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The Growth Newsletter #042

Demand Curve

The Growth Newsletter #042

Hey, Julian here. This newsletter curates growth insights from Demand Curve's community. It keeps you up-to-date on growth tactics.


If you don't find this valuable, you can permanently unsubscribe at the bottom of this email. If you like it, tell your friends to subscribe here.

Exciting news—we're creating live growth workshops


We're hosting in-depth, advanced growth workshops on four awesome topics.


Click this link to see which. Fill out that survey to save your spot.


Each will be $490. We will likely make these courses within a few months!

1. Test product categories in your header menu

Insight from Demand Curve.


Most ecommerce stores use one main navigation item, like ‘Products’ or ‘Shop’, as a dropdown for all of their product categories.


This can damage conversion.


When a customer arrives on your site, they’re immediately scanning for products. If it's not easy for them to find what they’re looking for, they’ll bounce.


Try thisFeature your product categories in your header menu. If you have dozens of categories, group them together to reduce friction. Once a customer feels that they are headed in the right direction (they’ve clicked a relevant category), they’ll feel better about continuing their search.


Worth testingIf you have one, clear, best-selling product, consider linking it directly in your header menu. It's likely that people visiting your site are coming specifically for your best-seller. They might have seen it in an ad or heard about it through word of mouth. Seeing it in your header menu is confirmation that it's worth clicking on.

2. Best practices for 4 critical email flows

Insight from Demand Curve.


Triggered emails typically convert better than broadcast emails. (It's reported that they drive 624% more conversions than broadcasts.)


Triggered emails are pre-written campaigns that trigger based on someone's engagement with your site or app.


4 trigger-based campaigns are more profitable than the rest. Here's how to get them right:


1. Welcome nurture: Welcome emails often get 4x more opens and 5x more clicks than your other promo emails.

  • Include your brand's name in the From field (ex. Julian at Demand Curve)
  • Remind them what benefits they can expect

2. Abandoned cart: This will likely be the most profitable email you'll ever send. Adding to cart shows massive buying intent.

  • Over 70% of ecommerce carts are abandoned
  • Create copy that answers: "Why buy now?"

3. New customer post-purchase: You've got your customer's undivided attention—get them excited.

  • Tell them next steps and set expectations
  • Validate they made the right decision
  • Cross-sell accessories or complimentary products

4. Customer re-engagement: Each subsequent purchase increases your customer's lifetime value. And it's cheaper to re-engage existing customers than it is to acquire new ones.

  • Share useful and relevant lifestyle content
  • Mix-in special offers and seasonal sales


3. Use product customization to grow conversion

Insight from Demand Curve.


People place a higher value on things that they have a hand in creating. If you allow people to customize your product, they'll either convert at a higher rate, or pay more for it.


Two examples of customization:


Ecommerce: Converse allows shoppers to choose the color, shape, and star placement of their famous All-Star shoes. 


SaaS: Slack lets users customize their setup with bots and integrations. Customization in SaaS also improves rentention—switching costs rise as users integrate other tools.


A lesser-known benefit: Customization generates valuable data. Take Converse. If people self-select one particular color or style more than the rest, Converse can use that data to create a core product line.

Brand new stuff (and we're hiring)

Demand Curve has 3 awesome roles that we're looking to fill. We'll pay well, give you autonomy, and you'll work with a great team (all positions are remote).


Open roles:

  1. Content writer, Demand Curve: We're looking for an A+ writer to join our content team—the same team that writes this newsletter. You'll spend your time interviewing top growth practitioners and leveraging your learnings to write course curriculum. Details here.
  2. Senior growth strategist, Bell Curve: Come join our agency, Bell Curve. You'll create full-funnel growth strategies and work with our expert network to execute them. Apply here.
  3. Account manager, Bell Curve: If you're into growth and you're great at communicating, this role might be a fit. You'll manage projects, conduct market research, and support our clients. Apply here.

Great tool for remote teams: We're a distributed team, and we work with freelancers from all over the world. Panther makes it easy to work with international employees—they handle all of the logistics. So you can hire the best people regardless of where they live. Check them out here.


Best editor we know: Rachel Jepsen is the best content editor we've worked with. She'll go through your blog/ebook/essay drafts and pick them apart brilliantly—helping you rethink what you're saying and why. You can contact her here and follow her on Twitter here.


Join us for a magic show: Our friend Brett Schneider—a critically acclaimed magician—has put on shows for both the DC team and our community in the past. We loved them so much that we're asking him back a third time for a completely new magic show—for you. If you're up for an engaging, virtual show, join us on Wednesday, June 16th at 12:00 pm PST. Click here to sign up.


And you can learn more about Brett and book him here.


Growth roles: If you're looking for a top growth role, check out the opportunities below from our job board. Companies can post jobs here.


New marketing jobs


View the job board here.

Something fun