Don’t nudge what already works

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👉Don’t nudge what already works

Most of the revenue is coming from people who already knew you.

That’s not scale. That’s recycling.

Retargeting is supposed to convert demand. It’s not supposed to manufacture growth. When 50–60% of your revenue is flowing through warm audiences, your brand isn’t expanding,  it’s squeezing the same pool harder.

And squeezing increases frequency, creative fatigue, and CPA volatility.

The real problem isn’t creative. It’s oxygen.

The Hidden Risk of Warm-Heavy Revenue

When warm traffic carries performance:

• Prospecting gets less budget because it looks inefficient.
• Retargeting budgets increase because it “works.”
• Frequency climbs quietly.
• Net new customer growth flattens.

You feel stable until you try to scale. Then CAC spikes.

Because there aren’t enough new households entering the system.

Retargeting cannot create future retargeting pools. Only prospecting can.

Add True Cold Surface Area

The solution isn’t “better hooks.” It’s broader reach.

You need new households entering the funnel that aren’t already inside Meta’s prediction bubble or sitting in your pixel pool.

This is where most brands stay digital-only and unknowingly cap themselves.

Adding a physical prospecting layer like Share Local Media’s Shared Mail program introduces your offer to premium shared envelopes reaching cold households at predictable cost, without long setup or standalone mail complexity.

That’s not about replacing paid. It’s about feeding it.

More first-touch awareness. More email capture. More branded search. More retargeting volume that isn’t recycled.

If retargeting is driving your business, ask one hard question:

Are we actually growing, or just converting the same people faster?

A healthy system increases Net new households, Email list growth velocity, Branded search trend, and retargeting pool size

Without new surface area, warm efficiency becomes fragile.

Retargeting should be a multiplier. Not a crutch.

And if it’s carrying everything, it’s time to widen the funnel beyond the feed. April Shared Mailings close on 3/2. Secure your spot now!

Together with Modash

New Influencer Marketing Industry Report: Risk Management 

Spending money is part of marketing. But when it comes to influencers, it often means betting on variables you can’t fully control: will the algorithm push the content? Will the audience engage? And more importantly, will they buy?

Modash’s latest influencer marketing study reveals that 71% of marketers ran campaigns in the last quarter that made them a little nervous. Risk comes with the job, and the majority of surveyed influencer marketers are willing to take it - as long as brand reputation stays protected.

This influencer marketing risk report outlines:

• How marketers assess the risk of a campaign or creator
• Which types of collabs and content feel riskiest
• How do they hedge their bets when investing in uncertain partnerships

Access the full report for free here (non-gated).

⚡ The silent Google ads metric that can fake your ROAS

Repeat Rate is one of the most ignored metrics in Google Ads, and one of the most dangerous. It shows how many conversions are attributed to the same user. If that number is inflated, your performance might look strong on paper while actually being broken underneath.

Why it matters - If your Repeat Rate is sitting at 1.5 or 2.0, that’s not loyalty, that’s usually something firing twice. A refreshed thank-you page, a missing order ID, or a messy GTM setup can quietly inflate your numbers. On the surface, ROAS looks amazing. Underneath, you’re feeding the algorithm fake wins.

How to fix it:  Before you pour more budget in, slow down and sanity-check the data. Lead gen should be basically 1.00. E-commerce slightly above is fine. If it’s meaningfully higher, fix the tracking first. Scaling on messy data feels good for a month and painful for the next six.

🎥 Reel of the Day

What Works:

1. It hijacks a viral format but breaks the script - “Double it and give it to the next person” is a known TikTok format. Viewers think they know the ending. When she refuses, it creates pattern disruption, which spikes retention and replays.

2. The product becomes the reason for rebellion - She doesn’t take it out of greed. She takes it because it’s crème brûlée and almond milk. The drink itself justifies breaking the trend. That subtly positions it as irresistible.

3. The making process builds sensory desire  - Cutting to the torching, layering, and pouring isn’t filler. It’s appetite marketing. The ASMR-style visuals increase watch time and trigger craving, which moves viewers from entertainment to intent.

This reel works because it blends trend leverage, product craving, and light conflict. It entertains first, then makes the drink feel so good that breaking the rules feels justified.

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰