Keep Optimising

Your customer list is your most powerful asset when it comes to Google Ads, and sharing that information with Google unlocks a wealth of opportunities for effective audience targeting. In this episode, we dive deep into the often-overlooked world of audience targeting, exploring how it can significantly enhance your advertising strategy. We’ve got Jyll Saskin Gales, a Google Ads expert and author,...

If you're looking to up your game with Google Ads, you're in the right place. We're diving deep into the world of Performance Max, or PMAX, and sharing the five essential dos and five key don’ts for optimising your campaigns. Understanding what you aim to achieve with your campaign is crucial before you even set your bid strategy. With insights from Google Ads experts Becky Hopkin and...

SMS is a very personal channel that goes directly to your phone, making it an essential part of your marketing strategy. In this episode, we dive into how to effectively integrate SMS into your email marketing plans, addressing a common challenge many businesses face: knowing they should use SMS but not knowing how to start. I chat with Naomi Davis, an expert in the field, who shares actionable in...

Building customer loyalty isn’t just a nice-to-have; it’s essential for any brand looking to thrive. We dive deep into the heart of loyalty programs in this episode, emphasizing that true engagement stems from a genuine understanding of your customers. Anna Frapwell shares her expertise on how to personalize communications and enhance customer relationships by asking the right questions. Establish...

Samantha Burmeister joins us to dive into the world of email welcome campaigns, emphasizing that the key takeaway is to gather valuable data about your audience. Understanding not just who buys, but also who doesn't, allows us to make informed marketing decisions moving forward. Samantha shares insights on how to start these campaigns right, the balance between gaining insights and making sale...

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...

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...

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 wit...

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 conversa...

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 ensu...

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 ...

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 appro...

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 personal...

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...

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-...

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 lo...

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 sale...

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 enrich...

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...

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 he...

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...

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...

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...

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 you...

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 Marketi...