Two Ways Customers Buy

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Ready for another day of staying ahead of the competition in the Growth race?

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In Partnership with Omnisend

They switched before Black Friday and made $113K

Weeks before BFCM, one broken flow can wipe out months of planned revenue. An overdue migration is harder to ignore when platform costs are already cutting into the season’s upside.

Ecom2Win moved a client from Klaviyo to Omnisend just before Black Friday. The migration took 24 hours, and its automations were rebuilt and checked within four days.

The switch gave the team:

• Up to 35% lower platform costs compared with Klaviyo.
• Free migration of automations, segments, forms, and templates within five business days.
• More room to grow, with Omnisend customers averaging $79 in revenue for every $1 spent.

The client generated more than $113K in attributed email revenue during its first Black Friday on Omnisend. Email produced 53% of total store revenue for the period.

The team entered BFCM with working flows and confidence that every send could earn.

Read Jocelyn’s full story to see how Ecom2Win switched without sacrificing peak-season revenue. Waiting could mean paying more during your most valuable sales period.

💡 How The Elaboration Likelihood Model Drives Purchases

Customers don't all make buying decisions the same way.

Some carefully compare every detail, while others decide in seconds based on first impressions.

The Elaboration Likelihood Model explains why both approaches exist and how marketers can appeal to each.

Here's how to use it.

1️⃣ Appeal To Logical Buyers (Framework) High-value purchases encourage careful evaluation. Framework supports analytical buyers with detailed specifications, repairability diagrams, dimensions, and technical information that help justify the purchase.

2️⃣ Use Strong Visual Signals (Liquid Death) For low-involvement products, people rely on quick cues instead of deep research. Liquid Death stands out through bold packaging and memorable branding, making purchase decisions feel fast and effortless.

3️⃣ Design For Both Types Of Buyers (Eight Sleep) Effective landing pages attract attention with strong visuals first, then provide detailed evidence, research, and product data further down for customers who want deeper information.

4️⃣ Match Your Product To The Decision Complex, expensive products benefit from detailed proof and comparisons. Simpler products perform better when supported by memorable branding, attractive design, and clear visual cues.

5️⃣ Build Landing Pages In Layers Capture attention immediately, then gradually provide supporting information, testimonials, specifications, and data as visitors continue scrolling.

Why It Works

People process information differently depending on how important a purchase feels. Some rely on logic and careful evaluation, while others use quick mental shortcuts. Successful marketing supports both decision-making styles.

👀 Brand Examples (Framework, Liquid Death & Eight Sleep)

Framework earns trust through transparent product details, Liquid Death wins attention with unforgettable branding, and Eight Sleep combines striking visuals with scientific evidence to persuade both impulse buyers and careful researchers.

The Takeaway

The best marketing doesn't force customers to think one way. It gives fast buyers an immediate reason to care and logical buyers the proof they need to feel confident.

💡 Why Brand Building Is Gaining Budget

Performance marketing delivers quick wins.

But marketers are realizing that long-term growth becomes expensive when there isn't enough brand demand feeding the funnel.

Here's what the data shows.

1️⃣ Demand Still Leads Product and demand generation remains the largest investment area, accounting for 35% of marketing budgets and continuing to drive short-term growth.

2️⃣ Brand Investment Is Increasing Brand spending has grown from 23% to 27%, reflecting a stronger focus on building awareness and long-term customer preference.

3️⃣ Other Priorities Stay Stable Customer experience investment has remained largely unchanged, while business transformation has seen only a slight decline, indicating that the biggest shift is toward brand building.

4️⃣ Performance Needs Future Demand Performance campaigns capture existing demand, but brand marketing creates tomorrow's customers. Without continued brand investment, acquisition costs naturally rise over time.

5️⃣ Rebalance Your Budget Consider shifting a small percentage of your performance budget into top-of-funnel brand campaigns and monitor branded search volume to measure long-term impact.

Why It Works

Brand awareness increases familiarity before customers are ready to buy. When purchase intent eventually develops, familiar brands attract more clicks, convert more efficiently, and reduce acquisition costs across every performance channel.

The Takeaway

Performance marketing drives today's revenue. Brand building creates tomorrow's demand. Sustainable growth comes from investing in both, not choosing one over the other.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰