Hey hope you had a great weekend.
First week of winks in the books. Man what a week; it blew past. I was in Bozeman for the postscript CAB and I’m still catching up.
How did launch week go you ask?
I wrote about it on X.
Performance-wise, ok. CACs are already better than some of us thought. But I’m not happy with it, mostly because I'm not happy with our execution.
I personally can’t wait to get into all things subscription and retention testing. But we’re not there yet. Right now it’s all about pricing product market fit. I’m trying to be laser-focused on that. That means getting CAC down to a reasonable number by the first 3 months. Not necessarily profitable, but showing signs of life.
Here's what we changed so far since launch:
- We got a lot more social proof on the site. More trust signals. UGC, testimonials, review sections, etc. Trustmaxxing is our focus.
- Removed some AI imagery
- Removed any mention of kids. Focusing solely on the moms/adults
- Made copy less about us and more about benefits to the user
- Launched first UGC from Trybe
Here's what the focus is on this upcoming week or so
- More UGC. We have one creator producing consistent daily content. Looking to contract with 2-3 more and then begin weekly coaching and briefing
- Dial in landing pages. We created a few, now we'll cut down to like 2 and then optimize to make them as great as possible.
- Launch a quiz. Curious if it can help with signal and lower CPMs.
- Launching video/ reels strategy on organic Instagram. Brought on a killer agency for this
Lowering CPMs is a big focus right now. Most people I've talked to have said you just have to spend through it for the first like $20k. We will do that but I've also heard a bunch of other things can help. Here's some that we're going to try. Hypothetically, the mechanism is that Meta just doesn't trust us and we get dinged for health claims as well.
- Whitelisting, especially with larger accounts
- Testing running educational funnels about sleep but not mentioning supplements. Likely advertorial to quiz to then pdp. Very upper funnel.
- Organic social focus. One of the only people I've talked to that hasn't had issues with CPMs when launching started taking organic social very seriously far before launching ads.
- Organic seeding. People mentioning winks on IG can't be a bad thing. We need to build the brand; which we haven't done yet.
- Building our and creating our scientific advisory panel
- I'm sure there's way move but this is the main focus.
Right now acquisition is primary focus. But I'm essentially a one man show (plus Matt) so I have to keep things rolling on retention. Which is why I'm loving Omnisend and their MCP. I'm able to run nearly all of our retention program from Codex or Claude desktop app. I built all of the skeletons of our flows and all the designs from it. I just log into the app to QA and hit publish.
The past few months I've spent a lot of time building context about retention strategies for subscription brands and housing it in HQ. With that I am able to:
- Create emails from Claude or Codex
- Have the agent push them using the Omnisend MCP
- Create automations with the correct triggers
- Save them as drafts
All I have to do is go and review, give some notes, and flip them live.
Even though retention is not main focus right now, I'm able to keep emails flowing and getting sent thanks to Omnisend's MCP. It's saving me a ton of time.
Honestly, at this point, I don't really want to use any software that doesn't have a read and write MCP.
I'm also excited that we're getting to get started getting data back. I'm able to pull that and analyze it, especially against other data sources that we have all in one place.
I've been loving Omnisend so far, and I am thrilled with the capabilities.
Follow along as I build our retention program from my Codex and Claude desktop app.
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Omnisend Partner
Alright, I'm off to Colorado for one last trip of the summer and then excited to fonally be back home for good and locked in. See you next time.