Friday Q&As

🚨 In today’s newsletter 🚨

• Discover why adding value can be more powerful than discounting for long-term brand health.

• Learn the best ways to collect customer feedback naturally without overwhelming your audience.

• Get tips on where to focus your ad spend this holiday season to maximize returns.

Let's dive into it! 👇

#1

Q&A’s WITH IBRAHIM

Happy Friday!

Let’s answer some Q&As today!

Question from Ashley (Founder & CEO): How do I decide which subscription model to offer when I have multiple product types?

My Response: When you have a range of products, the key is to understand customer behavior and tailor the subscription model to each product type.

Start by grouping products into categories: consumables (think skincare or supplements) often work best with replenishment subscriptions, where the customer gets the same item on a regular basis. For higher-cost or seasonal products, consider a curated box or “surprise and delight” model where the value comes from variety and anticipation.

Test your models with a subset of customers, and offer them flexibility—like the option to skip a month or switch between products—to reduce churn. Make sure to track customer feedback and engagement to fine-tune your offerings.

Question from David (Head of Growth): What’s the best way to get customer feedback on new product launches without spamming my email list?

My Response: The trick is to integrate feedback requests naturally into your post-purchase journey. Rather than sending standalone feedback emails, try embedding a short survey in your post-purchase follow-up or packaging it with a thank-you note. Make it easy and frictionless—two or three questions max, ideally with clickable options. You can also incentivize feedback with a small reward like a discount code or early access to future launches.

Another option is to create a VIP group of your most engaged customers and offer them the chance to provide feedback before the product even launches. This makes them feel like insiders, and you get valuable insights without overwhelming your entire list.

Question from Lauren (CMO): How do I prevent deep discounting during sales events from devaluing my brand long-term?

My Response: Deep discounts can be tricky if used too often, as they risk training your customers to only buy during sales. One strategy is to shift the focus of your sales events from direct discounts to added value. Instead of cutting prices, offer bundles, exclusive limited-edition products, or early access to new collections. These options allow you to run a successful sale without eroding your brand’s perceived value.

Another approach is to run segmented sales. Offer bigger discounts to less frequent shoppers while giving your most loyal customers early access or exclusive perks without steep discounts. This way, you maintain the premium feel of your brand while still driving sales.

Question from Greg (Ecommerce Director): How do I decide which channels to focus my ad spend on during the holiday rush?

My Response: During the holiday season, you need to focus your ad spend where your customers are most engaged. Start by analyzing your previous holiday campaigns—look at which channels drove the highest ROAS (Return on Ad Spend) and where you saw the most conversions. If Instagram Stories crushed it last year, double down there. Similarly, if your Google Shopping ads generated high-intent clicks, prioritize that channel.

But don’t forget to test new formats, like TikTok ads or even programmatic display ads, while keeping a close eye on performance. Allocate about 80% of your budget to proven winners, and 20% to experiments. And remember to ramp up retargeting—holiday shoppers often need multiple touchpoints before converting.

Question from Mia (Chief Product Officer): How do I manage customer expectations when shipping delays are inevitable during high-demand periods?

My Response: Transparency is your best friend here. Set clear expectations upfront—before the customer even checks out—by displaying expected delivery times based on real-time data. If shipping delays are likely, communicate that early and often. Use banners on your website and include estimated delivery dates in your cart and checkout pages.

After the purchase, keep customers in the loop with proactive updates. Send emails or SMS messages when the order is shipped, delayed, or delivered. Offering a small gesture, like a discount on their next order or a free upgrade to expedited shipping (if possible), can help soften the blow of any delays and maintain customer trust.

Alright folks, that’s it for today.

Have a great weekend ahead!

#2

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Have any questions that you need help with?

Ask here - and look out for Fridays Issue where Ibrahim will answer them.