A one-email welcome flow captures maybe 40% of the revenue it can earn. Build it to three emails and you're at 70 to 80%. Build it to five with a fork and you're closer to full capture.

Five numbers every US DTC founder should pin on a sticky note from the new Hurman and Klaviyo report on discounting. Why 70% of discount events lose money, why your sale is selling hero products to your best customers, and the post-sale crash you're probably not tracking.

Most DTC brands stuck in a discount loop have an inventory problem in disguise. Here's how to diagnose what's really driving your sales calendar.

High ROAS doesn't guarantee profit. Learn why ecommerce brands stall despite good ad metrics, and discover the 4 critical numbers that actually determine if you're profitable: MER, contribution margin, LTV, and real profit tracking.

Most ecom brands stall at 10-12% of revenue from email when the real benchmark is closer to 30%. If growth feels harder than it should, email is usually the unfinished system, not a mysterious growth problem.

LTV is too blunt a metric for DTC brands under $1M. The number that actually predicts whether you'll scale is the percentage of new customers who make a second purchase within 30, 60, or 90 days. If that's moving up, you're building a business. If it's flat, you're buying customers who don't belong to you.

A brand showed me their ad account last week. $18K a month on Meta, good ROAS, and nobody could tell me their repeat purchase rate. That's the whole problem. Your LTV isn't a vanity metric. It's the budget you've got to fight for customers. Here's how to grow it.