Welcome Back to The Ecom Edge!
Ep 4: New Quarter, New Opportunities

Hey friend,

New quarter. New energy. New chances to get it right.

If Q1 was messy (or just a little slower than expected), you're not alone. But April is here, and with it comes the opportunity to clean up your flows, realign your strategy, and finally check off some of those wishlist projects.

Q2 isn’t just another quarter—it’s a chance to build momentum and set the tone for the rest of the year. Let’s make it count.

👋🏻 I’m Marc, I’ve been in sales and marketing for nearly 15 years, including time as the ecom Director at a $70M brand. These days, I’m lead growth at Because, helping Shopify brands like yours figure out what actually works, from personalization to testing to streamlining checkout.

The Ecom Edge is your no-fluff, straight-to-the-good-stuff guide to what’s working in ecommerce right now.

Today, we are unpacking:

• ✅ Klaviyo segments you probably forgot about (but shouldn’t)

• ✅ Why your next SMS campaign shouldn’t be a discount

• ✅ Our Spotify-powered Q2 glow-up playlist

• ✅ Seasonal Shifts in Consumer Behavior

Let’s dive in! 🚀

📊 Klaviyo Segments You’re Probably Not Using
(But Should Be)

Klaviyo is like the treasure map of your ecommerce kingdom—it holds the power to unlock deeper personalization, but at times, it can feel like you’ve been handed an ancient scroll with zero instructions. You’re Indiana Jones in a digital temple, dodging calendar-triggered flows and translating cryptic filters in search of that elusive “perfect segment.”

Most brands set up the starter pack: new subscribers, recent purchasers, and VIPs. But if you want to get serious about smart segmentation that actually drives sales (and helps you personalize your site too), these are the segments to build this week:

🧭 1. Customers Who Purchased 2+ Times But Haven’t Purchased in 90 Days

• Definition: Customers with at least 2 placed orders and no purchases in the last 90 days.

• Why it matters: These folks like you, they’ve proven it—but something’s off. Don’t wait for them to ghost you. Launch a “we miss you” flow or show a return incentive banner the moment they revisit your site.

🧭 2. Browsed But Never Bought

• Definition: Visitors who have checked out your product or collection pages multiple times but haven’t purchased.

• Why it matters: They’re interested, but hesitant. Reassure them with reviews, UGC, or a quick “why people love us” nudge. Bonus points for adding onsite messaging that addresses common concerns or FAQs.

🧭 3. High AOV vs. Low AOV Buyers

• Definition: Split customers based on average order value—e.g. High AOV ($150+), Low AOV (<$50).

• Why it matters: These two personas shop totally differently. High AOV customers love bundles, subscriptions, and upgrades. Low AOV? Keep it simple—free shipping thresholds or fast-delivery callouts work wonders.

🧭 4. VIPs Who’ve Only Bought One Product

• Definition: Customers who made one big purchase (like $150+) but never came back.

• Why it matters: They trusted you with a premium purchase—now give them a reason to come back. Cross-sell complementary items, recommend your most-loved bundles, or serve a homepage banner that speaks directly to their original purchase.

🧭 5. Inactives Who Open Emails But Don’t Click

• Definition: Profiles that open your emails but never click (e.g., 3+ opens in 30 days with 0 clicks).

• Why it matters: They’re lurking… but curious. Try bold CTAs, memes, interactive content, or surprise value (think: helpful tips, not just promos) to re-engage.

“So Marc, I’ve created all of these custom Klaviyo segments… now what?”

Great question. I’m glad you asked.

Did you know you can send a Klaviyo campaign to multiple segments at once?

Let’s say you want to send your latest campaign to all five segments listed above plus your main newsletter segment. You can totally do that—and here’s the magic:

If a customer (let’s call him Joe) is in Segment 1, Segment 3, and your Master Segment, Klaviyo is smart. Joe will only receive the campaign once—but Klaviyo will still track how each segment performed.

That means you can break down open rates, click-through rates, conversions, and revenue per segment. It’s like giving yourself a built-in A/B test for customer behavior.

Want to know which segment clicked your CTA the most? Or which group actually converted? This is how you get the insights to refine your strategy even further.

It’s segmentation and smart reporting—without the extra send cost or spammy overlap.

Now that’s wise.

💬 Value-First SMS:
Text Like a Human, Not a Promo Machine

Most brands treat SMS like a glorified discount cannon. You know the ones:

• 📲“FLASH SALE! 20% OFF! 🚨 HURRY!”

• 📲“New drop just launched. GO GO GO.

But let’s be real—most inboxes (and phones) are full of noise. If you only show up in your customer’s messages when you want something (buy this! click here! last chance!), they’re going to start treating you like that one friend who only texts when they need to borrow money. 😬

Let’s change that.

This quarter, try flipping the script. What if your texts brought unexpected delight instead of pressure?

 🧠 The Mindset Shift:

👉 Be the brand that gives, not just asks.
👉 Build loyalty by delivering surprise value.
👉 Your SMS list is sacred—it’s access to attention. Treat it like gold.

📱 Try Sending Texts Like These:

1. Inspire + Add Value
   “Happy Tuesday ☀️ Need some midweek motivation? Our team just shared 3 morning routines that helped us feel 10x more productive—check them out here: [link]”
   

2. Share a Customer Story
   “Hey! Just wanted to share something fun—a customer told us they wore our [Product] on their honeymoon, and it totally saved the day. 💍📦 Here’s their story: [link]”
   

3. Drop a Tip (no promo needed)
   “Want your [Product] to last longer? Here’s our 10-second care hack that keeps it looking brand new: [link]”
   

4. Surprise With a Playlist or Resource
   “We made a Spotify playlist to power your Q2 planning sesh 🎧 → [link]”
   

5. Ask a Question to Spark Engagement
   “We’re planning our summer launch—what’s one thing you’d love to see? Text us back, we’re actually reading replies 😅”

We get it—it may not make sense (at first) to pay for SMS messages that don’t include a direct CTA to purchase. It might even feel like a waste.

But think of it this way: Remember when email first became mainstream? We used to get excited when a friend emailed us. Then came chain letters, fake news, and that one uncle forwarding conspiracy memes—and suddenly email lost its magic.

Don’t be that brand.

You want your SMS messages to feel exciting, not exhausting. You want subscribers to smile when they see your name pop up—not instinctively tap “DELETE” or worse… "STOP."

Be the brand that texts like a trusted friend. Helpful, human, and welcome.

That’s how you win long term.

🎧 Fresh Flows & Hot Conversions:
The Q2 Glow-Up Playlist

To celebrate a fresh start this quarter, we made something for your ears AND your mood.

🌼 Fresh Flows & Hot Conversions: The Q2 Glow-Up Playlist
20 feel-good 80s pop hits designed to help you power through your biggest Q2 to-dos: optimize flows, test new creatives, launch that one campaign you’ve been procrastinating on since January.

✨ The Vibe:

Optimism. Momentum. Endorphin-fueled ecommerce.

This is the playlist you throw on while deep in Klaviyo flow edits or tweaking your PDPs like a wizard.

🎶 TRACKLIST: Shopify x Sunshine Energy

1. Whitney Houston – “I Wanna Dance with Somebody” ➤ That feeling when you finally crack your email-to-sale journey.

2. Huey Lewis & The News – “The Power of Love” ➤ Because customer retention is the real growth strategy.

3. Madonna – “Holiday” ➤ Your spring break state of mind while scheduling June’s promos.

4. Katrina & The Waves – “Walking on Sunshine” ➤ You after fixing your abandoned cart flow AND your mobile PDP.

5. Belinda Carlisle – “Heaven Is a Place on Earth” ➤ Your store after installing that perfect banner + campaign combo.

6. The Go-Go’s – “Vacation” ➤ Planning summer drops while sipping iced coffee? Yes please.

7. Toto – “Africa” ➤ Just because it’s majestic, joyful, and gives “hero moment” vibes.

8. Cyndi Lauper – “Girls Just Want to Have Fun” ➤ You and your marketing team testing bold creative. Zero regrets.

9. Phil Collins – “You Can’t Hurry Love” ➤ Just like email flows—let them warm up before you sell hard.

10. Starship – “Nothing’s Gonna Stop Us Now” ➤ That exact moment you hit a personal record on Shopify sales.

And 10 more great songs - think: sun’s out, your spring collection is 🔥, you’re testing, optimizing, and planning for that juicy summer push—and this soundtrack is here to fuel your marketing soul. 💃📈🌞

🌱 Seasonal Shifts in Consumer Behavior:
What DTC Brands Need to Know for Q2

As we step into the second quarter of 2025, understanding seasonal consumer behavior becomes crucial for Direct-to-Consumer (DTC) brands aiming to align their strategies with evolving customer needs. Here’s a breakdown of key trends and actionable insights:

1. Budget-Conscious Spending
   Economic uncertainties have led consumers to adopt more cautious spending habits. Many are focusing on essentials and seeking value in their purchases. This shift emphasizes the importance of offering products that are perceived as necessary or providing exceptional value. 

   Actionable Insight: Highlight the practical benefits and cost-effectiveness of your products. Consider bundling items or offering limited-time promotions to appeal to budget-conscious shoppers.
   

2. Home Improvement and Gardening Surge
   With the arrival of spring, there’s a natural uptick in interest toward home improvement and gardening projects. Consumers are investing in enhancing their living spaces, leading to increased spending in related categories. 

   Actionable Insight: If your product line includes home or garden-related items, now is the time to spotlight them. Create content that inspires and educates consumers on how to elevate their home environments using your products.
   

3. Travel and Experience Planning
   As warmer weather approaches, consumers are planning vacations and outdoor activities. This seasonal trend often results in increased spending on travel-related products and services. 

   Actionable Insight: Tailor your marketing campaigns to align with travel themes. For example, promote portable, travel-friendly products or create guides on how your offerings can enhance vacation experiences.
   

4. Health and Wellness Focus
   Spring often brings a renewed focus on health and wellness, with consumers seeking products that support healthier lifestyles. This includes fitness gear, nutritional products, and wellness services.

   Actionable Insight: Position your health-related products as essential tools for consumers’ wellness journeys. Share testimonials, success stories, or expert content that underscores the benefits of your offerings.
   

5. Sustainability and Ethical Consumption
   Consumers are increasingly prioritizing sustainability and ethical considerations in their purchasing decisions. They are drawn to brands that demonstrate environmental responsibility and transparent business practices. 

   Actionable Insight: Communicate your brand’s commitment to sustainability. Highlight eco-friendly products, sustainable sourcing, and any initiatives that contribute to environmental conservation.

By understanding and adapting to these seasonal shifts, DTC brands can better connect with their audiences, meet evolving demands, and position themselves for success in Q2.

✨ Final Thoughts

Before we wrap this episode up, let’s take a beat.

Q2 is here. The dashboards are glowing, the forecasts are loaded, the OKRs are pinned to your Notion board. But beneath all the goals, sprints, and sales targets—you’re still a human.

And ecommerce? It’s more human than we sometimes let it be.

So here’s your reminder: You’re allowed to slow down. To reconnect. To bring a little more intention into the chaos.

What if this quarter wasn’t just about numbers?

What if it was about…

• 🌅 Getting to work 15 minutes earlier to enjoy a quiet coffee and breathe before the day starts.

• 💐 Grabbing a bundle of flowers for your partner on your way home every other week—just because.

• 🥪 Asking that one co-worker you always wave to in passing to grab lunch and really connect.

• 🎧 Taking a mid-week walk with your favorite playlist (maybe even ours 😉) to clear your head.

• 📦 Sending a kind, unexpected note to a loyal customer—not to sell, but to say thanks.

Because when we show up fully—not just as marketers, but as people—our work reflects it. Our leadership deepens. Our brands resonate more. And we remember why we started doing this in the first place.

Here’s to a meaningful Q2. You’ve got this. 🌱

Until next time,
Marc