Blue Sense Digital

Blue Sense Digital helps produce better financial outcomes for eCommerce businesses.

We partner directly with operators to identify and tackle their biggest growth challenges.

Our firm offers both strategic advisory and performance marketing services.

We’re trusted by the likes of:

· Conni
· Abi and Joseph
· Lash Jungle
· GlamSwag
· Part&Parcel
· Kings of Neon
· My Happy Helpers

To produce better financial outcomes, we believe that it's important to understand:

→ the economics of a successful eCommerce business
→ the acquisition model that makes the most sense for your business
→ the interplay between marketing, finance, and operations

And to be able to execute thoughtfully across both performance marketing and conversion-rate optimisation.

We primarily help businesses in the following 3 verticals:

· Consumer Packaged Goods
· Home & Living
· Hobbies & Recreation

We believe in providing education and profit-focused resources to help eCommerce businesses of all sizes to grow.

We'd encourage you to capitalise on this commitment by exploring the following channels:

https://www.youtube.com/@bluesensedigital
https://www.youtube.com/@Blues-Brothers-Podcast

And to meet directly with our co-founder, Sebastian: https://calendly.com/bluesensedigital/exploratory

We promise to honour your time.

Co-Founder & Head of Paid Media

Blues Brothers Podcast

Co Host

Scaling eCommerce Brands Through Profitable Acquisition

Blue Sense Digital helps produce better financial outcomes for eCommerce businesses.

We partner directly with operators to identify and tackle their biggest growth challenges.

Our firm offers both strategic advisory and performance marketing services.

We’re trusted by the likes of:

· Conni
· Abi and Joseph
· Lash Jungle
· GlamSwag
· Part&Parcel
· Kings of Neon
· My Happy Helpers

To produce better financial outcomes, we believe that it’s important to understand:
→ the economics of a successful eCommerce business
→ the acquisition model that makes the most sense for your business
→ the interplay between marketing, finance, and operations

And to be able to execute thoughtfully across both performance marketing and conversion-rate optimisation.

We primarily help businesses in the following 3 verticals:
· Consumer Packaged Goods
· Home & Living
· Hobbies & Recreation

We believe in providing education and profit-focused resources to help eCommerce businesses of all sizes to grow.

We’d encourage you to capitalise on this commitment by exploring the following channels:

https://www.youtube.com/@bluesensedigital
https://www.youtube.com/@Blues-Brothers-Podcast

And to meet directly with our co-founder, Sebastian: 

https://calendly.com/bluesensedigital/exploratory

We promise to honour your time.

Nathan Perdriau

Found out our Youtube videos are the training programs at two other AU agencies... 👀 

Honestly, stoked about it – if our free content is how your team learns, that’s a pretty good endorsement.

But it also says a lot about the gap in founder-led expertise at most agencies.

Our team gets the YouTube content plus all the IP that never makes it to socials, our internal SaaS, team-wide trainings, pod trainings, 1-1 trainings and the list goes on...

If you’re working at an agency but consuming our content. Reach out to us and work at the source - would love to chat.

Producing Better Financial Outcomes for 8-9 Figure Brands

In ecom, the biggest lie is: “just spend more on ads, and you’ll become more profitable.”

That only works if your operating expenses stay flat – and in real life, they almost never do.

As revenue grows, most brands add people, agencies, software and warehousing, so OpEx climbs with it.

At the same time, paid media gets less efficient the harder you push it, so extra spend ≠ extra profit.

This is one of my favourite videos that we've made this year. You can watch it in the comments below.

Most CFOs understand cash flow better than any agency ever will.

But I keep seeing one mistake.

Some CFOs still treat paid media like a cost centre, rather than a revenue driver.

I think that mindset comes from traditional advertising.
Radio and TV were hard to link to sales.
But, e-commerce is different.

For many brands, paid media drives the majority of revenue.

So, CFO's meet you halfway by basing budgets around ROAS.

But, chasing a ROAS target is an outdated model.
ROAS can be “hit” with mostly returning customers.
You get a nice dashboard, but no real growth.

If you want growth, you need your paid agency to be modelling the return of each new incremental dollar spent.

Unfortunately, most agencies have no idea where to start - or their modelling is too inaccurate to be helpful.

The solution:

→ Your agency provides forecasted spend level that maximise profit contribution
→ CFO tests the model & challenges the assumptions built in
→ You get a budget forecast that's grounded in a quantitative analysis, and qualitatively referenced against the CFO's experience

AI helps drive record $11.8 billion in BFCM sales, despite order volume falling by 1%.

Temple & Webster have lost $1B+ on their market cap is the past month...

Most AU ecom brands get humbled when they launch into the US.

Their winning ads are propped up by years of brand equity in AU, so when they hit a cold US market, ROAS falls off a cliff.

In the video below, I unpack why your winners aren’t as good as you think, how to use Q1 as a stress-test, and the 3 other levers that make or break international launches.

If you’re doing $5M+ and eyeing the US in the next year or two, this is the playbook I’d be using.

3 reasons you death spiral as a large business & how marketing should be involved:

If growth feels slow, what if the answer is simpler than you think?

I audited a brand that's destined to lose. It was because their P&L was fundamentally broken...

How you should be checking spend pacing this weekend across BFCM:

Just did the math... our average 8-figure client was up 58.8% this Black Friday year on year. 

Crazy results.

- 4 brands hit their first $1M month
- 1 brand hit their first $2M month
- 3 brands hit their first $1M day

Full podcast in comments below that breaks down all the learnings from the weekend.

95% of Black Friday purchasers were financed...

Well, not really.

~11% of all Black Friday spending was via BNPL (Klarna, etc).
~ 84% of purchases were made with a credit card.

What's concerning is:

67% of those credit-card users said they did not expect to pay the balance off within 30 days.

For reference:

Typically 4-7% of transactions are via BNPL and ~40%+ are via credit.

Black Friday always pushes credit use to it's extremes, so that's not much of a surprise. BUT, majority of that debt won’t be cleared next month.

Q4 ruins most people's Q1...

Because all your focus goes to Q4.
Then, you just accept that Q1 is a poor quarter.

This doesn't have to be the case.

We had a client this year who had their biggest revenue peak in March.
It was due to a product drop, that was hyped up in Q4.

Here's another example...

LEO LIN drops a Zodiac collection each year (e.g. Year of The Snake).

It crushes because:
→ It's relevant to the season
→ It's a limited-time drop (that won't come back for 12yrs)
→ It capitalises on driving repeat purchasing from the November cohort

But, this all requires planning.

Planning well in advance to manufacture a revenue peak.

A bad way to approach Black Friday (on the day):

The best ads right now are not selling products. They are selling the whole category. Want to see why this works so well?

Don't launch with a coupon code tomorrow without doing this:

I used to think marketing calendars were useless. Then I realised most brands are doing them wrong. Here is what they should be instead.

One launch changed their whole year. It was all in the planning. What would happen if you did the same?

Revenue dips in Q1 due to 3 key reasons...

Tobi Chapman

Helping DTC brands maximise revenue, profits, and retention with email & SMS marketing

Building Everboost - a retention marketing agency that helps DTC e-commerce brands generate predictable, profitable growth beyond Meta ads.

Your brand isn't struggling because your products lack quality. You're struggling because:

→ Your repurchase rates are below industry benchmarks
→ Your customer LTV isn't supporting sustainable growth
→ Your email and SMS campaigns aren't driving consistent revenue
→ Your acquisition and retention strategies operate in silos
→ Your customer data isn't being leveraged to target your best customers

At Everboost, we specialise in retention marketing that works in harmony with your entire funnel. We understand the complete e-commerce ecosystem and build retention strategies that align with your broader business goals.

Our expertise spans email marketing, SMS, and direct mail – crafting data-driven, personalised strategies that consistently deliver results for brands like Solawave, Melina, GASPER, VEDIC LAB, and JBorn.

We don't just focus on the immediate revenue metrics. We optimise for the metrics that truly matter: increased customer lifetime value, higher repurchase rates, and sustainable profitability.

If you're a 7-8 figure DTC brand selling replenishable products in health & wellness, beauty, or food & beverage – and you're ready to transform your retention marketing from a cost centre to a growth engine – let's chat.

Book a strategy call through the link in my featured section.

Founder

Retention marketing for DTC supplement/skincare brands using Email+SMS

A lot of DTC brands are scared to send more emails.

They think they'll annoy people. Tank their deliverability. Get marked as spam.

So they hold back. Send 1-2 campaigns a week. Play it safe.

And limit their growth in doing so.

Look, I get it. No one wants to be "that brand" flooding inboxes. 

But here's what actually happens when we audit accounts:

The brands sending more emails are making more money.
Every single time.

Because of two reasons:

1. Top of mind awareness
2. Maximising impressions

About 50% of your list won't open your emails anyway. So that conservative cadence you're running, half your audience isn't even seeing it.

Most brands can double their email volume and be totally fine. Some can triple it.

But you can't just blast everyone with everything. That's where brands get into trouble.

If you're going to send more, you need to do three things:

1. Tighten your segmentation
- Your most engaged audience should get all your sends. But anyone who hasn't opened in 60+ days, should get a lower cadence to protect deliverability.

The incrementality you get from sending to broader audiences for every campaign is minimal at best, and often nonexistent.

2. Have a clear goal for each email
- Moving slow stock? Educating on product usage? Building excitement for a launch? Every email should have a job to do.

3. Watch your negative engagement
- Unsubscribes and spam complaints will tell you if you've crossed the line. Monitor them closely.

The real play is sending meaningfully different messages to meaningfully different groups.

Prospects need different emails than active customers. Active customers need different emails than churned customers.

And since 70-80% of your revenue comes from existing customers, most of your volume should go there.

Founder @ Everboost | Scaling DTC Brands Profitably with Retention Marketing

Had a brand come to us recently in a panic.

"Flow revenue is down 64% compared to last year. We need to fix flows before BFCM."

Meanwhile, their campaigns had 10x the recipient volume of flows that month, and they were ignoring optimising them.

So I dug into it.

Turns out the "drop" was entirely due to a welcome flow change that improved UX but reduced Klaviyo's attributed revenue. 

Here's what most people don't realise about Klaviyo attribution...

It's stupidly easy to manipulate.

Want to inflate your flow revenue overnight? Remove the coupon code from your popup success page. Force people into their inbox to retrieve it. Klaviyo attributes the sale because they opened the email within the attribution window.

You've created worse UX and probably fewer total conversions... but the dashboard looks incredible.

The opposite is also true. Add the code to the success page (which is genuinely better for the customer), and suddenly your "attributed revenue" tanks. 

Nothing broke. 
You just stopped gaming the metric.

I've seen people do this without telling leadership. The "results" look great for months. Nobody questions it. Then when something changes and the number drops, everyone panics about "flow performance" when the actual performance never changed at all.

And it's not just the welcome flow.

Attribution windows themselves are a minefield. Klaviyo's default settings are generous to say the least. A 5-day open window means someone could open your email on Monday, forget about it entirely, come back through a Google search on Friday, and that sale gets "attributed" to email.

Did email drive that sale? Maybe. Maybe not. Klaviyo doesn't know. It just follows the rules you set.

So when someone tells you "email generated 40% of revenue last month"... the honest answer is probably closer to "email touched 40% of customers who purchased, and we're choosing to believe it mattered."

The metrics that actually tell you something:

1. Prospect-to-customer conversion rate
- Of everyone who gives you their email, how many become customers? When that shifts dramatically YoY, you've got a real signal. Either traffic quality tanked, something on-site broke, or your welcome sequence genuinely isn't converting anymore.

2. Unique clicks from campaigns
- Not opens, not "attributed revenue." How many people are actually clicking through to site

3. Repeat purchase rate by cohort
- Are customers acquired this month coming back at the same rate as customers from last year? 

Of course, there are many other metrics to track, but these are an example of how you should be looking at email/SMS performance rather than purely following vanity metrics.

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The Battle

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Tobi Chapman

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Engagements

Likes

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