For a couple of years I lumped reviews and UGC into the same mental bucket. Both were “social proof,” both went on product detail pages, both got pitched to me…

The Black Friday email I see most often, from brands that should know better, lands sometime in the second week of November and reads like it was written that morning.…

Every brand I work with has, at some point, asked me to put a clean number on their influencer program. Most of them don’t like the answer they get. The…

When I open a new brand’s dashboard for the first time, the first metric I look at isn’t AOV or conversion rate or anything related to the current month. It’s…

A client showed me a slide last quarter that had their company-wide LTV:CAC ratio at 3.2. Healthy. They were thinking about increasing paid spend and wanted my read. I asked…

I worked with a brand last year that ran four promotions a year. Memorial Day, Labor Day, Black Friday, and a small post-holiday sale in January. Their full-price sell-through was…

A friend who runs a beauty brand asked me last month whether she should be investing more in SMS. Her email list was performing well. Her SMS list was smaller…

Most ecommerce brands I look at have somewhere between 8 and 15 flows running in Klaviyo. Three of them produce 80% of the revenue. The rest are ambient noise that…

Last spring I did something I had been putting off for two years. I opened my Shopify billing settings and added up what I was paying every month for apps.…