Proof to Product 394 | How Product Business Owners Are Leveraging (and Missing Out On) Email Marketing with Jessica Totillo Coster, eCommerce Badassery [Part 1]
May 13, 2025
Jessica Totillo Coster, an e-commerce and email marketing strategist for boutique product brands, joins to dissect the State of the Product Industry survey. They explore how SKU counts relate to sales. They debate why some sellers still lack websites and why owning web real estate matters. They dig into how product brands use email marketing and which platforms are trending for product sellers.
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SKU Count Alone Doesn't Predict Sales
- Large SKU counts don't consistently predict sales performance across brands.
- Product assortment impact depends on category, channel mix, and marketing focus.
Create A Basic Website Now
- Every product business should have a website even if it doesn't generate sales yet.
- Treat a website as basic business infrastructure and pay the small monthly cost to own your online presence.
Don’t Rely Solely On Third Parties
- Over-reliance on third-party platforms risks losing direct access to customers.
- Owning your web address and email list preserves control and continuity if platforms change rules.