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Ready for another day of staying ahead of the competition in the Growth race?

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In Partnership with Omnisend

They Switched Before Black Friday and Made $113K

BFCM is the last time anyone wants to risk deliverability or rebuild revenue-driving automations. Yet weeks before Black Friday, Ecom2Win moved a client from Klaviyo to Omnisend.

The migration paid off with $113,000 in attributed email revenue, while email generated 53% of the store’s total revenue during BFCM.

Omnisend made the switch manageable:

• Move without migration costs: Omnisend transfers your setup for free within five business days.
• Protect peak-season revenue: Ecom2Win had the migration completed in 24 hours and its automations rebuilt and checked within four days.
• Reduce ongoing costs: Plans can cost up to 35% less than Klaviyo, while Omnisend customers generate an average of $79 for every $1 spent.

More than 150,000 ecommerce brands now use Omnisend to turn email and SMS into measurable revenue.

With Klaviyo’s SMS pricing increasing, waiting only means paying more while leaving less time to switch safely before peak season.

💡 Why Your Content Metrics Might Be Misleading You

More traffic doesn't always mean more revenue.

The best marketers don't measure everything. They measure the metrics that match the goal of each piece of content.

Here's how to do it.

1️⃣ Match Metrics To The Funnel Different metrics serve different purposes. SEO measures visibility, traffic measures interest, engagement measures interaction, while conversions and revenue show business impact. Judge content by its actual objective.

2️⃣ Prioritize High-Value Engagement (Liquid Death) Not every interaction is equal. Shares often carry more value than likes or comments because they expand your reach and signal that people found your content worth recommending.

3️⃣ Limit Unmeasurable Experiments (Crown Affair) Reserve a small portion of your marketing budget for activities that are difficult to measure. This encourages experimentation without putting overall performance at risk.

4️⃣ Turn Insights Into Action Metrics only become valuable when they lead to improvements. Strengthen calls-to-action on high-traffic pages, improve internal linking, and optimize headlines that earn impressions but few clicks.

5️⃣ Separate Awareness From Revenue Viral content builds visibility, but visibility alone doesn't guarantee loyal customers. Measure brand awareness and business outcomes independently to understand what truly drives growth.

Why It Works

The right metric depends on the job your content is meant to do. Aligning measurement with business objectives helps teams make smarter decisions and focus on actions that generate meaningful results.

👀 Brand Examples (Liquid Death & Crown Affair)

Liquid Death prioritizes shares over superficial engagement metrics to evaluate content performance, while Crown Affair limits difficult-to-measure initiatives to a small portion of its marketing budget, ensuring experimentation doesn't compromise overall results.

The Takeaway

Great marketing isn't about collecting more data. It's about measuring the right metrics, acting on the insights, and focusing on outcomes that actually grow the business.

💡 Why AI Matters Most Before The Purchase

AI is changing how people shop.

Not by making the purchase itself, but by helping customers research, compare, and narrow their options long before they reach checkout.

Here's what the data shows.

1️⃣ AI Dominates Product Research Most shoppers rely on AI to compare products, evaluate features, and understand their options before making a decision.

2️⃣ Discovery Starts With AI Consumers increasingly use AI to explore new product categories and uncover brands they may not have found through traditional search.

3️⃣ Decision-Making Gets Easier AI helps reduce choice overload by narrowing down options, making shoppers feel more confident before they visit a product page.

4️⃣ People Still Want Control At Checkout While AI influences research, most consumers prefer making the final purchase decision themselves rather than handing it over to an algorithm.

5️⃣ Optimize For AI Discovery Use structured product data, detailed specifications, comparison tables, and authentic customer reviews so AI systems can better understand and recommend your products.

Why It Works

AI excels at organizing information and reducing research time, making it an ideal assistant during the consideration stage. However, customers still want the confidence and control of making the final buying decision themselves.

The Takeaway

Winning the sale increasingly means winning the research phase. Make your products easy for AI to understand, compare, and recommend long before customers reach the checkout page.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰