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Good morning!
In today’s newsletter,
Scale your IRL campaigns like digital ads
Stop Meta from selling your cheapest product
Build your list before you have anything to sell
Let AI find your best customers for you
While You Were Building
The CRM Behind Every Win
This issue takes 2 minutes to read.
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Let’s dive into it👇
Scale Your IRL Campaigns Like Digital Ads
Out Of Home advertising has long been effective but hard to scale—until now. AdQuick makes it simple to plan, deploy, and measure campaigns with the same efficiency and insight you expect from online marketing tools.
Marketers agree: OOH is powerful for brand growth, driving new customers, and reinforcing messaging. AdQuick makes it easy, intuitive, and data-driven—so you can treat real-world campaigns like any other digital channel.
Meta
Stop Meta from selling your cheapest product
Pact sells underwear for $15. It also sells sets for $150. If you left Meta to its own devices, it would spend almost your entire budget on the underwear, because it's the easiest thing to sell. More people say yes to a $15 item than a $150 one.
That sounds fine until you do the math on what you're left with. Selling 10 pairs of underwear brings in $150. Selling 7 sets brings in $1,050. Same ad spend, wildly different outcome. Meta doesn't know that unless you tell it.
By default, most Meta campaigns are set to get you the most purchases possible. That setting is called maximizing volume. It treats every sale the same, whether it's your $15 item or your $150 item. Meta just wants the number to go up.
There's a second setting called maximizing value. Instead of asking "how many people can I get to buy," it asks "how much money can I bring in."
Turn this on and Meta starts favoring the customers who are likely to spend more, even if that means fewer total sales.
This is exactly what lets Pact sell across 500 different products.
If your catalog has a wide price range, this setting is the difference between a campaign that looks busy and one that actually makes you money.
How to turn it on:
Go into Ads Manager, open the campaign you want to adjust, and look at the ad set's performance goal. Switch it from "maximize number of conversions" to "maximize value of conversions." This activates Meta's Highest Value bid strategy, which spends your budget while prioritizing higher-value purchases instead of just racking up sales.
From there, you can optionally add a ROAS (Return on Ad Spend) goal on top. This tells Meta not to bid on purchases below a certain return. To set a sensible number, divide 1 by your profit margin to find your break-even ROAS. If your margin is 40%, that's 1 ÷ 0.4 = 2.5x. Set your goal above that so you're not just breaking even.
Give it a week or two before judging results. Meta needs data to learn which customers are worth chasing.
Action Summary:
Open Ads Manager and pick a campaign with products at different price points
Change the performance goal from "maximize number of conversions" to "maximize value of conversions"
If adding a ROAS goal, divide 1 by your profit margin to find your break-even number, then set your target above it
Let it run for 1–2 weeks before evaluating results
Credit: Dara Denney
Growth marketing
Build your list before you have anything to sell
Montana Knife Company had nothing to sell for their first three months. Josh Smith, the founder, was still in the garage making the first batch of knives.
Most brands would wait until launch day to start collecting emails. Montana Knife Company started before that, and by the time they had knives to sell, their first drop sold out in 14 minutes.
Here's what they didn't do: no pop-up offering 10% off for an email address. No lead magnet, no free ebook. The co-founder had tried that approach before and said it works, but it's not what built this list.
Instead, they posted daily on Instagram showing the knives being made, teased that the first drop was coming, and made it clear: if you want one, you'll need to be on the list, because these will sell out and there won't be a restock notification any other way.
This works because it filters your list for people who actually want to buy, not people who want a deal. A 10%-off subscriber might buy once and unsubscribe. Someone who signed up because they're afraid of missing out on a specific drop is primed to buy the moment it's live.
How to do it:
Before your launch date, start posting behind-the-scenes content that shows the product coming together. State plainly that whoever wants it will need to be on the list first, because you won't have enough for everyone and you're not planning to advertise it beyond the list.
Action Summary:
Pick an upcoming product, restock, or limited batch as your anchor
Post behind-the-scenes content building anticipation before it's available
Add an email signup that names the specific product, not a generic newsletter
Tell people directly that the list is the only way to know when it's live
Skip the discount. Let wanting the product be the reason they sign up
Credit: Steve Chou
AI
Let AI find your best customers for you
Ben Atwood built a men's skincare brand, sold out twice, then went quiet for a few months.
When he was ready to relaunch, he wanted to reach back out to his past customers and build up hype again. There was one problem. He didn't actually know who his best customers were.
He describes himself as a creative thinker, not a data person. The idea of opening his store's analytics and sorting through purchase history sounded exhausting, so he skipped the spreadsheet entirely and asked Shopify's AI assistant, Sidekick, to do it for him.
He asked it one simple thing: go through my sales data and tell me who my most loyal customers are. What came back was a full list, ranked from most to least engaged, based on how often people bought and how many times they'd purchased.
With that list in hand, he did something most founders wouldn't have the nerve for. He started cold calling people at the top of it, one by one, to tell them the brand was relaunching.
The part worth noticing here isn't the phone calls. It's that a task he would have written off as too tedious or too technical to bother with got solved in minutes, for free, because he just asked for it in plain language instead of trying to learn a reporting dashboard.
Action Summary:
Open your store's AI assistant (Sidekick on Shopify, or your platform's equivalent)
Ask it to rank your customers by purchase frequency and recency
Take the top of that list and reach out personally, by call, text, or email
Use this before any relaunch, restock, or slow period to rebuild momentum without guessing who to contact
Credit: Ethercycle
While You Were Building
1. France targets Shein with ad restrictions
New legislation adds advertising restrictions and financial penalties aimed at ultra-fast fashion platforms like Shein and Temu, while largely sparing European players such as Zara and H&M.
via Business of Fashion • Read more
2. American branding still lands with half of shoppers
June data from Zappi shows American product branding resonates with about half the country, and only 16 percent of consumers have a negative association. Customers respond better to positive actions than patriotic branding.
via Glossy • Read more
3. Back-to-school shopping now starts in June
Amazon's earlier Prime Day pulled back-to-school deals into June this year, and Walmart and Target followed, chasing budget-focused shoppers long before school starts.
via Modern Retail • Read more
The CRM Behind Every Win
Attio is the agentic CRM that runs the work behind every win.
With agents and automations that build pipeline, chase signals, and move deals forward, Attio orchestrates your revenue work around the clock.
Loved by high-growth startups like Granola, Modal, and Wispr Flow, Attio amplifies what your team can achieve.
Have questions or feedback? You can write to kaushal@dtcdailynews.com