DTC942: Email Strategy, Rigorous Testing, and Q4 Campaign Scaling

Good morning,

Here’s what you’ll find in today’s DTC:

• 📥 BFCM Email Strategy Tips You Need To Know
• 🏆 How This ‘Better Than Black Friday’ Offer Popped Off
• 💸 Q4 Meta Campaign Set-up

You’re reading this newsletter along with new subscribers from: BrightRay, Umma Bear Shop, and LUSH. 👋

‍😬 Meta’s Andromeda Is Quietly Hurting Your Ads. Here’s the Fix

Meta’s new Andromeda update is changing how creatives perform. The algorithm now prioritizes creative diversity, not quantity, so if your UGC ads look even slightly similar, they’re flagged as duplicates before hitting the auction. 😓

🚨 The result: faster ad fatigue, stalled scaling, and rising CPAs.

👏 Top DTC brands are fighting back with modular UGC. One collab that creates dozens of unique hooks, styles, and personas Meta loves.

That’s exactly what Insense helps you do.

• Request raw footage and edited videos using their interactive brief to get various CTAs, hooks, angles to scale your UGC diversity  
• Match with 68,500+ responsive creators across 35+ countries from their vetted creator marketplace
• Manage everything end-to-end: payments, rights, and Ads Manager integration

📲 Book a free strategy call by Nov 21 and get $200 credit toward your first creator collab.

‍📥 5 Email Retention Strategies to Maximize Q4 Sales

Your BFCM email strategy shouldn’t start when the discounts do. Pilothouse shares how top-performing brands are setting up retention campaigns that build momentum before and after Cyber Week.

1. Start Early & Increase Frequency

• Begin awareness campaigns now! Launch lead gen 1–2 weeks before your offer to capture lower CPAs.
• Increase your usual send frequency during November to build anticipation and brand recall.

2. Audit Content & Flows

• Audit your welcome, browse abandon, and post-purchase flows.
• Segment by behavior and funnel stage (e.g., first-time vs. repeat buyers).
• Create detailed customer personas from purchase data to personalize messaging.

3. Personalize Everything

• Add first-name personalization in subject lines for higher engagement.
• Focus on problem-solution framing. Show how your product makes life easier.
• Optimize for mobile first. Over 50% of emails are opened on phones.

4. Protect Deliverability & Track Performance

• Warm up inboxes by sending to highly engaged users before ramping up send volume.
• Monitor click-through and conversion rates daily and pause underperforming sends.
• Use data-driven timing. Find your best send hours before BFCM hits.

5. Align With Paid Channels

• Sync email messaging with your Meta, Google, and TikTok ads.
• Use consistent creative and copy across all platforms for stronger recall.
• Coordinate send times with major ad pushes for omnichannel lift.
• Build a shared promo calendar across channels. It’s the easiest way to avoid messaging silos.

The takeaway?

Start early, personalize smartly, and stay aligned across channels.

The brands that treat email as a performance driver, not an afterthought, will own the post-BFCM revenue wave.

‼️ We are only 16 days away from Black Friday! Are your promotions ready to launch?

So ready!  
Still in prep mode
Currently panicking

‍🛍️ Selling On Walmart Marketplace Is One Of 2025’s Smartest Investments

👀 For ecommerce brands looking to diversify their sales and expand their footprint, there’s no better time to join Walmart Marketplace. 🛒

💸 Right now, Walmart’s New-Seller Savings event is offering new sellers up to $75K in incentives, which includes up to 75% off base referral fees and generous credits toward advertising and fulfillment.*  

Walmart is one of the world's most recognizable brands with over 255 million customers and members shopping at Walmart online and in-store around the world each week.

🤑 New-Seller Savings run from sign up to January 31, 2026, so don’t wait—the faster you start, the more opportunity you’ll have to save.

👉 Take advantage of this unprecedented offer and the endless opportunities on Walmart.com.

*Conditions apply.

‍🎧 How Nate Lagos 4x Original Grain’s Growth Using Persona-Based CRO

Nate Lagos, CMO of supplement brand Adapt Naturals, stops by the DTC Podcast and shares how he has strategically grown DTC brands like Original Grain and Dugout Mugs.

He shares how he grew watch brand Original Grain and quadrupled revenue with persona-based ad creative and rigorous website testing.

In this episode, we dive into:

• How their ‘Better Than Black Friday’ campaign popped off
• Mapping Meta ad angles to tailored landing pages
• How to test messaging on your site before launching ads
• CRO as the compounding lever behind brand-wide performance

▶️ Watch the full episode on YouTube here.

🎧 Or click here to listen on Spotify.

It’s November, which means it’s time to lock in your Q4 money-printing Meta setup!

David Herrmann shares how you should set up your Meta ad campaigns to scale quickly and consistently.

Repeat weekly to balance creative volume with stability and watch your efficiency compound this month.

‍💥 Act fast to get 1,000 free ads for Black Friday! Cuttable uses AI to turn your old assets into high-performing ads and has helped brands triple ROAS on Meta. Claim your free ads from Cuttable here! *

Discover the freshest and most innovative brands that caught our eye! We spotlight new and exciting companies redefining their industries.

👟 Vivaia: A footwear brand that creates stylish and sustainable shoes made from recycled plastic bottles.
☀️ SlowMornings: A beauty-focused hydration brand that uses magnesium, collagen, and French sea salt in its drink mixes.
🥕 Monchi: A finger-friendly food container designed by students.

‍📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.