Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 278 41 mins

What to do in 2021

About the guests

Kunle Campbell

Kunle Campbell

Kunle is a Consultant and Advisor for eCommerce marketing teams and founders, looking to significantly drive more sales from new and existing customers.

On today’s episode, Kunle lays out the key pillars that’ll drive growth for DTC brands in 2021. He distills the experience of having worked with over 60 businesses in the last 3 years into key action points all brands can (and should) implement.


2020 was a landmark year for eCommerce, where growth and adoption went into fast-forward. The brands that could adjust and pivot prospered, those that couldn’t perished . In light of the pandemic the entire business landscape changed. Manufacturing, supply chain, marketing, fulfillment, customer service and everything else in between had to be rethinked. The very way customers perceive brands and “feel” about products has shifted.


2021 has started off much in the same vein as 2020. Emotions are running high all over the world. Building a “connect” with your audience is more important now than ever before. This approach has to drive everything from product launches to marketing to customer service. The businesses that maximise lifetime value of customers will maximise profits in the long-term.


On today’s episode, I lay out my top strategies and tips that marketers or business owners can implement in 2021. It is my personal mission to make an impact in eCommerce. If you find our content useful, then please leave us a review or reach out to us on social media. Thank you and onto the episode!


Here is a summary of some of the most important points made,

    • Product Launches help keep your audience engaged
    • Regular product launches help you identify winners quicker
    • Landing pages should capture the essence of your product
    • Focus your performance marketing on Mid-funnel “warm” audience
    • Sell the “feeling” not just the features
    • Build a platform or community to enable direct conversations with customers

Covered Topics:

On today’s interview Kunle discusses,

  • Importance of Product Launches
  • Best practices for Launches
  • Landing Page Essentials
  • Performance Marketing Hack
  • Selling on Feelings
  • The Power of Community


  • 08:55 – Why are Product Launches important?
    • Regular launches keep audiences engaged and maximise LTV
  • 10:00 – Behind the scenes of a successful product launch:
    • Marketing team and Product managers should work closely together
    • You need a copywriter and creative designers
    • The copy and visuals should capture the essence of the product
  • 14:50 – How often should you launch?
    • At Least Every quarter
    • Not all launches work, most might even fail
    • The goal is to identify a winning product before Q4
  • 16:35 – Best practices for product launches:
    • You need Product pipeline and planned sequence
    • You can Pre-sell prototypes at discount to help with cash flow
    • Keep batch sizes small to create scarcity and FOMO
  • 21:20 – Landing pages and creatives:
    • Capture the essence of your products
    • You can use apps like Famous, Shogun
    • Use Visual annotations for features
    • Creatives should look native to the platform
  • 25:15 – Performance marketing must-do’s:
    • Set up custom audiences
    • Focus on Mid-funnel “warm” audience
    • Spend 10% of your overall budget to focus on MOFU
  • 27:45 – Leverage eMail:
    • Create a flow for the people who came from the landing page
    • Series of emails to your list for building hype about launches
  • 28:55 – Try Influencer Marketing:
    • Check out Taylor Lagace’s episode for hacks
    • Attention grabbing ability is key
  • 30:55 – Selling on Feelings:
    • Think about the feeling your product would generate in your customers
  • 33:05 – The power of Community:
    • You need a way to communicate with your customers directly
    • Email is not the only option
    • SMS, Facebook Groups, Slack Groups are other potential options


  • Test products through launches to identify a winner before Q4
  • Keep batch sizes small to create scarcity and FOMO
  • Spend 10% of your overall budget to focus on MOFU
  • Email, SMS, Facegroup Groups, Slack Groups are potential options for building a community

Links & Resources

Tweetable Quotes:

“You need a channel that lets you communicate one-to-one with customers.”

Facebook Group • Continue the Conversation

The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…

✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members

Here is where to apply to join the Facebook group



This episode is brought to you by:

This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.

Klaviyo helps you own customer experience and  grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction,  and empowers brands to create more personalized marketing moments.

Find out more on klaviyo.com/2x.

This episode is brought to you by Rewind – the #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 25,000 online businesses.
Direct-to-Consumer brands like Gymshark and Movement Watches rely on Rewind.

Cloud based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!

For a free 30-day trial, Go to Rewind.io,
reach out to the Rewind team via chat or email and mention ‘2x ecommerce’

This episode is brought to you by Famous.

Famous enables brands on Shopify to easily build beautiful landing pages and product pages that include custom video, animations, and more. All pages built on famous are optimized for storytelling and selling on desktop and mobile.

Famous’ software allows you to build your pages in minutes without code, so you don’t need a developer. You just need to want to build a better experience for your customers. Famous has worked in the past with many leading online retailers including Honest, Justfab and more.

You can try it for free at famous.co/2x.

About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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