eComm Signature System Playbook

Ads find the buyers, email brings them back, and one team answers for the whole revenue number.

eComm Signature System

PLAY

Ads find the buyers, email brings them back, and one team answers for the whole revenue number.

BOOK.

STARTS AT $4,000/MO

FIVE PIECES

LIVE IN 14 DAYS

WHEN ADS AND EMAIL REPORT TO DIFFERENT PEOPLE, YOU END UP PAYING TWICE FOR THE SAME CUSTOMER.

WHAT THIS IS

ONE TEAM. ONE NUMBER. EVERY ORDER.

Most ecommerce brands split growth across vendors. The ads agency reports platform ROAS, the email freelancer reports open rates, and nobody owns what happened to revenue.

We run both layers. Meta, TikTok and every other feed your buyers scroll put the product in front of people who have never heard of it, and Google Search and Shopping catch the searches that demand produces. Every channel is judged by what it adds to total revenue, and budget moves every week to whichever platform is returning the most.

Email sits underneath the paid layer. Welcome, browse abandonment, cart abandonment, post purchase and winback flows run all the time, and a new campaign goes out every week, planned from last week's sales data. A customer who found you on TikTok gets the right follow up in their inbox, each repeat order lowers what that customer cost you, and blended ROI climbs across the whole account.

FIVE PIECES. ONE SYSTEM.

How it works

PIECE 01

Demand creation

Meta, TikTok and any other feed your buyers scroll. We produce the ads in house (static, video and UGC style), test new creative every week, and judge prospecting budgets on the new customer revenue they bring in.

PIECE 02

Demand capture

Google Search, Shopping and Performance Max pick up the brand and product searches the feeds create, running on a Merchant Center feed we keep clean (titles, attributes, margin labels, disapproval fixes). Brand, bestsellers and long tail run as separate campaigns, so you can see what each one is worth.

PIECE 03

One revenue number

Every Monday we read blended ROI, new customer CPA and returning customer revenue for the whole account, then move budget to the platform returning the most that week.

PIECE 04

Email flows

Welcome, browse abandonment, cart abandonment, post purchase and winback, written, designed and built by us. Every flow is segmented by what the customer bought and which channel brought them in.

PIECE 05

Weekly campaigns

At least one campaign a week, planned from last week's orders, product views and margins and timed to launches, restocks and promotions. Ads and email share one calendar, so a sale goes live in every channel on the same day.

Results

What happens when the pieces fit.

"Before craze&friends, our growth setup was a disorganized mess of individual vendors taking up all my time. They stepped in, structured our entire system, ran data-driven tests, and generated significant traction. They took us from one level of growth directly to the next."

Matt Van Itallie

CEO, Sema

"We started with a small project two years ago, and it quickly expanded into a full retainer across brand building, design, and marketing. craze&friends consistently delivers more than you expect. They are a trusted partner you can count on whenever you need fast execution or strategic advice."

Friðrik Larsen

Founder, Brandr

REASONS WHY

Why it works

Every platform answers to revenue

Budget follows returns

Email pays back the ad

One team from ad to inbox

Campaigns planned from sales data

Every ad platform is measured on the same total, so no channel takes credit for orders another one drove.

Spend moves every week toward the platform returning the most, and no campaign keeps its budget just because it had it last month.

Flows turn first orders into second and third ones, which lowers acquisition cost per returning buyer and lifts blended ROI.

The same people make the creative, buy the traffic and write the emails that follow it, so the offer in the ad and the offer in the inbox always match.

Each weekly email starts from what sold, what got viewed and what has margin, with no generic newsletter calendar behind it.

WHO IT'S FOR

IS THIS FOR YOU?

START IF

You sell online on Shopify or a similar platform and spend at least $5k a month on ads.

Your product gives people a reason to buy again (consumables, beauty, apparel, supplements, accessories).

You have a customer list to build flows on, or you're ready to start growing one.

You're tired of three vendors reporting three different ROAS numbers.

You can launch a new product, offer or bundle at least once a month.

SKIP IF

You spend under $5k a month on ads. Native platform campaigns and a simple welcome flow will carry you until spend grows.

You sell a one time purchase with nothing to come back for.

You want your team on email and us on ads. The system depends on one team owning both.

You can't share store and margin data with us, since every budget decision runs on it.

You expect results to jump in week one. The first 30 to 60 days go to testing and building flows.

THREE WAYS IN.

One system, three spend levels, and no limit on ad platforms in any of them. The fee follows your ad spend, and tracking and CRO plug in as add-ons.

TIER 01

Launch

For brands spending $5k to $20k a month on ads.

ADS

Meta and Google Ads as the base setup

Any other platform the brand needs

Search, Shopping and Performance Max

Merchant Center feed optimization

Weekly budget reallocation

CREATIVE

8 new ad creatives per month

Static and short video

Weekly creative testing

EMAIL

5 core flows, written and built

4 campaigns per month

Segmentation by purchase and source

Signup forms and pop ups

REPORTING

Weekly blended ROI update

Monthly report at the end of every month

STARTS AT

$4,000

/ MONTH

IMPACT

45 TO 60 DAYS

Start with Launch

TIER 02

Scale

For brands spending $20k to $50k a month on ads.

ADS

Everything in Launch

Separate prospecting and retargeting budgets

Budget split by new and returning customers

CREATIVE

16 new ad creatives per month

Static, video and UGC style

Creative testing on every active platform

EMAIL

Everything in Launch

Flow versions by product category and acquisition source

8 campaigns per month

Monthly A/B tests on flows

REPORTING

Weekly dashboard with blended ROI, new customer CPA and returning revenue

Bi-weekly call

Monthly report at the end of every month

STARTS AT

$6,000

/ MONTH

IMPACT

30 TO 45 DAYS

Start with Scale

TIER 03

Expand

For brands spending over $50k a month on ads.

ADS

Everything in Scale

New markets and currencies

Priority testing on launches and peak season

CREATIVE

30 or more new ad creatives per month

Creative per market and language

Dedicated creative lead

EMAIL

Everything in Scale

12 or more campaigns per month

Flows per market and language

LTV cohort segmentation

REPORTING

LTV and payback by acquisition channel

Weekly call

Dedicated account manager

Monthly report at the end of every month

PRICE

CUSTOM

IMPACT

30 TO 45 DAYS

Talk to us about Expand

OPTIONAL POWER-UP

PLUG IN THE REST.

Add the pieces that make the revenue number more accurate and the store convert better. Both stack on any tier.

Tracking & Attribution Build

The same build as our standalone playbook. GA4, GTM, Meta Conversions API and Google enhanced conversions, set up so the numbers we optimize toward match what your store reports.

+$5,000

/ ONE-TIME

Add

Website CRO

We run the store as a conversion project. Monthly A/B tests on product, collection and cart pages, plus copy and layout work on your bestsellers, so more of the traffic we buy turns into orders.

+$2,000

/ MONTH

Add

THE AD PAYS FOR THE FIRST ORDER, AND EMAIL BRINGS IN EVERY ORDER AFTER IT.

"craze is an absolute 10 out of 10 on ease to work with."

Matt Van Itallie

CEO, Sema

STRAIGHT FROM ADS MANAGER

Ads that pull their weight.

NANA Prime

Health & Wellness

LoKation

Real Estate

Compass

Healthcare

Sytes

Real Estate

ESSI

Healthcare

Sytes

Real Estate

NANA Prime

Health & Wellness

LoKation

Real Estate

Compass

Healthcare

Sytes

Real Estate

ESSI

Healthcare

Sytes

Real Estate

Bishop & Bishop

Luxury Fashion

Bishop & Bishop

Luxury Fashion

Central Park Sole

Healthcare

Jared Johnson

Finance

Sytes

Real Estate

Bishop & Bishop

Luxury Fashion

Bishop & Bishop

Luxury Fashion

Central Park Sole

Healthcare

Jared Johnson

Finance

Sytes

Real Estate

Bishop & Bishop

Luxury Fashion

LoKation

Real Estate

Central Park Sole

Healthcare

ESSI

Healthcare

Sytes

Real Estate

Bishop & Bishop

Luxury Fashion

LoKation

Real Estate

Central Park Sole

Healthcare

ESSI

Healthcare

Sytes

Real Estate

Free Audit

Find your missing

piece

We review your current marketing setup, find the gaps and show you how to close them. Free, with no obligation.

Book a Free Audit

eComm Signature System Playbook

ONE TEAM. ONE NUMBER. EVERY ORDER.

How it works

Demand creation

Demand capture

One revenue number

Email flows

Weekly campaigns

What happens when the pieces fit.

Why it works

Every platform answers to revenue

Budget follows returns

Email pays back the ad

One team from ad to inbox

Campaigns planned from sales data

IS THIS FOR YOU?

THREE WAYS IN.

Launch

ADS

CREATIVE

EMAIL

REPORTING

Scale

ADS

CREATIVE

EMAIL

REPORTING

Expand

ADS

CREATIVE

EMAIL

REPORTING

PLUG IN THE REST.

Tracking & Attribution Build

Website CRO

Talk to an Expert

Ads that pull their weight.

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