Ecommerce is no longer just a trend; it’s the driving force behind modern businesses. For direct-to-consumer (DTC) brands, breaking through noise and building lasting customer relationships is more important than ever before. On Emma Grede's Aspire Podcast, Michael Rubin, the CEO of sports merchandising powerhouse, Fanatics, shared valuable lessons on how DTC and ecommerce brands can innovate, connect with their audience, and stay ahead of the competition.

What Every DTC Brand Owner Should Steal from Michael Rubin's Playbook

If you've ever wondered how Fanatics became the go-to brand for sports fans everywhere, you're not alone. Recently, Michael Rubin sat down with Emma Grede on the Aspire podcast, and honestly? The insights he shared are pure gold for anyone running a DTC brand.

Let me break down the four game-changing strategies that caught my attention—and how you can actually use them in your business.

1. Your Customers Aren't Just Revenue Numbers (And They Know It)

Here's the thing Rubin really hammered home: your customers can tell when you genuinely care about them versus when you're just trying to hit your monthly targets.

He's absolutely right when he says understanding your customers' real problems—not just what you think they need—is everything. And here's where most of us mess up: we think customer obsession ends when someone hits "buy now." Wrong.

The magic happens after the sale. It's in how quickly you respond to that confused email at 9 PM. It's in the little thank-you note that comes with their order. It's in actually fixing problems instead of just apologizing for them.

As Rubin put it:

"Your product needs to resonate profoundly with your customer, and you need to focus relentlessly on their experience."

Translation? Stop treating customer service like a cost center. Start treating it like your secret weapon.

2. Personalization Isn't Just a Buzzword—It's Your Lifeline

Remember when getting a personalized Coca-Cola bottle felt revolutionary? Well, that was amateur hour compared to what's possible today.

Rubin's insight here really hit me: sports fans don't just want any jersey—they want their team's jersey, with their favorite player's name, in their size, delivered to their door. And Fanatics figured out how to do this at scale.

For your DTC brand, this doesn't mean you need a million-dollar tech stack. Start simple:

• Send product recommendations based on what someone actually looked at (not just your bestsellers)

• Write emails that reference their last purchase

• Remember their preferences so they don't have to tell you twice

The goal isn't to be creepy—it's to be helpful. There's a difference, and your customers will feel it.

3. Technology Should Make You Faster, Not Slower

Personalization Isn't Just a Buzzword—It's Your Lifeline

Remember when getting a personalized Coca-Cola bottle felt revolutionary? Well, that was amateur hour compared to what's possible today.

Rubin's insight here really hit me: sports fans don't just want any jersey—they want their team's jersey, with their favorite player's name, in their size, delivered to their door. And Fanatics figured out how to do this at scale.

For your DTC brand, this doesn't mean you need a million-dollar tech stack. Start simple:

• Send product recommendations based on what someone actually looked at (not just your bestsellers)

• Write emails that reference their last purchase

• Remember their preferences so they don't have to tell you twice

The goal isn't to be creepy—it's to be helpful. There's a difference, and your customers will feel it.

4. Community Beats Competition Every Single Time

This one really stuck with me. Rubin talked about how Fanatics isn't just selling merchandise—they're helping fans feel connected to something bigger than themselves.

Think about it: when someone wears a Lakers jersey, they're not just wearing a piece of clothing. They're declaring their tribe membership. They're connecting with millions of other fans who share their passion.

Your brand might not have the built-in tribal loyalty of sports teams, but you can still create that sense of belonging. Maybe it's a Facebook group where your customers share tips. Maybe it's featuring customer stories in your newsletter. Maybe it's just responding to their Instagram comments like you're genuinely happy to hear from them.

Because here's the truth: people don't just buy products anymore. They buy into stories, communities, and feelings.

How to Apply Rubin’s Lessons to Marketing

Okay, enough theory. Let's talk about what you can actually do with these insights.

Personalization Through Direct Mail Campaigns

Everyone's focused on digital personalization, but what about old-school direct mail? I know, I know—it sounds ancient. But hear me out.

Imagine a customer abandons their cart, and instead of just another email, they get a beautifully designed postcard in their mailbox featuring the exact product they were considering, plus a special discount code. That's the kind of surprise and delight that gets people talking.

Tools like BirdseyePost are making this kind of targeted direct mail actually doable for smaller brands:

• SmartMailers™ send highly-targeted postcards triggered by real-time actions, like abandoned carts or email opens on Shopify and Klaviyo.

• SnapCapture™ QR Codes track responses in real time, connecting offline campaigns back to ROI.

For example, imagine sending a customer a postcard featuring a product they almost bought, paired with an exclusive discount code! This blends Rubin’s focus on personalization with an innovative, multichannel approach.

Smart Technology for Precision Marketing

Here's a cool example: what if your customers could get a personalized map showing them exactly where to find your products in nearby stores? SmartMaps technology can do exactly that, turning your online relationship into foot traffic.

It's these kinds of seamless experiences that make customers feel like you actually think about their convenience.

Building Community Through Engaging Content

One of Rubin’s critical takeaways is the value of storytelling in creating a loyal, engaged customer base. Automated direct mail solutions offer new ways to tell your brand's story. Think about sending a beautifully designed card welcoming first-time customers to your “family” or a tailored holiday greeting to show appreciation. It’s these thoughtful gestures that nurture meaningful brand-consumer relationships.

Turning Insights into Action

Michael Rubin didn't build Fanatics by following some complicated playbook. He built it by obsessing over his customers, using technology thoughtfully, and creating genuine connections.

The beautiful thing about these strategies? They're not rocket science. They're just good business practiced consistently and authentically. Your customers are drowning in choices, but they're starving for brands that actually give a damn.

Be one of those brands, and everything else gets a whole lot easier. Ready to put some of these ideas into action? Start with one thing this week. Maybe it's sending a more personalized email. Maybe it's finally fixing that checkout process that's been bugging you.

Maybe it's reaching out to a few customers just to say thanks. Whatever it is, your customers will notice. And in today's crowded marketplace, being noticed for the right reasons is everything.

Are you ready to elevate your marketing?

Start applying Rubin’s strategies today using tools like BirdseyePost that make DTC efforts seamless, personalized, and impactful. Learn how Direct Mail could help make your marketing stand out.