Tom Cowell

Most eCom businesses have a Schrodinger's Email Paradox going on. Your subscribers are both a gold mine and worth zero at the same time. Why? Because they could be worth a lot of money if you email them. But they're also worth nothing if you don’t. And most DTC brands severely underuse their email list, or do so wrongly. If you're not taking advantage of your list, you’re leaving money on the table. So, how do you fix it? 1. Send emails regularly. 2. Convince, don't push. 3. Tell stories, not pitches. 4. Sell the outcome, not the product. 5. Segment for quality, not quantity. Remember, your email list is the cheapest traffic source. Don't waste it.

26

5 Comments

graze: a DTC darling failing on Amazon? Let's look at their listing... 🟢 Reviews - Strong 🟢 Main image - Enticing 🟢 Sales - No.5 in cereal bars But look deeper and it falls apart: 🔴 Competitor ads 🔴 Basic secondary images 🔴 Product video from Fiverr?? 🔴 Erratic pricing - £19.22 or £26.99 🔴 Minimal search terms 🔴 55 product options 🔴 Slow delivery And the biggest miss? 𝗡𝗼 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 & 𝗦𝗮𝘃𝗲! For a brand built on subscriptions, this is mind-boggling. The fix is simple: Fix merchandising. Stabilise pricing. Kill ads. Add SnS. Amazon isn't just another sales channel. It's where 70% of UK shoppers start their search. 𝗠𝗮𝗸𝗲 𝘀𝘂𝗿𝗲 𝘆𝗼𝘂'𝗿𝗲 𝘀𝗲𝗿𝘃𝗶𝗻𝗴 𝗲𝘃𝗲𝗿𝘆 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘆𝗼𝘂𝗿 𝗯𝗲𝘀𝘁 𝗯𝗿𝗮𝗻𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲! What would you change first?  Let me know in the comments👇 #amazon #brandstrategy #d2c #dtc #ecommerce #marketplaces #onlineretail #retail #retailstrategy #amazonvendor #amazonseller

25

18 Comments

𝗪𝗵𝗲𝗻 𝘄𝗲 𝗼𝗻𝗯𝗼𝗮𝗿𝗱 𝗮 𝗻𝗲𝘄 𝗰𝗹𝗶𝗲𝗻𝘁’𝘀 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗮𝗰𝗰𝗼𝘂𝗻𝘁, 𝘁𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗶𝘀 𝘀𝗶𝗺𝗽𝗹𝗲: 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 𝘁𝗵𝗲 𝗲𝘅𝗶𝘀𝘁𝗶𝗻𝗴 𝗞𝗣𝗜𝘀 🚀 For this UK-based DTC brand selling socks, we did just that—𝗿𝗮𝗶𝘀𝗶𝗻𝗴 𝘁𝗵𝗲𝗶𝗿 𝗼𝘃𝗲𝗿𝗮𝗹𝗹 𝗥𝗢𝗔𝗦 𝗯𝘆 𝗮 𝘄𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝟭𝟱𝟭%! Our approach? 👉 𝗠𝗮𝗸𝗲 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗰𝗵𝗮𝗻𝗴𝗲𝘀 without rocking the boat. 👉 𝗥𝗲𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 strategically—our way. 👉 Focus on long-term 𝘀𝗰𝗮𝗹𝗮𝗯𝗶𝗹𝗶𝘁𝘆 and 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆. That’s how we consistently scale 𝗲𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗯𝗿𝗮𝗻𝗱𝘀 using Google Ads, and that’s what we can do for your business too. 𝗥𝗲𝗮𝗱𝘆 𝘁𝗼 𝘀𝗰𝗮𝗹𝗲 𝘆𝗼𝘂𝗿 𝗼𝗻𝗹𝗶𝗻𝗲 𝘀𝘁𝗼𝗿𝗲? Let’s start with a free audit and unlock your growth potential. 🔓 _______ 🚀 Ready to Boost Your Google Ads Performance? Claim your FREE Google Ads Audit today and discover opportunities to improve your campaigns and drive higher returns. 👉: https://lnkd.in/gxggQCDX 💡 Need personalized advice? Book a 1-on-1 Consultation to discuss your specific goals and challenges with an expert. 👉: https://lnkd.in/guQh97w8 ⚠️ Struggling with a Google Ads Suspension? Let us help you resolve account suspensions and get your ads back online! 👉: https://lnkd.in/gsHiuUWq #GoogleAds #eCommerce #DTC #ROAS #ScalingUp

32

13 Comments

Why would a potential client choose your agency over others? I figured it out: - you specialise in their industry - you specialise in the “thing” (SEO, PPC, design etc) - you have case studies for companies similar to theirs - you clearly demonstrate your processes - you are outcome focused - you are transparent with pricing upfront - you don’t lock people in - you make it as risk free as possible Don’t focus on a pretty website and logo. Focus on a no brainer offer.

29

8 Comments

“The secret is there is no secret to eCommerce” This is a realisation a business owner shared with me yesterday. I couldn’t agree more. There is no secret formula for… * The perfect Facebook ad * No. of ad variations launched * Juicing the ads algorithm * The perfect Ad account structure * Crushing it on a particular social media platform * Type of promotion * The magic bullet app But as humans we’re wired to look for quick wins, so we pay attention to case studies where X brand did Y and achieved Z in X time. As a fellow human being, I still get sucked in by these. It’s not explicitly said but implied that if you do that, the same thing will happen to your business. As I’m sure you’ve found, this is rarely the case. Yes, there are short term hacks to get some quick wins. They’re like a sugar fix when you’re tired. Like sugar fixes, they’re short-lived or unsustainable and often put you in a worse position afterwards. So what’s the solution? I’ll warn you, it isn’t exciting or sexy. Those over the hype will continue reading or are already doing this. They’re across a key set of numbers on a regular basis and make decisions on them plus a bit of gut feel on what to focus on. Those numbers are… Gross Margin Net Profit Free cash flow Average Order Vale How much they’re spending on marketing Conversion Rate Visitors There are many other metrics, but they all relate to these in some way. Through trial and error, they learn which levers to pull in their business to influence these numbers and work hard. I told you it wasn’t sexy. If you want to discover more truths about running an eCommerce business in Australia or New Zealand, I run a coaching group that sheds light on which levers to try and pull. Drop me a message on LinkedIn for more details. #ecommerce

52

14 Comments

Customers mistyping emails? Boost email accuracy and opt-ins by renaming your checkout's label to “Email (required for order confirmation)” in Shopify In Shopify, go to Themes > Edit Default Content > Checkout Contact > Email Label. Hat tip to Matthew Stafford from Build Grow Scale for the tip.

37

4 Comments

Your checkout process is the endzone for your ECom store–Don't fumble it. Think about all the marketing and promotion it takes → All the A/B testing → All the Design Work → All the SEO and PPC strategies To get a customer to the point Where they give you their card information. Here are 5 ways to improve your checkout process. → Simplify your checkout form / Add a Progress Indicator → Add a “Checkout as Guest” option → Fix your website speed → Add afterpay options → Add previous customer reviews during checkout Explained further below... 1. Simplify your checkout form and add a progress indicator so people know when they’re done 2. Add a “Checkout as Guest” option, having it mandatory to “create an account” can push people away 3. Fix your website speed. Google found that 53% of mobile users abandon a website if it takes longer than 3 seconds to load. 4. Add afterpay options. Afterpay options like Affirm and Klarna can increase your conversion rates for higher ticket items. 5. Add previous customer reviews during checkout. People love social proof. If you got value from this post, follow Matt Suffoletto for more! If you or someone you know is looking for help with their website speed, shoot me a DM, happy to give an Audit.

16

1 Comment

I speak to PPC agencies daily and I hear the same story. You need new clients but in order to service them, you need to grow your team. But growing your team is expensive and crushes margins + opens up the risk of underutilisation (lose a client and now you have too much staff for too few clients). We call this the perpetual agency seesaw effect. In order to grow, and break free from the perpetual seesaw... Ad spend under management must outpace team hiring. Step 1: is to actually measure ad spend under management per head as a KPI. Step 2: is to leverage AI & automation to scale operations without sacrificing on quality. If you're a PPC agency looking to scale profitably, then grab a copy of my 'Manage double the PPC clients with your current team' guide by following the link in the comments below (Select "most recent" comments if needed.) 👇

57

8 Comments

TikTok Shop has set a limit on Maximum Discount Threshold What does this mean? All seller promotional tools will follow this new discount threshold requirement. You might not be able to complete creating a promotion if the maximum discount is too excessive or exaggerated The approximate range of allowable discounts ranges from 1-80% Now. Peace✌️ ___________________________________________ WHO AM I ?? I Build Brands With ZERO Ad Spend ____________________________________________

7

4 Comments

It’s interesting to see the rapid growth in traffic around GLP-1s and emergency contraception, and the numbers are definitely striking. Curious to know how others feel about this balance between market growth and public health responsibilities. However, this raises some deeper concerns for me. While weight loss treatments and emergency contraception might be financially lucrative, we can’t overlook the potential public health impact. When weight loss and unplanned pregnancies become economic drivers, it puts pressure on public health initiatives to take a step back and allow these industries to flourish without sufficient oversight. I worry that we might be heading towards a scenario where public health is sidelined, with weight loss injections and the morning-after pill being treated as quick fixes rather than addressing the root causes – whether it’s long-term health management, access to preventive care, or the socio-economic factors contributing to unplanned pregnancies. We should be cautious not to let economic gains steer us away from the bigger picture of patient safety and well-being. Public health should still play a leading role, even in an environment where the market is rapidly evolving. Curious to know how others feel about this balance between market growth and public health responsibilities.

3

5 Comments

562% year-over-year (YoY) SEM revenue increase {Case Study} We've all been there—pouring thousands into PPC with little return. Ecommerce apparel brand 686 faced this, needing a creative boost to improve their 160% ROAS to 350-400%. Despite the saturated market, they leveraged their unique selling points and customer persona to refine their strategy. Strategies: Location-based targeting: they refined 686's PPC campaigns to focus on U.S. areas where people benefit most from cold-weather products. Remarketing: To cultivate the buyer's journey, they launched an aggressive remarketing strategy on Google’s Display Network and Facebook, adding touchpoints to boost conversions. Optimized shopping campaign and product feed: They revamped 686's product feed with eye-catching photos and clear pricing to boost SERP conversions. The results: - 562% year-over-year (YoY) SEM revenue increase - More than 186% conversion rate increase - 303% increase in return on ad spend (ROAS) - 67% reduction in cost per conversion #digitalmarketing #marketing #socialmediamarketing #facebookads

5

1 Comment

3 steps to increasing revenue for your DTC brand: Step 1: Drive traffic Step 2: Convert traffic Step 3: Retain customers But....there’s a catch. Don’t neglect step 3. If done well, step 3 pays the cycle all over again. For free.

2

1 Comment

In October we are pitching for 4 > £2,000,000+ ecommerce retailers. Not one of them have a problem with ROAS. Client 1 = 7.1x Client 2 = 6x Client 3 = 7.4x Client 4 = 5.9x So why change? They had all noticed the same 3 things: 1. Platform performance was different to business performance. Despite spending 20% of gross revenue on Meta & Google. Store revenue could be 30% down and ROAS didn't move. Annual revenue was 15-20% down year on year. Something felt off. 2. They couldn’t scale. With 60% Margin and 5x ROAS, these brands should have been growing. On a number of ocassions they tried. But the same things kept happening: - In platform performance decreased slightly. - There were no changes to monthly revenue. They were burning cash and nobody could tell them why? Luckily we’ve seen it time and time again. Brands at the 7 figure stage begin to see a degree of organic traffic. CRM begins to drive LTV. The platforms begin to steal credit. Our suggestion was to look beyond ROAS and focus on new customers. Guess what ? 3. They had stopped acquiring customers. This one sneaks up on everyone and is so hard to reverse. When things are going well, nobody checks: - How many new customers did we add ? - What revenue is from new v existing customers? - How are we splitting budgets to these audiences? Here are the key metrics that will tell you if you have an incrementality problem: - Platform revenue as a % of Gross revenue (monitor over time) - New customers acquired. - New customer revenue. - New customer CPA. - % of spend to known retention audiences. - % of potential spend to retention audiences. (if you omit exclusions or budget caps) - Marketing spend as a % of gross. And here’s what you need to do: - Get clearer on new customer metrics.  - Define audience segments and where they are spending. - Run incrementality tests on retention for a better understanding. - Use ROAS as a guide ONLY if it aligns with business performance.  - Develop LTV models to help your future forecasts.  - Consider multiple sources when assessing performance. There is a difference between platform strategy and marketing strategy. Luckily for the brands we are pitching, we do both. If you’ve asked yourself any of the questions above. Or feel you are not getting the most out of your media budget. Drop me a message and we can arrange an initial call.

42

15 Comments

A TikTok Shop with £17K revenue can be more profitable than an Amazon store with £70K revenue! You heard it right! Here's a real-life example: A client recently messaged me, sharing that his TikTok Shop is outperforming his Amazon UK store in terms of profit margins. Despite generating lower sales on TikTok, he's seeing higher profits. Why? 𝗣𝗿𝗼𝗳𝗶𝘁 𝗠𝗮𝗿𝗴𝗶𝗻𝘀 ↳ On TTS, customer pays shipping and our margins are double. ↳ On Amazon, after ad spend, fees, and shipping, only 18% of revenue remains as profit. 𝗖𝗹𝗶𝗲𝗻𝘁'𝘀 𝗣𝗢𝗩 ↳ The client views this as a "business transformation". ↳ His TikTok Shop, running on projections I provided, is set to overtake Amazon as the most profitable channel. ↳ This success is driven by just one product, highlighting TikTok's immense potential. Why TikTok Shop Over Amazon? 1. Lower operational costs. 2. Higher profit retention. 3. Greater scalability with fewer products. "Profit matters more than revenue." Pro Tip: Focus on profit, not just revenue, to truly grow your business. P.S. Interested in seeing similar results? DM me "TTS Growth" #TikTokShop #TikTokShopGrowth #ProfitOverRevenue

9

7 Comments

Want to scale your eCommerce business to consistent £100k months? Free **“eCommerce PPC Audit”** – available now 👇 Are you an eCommerce business owner generating between £20k-£100k per month, but struggling to scale profitably? I’ve seen many businesses in the same spot—operating in highly competitive markets and facing countless challenges. However, scaling doesn’t have to mean: - Increasing your prices - Expanding your product line, or - Hiring more staff Instead, it's about optimising what you already have. That’s where we come in. At JudeLuxe, we specialise in refining and optimising your PPC campaigns to deliver better results without the extra hassle. Here’s how we do it: - **24-Hour Audit**: We audit your current PPC account and provide a detailed analysis within just 24 hours. - **Tailored Strategy**: Receive a comprehensive PDF and video with our insights, recommendations, and strategy. - **Transparent Communication**: Discuss and agree on the commercials, ensuring clear and straightforward terms. - **Hassle-Free Onboarding**: Sign the paperwork and leave the heavy lifting to us. - **Focus on Growth**: Sit back and watch your PPC performance soar while we manage the rest. If you’re serious about hitting consistent £100k months, DM me or send an email to [email protected] to get your free audit today. It’s free, and our detailed audit report will land in your inbox, giving you the insights you need to scale effectively. Ready to elevate your eCommerce business? Let's make it happen! #eCommerce #PPC #DigitalMarketing #BusinessGrowth

1

We’re spending 7 figures for DTC brands each month across Paid Social 🚀 Here’s 3 areas for improving creative to increase your paid revenue. 1. Analyse the right metrics → Thumb stop ratio → Clickthrough rate  → Watch time 2. Angle & Variation  → Produce creatives concepts relative to your offer and funnel level  → Give engagers different perspectives of your brand → Constantly test and iterate 3. Trends  → Stay on trend across concept and sound → Play into the algorithm and trending behaviour → Focus on authenticity  What else would you focus on? 

13

1 Comment

Where all your money goes when you setup a PMAX campaign in Google ads

6

11 Comments

Many DTC brands test static ads but they get it all wrong ❌ If you want to make sales AND gather data on what your customers want to see, listen to this: Let me introduce you to 'The Re-Purpose Framework'. This is the process of creating 'scientific' type tests with your static creatives. Start by creating 1 concept and multiple headlines. Add these headlines to your concept and change nothing but the headline. These headlines need to be calling out your target customer DIRECTLY. Here's some example: ➝ Pain points (dig deep) ➝ Desired outcomes (their biggest goals) ➝ Objections (failed solutions in the past) And this is where it gets interesting... How these statics perform is data collection directly from your customers. You can then go ahead and use the headlines as hooks or even create angles around this. This is a super effective way to get feedback directly from the market whilst also making sales.

3