The archive

First orders rose 18 percent to 71, and each cost $3 less. I moved budget toward the Holiday Blend and gift sets, where we have deep stock and the best margins. Next, I'd like to test new creative for brewing gear, where the big retailers have pushed up click prices.

People who took the taste quiz but didn't buy now have their own audience and budget. Early results justify a larger share of retargeting spend.

Day 4 of 14. Opens are up, but a bag lasts about five weeks, so only 21 of 1,120 customers have ordered again yet. I'll call it once, at the end of its 14 days.

I delivered three images for the brewing-gear test: a brew-along ad, a gift-wrapped kit ad and a slow-morning ad. They're drafts until you approve them.

Both made a health claim, which your guidelines don't allow, so your banned phrases stopped them before they ran. I rewrote both around the roast date.

I drafted “subscribers save 20% a year” against grocery-store coffee, but there's no source for it yet, so it can't be used. Two pour-over headlines are ready.

A two-week test ended: roast-date messages beat “small batch, roasted with care” for coffee, and made no difference for brewing gear.

Cutting the follow-up email in half more than doubled clicks to reorder, so I rewrote the whole sequence.

First orders dipped 9 percent, in line with the lull we see every early October before holiday shopping starts. I held course.