✦ 05 / Notes
Notes from the studio.
Subscription economics, retention, and the unglamorous mechanics of recurring revenue, written straight, the way we talk to operators.
Static Ad Testing: The Growth Lever Most Brands Ignore.
Only ~5% of Meta ads become winners. The data on why static ad testing is the cheapest way for D2C brands to find them, and how to build the engine.
Read the piece →How to price an incentive without training discounters
The difference between a discount and an incentive is whether it changes behaviour past month one.
The month-three cliff, and how to engineer around it
Most lifecycle flows stop talking right when the customer starts deciding to leave.
Qualifying the buyer your programme actually wants
Not every acquisition is worth keeping. Design the offer for the customers who compound.
Win-back built on intent, not guilt
Reactivation works when it reads the signal, not when it just blasts a 20% code.
Finding the subscriber sweet spot before you scale spend
A forecast you trust changes how aggressively you can acquire. Here's how we build one.
The stack we reach for: Shopify, Klaviyo, Recharge, Loop
Tools don't make the programme, but the wrong wiring quietly caps your LTV.