I hate waking up to a campaign dashboard that looks like it’s spiralling. I’ve been there — the ROAS drops below break-even, stakeholders are asking questions, and you’ve got seven days to fix it before budgets get cut. Over the years I’ve learned that panic makes things worse. What helps...
Jul 12, 2026
• by Élise Martin
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I remember the first time I audited a subscription box's email flows under a tight deadline: churn was creeping up, and the CEO wanted answers fast. Forty-eight hours felt impossible—until I broke the task into focused, high-impact steps. In that short window, we found three small tweaks that reduced churn by 7% within a month. If you're running or consulting for a subscription box business,...
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I often get asked how small e-commerce brands can grow organic traffic without spending money on ads. Over the years, I’ve found that one of the most underrated levers is mastering Shopify metas — the meta title, meta description, meta tags, structured data, and related on-page settings that tell search engines (and humans) what your pages are about. When you tune these elements deliberately,...
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I spend a lot of time testing ad formats on TikTok for fashion clients, trying to answer a deceptively simple question: Which creative format actually increases add-to-cart rates? Over the past year, I've run dozens of experiments across boutiques, DTC brands, and marketplaces. What I’ve learned is that there's no single magic format, but there is a specific creative approach—rooted in...
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I’ve spent years testing creatives across channels, and TikTok has taught me one thing: what looks great on paper often fizzles in the feed. To avoid pouring ad budgets into videos that won’t scale, I rely on a simple, repeatable 3-metric preflight test that predicts which TikTok creatives will scale before I commit larger budgets. Below I explain the test, how I run it, the thresholds I use,...
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I recently spent several weeks putting the Dreame R20 through a rigorous test aspirateur balai grande surface, and I want to share what really matters when you consider a cordless stick vacuum for large homes or open-plan apartments. As someone who writes about e-commerce and product choices for busy professionals, I’m always looking for machines that save time without sacrificing cleaning...
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I used to think product descriptions were the easy part of running a Shopify store — a few lines, a couple of bullet points, job done. Then I started auditing stores for SEO and conversions and realized most descriptions were quietly sabotaging rankings and sales. If your traffic is stagnant or your product pages feel invisible, the problem might not be your prices or ads — it could be the...
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When I first started analyzing email performance for subscription brands, I noticed a consistent pattern: high open rates didn't always translate into purchases. As marketers, we obsess over opens, but what really matters is the open-to-purchase conversion. Over time, I developed and refined a subject line formula that helps nudge subscribers down the funnel — from curiosity to click to...
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I’m going to walk you through how I run a profitable micro-influencer sprint in 30 days with a $2,000 budget. I’ve run these sprints for SaaS, DTC and e-commerce clients and this framework consistently delivers measurable returns when executed tightly. The key is to keep the program simple, hyper-targeted, and data-driven from day one.Why a 30-day micro-influencer sprint?Micro-influencers...
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When I decided to test a repeatable system for generating qualified B2B leads on LinkedIn, I boiled everything down to one idea: content pillars. Not random posts or viral stunts, but a disciplined set of content themes that build trust, demonstrate expertise, and drive prospects toward a clear action. Over a 60-day sprint, I used four complementary pillars and converted consistent content into...
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I’ve always believed that the best marketing work comes from focusing on strategy, creativity and relationships — not repetitive admin tasks. That’s why learning how to automatiser ses tâches sans coder facilement changed the way I organise my days. In this article I’ll walk you through starting with Zapier, show practical automations you can set up in minutes, and share tips to scale...
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