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Good morning!
In today’s newsletter,
Don’t let rising ad costs sink your profits
How to correctly run the same ad twice
Why total sales can mislead your marketing efficiency
How to build an offer stack that prints $10M+
Quick question about newsletter ads
This issue takes 2 minutes to read.
Check out our DTC tool stack here
Let’s dive into it👇
Loyalty
Don’t let rising ad costs sink your profits
As customer acquisition costs soar, every brand is scrambling for attention.
How do you stay profitable in this expensive eCommerce world?
Galanta Rewards.
Sugar Me Smooth used a rewards app to increase their repeat customer rate by 27%, jumping from 25.82% to 32.84% over the July 4th weekend.
No changes to their offer or messaging—just a smarter approach to retention.
By offering rewards instead of raising prices like ads, they retained more customers and protected their margins against rising costs.
Want to learn how a customizable rewards program can boost your brand and help manage ad costs?
Campaign Command Center
How to correctly run the same ad twice
Here's a mistake that costs DTC brands thousands: running the exact same ad with different Post IDs across ad sets.
Why is this a mistake?
Your social proof splits when you use different post IDs.
One version has 80 likes and 13 comments. The duplicate has 3 likes.
Which one would you click?
Meta's algorithm and real users both favor ads with engagement.
When you duplicate an ad instead of using the Post ID, you're starting from scratch every time.
Do this instead:
Create your ad once.
Grab the Post ID.
Use that same Post ID when running it in other ad sets or campaigns.
All likes, comments, and engagement stack on one ad.
North Star
Why total sales can mislead your marketing efficiency
Many brands use total or net sales to report MER, relying on Shopify’s default settings.
This can lead to misleading results, especially when returns from previous months (like December or November) impact daily revenue, making the media look inefficient.
What to do instead:
Use order revenue or revenue before taxes to report daily sales.
Why it works:
This method reflects the amount the customer actually paid you, offering a clearer picture of your daily revenue without the distortion caused by returns.
It ensures that you’re not misled by temporary revenue drops due to returns that were made after previous purchases
How to do it:
Choose the right revenue definition: Use order revenue or revenue before taxes instead of total or net sales.
Estimate returns: Each day, estimate the percentage of returns for the month.
Adjust at the end of the month: At month’s end, compare your estimated returns with the actual returns and adjust accordingly.
Ensure team alignment: Make sure both marketing and finance teams are using the same revenue definition for consistency.
Mindset Minute
How to build an offer stack that prints $10M+
Picture credit: Pierre Chelala
Most brands have an offer problem, not a product or traffic problem.
If you're relying on discounts to drive sales, you're stuck in the Discount Death Spiral.
Every time you offer a 30% discount, you teach customers to wait for a better deal later.
This damages your full-price conversions, erodes margins, and hurts customer lifetime value (LTV).
Then there’s The Perception Math: customers value what they receive more than what they save.
A free product or mystery gift feels more valuable than a simple discount, even if the cost to you is the same.
The key to scaling your brand is building an offer stack that increases perceived value without cutting prices.
This approach drives up your average order value, reduces refunds, and creates loyal, repeat customers.
If you want to learn how to create the perfect offer stack👇
Pssst…by upgrading to AI Launch Codes, you can unlock $195 worth of Magicals for free
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