing? Tell me the deets! Anything fun happen in the last week? Any wins? Any questions pop into your head that you’re wondering the answers to?

Since we are here now together again, let’s kick off your week right by diving into a subject I am a bit of a nerd about and a big subject matter that I either talk about or consult my clients on: customer insights and analytics.

In the last couple of weeks, the OLC team and I have conducted consumer research for a client that we are working on a revamped brand strategy for. We have surveyed and talked to 2k+ customers varying from “VIP” to 1-2 time purchasers segments.

The things we have uncovered and learned about this client’s customer base will not only help in defining their 2025 Brand Strategy, but also give us insight into why it is important to constantly monitor your changing landscape of how and why your customers buy from you.

Let’s break it down a bit further…

Was this forwarded by a friend?

Click below to get the next one directly in your inbox.

Don’t Ignore Your Analytics

Let’s be real—the key to a successful brand strategy is truly understanding your customers. Consumer research and analytics aren’t just “nice-to-haves”—they’re essential if we’re serious about building something great. By digging deep into how customers engage with your brand, you can make smart decisions that boost their experience and build loyalty for the long haul. ← And fam, I want us to be here for a long time, not just a good time.

It’s not just about knowing what they want; it’s about anticipating their needs and delivering solutions that resonate at every touchpoint. This kind of insight is what separates good brands from great ones, ensuring every move you make aligns with your customers’ expectations.

The insights you gather will shape your strategy and directly impact your ability to retain and delight your customers. That’s why I’m sharing my top 3 methods for gathering actionable insights—these go beyond the basics and help you understand what really matters to your customers. Focus on these, and you’ll be ready to anticipate their needs, solve their problems, and create experiences that keep them coming back. ← Retention is the name of the game.

My 3 Go-To Insight Strategies (Plus Some Killer Examples!)

1. CX as VOC: Analyzing your support tickets by categorizing them into common themes like product defects or shipping delays helps identify recurring problems and areas needing attention. Tracking trends over time reveals patterns that can inform improvements in customer experience.

However, don’t just stop at the “problem” inquiries, categorize your product information inquiries with tags and weekly reporting. These insights can help play a direct impact into what is missing from your marketing funnel to truly convert your customers!

Case Study: One of our clients, a DTC health and wellness brand, was struggling with a high volume of support tickets related to product usage confusion. By categorizing these tickets and analyzing the common themes, we discovered that customers were often unclear about how to properly use certain products in their routines. Armed with this insight, the brand revamped their website with more information and created a series of educational videos and FAQs. Within months, not only did we see a drop by 40% in support, but customer satisfaction scores also saw a significant boost. ← okurrrrrrr

2. Churn Analysis on Subscription Programs: Understanding why customers leave—whether due to pricing, product dissatisfaction, or other factors—enables you to develop strategies to reduce churn and enhance retention. Analyzing when cancellations occur allows for proactive measures like personalized outreach or loyalty incentives.

I don’t know who needs to hear this but imma say it out loud…behavior analysis goes beyond just acquiring subscribers; it’s about continually optimizing their experience to keep them engaged. Don’t just set it and forget it. Ok?

Case Study: Our friends at Recharge recently shared an experiment that Oats Overnight conducted in 2023. Oats Overnight wanted to turn more one-time purchases into subscriptions. They explored bumping the first-order discount for new subscribers up to a hefty 25%, but needed to be sure that the impact would outweigh the investment. Armed with data and insights, they determined that the steep discount more than paid for itself and generated more lasting subscriptions than same-day cancellations.

3. Customer Interviews: Conducting interviews with diverse (meaning not just your VIPs but your 1-2 time purchasers) customer segments provides deep, qualitative insights into their needs, pain points, and satisfaction. Analyzing these responses helps inform product development, marketing strategies, and service improvements, leading to greater satisfaction and loyalty.

Case Study: Remember the consumer interviews I told you about for our client? Well, turns out we were able to identify a small hole in the post purchase customer experience. A long time customer had an issue with their product, but since returns/refunds were not an easy journey they never reached out. We were able to replace the defected item, give an extra discount off their original purchase and restore faith in the customer experience. Even though they were loyal already, this solidified their relationship with the brand even further. However, it shouldn’t have gotten THAT far, BUT the more ya know…the more ya can fix things for your customer! amiright or amiright?

Ok, that’s that on insights and analytics usage for building brand success!

And it might feel like basics to some of you, but I’m here to meet everyone where they’re at—whether you’re a first-time founder or an operator just trying to figure out how to get it done, or a seasoned pro who needs a reminder that everything starts with the basics. There’s something in here for everyone.

But as always, if you have any questions or things you want answers to in this newsletter, please hit the “reply” button and send them over or hit that link below for my form!

If you enjoyed this newsletter, sharing it with your homies would be the jam to me! You can share the party by sharing this link https://sundaypostcards.beehiiv.com/.

okkkkkkloveyouuuualllbyeeeeee

Jess

Have a Marketing and/or CX-related question for me?

Click the link below!

UPCOMING EVENTS

1. Dillon and I are hosting a FUN AF Midcoast Presents: Casino Night for Shoptalk Fall in Chicago on October 16, 2024! 

   
   RSVP HERE
   

2. Dillon, Nicole and I are plotting and planning SheInnovates 2!!!
   Sheinnovates is an all women’s summit for those in ecommerce. Location will be Brooklyn, NYC on November 14, 2024.
   
   If you are interested in being on the list for when RSVPs are open, SIGN UP HERE.

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

Content #1: I love a good Foundr content moment, and I especially love that highlights dope businesses built by women.

Content #2: TBH…I am cringing slightly on this one BUT I am sharing because Flings’ response was GREAT and it also shows you the importance of having social listening on for your brand to capture moments like this QUICKLY.

Take a look at Flings’ response in the comment section and how they turned frowns upside down. 😌 

THIS WEEK’S DOPE JOBS

My homie David is hiring a Senior Merchant Success Manager at Tandym.

AG1 is looking for a Retention Marketing Manager in Austin.

Daily Harvest is looking for a Growth Marketing Manager (NYC)

Maev is looking for a Lifecycle Marketing Manager (NYC & Austin but remote?)

Suja Life is looking for a Social Media Manager (remote)

Scentbird is looking for a Retention Marketing Manager (remote)

👐 BONUS CONTENT 👐

Bonus #1: The 3rd installment of AfterHours Live on Linkedin can be found on my YouTube channel! In the latest one, I was honored to be joined by Nicole Harvey, Marketing Manager at Recharge. We breakdown not 1 but 3 BRANDS on all things routine based products, retention and subscription.

Bonus #2: An oldie but goodie share. This episode of my poddy “The Juice with Jess” is with Sam Coxe, founder of Flaus. We dive deep into brand building, and especially about consumer research at the beginning stages.

A WORD ON THIS WEEK’S SPONSOR

Recharge is a leading subscription management platform that enhances customer retention and drives business growth. With advanced analytics, robust support, and innovative tools, Recharge empowers merchants to create personalized, engaging experiences.

By focusing on the OVERALL subscription journey, Recharge helps brands build lasting customer loyalty and deepen connections, ensuring customers feel valued and appreciated.