Threading The Needle

Looking to boost your holiday sales? In this episode, Richard and Tommy Lamb, Director of Email and SMS at Common Thread Collective, break down the key email and SMS strategies you need for Black Friday, Cyber Monday, and the holiday season. Key Takeaways: Data Integrity: Clean up your email data for more effective campaigns. Audience Segmentation: Learn how to personalize your messages using advanced tools like Klaviyo. Shortening Email Flows: Discover why shortening cart abandonment windows is essential during the holiday rush. New Platform Features: Leverage AI-driven features to automate and optimize your campaigns. Cross-Channel Strategy: Use insights from email to improve your paid ad performance. Testing & Tactics: Smart testing to improve engagement and conversions during Q4. Whether you're running a small business or a large ecommerce store, these expert tips will help you maximize sales during the busiest time of the year! Show Notes: Go to https://mercury.com/thread today

In this episode Richard and Taylor, dive deep into the often overlooked challenge of business goal setting and shareholder value. Why do so many entrepreneurs fail to pay themselves, even when their businesses are thriving? Taylor shares his insights on the cultural norms, financial misconceptions, and psychological traps that keep business owners stuck in a cycle of reinvestment, constantly betting it all on growth. Learn why many business leaders unknowingly give away their profits to external parties like advertisers and suppliers, and why it’s crucial to shift your mindset from scaling at all costs to actually realizing financial value. If you're an entrepreneur struggling with how to take money out of your business or wondering why your efforts aren't leading to personal wealth, this episode is for you.  Key Takeaways: The difference between making money and winning in business Why entrepreneurs are addicted to reinvesting every profit How to set financial goals that prioritize shareholder (and pe

In this episode, we're diving deep into the latest Black Friday trends for 2024. Join Richard and Taylor as they break down the key data from our Black Friday/Cyber Monday offer database. We’ll discuss the rising discount rates, creative offer strategies, and how macroeconomic trends are shaping this year’s ecommerce landscape. Whether you're a brand looking to get creative with your discounts or trying to stay ahead of the competition, this episode is packed with actionable insights to help you win this holiday season. Key Points: Data driven discounting strategies for Black Friday Insights from over 2,000 ecommerce brand offers How to structure your Black Friday offers to stand out The impact of inflation and deflation on pricing and discounts Creative tactics beyond sitewide discounts Get ready to maximize your Black Friday sales and make data work for you this holiday season! Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital

In this episode, Richard and Taylor discuss one of the biggest challenges founders face: the balance between human connection and data driven decision making. While much of business focuses on metrics and analysis, Taylor shares insights from recent in person conversations with clients and fellow CEOs that reveal a different story. They discuss the emotional side of entrepreneurship, why team development often outweighs marketing strategies, and how building genuine human connections can lead to better decision making. Tune in to hear about the struggles founders are facing today, how they’re navigating the challenges of leadership, and the crucial importance of building a supportive community. Key topics covered: Team building vs. data driven decisions CEO challenges around compensation and equity The role of emotional support in business leadership How human connection influences success Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital

In this episode, Richard sits down with Aileen McKenna, Director of Creative Strategy and Performance, to discuss the ultimate creative strategy for the 2024 holiday season. Together, they break down how to approach each phase of the holiday shopping period, from the "7 Peaks and 1 Valley" concept to optimizing creative for Black Friday, Cyber Monday, and beyond. They’ll share actionable tactics for maximizing momentum, navigating media price surges during election season, and using influencer marketing and organic strategies to stay ahead of the competition. Learn how to ride the "holiday rollercoaster" with confidence, build urgency with creative messaging, and use data-driven tactics to close out the year strong. Whether you’re a brand prepping for the holiday rush or looking for fresh strategies, this episode is packed with tips to boost your ecommerce success. Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce

In this month’s edition of the DTC Index, we take a comprehensive look at the state of ecommerce as we recap August's performance and prepare for the crucial Q4 holiday season! Join our expert panel as they unpack valuable insights that can shape your strategy in the coming months. What You’ll Learn: August Performance Recap: Discover how seven-figure and eight-figure brands fared in August, including key metrics on revenue growth and media performance. Consumer Sentiment Analysis: Gain insights into the shifting attitudes of consumers and how their spending behavior is evolving in response to economic trends. Q4 Gifting Strategies: Explore the implications of a shorter gifting window this year and how it could affect your holiday sales strategies, especially during Black Friday and Cyber Monday. Ad Spend Optimization: Learn about the latest trends in ad spend across platforms like Meta, Google, and TikTok, and how to allocate your budget effectively to maximize conversions. With 95% of the mark

In this episode, Richard and Taylor explore what it truly means to be a change agent within an organization. Drawing from their experiences at Common Thread Collective (CTC), they dive into the challenges and rewards of driving meaningful change without relying on external crises. Key Topics Discussed: Embracing Conflict: Understanding why willingness to engage in healthy conflict is essential for initiating change. Building Trust and Authority: Strategies for developing trust through consistency and effective communication. Confidence and Preparation: How being well-prepared boosts confidence to make bold decisions. Emotional Health: The importance of emotional resilience in supporting others and managing personal well-being. Overcoming Inertia: Tips for influencing organizational culture and encouraging innovation. Career Growth at CTC: Insights into how CTC fosters an environment where employees can become impactful change agents. Whether you're an aspiring leader or someone looking t

In this episode, Richard and Taylor dive into a crucial yet often overlooked aspect of business success: the relationship between entrepreneurs and their accountants. Taylor shares insights from his recent talk at an accounting conference in Toronto, where he explored how accountants can bridge the gap with marketers and become invaluable strategic partners for business growth. We discuss practical tips on how entrepreneurs can set the right expectations, demand faster financial reporting, and utilize their accountants' expertise to gain actionable insights. Learn how to transform your P&L into a powerful decision-making tool, understand the concept of "four quarter accounting," and why every business owner should have a 13-week cash flow forecast as their most important financial document. If you’re looking to optimize your accounting processes and grow your business, this episode is a must-watch! Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Wo

This episode is unlike any other — we’re excited to introduce you to CTC's first ever AI bot guest! Join Taylor as he sits down with Jacob Posel, who is a real human, designed to revolutionize the way we think about creative strategy in ecommerce. From discussing how AI is streamlining creative workflows to understanding the impact of machine learning on ad production, this conversation dives deep into the future of ecommerce. Learn how AI is helping brands create high-quality content quickly, efficiently, and cost-effectively. Key Topics: The unique role of AI in creative strategy How AI is enhancing ecommerce and marketing Real life examples of AI generated content The evolution of creative processes with AI Practical tips for integrating AI into your business Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have abou

Get ready for the holiday season with essential Google Ads strategies that will help you maximize your sales and profitability! In this episode, Richard is joined by Tony Chopp to discuss the six critical steps you need to take to optimize your paid search campaigns for the upcoming holiday rush. From mastering promotional visibility to understanding search demand, Tony shares actionable insights and proven tactics to ensure your Google Ads strategy is holiday ready. Learn about effective use of AI tools, monitoring your feeds, optimizing conversion tracking, and more to make the most of your ad spend during the busiest time of the year. Show Notes: Go to https://mercury.com/thread today to see if you’re eligible for Mercury Working Capital The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

In this episode, Richard and Taylor discuss how to navigate the complexities of a distressed business. They dive into three critical steps for de-stressing a struggling business, from cutting costs to optimizing customer acquisition strategies and narrowing down focus areas to regain profitability. Drawing from their experience at CTC and real-world examples, they provide practical advice on how to reset and thrive, even in challenging times. Whether you're facing financial challenges, managing layoffs, or just feeling overwhelmed, this episode offers actionable insights and guidance to help you and your business recover and succeed. Plus, learn how to maintain your mental health and stay resilient as a business owner during difficult periods. Watch now to learn how to turn things around and create a healthier, more sustainable path forward for your brand. Show Notes: Go to mercury.com/ctc to see if you're eligible for Mercury Working Capital The Ecommerce Playbook mailbag is open — email us at pod

In this episode, Richard is joined by Tony Chopp, CTC’s VP of Paid Media, to talk holiday media buying strategies for Q4. They discuss the critical role of incrementality in paid media, how to prepare your ad accounts for the busiest season of the year, and the 7 C’s of CTC’s media buying principles that can elevate your campaigns on Meta and Google. Discover how to build high-performing evergreen campaigns, the importance of clean conversion tracking, and why catalog and calendar campaigns are essential for your holiday success.  Key Takeaways: Understanding Incrementality in Paid Media The 7 C’s of CTC’s Media Buying Principles Best Practices for Holiday Ad Campaigns How to Leverage Catalog and Core Campaigns Building for Success: Why Starting Early Matters Show Notes: Go to http://zamp.com/thread today and sign up for free sales tax service for the rest of the year. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have a

In this episode, we talk about what could be the most consequential Meta update of all time. Richard and Taylor break down Meta's latest ad optimization changes and what they mean for your business. We explore the two key updates: optimizing for third-party measurement tools like Google Analytics and Northbeam, and the introduction of optimization for incremental conversions. Taylor explains why these updates are game-changers and how they could either make or break your ad strategy. Is optimizing for third-party tools really the best choice, or should you focus on driving true incremental conversions? We cover it all, providing insights into how these changes will affect your approach to Meta advertising and ultimately, your bottom line. Show Notes: Go to http://zamp.com/thread today and sign up for free sales tax service for the rest of the year. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

Welcome to the official kickoff of the 2024 holiday season! In this video, we're diving into what's shaping up to be a weird and challenging Q4 for ecommerce brands. Our VP of Strategy at CTC, Luke Austin, joins us to break down the three big reasons why this holiday season is so unusual and what you need to do to navigate it successfully. Cyber Monday in December? Yep, that's happening, and it’s throwing off all our usual planning and forecasting. A shorter holiday period: Thanksgiving and Black Friday are the latest they can possibly be, leaving us with less time to drive revenue. Election year impacts: Political ad spending is set to spike, driving up advertising costs and impacting consumer behavior. We’ll walk you through the strategies we’re using to adapt, from adjusting media plans and offer strategies to taking advantage of post Christmas opportunities. Don't miss our detailed breakdown of how to stay ahead in this condensed and competitive holiday season. Stay tuned for more

Welcome to the July edition of the State of the Industry podcast. In this episode, we talk about the influence of political spending on direct to consumer (DTC) businesses. Join us as we explore how the upcoming presidential election could impact advertising costs, consumer behavior, and overall business performance. We’re joined by industry experts Jeremiah, Yarden, and Steve, who provide valuable insights from data and trends across Meta, Google, and other platforms. We'll also revisit key data from the 2020 election to see how it compares to this year’s trends. Plus, we’ll analyze July's ecommerce performance, from revenue growth to advertising ROAS on various platforms. Don't miss out on the insights that could help you navigate Q4 in this crucial election year! Visit DTCIndex.com and use code SUMMER50 for 50% off your first edition, including access to previous reports. Show Notes: Go to www.shipbob.com/thread today and sign up for your FREE 60-day extended trial. The Ecommerce Playbook

In this episode of the podcast, we’re thrilled to welcome a special guest from the Google empire, Ginny Marvin, Google Ads Liaison. With years of experience in paid search and digital advertising, Ginny shares her journey from the early days of Yahoo to becoming the bridge between advertisers and Google’s internal teams. Join us as we dive deep into all things Google Ads, including the role of an Ads Liaison, the challenges and opportunities facing advertisers today, and the latest updates on products like Performance Max (PMAX). Ginny offers invaluable insights into how product decisions are made at Google, how to optimize your ad campaigns for maximum ROI, and what to expect in the ever-evolving landscape of digital advertising. Show Notes: Go to www.shipbob.com/thread today and sign up for your FREE 60-day extended trial. The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm.

In this episode Richard and Taylor discuss a common challenge faced by ecommerce brands today: spending more to acquire the same number of customers. Taylor breaks down the key reasons behind this issue, exploring topics like channel diversification, media spend allocation, and the complexity of optimizing ad performance. They discuss how expanding into platforms like Amazon or diversifying media channels beyond Meta can lead to inefficiencies if not measured and managed correctly. Taylor also offers actionable insights on how to improve the incrementality of your ad spend, ensuring that each dollar spent drives meaningful growth. Whether you're struggling with rising CPMs, inefficient ad spend, or just trying to scale your ecommerce business effectively, this episode is packed with valuable advice. Key Topics Discussed: Channel diversification and its impact on efficiency The pitfalls of media spend allocation Strategies for improving ad incrementality Insights on scaling your e-commerce busine

This episode is a blend of Taylor's passions: baseball and ecommerce. We're joined by Josh Shapiro and Bill Rom of Baseball Lifestyle 101, two legends who have just pulled off an extraordinary marketing feat during the off-peak season for ecommerce. How did they do it? In this episode: Josh shares his journey from starting a baseball focused Instagram account at 15 to building a multi-million dollar ecommerce business. Bill, Josh's mentor and co-founder, talks about his transition from a strength and conditioning coach to a marketing leader. The duo dives into their unique co-founder dynamic and the strategies that skyrocketed their brand's success. Discover how consistent, quality content and deep community engagement led to a $1.4 million sales day. Learn about the importance of live events, product teasing, and understanding your customer base in creating viral marketing moments. From early struggles to massive triumphs, this episode is packed with insights and inspiration fo

In this episode, Richard and Luke Austin go deep into the concept of incrementality. They discuss how CTC helps brands answer three critical questions for a predictable and profitable ecommerce growth plan: What should my total budget be to maximize profitability? How should this budget be allocated across channels for the most incremental outcome? What is the campaign-level media plan and expected profit outcome? Luke shares insights into CTC's partnership with Measured, a platform offering best-in-class incrementality testing and budget optimization tools. They explore real-world examples of how understanding incrementality can drastically shift budget allocations, leading to more efficient customer acquisition and better overall performance. Show Notes: Particl’s exclusive 2-week free trial and a 20% discount off your first month using the code "CTC." http://Particl.com The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you mi

In this episode, we are thrilled to have Nick Stoltz, Chief Strategy Officer at Measured, as our guest. Join us as we jump into the world of ecommerce measurement, focusing on the critical topic of incrementality. Nick shares his extensive experience in the industry, discussing the importance of accurate measurement and how it has evolved over the years. We explore the challenges brands face with various measurement solutions and the pitfalls of relying on a single tool to solve all measurement problems. In this episode, we cover: -The concept of incrementality and why it’s crucial for understanding the true impact of your media spend. -The role of Measured in helping brands navigate the complex landscape of ecommerce measurement. -Common misconceptions about platform-reported results and how to approach them. -Strategies for optimizing media mix and making data-driven decisions. -The importance of a structured testing roadmap and how to prioritize measurement efforts. This episode is packed with valuable