Ecommerce Playbook: Numbers, Struggles & Growth
By The Ecommerce Playbook
Ecommerce Playbook: Numbers, Struggles & GrowthAug 31, 2022
March Madness in eCommerce: Diving Deep into Meta and Mothers Day
Welcome to the March edition of our State of the eCommerce Industry Report! In this episode, we take a deep dive into the performance of the industry throughout March. Joined by experts from various data conglomerates, we unravel the trends and insights shaping the eCommerce landscape.
We're excited to share teasers from our latest report, which goes live on Monday, April 15th at https://www.dtcindex.com/. Make sure to sign up for immediate access to the full report and past issues in PDF format.
In this episode, we're looking into Mother's Day trends, drawing from data collected in 2023 to anticipate 2024's market dynamics. From purchasing patterns to timing insights, we equip eCommerce businesses with actionable strategies for maximizing sales during this crucial holiday period.
Furthermore, we delve into consumer confidence metrics, highlighting significant milestones reached in March. Despite ongoing economic uncertainties, our survey data reflects a cautiously optimistic outlook among DTC shoppers, offering valuable implications for business strategies.
Additionally, we unveil intriguing revelations about media buying trends on major platforms. From Meta (formerly Facebook) to TikTok, we analyze spending, CPM rates, and ROAS fluctuations, providing a comprehensive snapshot of the e-commerce advertising landscape.
Ultimately, our goal is to empower eCommerce businesses with data-driven insights to navigate the ever-evolving market landscape. Join us as we explore the intricacies of the eCommerce industry and uncover actionable strategies for success.
Don't miss out on the latest industry insights—subscribe now and stay ahead of the curve!
Unlocking the Secret: You MUST Grow Your Business
Welcome back to another episode of the eCommerce Playbook Podcast! Today we dive deep into the fascinating world of marketing economics with CTC alumni Andrew Faris. Join us as we explore the concept of Negative Customer Acquisition Costs (CAC) and how it's revolutionizing the way businesses approach customer acquisition.
In this episode, we discuss the idea of getting paid to acquire customers through strategic content creation. We explore real-world examples, including the innovative tactics used by successful businesses like Missouri Quilt Co. and others, who have turned their marketing expenses into profit centers.
Discover how content-first businesses are not only avoiding traditional paid acquisition costs but are actually generating revenue from the content they create. From YouTube channels to subscription-based magazines, we uncover the strategies behind this game-changing approach to marketing.
Show Notes:
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
- "With $10M In Revenue And $0 In Ad Spend, Isaac Medeiros Is In A Class Of His Own" (Spotify: https://spoti.fi/3SgdOZa Apple: https://apple.co/43SQi7m)
- "Growing Profitability ft. Alan Doan of Missouri Quilt Co" Ecommerce Playbook Episode: https://www.youtube.com/watch?v=9nvrtLkJOXM
- NVIDIA CEO Jensen Yang's "I Wish You Suffering" Video: https://twitter.com/petergyang/status/1768645902263369776
- Kevin Espiritu On Negative Cac: https://twitter.com/kevinespiritu/status/1770159574194217368
- Subscribe to Andrew's pod: https://www.youtube.com/@andrewfarispodcast
Growing Profitability ft. Dimitri O of Loop Earplugs
Welcome back to another episode of the eCommerce Playbook Podcast! In today's episode, we're diving deep into the fascinating journey of Loop Earplugs (GQ score of 148), a brand that has not only disrupted the earplug industry but has also redefined how we perceive hearing protection.
Join us as we sit down with Dimitri O, one of the co-founders of Loop Earplugs, for a conversation on their remarkable evolution and strategic pivots.
Show Notes:
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
5 Questions to Ask When You’re Hiring an Agency
Most brands put a huge amount of time and effort into hiring staff — multiple rounds of interviews, reference calls, take-home assessments. So why don’t brands put the same effort into hiring an agency?
In this episode, Taylor and Richard talk through the 5 questions to ask an agency before you hire them … and who you should seek the answers from.
Show Notes:
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Growing Profitability ft. Alan Doan of Missouri Quilt Co
Welcome back to another episode of the E-Commerce Playbook Podcast! Today's episode is one for the books, featuring a guest who needs no introduction other than "your mom's favorite." Yes, you heard that right, it's none other than Alan Doan, co-founder of the Missouri Star Quilt Company, a.k.a Dr. Bill Nye on Twitter! In this episode, Alan shares the fascinating journey behind the Missouri Star Quilt Company, from its humble beginnings to becoming the world's largest quilt shop, with over a hundred million in revenue annually and a whopping 400 employees! But what sets them apart isn't just their impressive stats; it's their commitment to community, authenticity, and genuine connection with their customers. Discover how Alan and his team built an engaged, loyal audience through their YouTube channel, offering everything from quilting tutorials to product demos, and revolutionizing the quilting industry one stitch at a time. Tune in as Alan dives deep into the philosophy behind their success, the importance of authenticity in ecommerce, and the joy of building meaningful relationships with customers. Whether you're a seasoned marketer or a newbie to the craft, this episode is sure to inspire and delight! Don't miss out—hit play now and join us on this incredible journey with Alan Doan!
Show Notes:
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
What Does the Latest Meta Update Mean? Ft. Luke Austin
Big news from Meta this week: “Engaged” audiences are now available for reporting in Advantage+ Shopping Campaigns. But what does this change really mean for brands, and how is it useful if you can’t optimize against it?
CTC Director of Growth Strategy Luke Austin joins Richard on the pod this week to talk about the rollout of the Engaged Customers Audience and how you can harness it to get insight into customer LTV.
Show Notes:
- Want an easier way to source UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Growing Profitability ft. Brian Garofalow of Skullcandy
In this episode, Taylor and Brian Garofalow take listeners on a captivating journey through Brian's remarkable career path, tracing his evolution from a passionate skateboarder in Southern California to his current leadership role as CEO of Skullcandy. Throughout their discussion, Taylor and Brian—affectionately known as BG—explore the pivotal moments, challenges, and lessons learned along the way.
BG's story serves as a testament to the power of perseverance, seizing opportunities, and cultivating meaningful connections. From his early experiences in the vibrant world of board sports to navigating the complexities of tech startups and ecommerce ventures, BG's diverse background provides invaluable insights for listeners at every stage of their own career journeys.
Show Notes:
- Get 30 free days of Toki’s cutting-edge customer loyalty platform (including cashback and paid membership programs) at buildwithtoki.com/ctc.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
What Do You Do When Meta Breaks?
In our recent DTC Index Monthly report, we analyzed the ways Meta seems to have “broken” over the last several weeks. But if Meta’s broken, what can you do about it?
On this episode of the pod, Taylor and Richard dive deep into what to do — and what NOT to do — when the fundamental system your ads are built on stops working properly.
Show Notes:
- Sign up for the DTC Index here: https://www.dtcindex.com/
- Want an easier way to source UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Is Meta Broken, Super Bowl Impact, and Valentine's Day Trends | State of the Industry Report
In this episode of the State of the Ecommerce Industry brought to you by the DTC Index, we dive into the hot topics swirling around the ecommerce landscape. Join us as we dissect the noise surrounding Meta's performance, the impact of the Super Bowl, and the Valentine's Day shopping frenzy.
Our team of experts, including Jeremiah Prummer from KnoCommerce, Wyatt Mayhem from Cast Metrics, Yarden Shaked from Varos, and Steve Rekuc from Common Thread Collective, bring you exclusive insights based on extensive data analysis and industry expertise.
From uncovering gifting trends around Valentine's Day to evaluating the effectiveness of Super Bowl commercials for brands like Elf and Etsy, we leave no stone unturned in our quest to provide you with actionable insights.
But the burning question remains: Was Meta truly broken in February? Find out as we dive deep into the data and separate fact from fiction in this highly anticipated episode.
Show Notes:
- Want an easier way to source UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Growing Profitability ft. Chris Lutz of Duke Cannon
Dive into the fascinating journey of Duke Cannon Supply Co. on the Ecommerce Playbook Podcast! Join Chris Lutz, Director of Digital and Ecommerce, as we explore the brand's unconventional path to success—from specialty retail to major chains like Target and Walmart.
Discover how Duke Cannon's unique packaging and merchandising strategy sets them apart on every shelf. Chris shares insights into their digital marketing challenges on platforms like Meta and TikTok, emphasizing humor and authenticity to engage their audience.
Show Notes:
-The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Overcoming Organizational Inertia
Inertia is as much a law of organizational dynamics as it is a law of physics. So what do you do about it?
On this episode of the podcast, Taylor and Richard discuss Taylor’s recent week working directly with client accounts and his observations on the absolute importance of motivating your team to swift, decisive action.
Show Notes:
Get started with CTC’s Prophit System here.
Growing Profitability ft Mark Ritz of Carnivore Snax
Welcome to a new episode of the Ecommerce Playbook Podcast! In this interview, we delve into the success story of Carnivore Snax, one of the fastest-growing brands in e-commerce, breaking barriers by selling food online with an insane GQ score of 226.8. Mark Ritz, the founder and CEO, shares insights into the unique challenges of selling meat snacks on the internet and the brand's journey.
Discover the origins of Carnivore Snax, born out of the founder's commitment to the carnivore diet. Mark explains the significance of their focus on providing a simple, high-protein snack that aligns with the trending prioritization of protein in diets.
Show Notes:
- Get 30 free days of Toki’s cutting-edge customer loyalty platform (including cashback and paid membership programs) at buildwithtoki.com/ctc.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Becoming a T-Shaped Marketer: Navigating the Layers of Expertise in Ecommerce
Join Taylor and Richard as they dive into the T-shaped marketer concept by Brian Balfour, exploring key skills at the base, marketing foundation, and channel expertise layers. Taylor emphasizes specialization and taking bets on emerging channels for career success. Tune in for actionable insights and expert advice on excelling in e-commerce marketing. Subscribe now for more valuable discussions!
Show Notes:
- Get started with CTC’s Prophit System here.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Super Bowl 2024: The Importance of Big Swings
Travis and Taylor, a new album announcement from Beyoncé, a Martin Scorsese-directed ad — the Super Bowl was a night of massive cultural moments.
On this episode, Taylor (Holiday) and Richard sit down to discuss the biggest night in advertising, the necessity of creating outsized cultural moments for any brand, and whether those Temu ads made any sense.
Show Notes:
- See how Oddit can help, or get a free design from them right here.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
The Definitive View of the State of the Ecommerce Industry
🚀 Exciting News in Ecommerce! 🚀
Get ready for a wild ride as we dive deep into the chaotic world of ecommerce with the masterminds behind the scenes. In this video, we are thrilled to introduce our powerhouse team, each bringing their unique expertise and data to the table.
Meet Yarden, the Co-founder and CEO of Varos, a massive data co-op sitting on a treasure trove of information from 6,000 e-commerce-related stores. Discover how Varos aggregates, anonymizes, and analyzes data from various platforms, giving unparalleled insights into the industry's dynamics.
Next up is Jeremiah, Founder and CEO at KnoCommerce, the survey platform with a qualitative edge. Learn how Jeremiah's team works with 3,300+ brands, delving into billions of dollars in online revenue to provide exclusive and meaningful insights not found anywhere else.
Enter Wyatt Mayhem, the Founder of CastMetrics, bringing a whole new dimension to our data consortium. Wyatt gives us a peek into his world of consumer transaction-level credit card data, offering a panoramic view of how people are spending trillions of dollars across the United States.
Last but certainly not least is Steve, the Senior Data Analyst at Common Thread Collective. Watch as Steve weaves the threads of data together, crafting compelling narratives from the information provided by our data nerds.
But that's not all! Join us on this thrilling journey as we launch the DTC Data Consortium, where these industry leaders will unravel the mysteries of January's ecommerce landscape. From platform insights to ad spend trends and customer acquisition dynamics, get ready to be in the know.
Don't miss out on this ecommerce rollercoaster! Head to DTCindex.com to sign up for our monthly newsletter and podcast, where we'll dissect the state of the industry and provide you with the latest and greatest insights. Stay ahead of the curve with the DTC Data Consortium – your ticket to understanding the chaos of ecommerce!
Growing Profitability ft. Cody Plofker of Jones Road Beauty
Tune in to the latest episode of the E-commerce Playbook Podcast! In this episode, Taylor dissects the success of Jones Road Beauty with Cody Plofker, CRO of Jones Road Beauty. Discover their outstanding GQ score of 177.39 and unparalleled spending power, making them a true outlier in the beauty industry.
Learn about the collaboration between Common Thread Collective and Jones Road Beauty in building a spend model and achieving a remarkable 1% accuracy in revenue prediction.
Show Notes:
- Want an easier way to source UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Why You Need a Creative Ops Manager
The most crucial role on any ecommerce creative team isn’t the strategist, it’s the Creative Operations Manager. So why do so few ecommerce brands and agencies have this role?
On this episode, Taylor and Richard discuss the importance of this role, how we deploy creative ops at CTC, and what characteristics to look for in a Creative Ops Manager.
Show Notes:
- Get started with CTC’s Prophit System here.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Email: Not Just a Retention Play
After relaunching the email marketing service at Common Thread Collective, Taylor and Richard sit down to discuss how our service has changed since the last time we’ve offered it, how we plan email campaigns to maximize revenue, and how the scope of email marketing can — and should — expand beyond retention.
Show Notes:
- Get started with CTC’s Prophit System here.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Growing Profitability ft. Cherene Aubert of ILIA Beauty
Welcome back to another insightful episode of the Ecommerce Playbook Podcast! In this interview episode, we sit down with Cherene Aubert, the VP of Digital and Ecommerce at ILIA Beauty, a powerhouse beauty brand with a GQ score of 221.
Cherene shares her expertise in decoding growth strategies, dissecting the DNA of successful ecommerce giants, and navigating the nuanced world of cosmetics and skincare.
Join us as Cherene delves into ILIA Beauty's journey, from its roots in skincare to its focus on clean and performance-driven cosmetics. Learn how Cherene applies her extensive experience in growth strategy to elevate brands, drawing from her impactful roles at CTC and Bobbie.
Show Notes:
- Grapevine’s partnering with Common Thread Collective to offer listeners a discount on their first campaign. Click here to book a demo with Grapevine today!
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
How to Forecast Email Revenue [PREVIEW]: Tactics with Luke #7
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this episode, CTC Director of Growth Strategy Luke Austin takes a turn on the mic, demonstrating how to forecast revenue for the most important, predictable source of revenue: Email.
Top of Funnel is A Scam: A Nuanced, Thoughtful Take
aylor recently set off a firestorm on DTC Twitter/X by claiming that “top-of-funnel” platforms — those that claim to raise brand awareness without any clear path to conversion lift — is essentially a scam.
On this episode, Taylor and Richard dig into the thinking behind that clickbait headline, breaking down exactly why channels like TV are a dangerous temptation to ecommerce operators.
Show Notes:
- Get started with CTC’s Prophit System here.
- View Taylor’s tweet here.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Growing Profitability ft. Dave Huffman of Ancestral Supplements
In today's episode, we interview Dave Huffman, CMO of Ancestral Supplements, a unique and rapidly growing brand with a GQ score of over 397. Discover their market positioning, the power of community, and their innovative approach to product development. Join us for insights into health trends, effective marketing, and the success story of Ancestral Supplements.
Show Notes:
- Want an easier way to source UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Tactics with Taylor #6: Where Do I Spend My Ad Dollars? [PREVIEW]
ADmission members-only episode preview. Unlock full episodes at youradmission.co
It’s a common question: Where is the biggest opportunity for me to spend my advertising dollars?
In this episode, Taylor lays out exactly where the vast majority of smaller businesses should be allocating their marketing budget.
Which Brands Will Win in 2024? w/Luke Austin
On this episode of the podcast, CTC Director of Growth Strategy Luke Austin sits down with Richard to identify the key characteristics of the brands that are best set up to thrive in 2024’s profit-first environment.
Show Notes:
- Get started with CTC’s Prophit System here.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
Growing Profitability ft. Dave Rekuc of Bambu Earth
Welcome to the first episode of a new series on the Ecommerce Playbook Podcast! In this series, we step aside from the usual interviews and dive into the world of brand operators, exploring successful brands through the lens of their GQ score (Growth Quotient). To kick off the series, we interview Dave Rekuc, President of Bambu Earth, our own brand with a GQ score of 119.7. Explore the strengths and weaknesses of this middle-market bootstrap ecommerce brand that's expected to hit $12 million in 2023. From high LTV to low carrying costs, discover the key attributes that make Bambu Earth a successful skincare brand. Show Notes: Grapevine’s partnering with Common Thread Collective to offer listeners a discount on their first campaign. Click here to book a demo with Grapevine today! https://qc0fgbadvc8.typeform.com/to/qwVSYUqV?utm_campaign=CTC&typeform-source=email The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
How to Survive a Revenue Valley [PREVIEW]: Tactics with Taylor #5
ADmission members-only episode preview. Unlock full episodes at youradmission.co
As the post-holiday slump hits, many brands are facing a dreaded “revenue valley” — a down moment where people just aren’t buying. In this episode, Taylor unpacks the tactics you need to survive any post-peak revenue hangover.
Ecommerce Ins and Outs for 2024
On this episode of the podcast, Taylor and Richard shift focus from long-term 2024 predictions to the most important trends happening right now — the decline of the “Head of Growth” role, the shift toward fixed fees for vendors, the rise of the Chief Operating Officer, and more.
Show Notes:
Get 30 free days of Toki’s cutting-edge customer loyalty platform (including cashback and paid membership programs) at buildwithtoki.com/ctc.
See Taylor’s Ecommerce Ins and Outs tweet here.
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
5 Predictions for 2024
As we enter a new year, Taylor and Richard walk through 5 critical ecommerce trends that we expect to take off in 2024.
1. The rise of the product influencer brands
2. Less, better stuff trend
3. The ***** grift comes to an end
4. Contribution margin shows up in Shopify Dash
5. ****** bubble pops
Gotta listen to fill in the blanks...
Show Notes:
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Tactics with Taylor #3: How to Use LTV In Your Ecommerce Strategy [PREVIEW]
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this episode, Taylor breaks down one of the most crucial metrics in ecommerce: LTV. Watch to learn more about how to measure it, how it impacts different industries, and how to grow it into an elite level.
The Prophit System, Part 5: Executing Against the Plan
In this final episode of our 5-part series on the Prophit system, Taylor and Richard get on the mic to wrap things up, explaining how all the elements of the system work together to deliver on a daily plan for predictable, profitable growth.
Show Notes:
Elevar is offering 50% off Expert Installation ($1000 value) with the purchase of a subscription (Essentials Plan or above) by January 19, 2024*. Please complete this short form to take advantage of the offer. *Offer available for new Elevar clients only
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
The Prophit System, Part 4: Building A Channel Specific Media Plan
What do you do when your Meta ads account is on fire? How about when you need more creative? And what do you do when the account is performing too well?
In this episode, Richard chats with Max Rosewater, Senior Paid Social Buyer at CTC, about the key parts of his decision-making process — and, how to translate your forecast into a day-to-day, channel-specific media plan.
Show Notes:
- Elevar is offering 50% off Expert Installation ($1000 value) with the purchase of a subscription (Essentials Plan or above) by January 19, 2024*. Please complete this short form to take advantage of the offer. *Offer available for new Elevar clients only
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Tactics with Taylor #3: How to Use LTV In Your Ecommerce Strategy [PREVIEW]
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this episode, Taylor breaks down one of the most crucial metrics in ecommerce: LTV. Watch to learn more about how to measure it, how it impacts different industries, and how to grow it into an elite level.
The Prophit System, Part 3: Building a Creative System to Accomplish a Financial Goal
On this episode, Richard chats with Aileen McKenna, Director of Creative Strategy & Performance at CTC, about the creative aspect of our growth methodology: How to use your topline financial goals to operationalize your creative production, and how to come up with good creative ideas — quickly.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
BFCM 2023 Recap
On this episode of the podcast, Taylor and Richard discuss Black Friday/Cyber Monday 2023 — the good, the bad, and what this year’s business-as-usual BFCM means for the ecommerce landscape in 2024.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Tactics with Taylor #2: How to Connect Creative Needs and Finance [PREVIEW]
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this episode, Taylor and Richard talk creative — but from an unexpected angle. Listen in as Taylor breaks down how to calculate creative needs by determining month-by-month Spend/aMER requirements.
Black Friday Q&A w/Taylor (PREVIEW)
We're taking a break this week from our regular episodes for Black Friday. In the meantime, we're dropping a preview of Taylor's 2023 BFCM Q&A with ADmission members. To watch the entire episode, head over to youradmission.co to get started on an ADmission
The Prophit System, Part 2: Model The Possibilities And Choose Your Path
On this episode of the podcast, Richard chats with Luke Austin, Directory of Growth Strategy at CTC about part 2 of our growth methodology: how to build a forecasting model that ladders up to your business goals and provides clear marching orders for your creative and paid media efforts.
Show Notes:
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Tactics with Taylor #1: Cost Caps 101 [PREVIEW]
ADmission members-only episode preview. Unlock full episodes at youradmission.co
In this first episode of our brand-new bonus series, Taylor and Richard sit down to talk everything Cost Caps — why you should be using them, when to use cost caps vs min ROAS bidding, and how to set up your cost cap campaigns in Meta Ads manager. Then, they discuss the biggest barrier to Cost Caps success — creative volume — and how to make sure you have the creative you need to support your desired spend.
The Prophit System, Pt. 1: Setting a Business Objective
On this episode of the podcast, Taylor and Richard embark on part 1 of a 5-part series on CTC’s new growth methodology: the Prophit System.
They kick the series off by discussing the crucial beginning of the journey: defining a business objective that will lead to the outcome that you want.
Show Notes:
- Want access to our new bonus episodes? Join ADmission today: youradmission.co
- Want an easier way to source UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Crucial Black Friday Tactics w/Connor and Connor
On this episode of the podcast, Taylor is joined by Connor Rolain, Head of Growth at Hexclad, and Connor MacDonald, CMO at Ridge.com, to talk their BFCM strategy — from pacing your sale strategy to the tradeoff between offer simplicity and inventory constraints.
Show Notes:
- Want an easier way to source UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
How to Build a Map to Profitable Growth
The past few episodes of the Ecommerce Playbook focused on the profitability struggles that will define 2024. But this week, Taylor and Richard demonstrate how you reach profitability: a clear forecast that sets daily expectations across dozens of key metrics.
Show Notes:
- Get V2 of the Ecommerce Diagnostic Toolkit before the price goes up here: https://bit.ly/46WU14Q
- Want us to put this system in place for you? We’d love to talk. Just get in touch with us at https://commonthreadco.com/pages/ecommerce-strategy to get started.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
The One Key to Winning in 2024 w/Luke Austin
New customer revenue is plummeting as brands run earlier, more frequent discounts, and returning customer revenue may not be far behind.
Looking at the state of ecommerce this month, CTC Director of Growth Strategy Luke Austin sits down with Richard to discuss why he’s worried about Q4 2023, and the one thing that clearly distinguishes winning brands from the field as we move into 2024.
Show Notes:
- Want an easier way to source UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
- Purchase the full BFCM Offer Database here: https://commonthreadco.com/products/black-friday-offer-database
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
September Was Rough. What Does That Mean for Q4?
The feeling among ecommerce brand leaders right now is pretty uniform: September was a bad month. And we have the data to substantiate that feeling.
In this episode, Taylor and Richard dive into this week’s DTC Index newsletter and break down why last month’s “sponge squeeze” could have a major impact on performance moving forward.
Show Notes:
- Sign up for the DTC Index here to get up-to-date information on key ecommerce trends: https://commonthreadco.com/products/dtc-index
- Purchase the full BFCM Offer Database here: https://commonthreadco.com/products/black-friday-offer-database
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Digging Into The BFCM Offer Database
On this episode, Taylor and Richard dive into the 2023 BFCM Offer Database, a massive spreadsheet that documents Black Friday and Cyber Monday offers from 700+ ecommerce brands.
Discussion includes why you definitely should run an offer on Black Friday, a surprising truth about Buy One, Get One offers, and the role of novelty in “breaking the noise” on the biggest weekend of the year.
Show Notes:
- Purchase the full BFCM Offer Database here: https://commonthreadco.com/products/black-friday-offer-database
- If you’re a $10M - $100M ecommerce brand with a Growth Quotient (GQ) of 130 or greater, we’ll cover $25k of ad spend when you become a CTC client. Apply here: https://commonthreadco.com/pages/contact-holiday-ad-spend
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
What Will 2024 Look Like For Ecomm?
On this episode, Taylor and Richard break down the most important trends in ecommerce, and discuss what the future holds for margin innovation, AI, and the connection between marketing and finance.
Show Notes:
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If you’re a $10M - $100M ecommerce brand with a Growth Quotient (GQ) of 130 or greater, we’ll cover $25k of ad spend when you become a CTC client. Apply here: https://commonthreadco.com/pages/contact-holiday-ad-spend
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.
Why Evergreen Creative Matters Right Now w/Aileen McKenna
On this episode, CTC’s Director of Creative Strategy & Performance Aileen McKenna joins Taylor & Richard to discuss the urgency of building great evergreen ad creative in September and October, how to systemically brainstorm new ad ideas, and the right place to expend effort and resources when Black Friday comes.
Show Notes:
If you’re a $10M - $100M ecommerce brand with a Growth Quotient (GQ) of 130 or greater, we’ll cover $25k of ad spend when you become a CTC client. Apply here: https://commonthreadco.com/pages/contact-holiday-ad-spend
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
How to Build a Q3/Q4 Revenue Peak w/Orchid Bertelsen
On this episode of the podcast, Taylor and Richard talk to Common Thread Collective COO Orchid Bertelsen about breaking through the pre-Holiday doldrums, how to build a revenue peak that works for your brand unique needs, and why even us aging millennials should be on TikTok.
Show Notes:
- Want an easier way to source UGC? Streamline your process with SARAL’s chrome extension: http://getsaral.com/champions/ctc
- If you’re a $10M - $100M ecommerce brand with a Growth Quotient (GQ) of 130 or greater, we’ll cover $25k of ad spend when you become a CTC client. Apply here: https://commonthreadco.com/pages/contact-holiday-ad-spend
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
Ecommerce Reflections feat. the Holiday Brothers
On this episode of the podcast, Taylor is joined by his brother, QALO co-founder KC Holiday, and producer Cory Hamilton, the OG CTC employee, to reflect on the early days of CTC, how ecommerce has changed over the years, and how to grow an ecommerce business from the ground up.
Show Notes:
- Go to ShipStation.com/thread today and sign up for your FREE 60-day extended trial.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm
Holiday Success Starts Now
The theme of our 2023 Holiday strategy: Your Black Friday/Cyber Monday outcome depends on the foundation you set in August.
In this episode, Taylor and Richard break down the decisions you need to make right now to set yourself up for holiday success, from inventory planning to creative volume to revenue forecasting.
Show Notes:
- If you’re a 130+ GQ brand between $10-$100M, we’re so confident that we can win for you that we’re willing to give you a free month. Just click here to start the application process.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.co
How to Build a Successful 2023 Holiday Strategy
Q4 success starts in Q3. And the most successful brands on Black Friday have one thing in common: They plan their entire marketing effort around four distinct revenue “mini-peaks” within the holiday season.
On this episode, Richard talks with CTC Director of Growth Strategy Luke Austin and Senior Ecommerce Data Analyst Steve Rekuc, breaking down our comprehensive four-part plan to tackle BFCM for our clients in 2023.
Show Notes:
- The Edge Summit, hosted by Bloomreach, is a one-of-a-kind collective conversation on the future of marketing and AI. Learn more at theedgesummit.com.
- If you’re a 130+ GQ brand between $10-$100M, we’re so confident that we can win for you that we’re willing to give you a free month. Just click here to start the application process.
- The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm