Running Successful Ecommerce Promotions

Identifying your target audience is step one. Success in business requires much more: It's one thing to know who you're selling to. It's another thing to know: - Where they spend their time - What mindset they're in when they encounter your message - What triggers them to take action That's the message behind this Lamborghini quote: Don't spend money trying to reach buyers in the wrong places. Most brands ignore this principle. They launch campaigns and run ads without asking fundamental questions: ➡️ Where does our customer actually spend time online? ➡️ What moment are we trying to reach them in? ➡️ What problem are they trying to solve when they see our message? The platform matters as much as the message. But so does the context. If you're selling enterprise SaaS to tech leads... They're searching Google for solutions. That's intent-driven behavior. Instagram won't capture that moment. If you're targeting founders running DTC brands... They're listening to podcasts during commutes,  checking Slack between meetings, and reading emails at night. They're not passively scrolling TikTok looking for business tools. If you're marketing luxury wellness retreats... Your buyers are researching through referrals and testimonials. They want proof from people they trust,  Not direct response ads interrupting their feed. Understanding this changes how you allocate budget. Your customer isn't everyone. And being present on a platform doesn't mean they're in buying mode. Someone scrolling Instagram at 11 PM is in entertainment mode. Someone searching Google at 2 PM is in solution mode. It’s the same person, but with a different intent and conversion likelihood. That's why relevance is a critical component of any scalable advertising system. At Ad Pros, we map out three things before launching anything: ✅ Audience behavior:  Where they spend time and what they're doing there ✅ Platform mechanics:  Which platforms reward the type of content that fits your message ✅ Timing and intent:  When they're most likely to act and what triggers that action The right message is only half of the work that needs to be done. To convert, you need the right message, at the right time, on the right platform. Ready to add $1m/month to your eCommerce business? Join the waitlist: https://lnkd.in/e-Av-tdY Do you know where your audience spends most of their time?  Leave a comment below with your thoughts. ♻️ Repost to share this reminder with your network.  Follow Nehal Kazim for more advertising strategy.

If live commerce isn’t in your 2025 strategy, you’re already losing market share. ✨ RM 3.8mil in GMV. 34.7mil product views. 60,406 items sold, in 30 days. The previous year, I did RM1.2mil in 30 days; this Yang Riang Raya campaign was a game-changer for us. We experimented, pushed boundaries, and most importantly, delivered results. 🚀 Here’s what made it work: 🎥 Trying Something New We uploaded pre-hype videos before the event and went full cinematic drama. Filming with cameras, crafting engaging storytelling, and negotiating prices live kept audiences hooked. We also filmed the videos with Dato Sri Siti Nurhaliza and Dato Sri Meer Habib, with views > 1mil each. 🌤️ Taking the Livestream Outdoors 99.9% of live-selling is done indoors on TikTok. The whole viewing experience are different for the viewers, the average viewing duration improved by 200%. Big thank you for Perbandanan Putrajaya, and Canon's team set up. 💸 Boosting with Ads Investing in ad boosting was another key factor in our success. By strategically running ads during the live sessions, we managed to attract more targeted audiences for the products we were selling. The result? A return on spend (ROS) of 5-10 times our ad investment. ⏰ Timing Matters We discovered that the sahur period (3am - 7am) and night hours (8pm-12am) were peak times for product demand, leading to higher engagement and sales. Knowing when your audience is most active can make a huge difference. 🤝 Brand Collaboration We also found that the brands that performed the best were those that actively supported us throughout the campaign. Brands that showed up, engaged with the process, and collaborated closely saw significantly better results. ⚡ Turning Viewers into Buyers—The FOMO Formula We didn’t just sell—we made people feel the rush of securing a deal before it was gone. Here’s how: 🔥 Build Anticipation Before the Drop – Instead of instantly adding products to the stream, we hyped them up. For example, before launching the viral Beg Kuning, we got viewers to comment “1” if they were ready. Only when we hit 100 comments then we release the link — but not before a suspenseful countdown! ⏳ Limited Quantity Sells – “Only 100 units available!” When people saw the stock count drop in real-time, it triggered instant action. No one wanted to be the one who missed out. 🎯 Educate, Then Convert – We made sure people fully understood the product before dropping the link. This meant that the moment it became available, they were ready to buy—no second-guessing, just instant conversion. 📊 Understanding Market Trends We sold what people wanted. By monitoring TikTok Shop rankings, product reviews, and audience sentiment, we identified the best Raya-related products and crafted strong narratives to make them irresistible. Is live-selling your next 8 months strategy? Let me know!

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

After sending over a billion emails for 600+ brands… here are my 7 top tips for selecting the right audience. You can have the best email creative in the world — but if it lands in the wrong inbox, it won’t convert. Audience is everything. Here’s what we’ve learned at esbconnect after years of powering customer acquisition for brands like Tails.com | B Corp , AA Insurance and ASOS.com : 1. Target by behaviour, not just demographics Look for people who open, click, and act. Intent beats age and gender every time. 2. But… don’t always go for the obvious behaviour When Tails.com wanted to reach new pet owners, you'd assume targeting people engaging with pet brands would outperform, right? Wrong. They were being over-targeted. Instead, we found higher conversion by targeting segments engaging with health, home and subscription offers — less crowded and more curious. 3. Test broad, then narrow Start wide to understand what actually performs — then double down. Too niche too soon and you lose scale and surprise wins. 4. Layer in recency Someone who interacted with an email yesterday is more likely to convert than someone who did 3 weeks ago. Recency = relevance. 5. Don’t ignore ‘non-buyers’ Sometimes your best audience is one that’s never bought from the category — yet. Think curious, not converted. 6. Think beyond income — target by contextual wealth We’ve seen clients waste budget by targeting £100k+ earners assuming they’re affluent. But some of the wealthiest people are those on modest incomes with low outgoings — think high equity, long-term property owners with few financial ties. 7. Make it locally relevant A £1m house in London doesn’t signal the same wealth as it does in Scotland or Wales. Tailor your audience selection to geography and cost of living — precision wins. Audience strategy isn’t guesswork. It’s data, nuance, and constant testing. Want help finding your best segments? We’ve got 17 million opted-in UK profiles and years of experience to test with.

Condé Nast and SEPHORA recently joined a growing number of major brands and retailers that are betting big on 𝐜𝐫𝐞𝐚𝐭𝐨𝐫-𝐜𝐮𝐫𝐚𝐭𝐞𝐝 𝐬𝐡𝐨𝐩𝐩𝐢𝐧𝐠 𝐝𝐞𝐬𝐭𝐢𝐧𝐚𝐭𝐢𝐨𝐧𝐬. I think it's going to be the new normal for social commerce and the de facto way an increasing number of shoppers will interact with the URLs of major brands and retailers. Sephora unveiled 𝘔𝘺 𝘚𝘦𝘱𝘩𝘰𝘳𝘢, a new platform allowing creators and influencers to curate their own beauty product storefronts directly on Sephora's website. "Whether it's the app, desktop or mobile, they can just go on, they create it and it's shoppable," Sephora President and CEO Artemis Patrick explained at the Fast Company Innovation Festival. "It's a very seamless experience, and it's very, very authentic for both the creator and the consumer." Meanwhile, Condé Nast announced 𝘝𝘦𝘵𝘵𝘦, an app launching in early 2026 that will give editors and influencers the tools to set up boutique e-commerce destinations. Condé Nast's SVP of Commerce Lisa Aiken described Vette as "a new route to market" that can drive sales without requiring foot traffic, direct-to-consumer infrastructure, or traditional affiliate marketing links. They're not alone. Best Buy and DICK'S Sporting Goods have also launched creator storefront programs, joining a growing crowd of traditional retailers trying to harness the power of the creator economy. To be clear, this idea of creator storefronts is nothing new. Amazon has had influencer storefronts for years. ShopMy has facilitated more than $500 million in sales since its inception with a mix of affiliate links, social shopping, and storefronts. LTK is generating $5 billion annually through the same channels. There's certainly a lot for all parties involved to like about creator storefronts with established retailers: 📦 Seamless fulfillment and distribution. 🚚 No third-party platforms, no shipping headaches. 💵 The same checkout experience customers already trust, curated by creators they follow. But will it work? 100%. There's a core marketing principle that the single greatest conversion variable on a landing page is often whether the messaging matches what sent users there. If consumers are going to land on these storefronts from the social posts of the creators that curate them, they're ideally going to see a familiar, trusted face throughout the shopping experience. That's a very powerful messaging match that's sure to influence consumers. I think the brands that succeed here the most will be the ones that incorporate creators' likenesses as much as possible, making the destination storefront into something that feels less like it was the creator who stocked the shelves, and more like the creator is your personal shopper. Expect to see a 𝘭𝘰𝘵 more of these announcements. And soon.

Most brands hire influencers for a one-time campaign. A video, a post, maybe a short-term partnership. And that’s it. But I found Meesho’s Creator Marketplace (launched last week) doing the opposite. They aren’t just running influencer marketing campaigns. They’re turning content into commerce - where influencers don’t just promote, they sell. And that’s the real shift - from content being just a marketing tool to becoming the sales engine itself. Content has the power to build trust, influence decisions, and drive real action. Meesho had already been working with influencers - 21000 of them, driving a 3X increase in order volume through content commerce alone between January and December 2024. The introduction of the Creator Marketplace now makes it more structured and scalable, pulling influencers (and their content) instead of pushing them into one-off campaigns. (I even shared it with a couple of fashion influencers that I know.) Meesho’s approach is proof of this: 📌 No approvals. No middlemen. Just content → sales. 📌 Real-time analytics, AutoDM to share links of the products, and seamless product tagging. 📌 Earnings tied directly to performance, not fixed deals. And the numbers? 💰 10% commission on affiliate products 💰 0.5% commission on non-affiliate products 💰 Top creators making up to ₹5L/month More brands will likely follow this model where influencers aren’t just storytellers anymore - they are becoming distribution channels for brands. Content commerce will be the next big thing in the e-commerce space opening up plethora of opportunities for creators. Would love to hear thoughts from fellow marketers & creators. 👇 #content #influencer #CreatorEconomy #ecommerce

During my time at Shopify, one of the most underappreciated products that our customer success managers loved recommending to merchants was Shopify Collabs. Launched in August 2022, Collabs is a rebranded version of the Dovetale app, designed to bridge the gap between merchants and content creators in today’s booming influencer and creator economy. This product allows brands to discover influencers who align with their needs and budgets while empowering creators to monetize their content effectively, and position Shopify as a leader in the global marketplace for online products and influencer marketing But why is this important? Influencer Impact: 49% of all participants, and a staggering 87% of Gen Z participants, report choosing products recommended by influencers. This makes influencer partnerships a crucial strategy for brand visibility and engagement. Cross-Platform Reach: Platforms like TikTok, projected to reach 955 million users by 2025, offer enormous potential for brands to extend their reach and tap into diverse audiences. Measurable ROI: With tools like shoppable videos and social commerce integrations (think TikTok Shopping, YouTube, and Firework), brands can now directly measure the impact of influencer campaigns on key metrics like conversion rates and average order values (AOVs). Take, for example, Kevin Lee and his team at immi, a brand redefining the ramen industry. They use Shopify Collabs to build authentic relationships with ramen enthusiasts by sending out hundreds of samples to creators. This not only garners valuable product feedback but also helps identify creators who are genuinely excited to champion the brand. Over time, this strategy has enabled Immi to grow a community of over 400 members and more than 145 affiliates, driving substantial referral sales for the brand. While Shopify Collabs is a powerful tool, it’s also worth exploring other influencer marketplace platforms like GRIN, Upfluence, Creator.co, and Tagger by Sprout Social to see what best fits your brand’s needs.

🛍️ Have you already started your Black Friday shopping list? Because everyone else has. 👀 According to Boston Consulting Group, more than half of shoppers start planning their Black Friday buys weeks before the big day. And NielsenIQ found that pre–Black Friday sales grew 12% faster year over year than Black Friday weekend itself. Yep — the shopping madness has officially gone early bird. 🐦💳 💡 So if you’re a brand, here’s the deal: 1️⃣ Start teasing early. 🗓️ 68% of consumers say they research deals before November 24 (Shopify BFCM Report). Follow the playbook of adidas, which opens member-only early access to its Black Friday sale days ahead — or Glossier, which drops sneak peeks on social before the sale goes live. 👉 Build hype with waitlists, countdown emails, and VIP early-access offers before the noise hits. 2️⃣ Use your data like a crystal ball. 🔮 70% of high-intent shoppers revisit the same product page at least twice before buying (Dynamic Yield). Gymshark and Sephora use browsing and purchase patterns to trigger tailored reminders — “You looked at this again 👀” — or early access for repeat viewers. 👉 Track product views, wishlists, and cart events, then serve personalized nudges while competitors are still blasting generic “Shop Now” emails. 3️⃣ Make November your playground. 🎢 Brands running multi-phase campaigns see up to 25% higher total BFCM revenue (Shopify Plus 2024 Report). Nike stretches its sale calendar: member teasers early, sitewide promos mid-month, Cyber Monday exclusives at the end. 👉 Plan your campaign in acts — tease → drop → remind — instead of betting everything on one chaotic weekend. 🧠 The takeaway: Black Friday isn’t one day anymore — it’s a season. Shoppers are planning early, comparing harder, and spending smarter. So the brands that win this year? They’ll be the ones who start now. 🚀 #ecommerce #BlackFriday #CyberMonday #BFCM #MarketingStrategy #Retail #CRO #ConsumerTrends #BrandStrategy

Picture this. It's your birthday and your best friend shows up on your front porch with a cute red present. You unwrap it. It's a shoe box. You love shoes. Your mom knows. Your sister knows. Heck, even your cat knows. You open it. You see shoes. New shoes. *record scratch* Nike shoes??? Your lock screen wallpaper is literally the pair of New Balance kicks you've been drooling over for months. You've been tweeting about it at least once a week since Easter. If only they listened, right? This is what happens when you assume you know your audience. Yes, they like shoes, but what brand? What's their shoe size? Favorite color? How about accessories? Socks, maybe? Do they fancy plain or striped ones? How about a shoe-cleaning kit? How about no more assumptions? Never assume you know what your audience wants. And the only way not to assume is to ✨RESEARCH and LISTEN.✨ Audience RESEARCH is the equivalent of knowing your friend likes running shoes and LISTENING is the equivalent of finding out exactly which ones they like. When you solely focus on surface-level info like someone's love for shoes, you'll miss out on important details that: → help you filter their interests, and → make them feel seen In the business-customer context, you can listen via: 1️⃣ Social media interactions Comments and discussions hold a lot of valuable customer information. Find out: → What questions they're asking → What the recurring problem is → How your product/service solves it 2️⃣ Feedback Track the most frequent complaints or commendations. You can find these in your: → Reviews → Surveys → Testimonials → Support tickets → Social media comments 3️⃣ Direct interviews The best way to know is by asking. There's only so much you can tell from the outside or with a research tool. Host focus groups or 1:1 conversations to gather real-time responses. Ask: → Why do they love your product/service? → Why don't they love it? → Which of their preferences have evolved? So, the next time you're planning a campaign or strategy, think about how it feels to receive a gift that would have been perfect if the gifter actually listened.

🎯 Countdown to BFCM: Here's Your Expert-Level Email Marketing Playbook! 𝗦𝗲𝗽𝘁𝗲𝗺𝗯𝗲𝗿 𝟭: 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗞𝗶𝗰𝗸𝗼𝗳𝗳 • Outline your BFCM goals. Are you looking to boost revenue, clear out inventory, or attract new customers? This will guide your entire campaign. • Audit your current email flows. Are they optimized for the upcoming traffic surge? Start tweaking them now. 𝗦𝗲𝗽𝘁𝗲𝗺𝗯𝗲𝗿 𝟳: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 • Dive deep into your data. Identify your VIPs, lapsed customers, first-time buyers, and holiday shoppers. • Create custom segments in Klaviyo based on purchase behavior, engagement, and preferences. The more personalized, the better. 𝗦𝗲𝗽𝘁𝗲𝗺𝗯𝗲𝗿 𝟭𝟰: 𝗗𝗲𝘀𝗶𝗴𝗻 𝗮𝗻𝗱 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻 • Start building your email templates. Incorporate personalized elements with tools like Grid & Pixel to stand out in crowded inboxes. • Develop your content calendar, mapping out key messages, product features, and offers. Ensure every email has a clear CTA. 𝗦𝗲𝗽𝘁𝗲𝗺𝗯𝗲𝗿 𝟮𝟭: 𝗪𝗮𝗿𝗺-𝗨𝗽 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 • Launch re-engagement campaigns for dormant subscribers. Start warming them up with value-driven content to increase deliverability. • Begin testing subject lines, visuals, and layouts. Use these insights to refine your BFCM campaigns. 𝗢𝗰𝘁𝗼𝗯𝗲𝗿 𝟭: 𝗘𝗮𝗿𝗹𝘆 𝗔𝗰𝗰𝗲𝘀𝘀 𝗟𝗮𝘂𝗻𝗰𝗵 • Reward your VIPs with early access to your BFCM deals. It’s a great way to drive early sales and create buzz. • Set up your Klaviyo flows to trigger based on user behavior—abandoned carts, product views, or browsing history. 𝗢𝗰𝘁𝗼𝗯𝗲𝗿 𝟭𝟱: 𝗧𝗲𝗮𝘀𝗲 𝗬𝗼𝘂𝗿 𝗢𝗳𝗳𝗲𝗿𝘀 • Start teasing your BFCM offers through your emails. Build anticipation with countdown timers and sneak peeks. • Segment your audience further based on engagement with your teaser emails. Prepare targeted follow-ups. 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟭: 𝗙𝗶𝗻𝗮𝗹 𝗣𝗿𝗲𝗽 𝗮𝗻𝗱 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 • Double-check your flows, triggers, and segmentations. Everything should be automated and ready to roll. • Test your emails across devices to ensure a seamless experience for every subscriber. 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟭𝟱: 𝗧𝗵𝗲 𝗕𝗶𝗴 𝗣𝘂𝘀𝗵 • Launch your BFCM campaign with a bang. Send out your first wave of emails highlighting the biggest deals and must-have products. • Monitor performance closely. Adjust your messaging or offers in real-time based on what’s resonating. 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟮𝟮-𝟮𝟰: 𝗕𝗙𝗖𝗠 𝗪𝗲𝗲𝗸𝗲𝗻𝗱 • Keep the momentum going. Send timely reminders to segments that haven’t yet engaged or purchased.  • Use dynamic content to showcase remaining inventory or exclusive last-minute deals. 𝗡𝗼𝘃𝗲𝗺𝗯𝗲𝗿 𝟮𝟱: 𝗣𝗼𝘀𝘁-𝗕𝗙𝗖𝗠 𝗙𝗼𝗹𝗹𝗼𝘄-𝗨𝗽 • Don’t go silent after the event. Send a thank-you email and a post-purchase series to build long-term loyalty. • Analyze the results. What worked? What didn’t? Use these insights to refine your strategy for next year.