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In today’s newsletter,

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Check out our DTC tool stack here

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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.

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AI tools like ChatGPT and Perplexity don't read your website the way a person does. They scan for signals.

If those signals aren't there, they skip you and pull from someone else.

FAQ schema is one of those signals.

It's a small piece of code you add to any page where you answer customer questions.

It tells AI: this is a question, and here is the answer.

You already have the content. Your product page explains your return policy. Your blog post answers "how long does shipping take." Your size guide covers "how do I know what size to order." All of that is Q&A content. It just needs to be labeled.

To add FAQ schema on Shopify, you can use a tool like Schema Plus. It finds your Q&A content and tags it automatically. On WordPress, Yoast does the same thing.

Once it's live, paste your URL into Google's Rich Results Test.

It'll confirm the schema is working and flag anything that needs fixing.

Action Summary:

Short-form content gets views. It does not build trust.

Here is the number that should change how any founder thinks about content: it takes 20 to 30 touchpoints before a cold lead trusts a brand enough to buy.

The one posting daily Reels to strangers is just feeding the algorithm.

This is why platforms like YouTube and Substack are growing while short-form engagement is flatlining.

So here is how to pick a platform and start.

Choose one platform based on how you naturally communicate. If you like talking, start a YouTube channel. If you like writing, start on Substack.

Pick one topic to go deep on every week. Not broad marketing tips. Something specific to the customer's problem. "How to grow a Shopify store" is too wide. "How to increase repeat purchases for a skincare brand" is a topic a brand can own.

Commit to 12 weeks before judging results. The period between when someone first finds a brand and when they buy is invisible. It does not look like it is working. It is working anyway.

Action Summary:

Credit: Alex Cattoni

When someone walks into your store and buys something, that purchase gets logged but nothing happens with it. No reason for them to come back.

Sending a personalized mailer a few days after the purchase changes that. Something with their name on it, referencing what they bought, and giving them a specific reason to return.

A dollar-off coupon, a percentage discount, or a buy-one-get-one-free deal on something they already spent money on.

Here is how to set it up.

Step 1: Check what your loyalty program already has. When customers signed up in-store, they gave you their name and mailing address. That data is sitting there unused.

Step 2: Pick one trigger. A first purchase is the easiest starting point, or you can trigger on purchases above a certain dollar amount. Pick one and start there.

Step 3: Build the mailer. Keep it to three things: what they bought, what they get for coming back, and an expiry date on the offer, such as, "20% off your next visit, valid for 30 days".

Step 4: Connect your loyalty data to a direct mail tool. Tools like Lob connect to your existing customer data and uses it to fill in each postcard with the right details automatically — the customer's name, their purchase, their offer.

Action summary:

Credit: Drew Sanocki

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