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Good morning!
In today’s newsletter,
Your Affiliate dashboard is only telling part of the story
Why Caraway spends 70% of their creative budget on ads they've already tested
Your customers have already written your best copy
Get Instagram to show your reels to strangers
Your best-converting marketing asset isn’t your ad.
While You Were Building
1.BNPL is now a middle-income habit
2.Oura files confidentially for US IPO
3.Marquee Brands snaps up Roberto Cavalli
This issue takes 2 minutes to read.
Check out our DTC tool stack here
Let’s dive into it👇
Affiliate Marketing
🫢 Your Affiliate dashboard is only telling part of the story
Your dashboard sees a code get used, logs a conversion, and fires a commission.
Clean and tidy…but wrong. 🫠
That “conversion”? The coupon site may have gotten the credit… but it didn’t create the demand.
It started months ago with an ambassador who introduced your brand to thousands, a retargeting ad that stayed top of mind, and a journey your platform never saw.
Last-click attribution misses what actually drives revenue.
Built by the team behind SARAL—used by 200+ brands to drive $59M in influencer revenue—SATHI gives you full-funnel, cookieless attribution, flags code leaks before payouts, and rewards the creators who truly influence sales. 🤝
Your affiliate program is doing more than your platform can show you. SATHI lets you see it.
Use code DAILY to request your free trial.
Campaign Command Center
Why Caraway spends 70% of their creative budget on ads they've already tested
Most brands treat their ad account like a blank canvas. Every week, new concepts, new angles, new everything.
Caraway does it differently. 70% of their creative output is iterative. 30% is net new.
Iterative doesn't mean lazy.
What it looks like:
Taking a script that already converted and briefing a new creator on it.
Swapping the hook on a proven concept.
Cutting a 60-second winner into a 15-second version for a different placement.
The core idea has already been validated. You're just finding more ways to deploy it.
The 30% new is where you hunt for the next big concept. But you only get to hunt because the 70% is holding the account up.
This matters more than you realize.
According to Motion's Creative Benchmarks report, which analyzed over 550,000 ads across 6,000 advertisers and $1.3 billion in spend, only about 5% of ad creatives become winners, and roughly 50% of all ads launched don't receive meaningful spend at all.
If you're spending 100% of your creative budget chasing new ideas, you're burning most of it on ads that will never see real money.
The 70/30 split is how you stay in the game while still testing.
Action Summary:
Audit your last 10 ad concepts. Identify the 2-3 that actually hit your goal metrics
Brief 2-3 new creators on those exact concepts before building anything new
Set a rule: for every net new concept you test, ship two iterations of a proven one first
Credit: Dara Denney
Copy That Converts
Your customers have already written your best copy
True Classic Tees built their brand on one line: "you won't look sloppy." That line came from a customer review, not a copywriter.
There's a tall and lanky t-shirt brand on Amazon doing the same thing. Somewhere in their listing is a line about fitting no matter how tall you are. Someone who is six foot five read that and felt seen. That's what got them to buy.
This is called review mining.
You go through your reviews, find the exact language customers use to describe their problem, their hesitation, or the moment the product clicked for them, and you put that language directly into your copy.
Copywriter Joanna Wiebe, who pioneered the review mining method, increased leads by more than 20% for a client by mining Amazon reviews in their niche and rewriting copy using the language she found there.
Go read your last 50 reviews.
You're looking for three things:
The problem they had before buying
The moment they realized the product worked
And the specific words they used to describe both.
Action Summary:
Read your last 50 reviews and paste them into a doc
Highlight every phrase that describes a feeling, a problem, or a before-and-after moment
Rewrite your product description and top-of-page copy using those exact phrases, not your own
If you don't have enough reviews yet, do the same with your closest competitor's reviews
Credit: Steve Chou
Organic Content
Get Instagram to show your reels to strangers
Half your followers already know you exist. The Reels feed is where people who've never heard of you find you, and it works differently than your regular feed.
1. Shares beat likes
Adam Mosseri (the CEO of Instagram) shared that sends (DMs where someone forwards your reel to a friend) are the heaviest ranking signal.
Before you post, ask: who would someone send this to, and why? Relatable, useful, or surprising content gets shared. Promotional content doesn't.
2. 50% of viewers are watching on mute
That's not an estimate, Mosseri said it directly. Your reel needs to work without sound.
Put text in the first frame. Not a caption below the video. Text burned into the video itself, visible from frame one, that tells the viewer exactly what they're about to watch. If they can't understand the reel on mute, half your audience is already gone.
3. Remove watermark
If you're cross-posting from TikTok, Instagram will bury that video. Before you add any platform watermark or logo, save a clean version. Post that to Instagram.
4. Ride momentum, don't waste it
When a reel goes viral, don't wait a week to post again. Instagram tracks recent engagement with your content. Post a follow-up within 48 hours while the algorithm still has you in rotation.
Action Summary:
Before posting, ask: "Would someone DM this to a friend?" If no, rework it.
Add your topic or hook as text in frame 1, visible from the first second, readable on mute.
If cross-posting from TikTok, export a clean version (no watermark) before uploading to Instagram.
When a reel performs well, post a follow-up within 48 hours.
Credit: Buffer
Influencer Marketing
Your best-converting marketing asset isn’t your ad.
Your best-converting marketing asset is not a polished ad. It is a real customer holding your product on their phone.
Stack Influence is how brands like Martha Stewart, Unilever, and thousands of DTC operators turn that into a scalable channel.
Our AI matches your product with vetted micro-influencers from a network of 11M+ creators - they purchase on Amazon, generate authentic UGC, and drive external traffic that lifts your sales rank. No upfront creator fees, no inflated impression metrics, just real people creating real content. Brands have grown monthly revenue up to 13X.
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While You Were Building
1.BNPL is now a middle-income habit
Q1 earnings and third-party data show buy-now-pay-later usage surged among middle-income households this quarter, expanding well beyond the budget-shopper base.
via Modern Retail • Read more
2.Oura files confidentially for US IPO
The smart-ring maker that tracks sleep, health, and fitness filed paperwork with the SEC, a source told Bloomberg. First major DTC wearable to test public markets in years.
via Business of Fashion • Read more
3.Marquee Brands snaps up Roberto Cavalli
The Destination Maternity parent will own a majority of the Italian fashion house, closing Q2. Brand-management firms keep scooping luxury IP whose original operator engines stalled.
via Retail Dive • Read more
Have questions or feedback? You can write to kaushal@dtcdailynews.com