A marketing plan template for DTC ecommerce.
Direct-to-consumer brands selling through their own store (apparel, beauty, home goods on Shopify). Cart and checkout recovery, post-purchase, repeat purchase and winback.
What you start with.
A starter strategy
DTC growth, with goals you can edit.
- Acquire new customers efficiently
- Grow repeat revenue
- Win back lapsed customers
11 audiences
Labels for who you market to.
- Lookalike of top customers
- Core demographic, 25 to 44
- Site visitors, last 30 days
- Cart abandoners, last 7 days
- Checkout abandoners, last 7 days
- Subscribers who haven't purchased
5 conversion events
The events your results are measured by.
- Purchase
- Repeat purchase
- Email sign-up
- Add to cart
- Checkout started
7 objectives
- Brand awareness
- New-customer acquisition
- Email list growth
- Cart and checkout recovery
- Repeat purchase growth
- Lapsed-customer winback
- Loyalty and advocacy
2 starter plans
- Always-on growth: Prospecting, retargeting, cart recovery, post-purchase, winback and loyalty running all year.
- Seasonal promotion: A sale or launch with a tease, a launch window, a last call and a thank-you.
Everything here can be renamed, replaced or removed, and applying a template never overwrites what you have already set.
Start from this template.
Pick it in setup, review the starter strategy, and edit from there.