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Good morning,
Hereâs what youâll find in todayâs DTC:
1ď¸âŁ Four text-only ad styles to test in your account for your next promotion.
2ď¸âŁ How brands should respond when Metaâs attribution bugs cause inflated CPAs.
3ď¸âŁ How Tumble grew into an 8-figure brand with a lean team and navigated through tariff shock.
Youâre reading this newsletter along with new subscribers from: Jetset Pilates, brytr days, and Enertor. đ
ââ˝ Millions of Customers. One Global Moment. Are You Prepared?
The world's biggest sporting event is underway, and it's exposing which brands can actually execute at a global scale. đ
While some teams scramble to coordinate campaigns across markets, channels, and languages, others are turning cultural moments into measurable growth.
Want to see how they're doing it?
Join Playing to Win, a free Klaviyo webinar featuring CRM leaders from Princess Polly and Loop Earplugs, to discover:
Register to join them live at 9:00AM PST on June 16, or get the recording if you canât make it. Plus, gain exclusive access to The Marketing World Cup, Klaviyo's new study of 2000 B2C marketers across 8 markets.
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â⨠Text-Only Ads That Actually Stop the Scroll
A text-only ad doesn't have to be boring.
Playing with fonts, color, and layout can create a high-confidence visual that stops someone mid-scroll.
It's also a solid option if you don't have product visuals ready or want a cleaner, more minimal look for a sale promo.
Here are four approaches worth testing.
Date Specific Text Only
Changing up the hierarchy of text is a fun way to reimagine text-only styles for sales.
Making sure all the most important details are present is what makes this format work in the account.
How to make it work:
Add a date to create urgency. Including a time frame gives viewers a reason to act now. It's also useful when posting organically, since most platforms no longer deliver content in chronological order.
Make the sale details obvious. If you're running a sitewide sale, include that in the headline or wherever you're displaying the discount percentage.
Use color to stand out from competitors. Choosing a bright, unexpected background color around high-competition moments like Black Friday is an effective way to differentiate on the feed.
Flash Sale Aura Background
This is a simple text-only layout with a standard text hierarchy, but what makes it stand out is the color palette and how well it speaks to the target persona.
Looking at Pinterest Trends is a great way to stay in the know about current trending color combos.
How to make it work:
Lean into trending color palettes. The combination of lavender and butter yellow works really well here. The ad feels elevated, and both colors resonate with Shona Joy's fashion-forward audience, who recognize and respond to considered aesthetic choices.
Experimenting with trendier design elements can feel risky for established brands, and that's fair.
Using limited-edition drops or short-shelf-life sale ads as a testing ground is a lower-stakes way to stay culturally relevant without committing to a full brand refresh.
Drive urgency with dates. For short sales running over a weekend or a few days, including the timeframe somewhere in the creative reinforces urgency without relying solely on the discount.
Brand-Focused General Sale
If you have a dedicated sale section or run as a discount brand, a generic always-on sale ad is worth keeping live in the account. It helps clear out the bottom of the funnel and stays relevant for returning customers.
How to make it work:
Create the illusion of urgency. When you have a lot of offers, the challenge is making them feel worth acting on right now.
Calling out fresh styles being added to the sale section is one approach. Leading with a floor discount like "starting at 20% off" is another.
During seasonal moments, leaning into your highest discount level makes sense. For evergreen sale ads, make sure whatever you're claiming is accurate and sustainable enough to keep running.
Keep it simple. Sometimes writing "SALE" is enough, as the Walmart example shows.
For a legacy brand known for low prices, the ad is really just buying space to remind consumers of something they already associate with the brand.
Rep Text Sale Text Only
When your offer is strong enough, plaster it everywhere.
Repetitive text is a great format to experiment with for sales ads, especially text-only executions. It makes the messaging feel energetic and impossible to miss.
How to make it work:
Experiment with repetition. Repeating the discount value or just the word "sale" across the entire frame has driven strong results across Pilothouse brands. The simplicity of the format is part of what makes it work.
A/B test background color and text. Try different color combinations and copy variations to find what drives the best revenue lift. Because the format is so straightforward, it's one of the lower-risk styles to iterate on quickly.
ââď¸âđĽ Why Isn't Your CRM Delivering? This Disconnect Is Costing You
Marketing and customer service teams are aligned on what matters most. But disconnected systems, incomplete data, and siloed workflows are making collaboration harder than it should be.
đ This Forrester study, commissioned by Klaviyo, reveals how unifying tools helps you boost collaboration, efficiency, and customer impact. đ¤
Key findings include:
Explore the full study and see how your teams compare.
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DTC operators on X flagged a widespread Meta attribution bug that has occurred over the past few days across multiple accounts.
Marin Istvanic shared that Ads Manager underreported conversions, causing CPAs to spike 2 to 10x, but Events Manager was firing properly. The confusion caused panicked advertisers to pull back on winning campaigns due to inflated metrics.
The lesson here? Check multiple sources before making budget cuts.
Ads Manager shouldnât be the single source of truth. Instead, verify via Events Manager and cross-reference conversion data before making decisions.
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âđ§ Inside Tumble: Scaling a 9 Figure Rug Brand
In this episode, Justin and Zach, co-founders of Tumble, share how they saw washable rugs as an emerging category, studied customer complaints and built a fast-growing home furnishings brand.
They share how they generated $350K through crowdfunding, launched with 120 SKUs, and scaled past $20M. Plus how they navigated through tariff chaos and built a near nine-figure business.
We cover:
âśď¸ Watch on YouTube | đ§ Listen on Spotify
ââ˝ Cultural moments drive 10â20% of total marketing revenue. But 43% of large brands missed this one because they couldn't move fast enough. See what the fastest brands do differently. Read the scouting report â *
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âReorder your Instagram grid. The new update lets users drag and drop posts to curate the perfect aesthetic. Read more â
Lavazza launches plastic-free tablets. The new TablĂŹ system uses 100% coffee tablets to challenge competitors like Nespresso and Keurig. Read more â
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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.
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