Luke Neely

How do you increase your store revenue, AOV, and CR quickly? Find an offer that works. And don't stop testing new ones. Offer testing is an underrated DTC strategy. Most brands stuck with the same offer month after month, year after year. Same Black Friday deals, same Welcome offer, same Cart abandonment offer. Nor there's any logic to the process. Most copy their competition. Or reverse engineer their margin. With Q3 starting, you need to start testing offers for Q4. Without a tested offer, you are leaving a lot to chance. Here's how we offer testing - --> Create 4-5 unique offers - Percentage discounts: 10%, 20%, etc. - Dollar amount discounts: $5 off, $10 off - Tiered Offers: $10 Off $100, $15 Off 150, etc. - Value-added offers: Buy one, get one free; free gift with purchase - Shipping offers: Free shipping, discounted expedited shipping - Loyalty offers: Points, VIP early access to new products Create at least 4-5 offers to start with. --> Run email campaigns or on-site pop-ups to test offers You need quick data to test offers, so it's best to run it as a campaign or on-site pop-up. The goal is to collect data over 3-4 days for each offer. Run small targeted campaigns to test different offers. --> Monitor key metrics An offer will have an impact over - Direct metrics -  - Conversion rate - Average order value Indirect metrics -  - Customer Acquisition Costs (CAC) - Store Revenue - Customer lifetime value Focus on direct metrics for testing the metrics. --> Dump non-performing one. For every good offer, you will have 2 bad offers. Keep on separating good from bad. Don't run bad offers again. Instead, try to find variations of good offers. The goal is to get 3-4 good offers, which you can rotate all through the year. Don't wait till Q4 to test your offer. #dtc #ecommerce

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DTC Prime Day Tip: Price match your Prime deals on your DTC AND offer a new customer discount that stacks. Low customer acquisition cost, and you secure future marketing opportunities via email/direct traffic/retargeting. Customers will naturally search your brand if they are considering a deal, and you can offer them a chance to check out DTC - deepening your customer relationship.

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PPC Experience, Unlike Wine 🍷 It Doesn’t Age Well In PPC, once you’ve mastered the basics, outdated knowledge becomes your worst crutch. If your interview pitch rests on years of experience, that isn’t helping you. It’s holding you back. This industry reinvents itself every 3 years. ♻️ Relying on “X years of expertise” might actually hurt your opportunities. Here’s a better way to position yourself: Instead of: “I have 10+ years of experience.” Say: “Here’s what I’ve learned in the last 6 months.” Instead of: “I won an award in 2021.” Say: “I recently rewrote an award-winning strategy to adapt to current events.” Instead of: “I’ve worked with X number of big brands.” Say: “I helped scale a small startup that disrupted an incumbent.” PPC hiring is unlike most industries. It’s not about how long you’ve been around. It’s about how fast you can adapt. 🏎️ Let’s start measuring success by what’s recent, not what’s outdated. And that hiring thing, I’ve built a system.⚙️

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CEOs, listen up: Your next game-changing hire isn't polishing their resume. They're: • Launching on ProductHunt • Building an audience on Twitter • Sharing insights on niche subreddits I've scaled multiple DTC brands. The best talent rarely comes through traditional channels. They're too busy actually doing the work. Examples I've seen: • A Shopify app developer hired from GitHub contributions • A growth marketer discovered via viral Twitter threads • A UX designer spotted through Dribbble projects The future of recruiting is active, not passive. It's about identifying doers, not credential collectors. My advice: 1. Identify platforms where your ideal candidates hang out 2. Engage authentically in those communities 3. Look for consistent builders and sharers 4. Reach out personally when you spot talent The war for talent is evolving. Are you adapting your recruitment strategies? #FutureOfHiring #TalentAcquisition

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If you're a DTC brand trying to grow STOP picking arbitrary ROAS or CPA targets and making ad spend decisions off of those alone. What actually matters? 1. Payback Period - at what point in time do you become profitable on that customer? Times have changed - bootstrapped or VC funded - if your payback period if beyond 6 months you’re most likely in trouble. (just look at the public DTC companies that tried that) 2. Contribution Margin Simply: Average Order Value - COGS - Ad Spend = CM You should know what your CM is at different periods of time (Day 0, Day 60, Day 90, 1 year). This goes hand in hand with your payback period of course. Here's an example of a roughly 3 month payback period: Day 0: AOV = $100 COGS 50% = $50  CAC = $60 Contribution Margin = -$10 Day 90: AOV = $130 COGS 50% = $65 CAC = $60 (you only pay for the customer once) Contribution Margin = $5 Understand how this affects your overall P&L and you can start making better decisions in how much to invest in growth.

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The secret to sustainable DTC growth? It's not just customer acquisition. It's mastering the art of working ON your business, not just IN it. Here's what that looks like: • Refine your brand strategy • Optimize your tech stack • Analyze customer lifetime value • Develop scalable systems I've helped brands turn slow periods into massive growth catalysts. How are you investing in your business's future today? #DTCGrowth #BusinessStrategy

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READ THIS CAREFULLY: If you’re just tracking sales, you’re leaving money on the table—literally. When I speak with eCommerce brands, the most common pain point they share is a lack of clarity on profitability. They’re drowning in data but starving for insights. They’re focused on what’s visible—sales—while the hidden costs beneath the surface, like shipping fees, transaction costs, CAC, and fulfilment expenses, quietly erode their profits. It always makes me pause because it’s the clearest signal that brands are only seeing a fraction of the whole picture. When I see high sales numbers, my first thought isn’t, “Great job!” It’s, “Are they actually making money?” Here’s the brutal truth: Just because your sales are up doesn’t mean your profits are too. Without a clear view of how your marketing spend, operational costs, and customer acquisition impact your bottom line, you’re sailing straight into dangerous waters. But there’s a better way. Imagine having a dashboard that not only tracks your sales but also reveals the bottom of the iceberg—giving you a complete profitability overview. Imagine knowing exactly how each dollar spent is affecting the profitability of your store. With StoreHero this is finally possible. Link to book a demo in the comments 👇

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We’ve generated just over $6M in profits for DTC brands without "selling" in emails. You’re one hard-sell email away from losing your subscribers for good. There's a commonly accepted idea that unsubscribe rates are tied to sending frequency when they’re more so related to the quality of your campaigns… Seriously, the worst thing you can do is send promo-after-promo-after-promo. People get tired, and the only ones who stick around are conditioned to care about the deals and not the brand. You’ve probably heard this at least once: The best salespeople don’t sell—they diagnose. They listen, they understand the needs, and then they *prescribe* the right solution. And your email strategy should be no different. - Your segments are there to diagnose—sorting your audience by behavior, preferences, and needs. The email itself is there to *prescribe* the right next step, not to hit them with another sales pitch. - The emails that work best focus on *one concept and one focal point*. They speak to exactly what that segment needs at that moment. Whether it’s a reminder of a product benefit, a new feature that aligns with their interest, or a simple nudge to complete a purchase, each email must be precise. - Your subscribers are already (kinda) sold on your product—they’re on your list for a reason. Now, they need the right recommendation, at the right time, and the right CTA to be nudged into. The best email strategy isn’t about selling harder—it’s about understanding deeper and prescribing smarter. Emails that *don’t sell* but *guide* are the ones that convert best. We’ve seen too many brands try to sell in every email and watch performance tank. But also seen emails that diagnose through segmentation and prescribe the perfect next step to generate millions in revenue.

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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.

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A $50M DTC brand just imploded!! 🧨🔥 Here's why: Many DTC brands are imploding because they pushed for scale before they were ready. The more they grew their revenue, the higher the losses. This means they didn't understand their LTV:CAC ratio If you try to scale before your 12-month LTV:CAC ratio is positive, you will dig a hole, and the faster you try to grow, the deeper the hole. The only exception for considering a longer than 12-month lifetime is being VC-backed. BTW, in DTC businesses, we use lifetime gross profit instead of lifetime net revenue. That would be 12mo customer revenue minus cogs and shipping. BTW #2, you can get the lifetime net revenue data for free using the cohort analysis report on Shopify.

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Why did Stitch partner with Talon.One? Three main reasons... 1️⃣ In working with Braze customers, we've seen an incredible amount of pain with their existing loyalty platforms (looking at you, Punchh & CrowdTwist, Inc.). 2️⃣ The platform is 👌. The response time and the ability to customize workflows is elite. 3️⃣ The combination of Braze + Talon.One is a marketer's dream. Scale, capability and efficiency bridging marketing & loyalty together.

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👇 Reminder to all my DTC marketers out there: Static ads are still crushing it. … And they are WAY easier to create and test. I've talked about this before And I'm going to keep talking about until it stops being true. (Bonus points: your creative team will also thank you for "easier" briefings 😜 ) Just because everybody is talking about UGC videos, never stop testing the fundamental image ads. It's also just good practice to have a healthy creative mix in your account. You don't want to become reliant on one ad type ❌ The more winners you can create, the better the performance. And the quicker you can scale 💶 Do you agree? LMK 👇 #FacebookAds #CreativeStrategy #MediaBuying

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CPG / DTC companies often think about how they can improve their growth strategy by saving money and boosting returns. In today's hyper-competitive market for consumers, where every penny counts, mastering your marketing strategy isn't just nice to have, it's a must. Here's why integrating Data and Marketing Mix Modeling (MMM) into your strategy can revolutionize your output quality: Precision Targeting: With MMM, you're not just throwing darts in the dark. You're using data to pinpoint exactly where your marketing dollars will have the biggest impact, ensuring you're not overspending on channels that don't deliver. ROI Optimization: Imagine knowing precisely the ROI of every dollar spent across various marketing channels. MMM quantifies these returns, showing you where to invest more or less, dramatically enhancing your campaign's efficiency. Dynamic Adaptability: Markets change, trends shift. MMM provides real-time insights, allowing you to adjust your marketing mix on the fly, ensuring you stay ahead of the curve rather than chasing it. CLV: By understanding CLV through data-driven models, you're not just selling to customers, you're building a deeper connection with them. Marketing efforts become about nurturing lifetime value, not just immediate sales. Competitive Edge: Companies leveraging data in their marketing strategies are significantly outperforming their peers in customer acquisition. Why? Because data-driven decisions cut through the noise, reaching customers with what they want, when they want it saving the customer time and money. Cost Efficiency: The beauty of MMM is that it often reveals how you can achieve more with less. By reallocating budget from underperforming to high-impact channels, you're essentially printing money through efficiency. Strategic Confidence: With proprietary & high quality data backing your decisions, you're not just guessing or following industry trends. You're making informed real time decisions, giving you the confidence to push boundaries creatively while staying rooted in performance metrics. By leveraging data into your MMM marketing strategy you're not just improving output quality—you're crafting a narrative of growth, efficiency, and customer-centric innovation. The future is bright. Be sure to stay ahead of the innovation curve if you're running a business. #AI #dtc #data

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Check out our recent case study for a Shopify website We teamed up with Pinkergreen (who assisted w/ UX & design) Outcomes from work? Conversion rate up ⬆️ 60% Avg order value ⬆️ 7% Upsell value (within 45 days) $8100 SEO up ⬆️ Bounce rate ⬇️ Check out the full case study below with more info on process & outcomes

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👇 Reminder to all my DTC marketers out there: Static ads are still crushing it. … And they are WAY easier to create and test. I've talked about this before And I'm going to keep talking about until it stops being true (Bonus points: your creative team will also thank you for "easier" briefings 😜 ) Just because everybody is talking about UGC, whitelisting etc etc., never stop testing the fundamental image ads. It's also just good practice to have a healthy creative mix in your account. You don't want to become (over) reliant on one ad type ❌ The more winners you can create, the better the performance. And the quicker you can scale 💶 And something I've been playing with recently... Midjourney. Prompting skills need a little more work to take these ads to the next level, but it's fun playing with new techniques. Do you agree? LMK 👇 #FacebookAds #CreativeStrategy #MediaBuying

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We cut 29/30 days from our onboarding process…kind of by accident. Any DTC brand will benefit, but health brands most of all. For the first 7 years, we did the standard “Free Account Audit” that every PPC/SEO agency relies on. Here’s why: - It takes an entry-level employee a few minutes to find a handful of problems. - Then a partner hops on a Zoom call, and says something like, “It looks like the last person in this account wasn’t setting you up for success.” - The brand owners tell themselves, “We trust this guy. As long as he’s on our account, we’re set.” - So they sign — and get handed to an account manager. These are great for marketing agencies… But not so much for the brands. Audits don’t give you a timeline or any real expectations. And the truth is… It only takes 5-10 hours to solve the issues we find in an audit. All the strategy work (including competitor and customer research) happens during the 30-day “Onboarding and Discovery” phase. ____ So a few months ago, we stopped “Free Audits” and started doing “90-Day Marketing Plans” instead. It’s a little risky because we’re paying the Account Manager to build the strategy before the brand commits. But the brands love it because they know: - Exactly what we’re going to do for them - Who’s actually working on the account - And how long it’s all going to take So our signup rate has more than doubled. ____ This all happened a few months ago. (When we decided to focus on health brands.) And that’s why 29 days disappeared. - We already have health, wellness, and fitness clients. And our team is 100% health, wellness, and fitness customers. So we already know the competitors. We are the customer research. - And now the 90-day strategy is set before we start. We spend day 1 fixing the technical issues. And then we’re off and running on day 2. It was an unexpected win for all involved. And a great confirmation that we made the right call on our focus and our strategy.

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Your ROAS numbers are lying to you. Especially for DTC brands that rely heavily on paid media for customer acquisition. Here's how the best brands actually measure growth in 2024... 1️⃣ The New Math 👇 Forget 'good' ROAS targets. They're meaningless now. Elite brands are looking at rolling 30-day incrementality tests: Pause all Meta ads in specific geos for 2 weeks, measure total revenue impact, and then calculate true ROAS. Most discover they're 40% lower than reported. Do the same for other channels, there's tons of valuable information at Haus blog (I'll add link in comments) about incrementally - the new gold standard for optimizing ROI 2️⃣ The Creative Arbitrage 👇 Here's what's actually working: Brands doing 3-day creative testing cycles with 20+ variations are seeing 2x better results than those optimizing for audience targeting. The privacy changes mean creative is your only real lever left. I have a solid creative testing framework that I'll be happy to share - just let me know in the comments... 👉 The First-Party Data Reality Everyone talks about first-party data, but here's the truth: Unless you have purchase frequency under 60 days, your email list is depreciating faster than you can build it. The winning strategy isn't collection – it's activation velocity. Sounds familiar? What did I miss? #ecommerce #dtc #bfcm #success #2025

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