Common Thread Collective

Common Thread Collective is an ecommerce growth agency, helping DTC brands that are doing 7-9 figures in annual online revenue.

[Common Thread Collective @CommnThreadCo]

There’s still a lot of calendar between now and BFCM.

Find a moment your customers already care about, build a reason for your brand to participate, then support it with the offer, creative, landing page, and media.

You don’t need to spend the next several weeks waiting for November.

[Common Thread Collective @CommnThreadCo]

You already know what Q4 looks like if everything goes according to plan.

You should also know what happens to contribution margin when revenue misses by 15%, how much room you have if efficiency softens, and which decisions change first.

September is the time to work that out.

https://t.co/yQXgFX54yi

[Common Thread Collective @CommnThreadCo]

International creative testing just got a lot less complicated.

AI Video Dubbing is now live in Google Ads Asset Studio, giving ecommerce teams a way to test new languages and markets without producing a new video for every one.

That opens up a lot more room to experiment.

Here’s what changed and how we’d use it → https://t.co/PZrmmoZNPw

[Common Thread Collective @CommnThreadCo]

Your active customer file can give you an early read on BFCM.

In CTC’s data, brands that grew it by more than 10% had a 77% chance of beating the prior year’s BFCM, with median growth of 40%.

There’s still time in September to influence where that number lands.

[Nick Shackelford @iamshackelford]

This type of access and projection / realized revenue per email push is partially why im stoked to be back at CTC

Just sooo much access to campaigns, niches, brands tests that it's impossible not to find stuff that works universally.

[Common Thread Collective @CommnThreadCo]

Waiting for BFCM to push harder can feel like the safe move.

But the customers you acquire now have the next 30–60 days to buy again, right as you enter the biggest shopping period of the year.

That changes the math on what you can afford to spend today.

@itslukeaustin breaks down how to think through it on the latest Ecommerce Playbook: https://t.co/FrLO6nT3vn

[Jimmy Kim @jimmykim]

FINAL CALL: We are officially 4 days from Commerce Roundtable San Diego!

4 days before you get to network and connect IRL with folks you’ve been talking on the internet with!

On Sept 21-22, we're bringing together 750 people to nerd out together about all things DTC and ecommerce.

People are traveling all around the world (literally) for:

- 2 Days of actionable content via educational keynotes by 18 amazing speakers who are in the trenches led by @iamshackelford

- A unique experience right on the water, the entire day , designed for networking and learning

- The BEST (hands down, guaranteed) food that you can have as much as you want!

- $220,000 of on stage giveways happening all day every day (F1 Trip, Hawaii vacations, Apple products, Pizza Ovens, Caraway, iRestore, Meta Glasses and much more)

- A constant stream of snacks, coffee, tea and drinks

- A live DJ set by our very own DTC Founder DJ with open bar (alcoholic and alternative) + sunset vibes

- Plenty of afterparties hosted by our amazing sponsors (dinners, happy hours, experiences, etc) all 3 nights

Who are these amazing speakers? Here's who's coming to share education led, tactical, practical, real examples and how to frameworks:

Christian Toetzke, HYROX
@ezrafirestone, oVertone
@TaylorHoliday, Common Thread Collective
Evin Catlett, Skull Candy
@jordanmenard, Gravity AI
Eric Venn-Watson, MD, Seraphina Therapeutics
@ChereneAubert, Growth Capital
Abdurahim Shodmonov, Primal Queen
@EricRausch, New Standard
@jacob_posel, Indigo AI
Devyn Pukteris, Sweat Pants Agency
@Melanie_Balke, The Email Marketers
@bryandstarck, Customer Conversations
@spencepawliw, Evolve Meta
@RytisLauris, Omnisend
@jordantwestecom, Social Commerce Club
Kyle Yeoman, Groove Life
@ecomchasedimond, eCom Email Marketer
@voids_jannik, Voids AI
@itslukeaustin, Common Thread Collective
@BrettCurry, OMG Commerce
@alexrudolphh & @TylerBrechbiel, TBAR
Umar Shaikh, Nest Marketing

PLUS: Special live streaming happening all day via
@ecommcowboy ( @chrisukhall & @colindougherty)

And special on site pod recordings by @CommnThreadCo

Don’t miss out on the community event of the year!

Beautiful sun, great people, great content, and great food.. it’s gonna be a great time.

We are down to our final tickets now...

And it's not too late to grab a ticket today.

Go learn more at https://t.co/ucsL7usehH

We’ll see you in San Diego! 🫡

[Common Thread Collective @CommnThreadCo]

Some of your next paid ads may already be sitting in a creator’s feed.

Meta’s new Creator Marketing Hub can surface organic creator content that’s already performing for your brand and make it easier to turn that content into partnership ads.

Pretty useful timing heading into holiday.

What ecommerce teams should know → https://t.co/T80hTTRNAN

[Common Thread Collective @CommnThreadCo]

“We’ll know at the end of the month” is a pretty expensive way to run an ecommerce business.

By then, the spend is spent, the promos have run, and you’re explaining the result instead of influencing it.

A useful forecast should tell you something early enough to change what happens next.

[Common Thread Collective @CommnThreadCo]

A plan that lives in a slide deck isn’t an operating plan.

Once Q4 starts, your team needs to know what to do when performance moves and the assumptions behind the forecast start changing.

That’s what we built The Machine for.

Give us the Q4 plan you already have, and we’ll spend 30 days pressure-testing the assumptions and strengthening it around what your team will actually need to execute.

Learn more → https://t.co/yQXgFX54yi

[Jimmy Kim @jimmykim]

We are officially down to our final tickets..

WE ARE JUST 5 DAYS AWAY from Commerce Roundtable San Diego!

750 people will fly from all around the world to join us in San Diego for Commerce Roundtable.

750 DTC and eCommerce Founders, Operators, Executives, Marketers, and agencies will join us for 2 days in the sun to learn and network.

The content: Led by @iamshackelford is says this is the BEST he’s lineup he's ever created!

The networking area: We've curated a space where you can enjoy a shaded, outdoor experience with the ocean breeze ON THE WATER.

The venue: The location is just 7 mins away from the airport, 5 mins from the heart of downtown and surrounded by water and great places to stay and eat.

The food: We will hands down give you the best event food you’ve experienced and plenty of it. Plus snacks. LOTS OF SNACKS and drinks all day!

The Giveaways: We gamified our show. Yes, we have sponsors, they pay for these things, but we also want you to feel the benefits. So we hand out $220,000 in different prizes: physical gifts for you and for your business.

This year on stage giveaways are: F1 Trip, 7 Day Cruise, Apple products, Pizza Ovens, Cookware, Red Light Face masks, Cookware, Meta Glasses and more...

PLUS The famous $100,000 Shared Sweeps Giveaways for Brands.

Sunset Happy Hour: We have a live DJ (a brand owner in our community!) We have alternative drinks (infused) We have plenty of booze. And we have cold ice water too.

Great After Parties: We’re going to hand all our attendees a list of the expected afterparties happening.

Big Shout Out to all our speakers:

Christian Toetzke, HYROX
@ezrafirestone, oVertone
@TaylorHoliday, Common Thread Collective
Evin Catlett, Skull Candy
@jordanmenard, Gravity AI
Eric Venn-Watson, MD, Seraphina Therapeutics
@ChereneAubert, Growth Capital
Abdurahim Shodmonov, Primal Queen
@EricRausch, New Standard
@jacob_posel, Indigo AI
Devyn Pukteris, Sweat Pants Agency
@Melanie_Balke, The Email Marketers
@bryandstarck, Customer Conversations
@spencepawliw, Evolve Meta
@RytisLauris, Omnisend
@jordantwestecom, Social Commerce Club
Kyle Yeoman, Groove Life
@ecomchasedimond, eCom Email Marketer
@voids_jannik, Voids AI
@itslukeaustin, Common Thread Collective
@BrettCurry, OMG Commerce
@alexrudolphh & @TylerBrechbiel, TBAR
Umar Shaikh, Nest Marketing

These are primarly KEYNOTES: Education led, tactical, practical, real examples and how to frameworks via presentations.

PLUS: Special live streaming happening all day via
@ecommcowboy ( @chrisukhall & @colindougherty)

And special on site pod recordings by @CommnThreadCo

Don’t miss out on the community event of the year!

Beautiful sun, great people, great content, and great food.. it’s gonna be a great time.

There are still brand and a 3 agency tickets left...

It's not too late to grab a ticket today.

Go learn more at https://t.co/ucsL7usehH

We’ll see you in San Diego! 🫡

[Common Thread Collective @CommnThreadCo]

Health and wellness is booming, but a booming category can hide a weak moat.

As more brands see the opportunity and start chasing the same customers, having a product that’s relatively easy to recreate becomes a bigger problem.

There’s more competition for growth without much standing in the way of the next brand doing something similar.

Over time, that puts more pressure on whatever makes your business difficult to copy.

[Common Thread Collective @CommnThreadCo]

A great customer experience is relative to what someone expected going in.

When reality matches the expectation, it feels like the brand did its job. When reality meaningfully exceeds it, that’s when the experience becomes memorable.

The gap matters more than we give it credit for.

[Taylor Holiday @TaylorHoliday]

6 days till showtime.

Only 50 tickets left.

If we sell all of them today @iamshackelford said he will get a tattoo of @jimmykim's face live on stage.

You won't want to miss that.

https://t.co/QaLARP0FUv

[Common Thread Collective @CommnThreadCo]

Creators have become a much bigger part of the ecommerce growth equation.

They influence the content brands make, the audiences they reach, and increasingly, the economics behind customer acquisition.

That changes how 7- and 8-figure brands should think about what a creator relationship is actually worth.

@TaylorHoliday and @andrewjfaris dig into it on the latest Ecommerce Playbook → https://t.co/1EOife0SSg

[Common Thread Collective @CommnThreadCo]

Growth is a lot less impressive when you can’t predict it.

Knowing where the business is headed gives you time to make better decisions about where it goes next.

That’s the kind of growth we’re building for.

[Common Thread Collective @CommnThreadCo]

You pressure-tested the Q4 plan.
Then Q4 does what Q4 does.

As revenue, promotional performance, and media efficiency start coming in, some of those numbers will inevitably look different from what you modeled.

With the plan living in Statlas, you can see those changes against the forecast each day and understand what they mean for the rest of the quarter.

That’s where the plan starts earning its keep.

See how The Machine works → https://t.co/yQXgFX54yi

[Common Thread Collective @CommnThreadCo]

September is the last call for making cheap mistakes in your Q4 plan.

A wrong assumption today can still be a spreadsheet adjustment. A wrong assumption in November gets a lot more expensive.

We built The Machine for this exact window: 30 days to mess with the assumptions, see what breaks, and strengthen the plan before Q4 makes the mistakes for you.

Put your plan through it:
https://t.co/yQXgFX54yi

[Common Thread Collective @CommnThreadCo]

A winning ad only gets you to the next touchpoint.

The message that earned the click still needs to make sense when someone reaches the landing page, sees the offer, and decides whether to buy.

And as creative gets more customized, keeping that context intact across the rest of the experience becomes even more important.

@iamshackelford and @TaylorHoliday dig into this in the latest Ecommerce Playbook.

Full conversation → https://t.co/xfZE79i2pj

[Common Thread Collective @CommnThreadCo]

Want a better revenue forecast?

Look at your email calendar.

Every send changes where you expect revenue to show up throughout the month, which makes email planning an important input to the forecast.

Especially heading into Q4, that calendar deserves more attention than it gets.