Keep Optimising
For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads. In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. - Current Mini-Series = Email and...
Email: Popups 101: How to Craft the Perfect Signup Experience with Shaan Arora
Maximising email sign-ups is the name of the game in our latest chat. We dive deep into the effectiveness of using mystery offers over straightforward discounts, revealing how this simple tweak can significantly boost opt-in rates. I recently tested this with a luxury home brand, and we saw a jump from 12% to 18% in email sign-ups, proving that a little mystery goes a long way. We also explore the importance of running A/B tests on pop-ups, focusing on elements like graphics and copy to see what resonates best with your audience. By the end, you'll be armed with practical...
Email & SMS: Your Customer Retention Playbook with George Kapernaros, Yocto
Building a solid retention marketing playbook starts with understanding that your best ideas come from your customers, not from free templates or competitor research. In this episode, we dive deep into the importance of empathy in retention marketing and how it can significantly impact customer loyalty and revenue.
In this engaging episode, we sit down with George Kapernaros, a retention marketing guru from Yocto, who brings a wealth of experience in helping brands enhance their customer retention strategies. The discussion kicks off with a critical examination of why understanding customer needs is the cornerstone of effective retention...
Partnerships: Tapping into Experts to Maximise Conversions with Eric Sheinkop
Partnerships can be a game changer when it comes to boosting your conversion rates, and today we're diving deep into how to leverage experts to make that happen. We’ll be unpacking insights from Eric Sheinkop, co-founder of The Desire Company, who shares his unique approach to connecting brands with knowledgeable professionals rather than influencers or celebrities.
The conversation begins with a critical look at the declining effectiveness of celebrity endorsements, as 67% of consumers report a lack of trust in such marketing tactics. Eric emphasizes that in a world where consumers are inundated with advertising, the need fo...
Partnerships: Kickstart Your Affiliate Program—5 Do's and 5 Don'ts with Kelly Morrison
Starting an affiliate program can be a game changer for your business, and in this episode, we dive into the essential do's and don'ts to get it right the first time. Our guest, Kelly Morrison, shares her expertise on defining clear goals and expectations to kick things off effectively. Tune in for practical insights that will help you launch a successful affiliate program.
In our conversation with Kelly, an affiliate marketing expert, we dive deep into the essential do's and don'ts of launching your affiliate program. She emphasizes the importance of defining clear goals and expectations right...
Partnerships: Maximize Your Affiliate Profits: 5 Steps to Success with Red Barrington
Improving your affiliate marketing performance can feel like a daunting task, but we're breaking it down into five manageable steps that can really make a difference. So, let's get started on leveling up your affiliate marketing game!
In our latest discussion, we break down five key steps to elevate your affiliate marketing strategy. First, we emphasize reviewing your publisher mix to ensure you’re targeting all segments of your audience effectively. This means utilizing tools available in your affiliate networks to identify any gaps in your current strategy. The second step focuses on identifying low-hanging fruit—those affi...
Partnerships: Reaching New Audiences with Meta Ads and Influencer Power with Sam Thompsett, Genie Goals
Sam Thompsett is part of the team at award-winning marketing agency Genie Goals, who deliver all sorts of partnership marketing and advertising activity for eCommerce brands like Mamas and Papas, Bird and Blend and Industville.
In this episode, we discuss:
The secret to turning influencer content into high-converting Meta ads Why whitelisting influencer ads outperforms traditional brand ads How to use affiliate and influencer partnerships to lower ad costs The three ad strategies that will boost your click-through rates
Dive in:
[03:12] Influencer content boosts paid social.
[07:33] Influencer...
Partnerships: Why Affiliate Marketing Isn't a Channel Anymore with Lee-Ann Johnstone from Affiverse
Affiliate marketing is evolving rapidly, and in 2025, it's transforming from a traditional channel into a crucial payment mechanism and amplifier for other marketing efforts. In this episode, we're diving deep with affiliate expert Lee-Ann Johnston, who shares insights on what’s working in affiliate marketing and what isn’t. We discuss the importance of partnerships and the strategic approach needed to leverage affiliate programs effectively for your eCommerce store. Lee-Ann emphasizes that it's not just about throwing money at affiliates; it requires a thoughtful strategy and relationship management to avoid costly mistakes. As we explore the landscape of affiliate mark...
Customer Retention: Turn Unboxing Into a Marketing Channel & Keep Customers Coming Back with Mollie Woolnough-Rai, Penny Black
Mollie Woolnough-Rai is the Senior Marketing Manager at post-purchase specialists Penny Black. For over 6+ years she’s been focused on helping DTC brands find the best ways to build CTLV and long-term, sustainable revenue.
In this episode, we discuss:
The secret to turning unboxing into a powerful marketing tool 🎁 Why the post-purchase experience matters more than you think 📦 How personalized packaging can drive repeat sales & brand loyalty 🔑 The game-changing way to blend digital marketing with physical touchpoints 📲
Dive in:
[03:14] Retail roots to content strategy.
[06:37] Rethinking customer retention strategies. <...
Customer Retention: CRM Simplified – The Right Tech, Clean Data, and Performance Insights with Nicky Lomax
Nicky Lomax is a CRM specialist – spending 10 years at marketing and data agency more2, creating both acquisition & retention data strategies for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!! She now works brand side most recently running CRM projects at The Perfume Shop, Yoto, This Works and Ted Baker.
In this episode, we discuss:
🔹 How to know when it’s time to upgrade from email marketing to a full CRM 🔹 The biggest data mistakes businesses make—and how to fix them fast 🔹 Why your CRM might be hurting customer retention i...Customer Retention: How Subscription Attracts & Retains More Customers with Matthew Holman, Subscription Prescription
Matthew Holman runs Subscription Prescription and is obsessed with getting subscription eCommerce right. Helping brands via his newsletter, podcast and fractional subscription leadership consulting.
In this episode, we discuss:
The #1 mistake brands make when setting up subscriptions (and how to fix it!) Why offering a free gift beats discounts for keeping subscribers longer The crucial 14-day window that makes or breaks customer retention How to turn your best customers into super fans who buy more and refer others!
Dive in:
[05:12] Subscription isn't just retention.
[08:35] Subscription strategy debate. <...
Customer Retention: Why Resale Is the Next Big Thing in Customer Retention with Lydia Hartley, Continue
Lydia Hartley is co-founder at Continue, a software solution that enables brands to launch their own resale marketplace, already in use by 22 brands including ThruDark, BAM, and Hayley Menzies.
In this episode, we discuss:
How resale programs turn one-time buyers into loyal customers The secret to making secondhand sales a powerful retention tool Why peer-to-peer resale beats traditional loyalty programs Easy ways to launch a resale marketplace (without the headache!)
Dive in:
[05:28] Empowering brands in resale market.
[07:54] Boost brand loyalty with resell rewards.
[10:23] Secondhand marketplace...
Customer Retention: Mistakes to Avoid with Thomas Lalas
Thomas is a specialist in retention marketing for BIG brands area – those doing over 8 figures in annual sales. With a specialism in the CPG, health and wellness, and subscription-first sectors.
In this episode, we discuss:
Why the first 14 days after a sale can make or break retention The secret to turning buyers into loyal, raving fans How subscriptions do more than just drive repeat sales A genius way to boost social proof using excited customers
Dive in:
[05:23] Key to retention: product frequency.
[09:21] Subscription vs. non-subscription loyalty.
[11:48...
Meta Ads: Using Server-Side Tracking to Boost Conversions and Increase ROI with Edward Upton
Edward Upton is the CEO & Founder at Littledata, where they’re on a mission to make it ridiculously easy for DTC brands to connect marketing channels with customer data to accelerate growth.
Hit PLAY to hear:
Why server-side tracking is the ultimate upgrade for your Meta Ads The hidden pitfalls of inaccurate tracking—and how to fix them How to supercharge your ad performance with enriched customer data The secret to leveraging AI in Meta Ads for better targeting and ROI
Key timestamps to dive straight in:
[05:33] Meta's conversions A...
Meta Ads: Top 5 Meta Ads Mistakes to Avoid with Aggie Meroni, White Bee Digital
Aggie Meroni is the founder and CEO of White Bee Digital, a paid social agency supporting eCommerce businesses as they scale.
That means she gets to see into the Meta Ads accounts of 100s of brands each year, when she sees several errors crop up time and time again.
In this episode, we discuss:
Why outdated targeting methods could be costing you conversions The hidden risks of relying solely on dynamic catalog ads How your messaging might be sabotaging your Meta ad success The #1 budgeting mistake that’s crippling your campaigns Sneaky Meta sett...Meta Ads: Why First-Party Cookies are What You Need for Success with Yiqi Wu, Aimerce
Yiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party cookies.
In this episode, we discuss:
How first-party cookies can slash your ad spend waste The secret to unlocking 40% more data for Meta Ads Why your tracking setup might be sabotaging your campaigns The game-changing fix for health and wellness brands
Dive in:
[04:57] One-year cookies enable continuous visitor tracking.
[07:21] First-party data capturing enhances ad performance.
[10:13] User tracking challenges...
Meta Ads: Building Profitability in Your Meta Ads with Nikki Lindgren, Pennock
Nikki Lindgren is the founder of Pennock - The Nimble Growth Agency, and a specialist in building growth for 7-figure beauty and lifestyle DTC brands.
In this episode, we discuss:
How to decode your ad performance with smarter metrics like MER Why Advantage Plus Shopping is the go-to strategy for scaling campaigns The secret to creating winning Meta ad assets without burnout A simple test to decide between lead-gen campaigns and direct sales adsDive in:
[03:43] Brands prioritize profitability and efficient ad strategies now.
[09:08] Focus on MER, simplified structures, machine learning...
Meta Ads: Running an In-House Creative Team with Janis Thomas, Look Fabulous Forever
Janis Thomas is the Managing Director at Look Fabulous Forever, an innovative cosmetics and skincare brand designed to meet the needs of older women. They’re a UK DTC brand selling globally to a customer base often ignored by the DTC world, which they’re serving via a Magento site.
Founded in 2013, Janis has been driving the growth strategy for over 4 years, they’re currently doing millions a year, and working towards double figure millions.
In this episode, we discuss:
How Look Fabulous Forever creates Meta Ads in-house that resonate with their audience ...AI Use Cases: Automating Ads and Improving Your Campaigns Using AI with Komal Singh, 4XDigital
Komal Singh is the co-founder of 4XDigital AI, an automated advertising solution that helps you create, launch, and manage campaigns across multiple ad channels – including Meta, Google, Amazon, TikTok, Pinterest, eBay and more.
In this episode, we discuss:
Game-changing ways AI slashes ad costs and time The customer insights your ad campaigns reveal Why Komal swears by patience and testing for ad wins Must-try AI tools to level up your marketing game
Dive in:
[04:36] Focusing on small business marketing alleviates founders.
[06:22] Small sellers face bandwidth and expertise ch...
AI Use Cases: How to Build Effective Customer Avatars Using AI with Sara Bodner
Sara Bodner’s spent many years working at digital marketing agencies, and she’s currently working in-house as the Hospitality Marketing Manager at Eden Resort & Suites.
In this episode, we discuss:
The AI strategies marketers are using to craft customer avatars that convert Why starting with human insights is crucial before involving AI Pro tips for creating avatars that resonate with your audience's emotions How to leverage reviews and team insights for next-level personalizationDive in:
[04:15] Creating, sharing, and refining content using AI.
[07:50] AI helps understand users, systemize insights efficiently.
[12:22...
AI Use Cases: Using AI and Automation to Boost Productivity with Jameela Ghann
Jameela Ghann is a fount of knowledge when it comes to optimising eCommerce and marketing workloads, a self-confessed productivity nerd. She’s run her own eCommerce store; as marketing and partnership manager at Fera, she spent her time helping over 35,000 brands manage their reviews across all their review platforms, and now she’s building her own business AND helping others to embrace AI Marketing automation.
In this episode, we discuss:
How to pinpoint tasks you must automate with a simple time audit The real difference between AI and automation—and why it matters Tools and tips to...AI Use Cases: How AI-Optimised Product Descriptions Boost Conversion Rates with Thomas Ryan, Descriptomizer
Thomas Ryan is the co-founder at Descriptomizer, “the number 1 AI tool for product descriptions”. A tool their clients have found increases conversion by 12%. Thomas has been working in eCommerce software development since the early 2010s.
In this episode, we discuss:
The secret to writing AI-powered product descriptions that actually convert Why “garbage in, garbage out” is the #1 rule for AI success in eCommerce How to use AI to uncover hidden customer desires and boost engagement The future of copywriting: Will AI replace human writers?
Dive in:
[05:23] Improving AI for better produc...
AI Use Cases: Using AI to Optimise Discounts, Boost Sales, and Improve Customer Experience with Rosie Bailey
Rosie is CEO at Nibble, where they’re building the future of AI negotiation.
Hit PLAY to hear:
Using AI to personalize negotiations and increase engagement Deploying AI for targeted discounts Improving B2B operations
Key timestamps to dive straight in:
[08:11] AI enables personalized, natural language conversations effectively.
[10:19] Consumer electronics brand avoids blanket promotions.
[13:58] Insightful data reveals effective discount strategies.
[17:01] Integration enhances customer-brand relationships through chatbots.
[21:24] Balancing AI ethics and human-like chatbots.
[24:15] Offload customer inquiries to ease pressure on agents.
...Content Marketing: Elevating Your Content Strategy with More Than Just Copy with Irem Isik, Storyly
Irem Isik is Head of Marketing at Storyly where they’re all about helping you get the right content into the right places on the buyer journey – from discoverability to post purchase. Irem also spent most of the 2010s working at huge consumer facing brands in the CPG space – like Lipton’s Tea, Wall’s Ice cream and Nestle!
In this episode, we discuss:
Why you need to embrace different content formats Personalization of content Customer research and customer-centricity The role of technology in content marketing
Dive in:
[03:33] Content marketing f...
Content Marketing: Using Wikipedia to Build Your Brand with Bill Beutler, Beutler Ink
Bill Beutler is the President at Beutler Ink–a creative PR agency focused on enhancing the online presence of established and emerging brands by improving information on Wikipedia and creating compelling digital content.
In this episode, we discuss:
How Wikipedia can add to your brand’s credibility Guidelines to make the most out of your Wikipedia page Monitoring and maintaining your page
Dive in:
[04:42] Started Wikipedia-focused business, quit job in 2010.
[06:01] Ideal client is not from any particular industry.
[08:19] Wikipedia can drive traffic and clean up your search...
Content Marketing: How to Build a Winning Content Calendar with Abby Wood, The Content Lab
Abby Wood is the Founder at content writing agency, The Content Lab. If you need copy – for websites, for blogs, for marketing – they will produce it for you.
In this episode, we discuss:
Why understanding your audience is the first step The importance of a simple, strategic calendar Revisiting and updating content How AI can help you
Dive in:
[05:18} eCommerce content has short shelf life challenges.
[08:09] Create content pillars based on key topics.
[13:19] Understand audience motivations for targeted marketing.
[14:17] Visualize and understand your ideal custo...
Content Marketing: Mapping Content to the Customer Journey with Hannah Brady, Connective3
Hannah Brady is a senior content strategist at agency connective3. She’s been creating award winning SEO focused content strategies for brands large and small for over 8 years.
In this episode, we discuss:
Mapping content against the customer journey Actively thinking about the customer journey, or role-playing How content should serve both SEO and conversion goals
Dive in:
[06:14] Mapping on-site content to customer journey.
[08:37] User journey encompasses emotional journey with brand.
[10:27] Understanding customers ensures effective content creation journey.
[15:23] SEO content must be user-friendly...
Content Marketing: Why You Need a Multiplatform Approach with James Carson, Publishing Strategy
James Carson is a content strategy consultant with some super impressive consumer facing experience including Head of SEO and Social Media at the Telegraph Media Group (huge newspaper in the UK), and MD at History Hit.
Right now he’s the founder of Publishing Strategy AND has just launched the AI tools directory NextGenTools.ai.
In this episode, we discuss:
Why a multiplatform content strategy is important Using AI tools for content creation efficiency Maintaining the human touch in your content
Dive in:
[04:59] iPhone age boosted social med...
Attribution: Strategies for Optimising Google Ads Performance in a Cookieless World with Ian Lewis, Launch
Ian Lewis is the Head of Data & Analytics at Launch, the happy performance agency. And not just happy, they are also Google Premier Partner and twice winners of Europe’s best small PPC agency.
In this episode, we discuss:
Implementing Consent Mode V2 Using Enhanced Conversions Collecting first-party data whenever you can
Dive in:
[07:54] Google Ads changes driven by new privacy legislations.
[09:53] Cookie consent tools integrate with Google's ad system.
[14:12] Google uses first-party data despite cookie declines.
[17:33] Collect data to enhance user experience an...
Attribution: Creating a Customer-Centered Privacy Strategy with Siobhan Solberg, Raze
Siobhan Solberg is a data protection consultant… with a growth mindset. Yeah! She founded her consultancy Raze back in 2018 to help businesses take control of and optimise their marketing data.
In this episode, we discuss:
Why data privacy is now a must for businesses Transparency as a key component for building trust and loyalty How less data can be more relevant
Dive in:
[06:50] Transparent data practices build customer trust and retention.
[14:50] Maintaining accurate marketing lists is daily hassle.
[19:18] Shift from hoarding to actionable data is crucial. <...
Attribution: Revamping Your Attribution Strategy with Luke Carthy
Luke Carthy started his eCommerce career client side, then after being invited to speak at MozCon 2019 he decided to go at it alone. He now spends his days helping his clients deliver sustainable eCommerce growth with SEO and CRO. Which at the moment includes ME – yes Luke has spent the summer helping me with the eCommerceTech.io rebuild – making sure our SEO, analytics, and cookie stuff is bang on.
In this episode, we discuss:
The complexity of attribution marketing Why focusing on single channels will no longer work Using first-party data and tools to improve ac...Attribution: How First-Party Cookies Grow your Sales with Yiqi Wu, Aimerce
Yiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party cookies.
In this episode, we discuss:
The importance of first-party data Data as the foundation for effective marketing Using tools to make first-party data implementation as easy as possible How first party cookie data can increase your advertising and email sales
Dive in:
[04:48] Left big tech to help small businesses.
[08:50] Collect our own data for powerful marketing.
[10:49] Enabling a...
Attribution: Building the Perfect Analytics Stack with JJ Reynolds, Vision Labs
JJ Reynolds is the founder of Vision Labs where he helps companies measure and take action on their marketing data.
In this episode, we discuss:
Why you should think about measurement rather than attribution Three functions you should consider when building your tech stack Properly planning and executing your measurement strategy
Dive in:
[06:44] Effective measurement improves strategy and efficiency consistently.
[10:16] Data aggregation is essential for comprehensive performance reports.
[15:22] Brands need simplified tech, visibility into individual outcomes.
[16:56] Unified, accurate analytics are essential for business de...
10 Black Friday Top Tips 2024 including Affiliate Marketing, Attribution, and Inventory Management
Welcome to this year’s Black Friday Top Tips episode!
Not only are my 10 guests offering excellent advice, each one is coming from a different perspective, and if I was going to write out my own advice for Black Friday 2024… there isn’t a key point on that list they’ve missed.
Here's who's sharing their top tip for Black Friday 2024:
Amy Hind, Launch Gilbert Corrales, Leaf Yiqi Wu, Aimerce James Cowie, SHOPLINE Graham Murray, Genie Goals Gisela Benini, Genie Goals Becky Herbert, Launch Brad Houldsworth, Remarkable Commerce Jodie Guichard, Brightpearl by Sage And Noah Tucker, Social S...Q4 Updates: Key Updates and Best Practices in SEO with Alex Moss, Yoast
Alex Moss is Principal SEO at Yoast, and also co-founder of FireCask. He’s been in SEO for over 20 years working a mix of in house, agency-side, AND now software-side roles.
In this episode, we discuss:
The Google data leak and what it validated Google’s third-party cookie backtrack AI and its impact on SEO And Google’s monopoly on the web in general
Dive in:
[09:00] SEO hasn't changed much, just more info.
[10:37] GDPR regulations in Europe caused legal challenges.
[16:14] Website ads frustration and conflicting views...
Q4 Updates: Strategies to Leverage the Secondhand Market with Zoe Rowswell, Tern Eco
Zoe Rowswell is the co-founder of Tern Eco, and has some amazing Fashion eCommerce credentials.
Zoe was Director of eCommerce for Urban Outfitters, Global Director of eCommerce and Omnichannel at Jimmy Choo, AND rose from assistant merchandiser to Head of Online Trading during 14 years at TopShop.
In this episode, we discuss:
How the secondhand market is growing, and growing rapidly Why owning your secondhand experience is important Using the Tern Eco software to start your secondhand market journey The importance of the data you get from your secondhand program
Dive i...
Q4 Updates: Optimising Opportunities in the Post-Purchase Stage with Hamish McKay, Order Editing
Hamish McKay is the founder of surprisingly ground breaking new eCommerce tool Order Editing.
Now helping over 600 Shopify merchants to improve post-purchase customer experience.
In this episode, we discuss:
Why you need to focus on the post-purchase customer experience Empowering the customer Upselling opportunities and increasing your brand’s revenue
Dive in:
[03:36] Managed customer experience for popular YouTuber brands.
[08:07] Mistakes after hitting buy button explained succinctly.
[12:56] Optimised journey for order confirmation and edits.
[14:15] Enhancing customer experience is a no-brainer.
[18:22] Bad...
TikTok: Affiliate Marketing and Viral Growth Strategies with Noah Tucker, Social Snowball
Noah Tucker is the founder and CEO at Social Snowball, the word-of-mouth marketing platform for eCommerce.
Social Snowball’s affiliate & referral programs drive millions in revenue for over 2,000 leading brands such as Solawave, Obvi, and Fanjoy.
In this episode, we discuss:
What “manufacturing virality” is How you can own TikTok customer data through 3rd party software Attribution for influencer marketing
Dive in:
[03:09] Transitioned from brand side to tech, influencer marketing.
[08:03] TikTok shop lacks customer data for marketing.
[11:11] Creators create branded TikTok pages, affiliate program.
[12:43] Cur...
TikTok: Optimising the Power of Creative, Creators, and Community with Gisela Benini, Genie Goals
Gisela Benini is a specialist in digital marketing, social media and eCommerce, and is one of the team at award-winning agency Genie Goals.
In this episode, we discuss:
Gisela’s 3 Cs for TikTok success What you need to know about ad length Tracking performance with custom metrics
Dive in:
[05:02] Focus on authentic, attention-grabbing TikTok creatives.
[06:33] Grab attention, retain interest, end with action.
[10:21] TikTok offers unique advertising and creative tools.
[14:32] TikTok offers TTCX for ad creatives.
[17:29] Understand audience, create community, advertise product effect...
TikTok: Creating Live Selling Experiences that Convert with Dawn Chubai, Live Selling School
Dawn Chubai is a live stream product selling expert!
She’s been working in TV and video for over two decades – originally as a TV presenter and journalist including as co-host of Canada’s number one breakfast show!!
More recently she’s been a star of TV shopping, and is now helping 100s of influencers, experts, celebrities and of course brands to learn the skills of live shopping via her Live Selling School.
In this episode, we discuss:
Understanding your audience and customers Why you need to master storytelling How engagement pl...TikTok: Building a Winning TikTok Sales Strategy with Ashley Wright, Social Tale
Ashley Wright’s been helping brands big and small drive results from social for nearly 10 years. Working brand side, and for agencies – he’s now the founder of his own business – Social Tale which is all about building growth on TikTok.
In this episode, we discuss:
The 4 pillars of TikTok Strategic product selection and offers How to get to your first 100 sales Optimising affiliate partners
Dive in:
[06:27] The pillars of TikTok.
[09:17] Focus on 1-3 key products for promotion.
[12:02] Create aggressive affiliate strategy with higher commissions.
