Built for ecommerce brands losing revenue to rising CAC and a back-end that doesn't retain past the first order.
Rising CAC has ended the era of paid-first ecommerce. The brands winning right now are the ones with a back-end - email, SMS, retention offers, LTV expansion - that turns a break-even first purchase into a profitable second and third. We install that back-end.
Blended CAC is up 30-70% since 2022; brands with 40%+ returning customer revenue are 3x more likely to be growing profitably.
Most ecommerce brands don't need a new logo or another ad agency. They need the operational system underneath to finally catch and convert the leads they already pay for.
Brands optimizing for first-order ROAS are optimizing for the slowest growth possible. Every winning DTC brand of the last five years has been willing to break even - or lose a little - on order one, because they know order two, three, and four are almost pure margin.
We rebuild the media plan around contribution margin over 90 days, then use email, SMS, and retention offers to make the back-end deliver the margin the front-end doesn't.
In a healthy Klaviyo account, automated flows generate 25-40% of email revenue while representing under 10% of send volume. Most brands we audit are at 8-12% - meaning the flows aren't doing their job and campaigns are being asked to carry the account.
We rebuild the welcome, browse, cart, checkout, post-purchase, replenishment, and win-back flows with segmentation by product cohort, not blanket copy - then layer SMS on top for the moments where speed matters most (cart abandonment, back-in-stock, VIP drops).
We report on contribution margin per new customer over 90 days, retention revenue as a % of total, and blended CAC against 90-day LTV. That's it. Vanity ROAS goes in the appendix.
Ops on the same scorecard start making better decisions inside a month - pausing SKUs that don't repeat, doubling on the ones that do, and finally understanding why some campaigns 'look bad' but are the reason the business is compounding.
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