Aug 6, 2026
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4 min read
Customers aren’t always rejecting the product. Your first-order quantity may be encouraging them to stop before it has a chance to work.
Jul 30, 2026
Your discount size matters less than the language you wrap around it.
Jul 23, 2026
The margin you give up is the part you can see. The next-purchase delay you create is the bigger problem.
Jul 16, 2026
A first-time buyer and a fourth-time buyer don't buy on the same clock. So why do they get the same emails?
Jul 9, 2026
6 min read
The Head of eCommerce for one of the largest supplement businesses in the UK on why deep discounts buy you the wrong buyers, auditing your assortment for customer quality and building an acquisition and retention flywheel.
Jul 2, 2026
5 min read
How much of your monthly revenue had to be bought again from scratch?
Jun 25, 2026
8 min read
On creators as the new wholesale, TikTok's AOV ceiling, and the category he's most quietly bullish on.
Jun 18, 2026
An arbitrary "VIP" definition will shape your whole retention program around a segment that describes no one.
Jun 11, 2026
Optimizing for LTV isn't just optimizing for growth. It's optimizing for operational simplicity. That's because The cost of bad acquisition is living in your support queue, your warehouse, and your team's calendar.
Jun 4, 2026
2 min read
Why connecting Claude to your store isn’t enough, and what a commerce data layer changes.
May 14, 2026
Lee Reitelman on LTV, discipline, and why high CAC is easier to fix than low LTV.
May 7, 2026
12 min read
The filter you give customers impacts everything downstream.
Apr 30, 2026
Plus: Introducing Hard Margins. Same newsletter. New name. And we just launched a podcast.
Apr 23, 2026
3 min read
Most brands promote everything too early. This team built a system to stop that.
Apr 16, 2026
You can't make good decisions about customers you can't identify.
Apr 9, 2026
That’s not performance. That’s debt with good branding.
Apr 2, 2026
The customers destroying your contribution margin aren't hard to find. You're probably emailing them a promo right now.
Mar 26, 2026
Limited drops are one of the best ways to break customers out of their usual buying cycles and pull orders forward, if you do it right.
Mar 19, 2026
The higher the first basket, the better the next 12 months. Here's why, and what to do about it.
Mar 12, 2026
Most retargeting campaigns show consistent ROAS. Most of them are also wasting the majority of their budget. Here's the structural fix.
Mar 5, 2026
If your acquisition product is much cheaper than the rest of your portfolio, you’re training the wrong customers to love you.
Feb 19, 2026
You can grow top-line and still shrink the business if returns, discounts, shipping, and COGS eat the order.
Feb 12, 2026
The second purchase is the one that counts.
Feb 5, 2026
Knowing ROAS is not the same as knowing if growth is working.
