Wednesday, Jan 8

Author

Crys A.
January 08, 2025

In partnership with

 đźš¨ In today’s newsletter đźš¨

  • The Future of Fast and Efficient Customer Support

  • If You’re Not Tracking This in Email + SMS, You’re Flying Blind

  • From $84 to $39: A Step-by-Step Guide How We Have Reduced Our Meta Ads Client’s CPA by 53% in 60 Days

  • From Uncool to Iconic: New Balance’s $5B Strategy

  • How Graza’s Social Media Strategy Turns Customers Into Advocates

  • Latest News: Delta Air Lines announces an AI-powered assistant in its mobile app & more…

    Let's Dive Into It! 👇

#1

The Future of Fast and Efficient Customer Support

Drowning In Support Tickets? Maven AGI is here to help.

Maven AGI platform simplifies customer service by unifying systems, improving with every interaction, and automating up to 93% of responses. Seamlessly integrated with 50+ tools like Salesforce, Freshdesk, and Zendesk, Maven can deploy AI agents across multiple channels—text, email, web, voice, and apps—within days. Companies like Tripadvisor, ClickUp, and Rho slash response times by 60%, ensuring quicker support and exceptional customer satisfaction. Don’t let support tickets slow you down

#2

If You’re Not Tracking This in Email + SMS, You’re Flying Blind

Zach’s list is solid! If you’re not tracking sends, plain text vs design, revenue per send, or popup performance, you’re probably leaving money on the table.

But let’s push it further:

  • Is your list growing or just… existing?

  • How fast are people ghosting you? (Engagement drop-off)

  • Are your emails making people peace out? (Unsubscribe rates)

  • Who’s actually clicking or replying, and why?

  • Are SMS + email boosting each other or fighting for attention?

Zach’s spot on – weird spikes in performance = free lessons. A/B testing? Non-negotiable. Track the basics, but don’t stop there.

#3

From $84 to $39: A Step-by-Step Guide How We Have Reduced Our Meta Ads Client’s CPA by 53% in 60 Days

An organic Greek olive oil brand, tested out 7 Meta Ad agencies with no success.

These agencies gave them all the promises but no results.

With an approach that let the founder understand exactly what was being tested and how it was incrementally improving his results, he was able to turn this around.

Step 1: Understand Your Challenges

Before diving into ads, identify the roadblocks that are holding you back. For our client, the challenges were:

  • High CPA: Starting at $84.14, it was far from profitable.

  • Brand Authenticity: Maintaining messaging that aligned with their values was crucial.

  • Strategical & Repeatable Testing Process: They needed a structured process to identify and scale winning ads.

Step 2: Using a Systematic Framework

Success starts with a plan.

We established a systematic weekly process to consistently test, optimize, and scale ads.

This was done using our ad testing framework, which allowed us to systematically go through the following phases:

1 . Message Testing

a . Hook Testing

i . We began by identifying the right messaging hooks that resonated with their audience and tested headlines, sub-headlines, and ad copy variations.

2 . Creative Testing

a . Static Testing

i . Once we had winning hooks, we focused on visual elements like image backgrounds, text overlays, and layout designs to optimize the static ads.

b . Video Testing

i . Next, we created engaging video ads, making sure to integrate the winning hooks and visuals. These videos included voiceovers and UGC, which proved to be the most successful format.

c . Audience Testing

i . We identified different audience segments for cold prospecting, which allowed us to optimize the campaigns based on their unique responses.

3 . Scaling

a. Finally, we focused on scaling the campaigns that showed consistent performance.

b. Using metrics like CPA, ROAS, and CTR, we ensured we were scaling the right ads effectively.

Step 3: Test, Learn, and Optimize

The key to reducing CPA is consistent testing and refining.

Here’s how we approached it using the 3-Step framework:

Ad Formats We Tested:

  • Static Images: Simple, clean visuals.

  • Carousels: Highlighted multiple products or stories.

  • Videos: Story-driven or voice-over ads.

Ad Types We Tested:

  • Features/Benefits: Highlighting product advantages.

  • Lifestyle Images: Showcasing real-world use.

  • Story-Based Carousels: Engaging narratives.

  • UGC (User-Generated Content): Authentic, relatable content.

The Winner:

UGC videos outperformed all other formats, achieving a CPA as low as $34 by December. Their authentic, relatable appeal resonated deeply with the audience.

Step 4: Monitor and Refine Weekly

We didn’t just launch ads and hope for the best. Instead, we followed our predefined approach each week:

  • Ideated and tested new ads weekly: Fresh creatives keep campaigns engaging.

  • Analyzed performance: Reduced CPA by 18% within the first month through fine-tuning.

  • Doubled down on top performers: Allocated more budget to UGC videos once they proved their effectiveness.

Step 5: Scale Effectively

Once we identified winning creatives, we began scaling systematically with our 3-step framework:

  • Daily Ad Spend: Increased to $200/day by January.

  • CPA Reduction: Dropped from $84.14 in October to $38.99 in December—a 53% decrease.

The Results

Here’s how the numbers evolved:

  • October: CPA at $84.14

  • November: Reduced to $69.00 (18% reduction)

  • December: Dropped to $38.99 (53% total reduction)

This approach not only lowered CPAs but also set the foundation for steady revenue growth and scaling in 2024.

Key Takeaways for Your Campaigns

  • Prioritize Messaging: Keep your ads aligned with your brand’s voice and values.

  • Test Consistently Using a Proven Framework: Our 3-Step ad testing framework ensures you systematically identify and scale winning creatives.

  • Leverage UGC Creatives: Authentic, relatable content resonates better with audiences.

  • Use Advantage+ Campaign Budget: Let Meta’s AI optimize your ad spend allocation.

  • Analyze and Adapt: Regularly monitor metrics to refine your strategy.

Ready to Apply This to Your Business?

By focusing on clear messaging and a systematic testing process with our 3-step ad testing framework, you too can reduce your CPA and scale profitably.

If you’re looking for a partner to help you analyse your business & layout a plan to scale your Meta Ads.

#4

From Uncool to Iconic: New Balance’s $5B Strategy

From practicality to aspirational—New Balance made dad shoes runway-ready. 🔥 Learn how they transformed authenticity into desirability and built a $5B empire.

#5

How Graza’s Social Media Strategy Turns Customers Into Advocates

One of the most effective ways brands can thrive in 2025 is by leveraging the power of community—and Graza is leading the way. Their social media strategy goes beyond polished ads; it’s diverse, real, and relevant. From customer videos to recipe challenges, Graza provides a mix of content that resonates with different audience segments, helping customers connect with the brand on a personal level. Here’s how they’re doing it:

Sense of Community

Building trust with customers by explaining the reasons for a product's introduction and providing insights about it. 

Showcasing in-person engagement that fosters collaboration opportunities with F&B outlets while creating excitement for future activations.

Humanizing the brand is another way to connect with the community. Make the product the hero? No, let's make the people who create the product the real heroes.

Sliding into everyday life by collaborating with creators who have a community that loves laid-back content, resembling just another Sunday night routine.

Editing themselves into the memories of the festive season. Forming a community? No, take over existing communities and traditions.

By creating a sense of belonging, Graza cultivates a loyal customer base that doesn’t just buy—it advocates. Their community members actively spread the word, helping drive organic growth.

What’s Missing?

Graza’s audience craves sustainability content. Here’s how they could bridge the gap:

  • Eco-Friendly Tips: Highlight bottle refills and sustainable recipes.

  • Storytelling: Share customer journeys embracing eco-conscious cooking.

đź“°IN THE NEWS

Delta Air Lines unveiled an AI-powered assistant in its mobile app and is providing free onboard access to YouTube Premium and Music. These updates promise smoother travel experiences and enhanced in-flight entertainment, redefining convenience in air travel.

Google’s modern marketing principles highlight the importance of integrating brand values with AI, automation, and data-driven strategies to deliver personalized customer experiences. These approaches help businesses stay competitive and resonate with today’s digital-savvy consumers.

A recent study highlights that 40% of consumers favor brands engaging with social media trends, with younger audiences particularly drawn to this approach. For brands, leveraging trends is an effective way to connect with audiences, boost visibility, and stay culturally relevant.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.

If you want to reach our audience, email [email protected] or set up a call here