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How Sudz Cauldron Uses Email as Its #1 Marketing Conversion Driver (And How You Can Use It Too)
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In this episode of Beauty and the Brand, host Aggie Burnett sits down with Olivia Sanchez, founder of Sudz Cauldron, to unpack how a self-funded Latina entrepreneur transformed her haircare business by leaning into her “why,” optimizing SEO, and choosing the right marketing channel. Olivia reveals how she stopped mirroring other brands, built retail partnerships, and found that email marketing—not Instagram likes—was her real conversion driver. From navigating Squarespace to Shopify, setting up UTM links, and balancing blog content with social media, Olivia shares the raw challenges and big wins behind growing a cult-status brand that celebrates curls, sustainability, and authenticity.
Chapters:
- 00:00:00: Welcome to the Beauty and the Brand podcast.
- 00:01:24: Meet Olivia.
- 00:02:56: Early struggles: mirroring other brands and lacking a clear foundation.
- 00:05:55: Choosing a marketing focus: SEO vs. Instagram.
- 00:07:29: Explanation of the marketing funnel for new brands.
- 00:09:33: SEO framed as a "set it and move on" strategy.
- 00:11:37: A strategy for turning blog posts into social content.
- 00:12:40: The market shift from volume content to quality and trust.
- 00:16:17: Using UTM links to track the source of every sale.
- 00:19:25: Different content preferences for email vs. Instagram audiences.
- 00:22:00: Course outcome: a defined customer, brand 'why,' and revamped website.
- 00:25:22: Linking a strong brand 'why' to SEO authority (E-A-T).
- 00:26:50: Business results: more retail partners and better email conversions.
- 00:29:34: Details of best-selling shampoo and conditioner bars.
- 00:31:45: Product sustainability: one bar equals three liquid bottles.
- 00:32:59: How to Connect with Olivia
Links and Resources:
- 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
- https://abcreativenyc.com/signup
- 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
- Aggie on LinkedIn
- AB Creative
- Aggie on Instagram
- Suds Cauldron’s Website
- Sudz Cauldron on Instagram
- Olivia on LinkedIn
Thanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!
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