Left alone, Meta pours money into whatever's converting now. Usually your one big winner. Until it starves everything else.

Nathan Bush: the next unicorn is hiding in an idea the machine would never bet on.

The algorithm optimises for the next sale. You're hunting the next winner. Different jobs.

Ring-fence budget for what you want to grow. Feed the winners back once they've earned it.

0 0

Their best flow has NO discount in it.
Dom Moretti had to double-check the numbers.
Tiger Mist's re-engagement flow: find customers who haven't opened an email in 90 days. Show them what's new and hot. Done.
No code. And it beat the welcome flow.
People don't always need a discount to come back. Just a reminder why they liked you.

0 0

Elysia Krstevski sells a tech product, and she misses the days before tech existed.

Her campaign leans into how far we've come since the 70s, while admitting life was simpler then.

It celebrates what tech improves, then lands on what it can't touch. Motherhood hasn't changed, and nothing replaces that human connection.

4 0

There's a link in ecommerce that mostly goes unsaid, and it's a slightly awkward one. It's the connection between giving and commercial benefit. When a brand partners with a charity, they're almost always doing it for the right reason, because they want to do some good. But to get it off the ground, and to keep it alive when the budget tightens, they usually have to rationalise it in commercial terms. And that's the part that feels a bit icky to say out loud, that generosity also carries a commercial upside.

It does though, and being honest about that is often the very thing that lets the good happen at all. The thing worth chasing is the win-win-win: a win for the retailer, a win for the charity, and a win for the community in need.

In this Playbook, co-hosted by Rosa Willis, we get into it with Rohan McCloskey, founder of GoGenerosity, a pay-it-forward platform that turns small customer donations at the checkout into full-value gift cards for people in need, without ever touching the retailer's margin. We break down how to let purpose lead while giving it a commercial backbone, how to weave giving into the problem you're already solving rather than a guilt trip at the till, and how to make the impact visible and pick a cause that actually fits your brand. Featuring lessons from Laura Thompson and Sarah Sheridan at Clothing the Gaps, James Bartle at Outland Denim, and Nick Pearce at HoMie.

Brands and tools mentioned: GoGenerosity, Clothing the Gaps, Outland Denim, HoMie, Harris Farm Markets

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/

Connect with us on LinkedIn:
👤 Rohan McCloskey → https://nz.linkedin.com/in/rohan-mccloskey-1482b7a4
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/

🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

0 0