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Good morning!
In today’s newsletter,
You’re leaking margin every time someone uses a discount code
Turn your retail launch into a customer list
Why your Meta ROAS is lying to you
Your email revenue numbers are probably wrong
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
This issue takes 2 minutes to read.
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Let’s dive into it👇
Promotional Strategy
You’re leaking margin every time someone uses a discount code
Your discount codes are working. Just not how you think. A lot of the shoppers who were given a discount would have purchased at full price. That's margin you're giving away for nothing.
RevLifter fixes this. We show offers only to visitors people hesitating at checkout, comparing prices, or about to leave. High-intent shoppers never see a discount. You protect margin where it matters and convert more visitors where it doesn't.
The result? Brands typically see 20% more conversions, 30% higher AOV, 5% more revenue, and 10% saved on promotion costs. We run it as a managed service (you don't lift a finger) and prove results through proper incrementality testing.
Retention
Turn your retail launch into a customer list
Most brands think getting into retail means they’ve made it, but if their product doesn’t sell quickly, they lose their spot and often rely on discounts that hurt profits without fixing the real issue.
Momofuku figured out a better way during their first Costco launch.
Instead of running a standard in-store promo, they put a QR code on their Chili Crunch. Customers scanned it to claim a $3 rebate or a buy-two deal. To get reimbursed, they submitted their Costco receipt via SMS and entered their contact info.
Every redemption became a first-party contact — a real customer, purchase verified, now inside Momofuku's owned channels.
Once the rebate ended, the QR experience updated to recipes and usage content, keeping buyers engaged with the product after the discount was gone.
The results so far: 200,000+ scans, 550,000+ engagements with recipes and content, and $190,000 in incremental DTC revenue traced back to those retail relationships.
You can use tools like Brij to do this.
It handles the QR experience, receipt submission, rebate logic, and the content layer after.
Action Summary:
Map your next retail moment like a launch, seasonal promo, or a shelf reset as a data capture opportunity, not just a discount.
Set up a QR linked rebate that requires receipt submission and contact info to redeem.
Plan what the QR experience becomes after the rebate ends, such as recipes, how to content, or a product quiz, so the touchpoint stays live.
Credit: Kait Stephens
Pssst…by upgrading to AI Launch Codes, you can unlock $195 worth of Magicals for free
Conversion
Why your Meta ROAS is lying to you
ROAS, or return on ad spend, is the revenue you generate for every dollar spent on ads, and your Ads Manager is probably inflating it by counting the same customer twice.
Here's what's happening. Meta's default conversion count is set to "All Conversions." That means if someone clicks your ad, buys on Monday, then comes back and buys again on Friday — both purchases show up in your results as conversions from that one ad click.
This matters because Meta is optimizing your ads based on what it reports. If inflated numbers are feeding the algorithm, Meta is learning from a distorted picture of what's actually working.
The fix is a setting most advertisers have never touched: First Conversion.
When you switch to First Conversion in your ad set, Meta only counts the initial purchase from each person within your attribution window. The repeat buyer still counts once, not twice.
How to change it: go into your ad set, find the Attribution Setting section, and look for Conversion Count. Switch it from All Conversions to First Conversion.
Do this on your active campaigns first so you can see the difference.
Action Summary:
Open Ads Manager and go into an active ad set.
Find the Attribution Setting section and locate Conversion Count.
Switch from All Conversions to First Conversion.
Credit: Jon Loomer
Email campaign
Your email revenue numbers are probably wrong
If you send campaigns to your full list, including active subscribers, and count all the revenue, your numbers are off.
Active subscribers were already going to buy. The email didn't convert them. It just happened to land in their inbox before they did.
Say you sell a supplement. You send an educational email about ingredient quality to your full engaged list. 200 people buy. But 60 of them are active subscribers on a monthly plan who had a renewal coming anyway.
Your email platform, something like Klaviyo or Attentive, counts all 200 conversions.
Your RPR (revenue per recipient) looks strong. You forecast next quarter off that number. Every future plan is built on something that was never accurate.
The fix is simple: exclude active subscribers when measuring campaign revenue.
Segment them out before you run the attribution. What's left is revenue you can actually credit to the email, people who weren't already committed and bought because of what you sent.
Action Summary:
Open your last 3 campaign reports and check if active subscribers were included in the send list.
Create a separate segment in your ESP (email service provider) for active subscribers.
Rerun revenue attribution excluding that segment — that's your real baseline.
Use that number for your next forecast, not the inflated one.
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
Have questions or feedback? You can write to kaushal@dtcdailynews.com