Hi {{First Name | Friend}}!

I just finished 10 days of deep auditing across several e-commerce accounts (clients reading this, I sent an email offering this to you 😉). A variety of data from ad accounts, Klaviyo dashboards, Shopify back ends, sales and even website efficiency data.

And I want to tell you about some misconceptions that I came across.

Misconception #1: Every ad should be driving purchases.

Some campaigns are designed to feed the funnel, not close it. Running ads exclusively to purchases without a cold audience strategy is one of the most common ways I see accounts hit a ceiling and blame the platform. This sadly has become a quick fix to a non-strategic ads funnel approach. I see “gurus” pushing this left and right!

The Meta ads system still needs a pool audience to pull from, real people who have seen your brand, engaged with your content, visited your site, or joined your list. Without that pool, your purchase campaigns are fishing in an empty lake.

Misconception #2: Blaming ads for an email problem.

Revenue drops in Q1, and the first instinct is always the ad account. Pull the spend. Question the campaigns. Panic.

Some of the accounts I audited had email ecosystems that were either broken or invisible. Flows not firing. Segments that hadn't updated in months. A welcome sequence driving the only consistent revenue. Ads get the blame. Email gets ignored. Meanwhile the hole in the bucket is downstream. 

Misconception #3: Running the wrong campaign objective and calling it broken.

There was a prospecting campaign being measured like a purchases campaign. Every metric looked like failure, ROAS too low, CPP too high — because we were measuring the wrong thing entirely. Reframe the campaign. Reframe the metric. Suddenly it's not broken, it's working exactly as it should, and it needs more budget, not less.

Misconception #4: Every month starting at zero.

No recurring revenue layer. No memberships, no VIP continuity generating baseline income. Every single month, the revenue clock resets.

When you start at zero, you spend all your energy getting back to last month instead of building past it. That's not a growth strategy. That's survival on repeat. 

Misconception #5: No 30-day priority system.

Every account had a long list of things that needed to happen. Almost none of them had a ranked list of what needed to happen first. Doing everything moves nothing. The accounts making the most progress had a short list and stayed on it.

I hope this sheds some light on what goes on inside businesses and their marketing funnels! If you can relate to any of these misconceptions that means you are trying something new, and there’s always room for improvement. 

If your email list is one big group getting one big campaign, this section is for you.

Segmentation is the difference between sending emails and sending the right email. Not all customers are created equal.

Here's what I built into every Q2 plan across the accounts I just audited:

Segment 1: New Customers (0–30 days) They just bought. They're warm. This is your highest-leverage window and most boutiques go silent after the confirmation email. You need a post-purchase sequence that introduces your brand story, sets expectations, and makes the second purchase feel obvious, not like a hard sell.

Segment 2: Repeat Buyers These are your people. They've voted with their wallet more than once. They should never receive the same email as a first-time buyer. They need early access, VIP language, and the feeling that you know them. Because you do.

Segment 3: High-AOV Customers Pull anyone whose average order value sits above your store average. These customers aren't price-sensitive. Email them differently. Lead with new arrivals, exclusives, and curated edits. Don't discount to them. They're not asking for it.

Segment 4: Lapsed Customers/Win Back (60–90 days, no purchase) They liked you enough to buy once. Something interrupted the relationship. A 3-part win-back sequence! Start with curiosity, not coupons!

Segment 5: Browse Abandonment Visited a collection or product page. Didn't buy. Didn't add to cart. These people are shopping — they just haven't decided yet. A well-timed browse abandonment email with social proof and urgency does a lot of quiet work.

Segment 6: Cart & Checkout Abandonment Non-negotiable. If you don't have this flow running, you are leaving money in someone else's cart. Three emails. Urgency. Proof. Done.

Size of list does not matter if everyone on it is getting the same message.

Top of funnel, middle of funnel, bottom of funnel. What to run at each stage, what your creative needs to say, and what metrics actually matter where. This is the framework I use across every account at Social Retail Marketing, built from running hundreds of e-commerce ad accounts, not from a course.

Tech happens, if you have any issues making your copy, let me know!

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To your success,

Nadia 👩🏽‍💻