Connor MacDonald @couuor Twitter profile

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Connor MacDonald

2 years

We’re spending 500% more on Facebook year-over-year at a *better* ROAS. The unlock is no surprise: better creative. Here’s exactly how we’ve structured the team and processes 👇

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Last Seen Profiles

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Connor MacDonald

@couuor

11 months

A POPULAR ANALYTICS TOOL RAISED PRICES WHILE EVERYONE ARGUED ABOUT BASEBALL STATISTICS AND AN SMS TOOL ACQUIRED A CASHBACK TOOL AND PRIME DAY IS CRUSHING

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Connor MacDonald

@couuor

1 year

Elon just described why Twitter ads are working so well right now. I took some notes 👇

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Connor MacDonald

@couuor

2 years

Which brands should I be stalking in Facebook ads library?

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Connor MacDonald

@couuor

2 years

If you think 30% of your revenue comes from email you have an attribution problem.

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Connor MacDonald

@couuor

4 years

@yoda He didn’t know the networks had called the election..?

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Connor MacDonald

@couuor

2 years

All you need to be successful in DTC is: Truly innovative product World class brand Celebrity friends willing to post for free 85%+ margins $120 AOV or 100%+ 60D LTV Net 365 payment terms w vendors Founder with 100k+ twitter followers Am I missing anything?

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Connor MacDonald

@couuor

3 years

November was our highest revenue month ever and our most efficient channels were: • YouTube influencer • Native email buys • Linear TV Definitely not a coincidence that these are all less auction-based and much easier to control costs.

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Connor MacDonald

@couuor

1 year

Just got off the phone with Yotpo, seems like a solid product. Is it worth it for $378,857,613/yr ?

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Connor MacDonald

@couuor

2 years

If you don’t post a screenshot of your revenue on Black Friday, was it generated?

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Connor MacDonald

@couuor

2 years

I think the future of DTC brands is revenue diversification. Owned products, dropshipping products, NFTs, affiliate revenue, ad revenue. The brands with the strongest DTC channels will have multiple revenue streams from it.

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Connor MacDonald

@couuor

1 year

The client list of high-end branding agencies is beginning to look a lot like a graveyard of failed DTC cos.

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Connor MacDonald

@couuor

2 years

Marketers with creative interests (writing, film, design) and analytical skills (physics, economics, etc) are the most dangerous.

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Connor MacDonald

@couuor

2 months

I have been working in DTC for almost a decade and finally cracked the code: • make products people buy • sell it at a price they will buy it, and • make a profit while doing it

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Connor MacDonald

@couuor

6 months

EVERYONE TALKED ABOUT SHOPIFY CRASHING FOR 45 MINUTES THEN ATE AT AN OLIVE GARDEN AS KIND OF A JOKE AND A BIG AMAZON BUSINESS EVERYONE THOUGHT WOULD GO UNDER FINALLY DID

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Connor MacDonald

@couuor

1 month

D2C this D2C that why don’t d brands try 2 c a profit

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Connor MacDonald

@couuor

5 months

People don’t realize that the M in CMO stands for Mitochondria, as marketing is the powerhouse of any brand.

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Connor MacDonald

@couuor

1 year

Scaling an ecomm brand with poor margins is like trying to make it to the NBA when you’re 5’10”

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Connor MacDonald

@couuor

7 years

You guys will never guess what's at

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Connor MacDonald

@couuor

2 years

Hot take on attribution: I always thought super smash bros should attribute kills on an MTA basis rather than last touch

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Connor MacDonald

@couuor

8 years

. @deray always on point 👌🏻

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Connor MacDonald

@couuor

2 years

We've been formatting our ecomm revenue and spend data in the exact same way for 4 years. Because of that, we can constantly measure and compare performance across multiple timeframes. Here are the 3 reports I look at constantly:

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Connor MacDonald

@couuor

2 years

Email marketers will have the sharpest minds in old age because building good Klaviyo segments is like a complex sudoku puzzle.

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Connor MacDonald

@couuor

3 years

Influencer team nailed it with this pre-fight integration. We don’t often plan this strategically, but it’s an interesting example of a video having outsized opportunity

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Connor MacDonald

@couuor

7 months

People say innovation in the DTC space is dead but I am already seeing Early Black Friday ads. Takes a brave, visionary team to be willing to launch BFCM ads 40 days early. Truly impressed.

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Connor MacDonald

@couuor

2 months

When I see an ad with a strong thumb stop, hold rate and CTR but poor ROAS

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Connor MacDonald

@couuor

4 years

First time working with the @morningbrew team and they exceeded all expectations.

Alex Lieberman

@businessbarista

4 years

This ad copy should win a Pulitzer. Bye bye, butt bulge. h/t @MorningBrew

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Connor MacDonald

@couuor

6 months

I can’t believe it’s Tuesday. Marketers really on Day 11 of this week.

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Connor MacDonald

@couuor

2 years

The team looks like this: • Media buyer • Performance creative associate • Video editor / designer In the past, too much creative responsibility fell on the buyer (or myself) and not enough time was dedicated to creative strategy and iteration.

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Connor MacDonald

@couuor

28 days

Lost an A/B test. Don’t call. Don’t text.

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Connor MacDonald

@couuor

1 year

Another day where being plugged into DTC Twitter was worth a lot of money (in savings)

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Connor MacDonald

@couuor

1 year

“Yeah, just crank up the CPM 20x. Sunday morning, too, when no one is watching”

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Connor MacDonald

@couuor

1 year

Officially moved out of LA this past weekend so had to take this photo.

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Connor MacDonald

@couuor

2 years

I have nightmares about the brands outsourcing work to agencies and freelancers without having the internal knowledge to keep them accountable.

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Connor MacDonald

@couuor

1 year

I have so much respect for the brands running spin-to-win pop ups. I am simply not brave enough.

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Connor MacDonald

@couuor

2 years

Cost cap bidding broke for many advertisers last week, and Facebook will have made millions in the process. We reacted pretty quickly and had tens of thousands in misspent ad dollars. This feels… unfair.

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Connor MacDonald

@couuor

2 months

Dudes starting DTC podcasts, Gin Lane doing branding again, CPMs at 2021 levels. We are so back

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Connor MacDonald

@couuor

1 year

Using my Hexclad Japanese Damascus knife to open the plastic on a microwaveable burrito. Just as Gordon Ramsey intended.

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Connor MacDonald

@couuor

1 year

I appreciate that DTC twitter so passionately discusses things like: • cost caps vs lowest cost • MTA solutions • Definition of Contribution Margin Years ago it was just “are ads even good??” and “should sell on Amazon!?” We have come a long way.

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Connor MacDonald

@couuor

2 years

If a variant can be made with existing content → work with our editor/designer Doing this in house has been key and its extended the shelf life of our content 10x. We piece together hooks, headlines, and content in a spreadsheet to quickly draft up dozens of variants.

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Connor MacDonald

@couuor

2 years

quickest way to look more prepared

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Connor MacDonald

@couuor

1 year

The best traits to have as a Google Ads media buyer are paranoia and distrust.

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Connor MacDonald

@couuor

5 months

Me if acquiring customers profitably and at scale were a crime

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Connor MacDonald

@couuor

1 month

We’re talking all things paid media with the GOAT @herrmanndigital on Marketing Operators What should we talk about? What are the biggest pain points media buyers are facing?

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Connor MacDonald

@couuor

2 years

There is no “good marketing” only pre-iOS 14 Facebook ad efficiency and bullish monetary policies.

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Connor MacDonald

@couuor

3 years

Want to see an example of this? We have an editorial newsletter that goes out to a dedicated list of 100k, 40-50% open rates and <1% monthly churn.

Web Smith

@web

3 years

While every CMO is focused on video and live stream, modern brands should build newsletters that add value to the consumers' lives. If they cannot build them, acquire them.

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Connor MacDonald

@couuor

2 years

DTC Dinners have jumped the shark; invite me to eComm Pancake Breakfasts please.

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Connor MacDonald

@couuor

2 years

When I was at the Manscaped office in early 2020, every single one of their ~80 employees had equity. This is one of the best-run brands out there and will be a huge win for all the operators making it happen.

2PM

@2PMinc

3 years

News: @manscaped to go public through a SPAC for $1 billion - T.A.

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Connor MacDonald

@couuor

2 months

💥

MarketingOperators

@M__Operators

2 months

The Marketing Operators Podcast! Brand new show, hosted by @couuor , @ecom_con @codyplof diving into all things performance marketing. First episode drops on the 2nd April to YouTube, Spotify, Apple and X. @motionapp_ @aftersell @Richpanel @HausAnalytics

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Connor MacDonald

@couuor

1 year

Marketers want one thing and it’s disgusting (to keep using Universal Analytics)

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Connor MacDonald

@couuor

1 year

Executives have the job of looking 3-5 years out and reverse engineering that into important tasks today. If you do that correctly you’ll likely be: • scrolling twitter 2-3 hrs/day • constantly adjusting email inbox filters • taking demos from all inbound SaaS sales people

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Connor MacDonald

@couuor

2 years

“We’re saving customers money by cutting out retail and going direct to consumer” is now becoming “We’re saving customers money by cutting out Facebook & Google and selling to retailers”

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Connor MacDonald

@couuor

8 days

Just trying to press the computer buttons the right way to get 3x MER 40% YoY growth.

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Connor MacDonald

@couuor

6 months

Q4 TIP #147 : If Facebook ads are underperforming, try moving your Lucky Taylor Holiday Rookie Card to the northernmost point of your desk. The direction and location are crucial to attracting favorable auction house performance.

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Connor MacDonald

@couuor

2 years

Team when the ROAS good

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Connor MacDonald

@couuor

5 months

Tired: recording podcasts and TikToks to gain social media followers Wired: recording looms and writing memos to make your teams better and business more profitable

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Connor MacDonald

@couuor

3 years

Another Apple privacy announcement

Morning Brew ☕️

@MorningBrew

3 years

Write a horror story for your industry using just four words

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Connor MacDonald

@couuor

2 years

Maybe EBITDA was just the friends we made along the way.

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Connor MacDonald

@couuor

2 years

I think about growing our ad spend as ebbing and flowing between wide and deep. Wide: FB, Google, TikTok, Snap, GDN, linear TV, direct mail, influencer, etc Deep: More funnels in FB (whitelabeling, promoting articles), capture long tail search terms, offseason mail sends, etc

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Connor MacDonald

@couuor

3 years

Who has the best ecomm-related paid courses? I’ve got: • email from @ecomchasedimond • ad buying from @andrewfoxwell • brand building from @EggrolI Would love to get some more recc’s

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Connor MacDonald

@couuor

5 months

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Connor MacDonald

@couuor

6 months

Savvy brands preparing their "site was down but we're back. continue shopping!" email and SMS

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Connor MacDonald

@couuor

1 year

Physical Product Renaissance

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Connor MacDonald

@couuor

1 year

Strategy guys are just idea guys with nicer PowerPoints.

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Connor MacDonald

@couuor

2 years

It has never been more important to be wary of the marketing advice you get from Twitter.

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Connor MacDonald

@couuor

1 year

This tweet has been live for 22 seconds and Moiz has already DM’d me 😳

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Connor MacDonald

@couuor

2 years

Looking for a part- or full-time copywriter to help craft the voice at . Great opp to get your words in front of millions customers. If you know anyone, my DMs are open or email connor [at] ridge com. $1000 to whoever refers the hire. RTs appreciated 🙏

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Connor MacDonald

@couuor

2 months

Meta ads so bad I might resort to the Atoms “They’re not cheap” format If that doesn’t work, nothing will.

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Connor MacDonald

@couuor

6 years

@CaseyNewton @pmarca @SkydioHQ @a16z

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Connor MacDonald

@couuor

3 years

RT for a prosperous, profitable Q4

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Connor MacDonald

@couuor

7 months

Remember: Any industry whose market leader isn’t running spin to win pop ups and listicles landing pages is easily disruptable.

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Connor MacDonald

@couuor

1 year

Casual $106 CPM at 3 am this morning

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Connor MacDonald

@couuor

1 year

The SVB saga shows how the virality complex of tech/media can turn a bad situation into an end-of-days frenzy. Any advice on harnessing this power to sell more minimalist, metal wallets?

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Connor MacDonald

@couuor

1 year

Example #216374 of how bleak it’s gotten for VC-backed DTC brands. — a cool site for getting startups in front of investors — doesn’t even want to see the decks of CPG/DTC brands.

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Connor MacDonald

@couuor

5 months

Good morning

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Connor MacDonald

@couuor

3 years

We’re hiring for a bunch of roles. Do you want to do: • paid media • retention • creative • influencer at an 8-figure, bootstrapped, double digit %-growing, remote-friendly, profitable brand? Apply: or email: connor [at]

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Connor MacDonald

@couuor

14 days

Hims .16x aMER is my Roman Empire, I have been thinking about it daily.

Drew Fallon

@drewfallon12

18 days

First, some juicy KPIs for the DTC nerds: - MER: 2.13 - AOV: $109 (up from $90 a year ago, reflecting increased units per transaction (UPT)) - CAC*: $607 - Retention (2 years+): 85% - CAC Payback Period: >1 year (*10 months) - SG&A as a % of revenue: 21%

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Connor MacDonald

@couuor

2 years

DTC twitter could’ve built a spaceship with the energy we’ve spent discussing UGC content

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Connor MacDonald

@couuor

11 months

Loom’s AI-generated video titles are nice. I can say something like “this shit is hella broken. What did you do??” and the video gets named “Let’s fix this! 🙂”

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Connor MacDonald

@couuor

2 years

October 24, 2022 I am under full fledged assault by tapcart. Surrounded on all sides: email, podcasts, twitter threads. I am not sure how much more I can take. I am growing weary yet I know mustn’t faulter.

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Connor MacDonald

@couuor

9 months

Thinking about raising a seed round to increase my twitter engagement. No product or service, just looking for supportive investors to RT and reply Raising $1M at $6M post, DM if interested.

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Connor MacDonald

@couuor

5 months

Finally someone gave me a platform to talk about my favorite sushi-related documentary

Aaron Orendorff

@AaronOrendorff

5 months

Your no. 1 goal for 2024 shouldn’t be innovation or breakthrough. It should be: Slightly better sushi. So says @couuor , CMO at @ridgewallet … As products expand, focus degrades. The answer? Precise alignment in three areas. 1️⃣ Targets 2️⃣ Key events 3️⃣ Marginal growth ➞

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Connor MacDonald

@couuor

2 years

@fahdananta Raises Series D after their first paying customer

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Connor MacDonald

@couuor

3 months

If you’re bullish on Ridge the best exposure is buying metal wallets and rings on our website NFA

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Connor MacDonald

@couuor

1 year

We’ve spent tens of thousands on Twitter in the last few weeks and are seeing a better ROI than Facebook. We’ve run twitter ads sporadically the last 3 years and have never seen anything comparable to FB.

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Connor MacDonald

@couuor

1 year

@SeanEcom This is kind of an attribution question

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Connor MacDonald

@couuor

2 years

I’d put the mask back on if it means ecomm sales would go back up 🙏

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Connor MacDonald

@couuor

2 years

I am skeptical of statistically insignificant data unless it confirms my biases, in which case it’s gospel.

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Connor MacDonald

@couuor

4 months

Hate when I have to cancel Friday Date Night with my fiancée because the All-In podcast comes out late

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Connor MacDonald

@couuor

2 years

We also have a constant stream of influencer content that we can repurpose. Between these 3 sources and all the editing/remixing, we can create dozens of new variants each week. Here’s an example. The first 10 seconds uses 3 agency shoots and 5 influencers:

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Connor MacDonald

@couuor

24 days

I’m formalizing my social media media strategy, so far I’ve got: 1. Tweet unhelpful, industry-specific quips that I find amusing 2. Get 30-40 likes and 2-3 retweets 3. ??? 4. Profit

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Connor MacDonald

@couuor

3 years

Reminder to always buy from your friends’ startups and side projects when you can. Ebooks, sweatshirts, newsletters, notion templates—a sale early on is worth so much more to them than whatever you’re paying for it.

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Connor MacDonald

@couuor

4 years

One way we’re thinking about scaling before BFCM: • Our 28 day ROAS is typically 40% higher than our 1 day click. • Last year, that difference increased to 90% leading into BFCM. In short, we spend more now to make more money later.

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Connor MacDonald

@couuor

2 months

HOT TAKE: this is the best episode we’ve ever done.

MarketingOperators

@M__Operators

2 months

Marketing Operators E002: Creative Testing, Content Creation and Ad Performance Analysis. Spotify: YouTube: @couuor @codyplof @ecom_con

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Connor MacDonald

@couuor

6 months

Plain text follow up email yesterday performed incredibly well, as expected. People love to tease these sorts of emails but if done well they’re novel to consumers, humanizing for the brand, and help cut through the noise.

Connor MacDonald

@couuor

6 months

Savvy brands preparing their "site was down but we're back. continue shopping!" email and SMS

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Connor MacDonald

@couuor