The Thoughtful Agency

The Thoughtful Agency Thoughtfully connecting people & brands.

BFCM gets more expensive every year. That’s not new.What is new: the gap between what it costs to reach a customer and w...
17/09/2026

BFCM gets more expensive every year. That’s not new.

What is new: the gap between what it costs to reach a customer and what that customer is actually worth is widening - fast.

Our 2025 BFCM benchmark data shows combined paid spend up 61% against the November baseline (peaking at +123% on Cyber Monday) - but CPA still improved 14%. Expensive didn’t mean inefficient.

The brands who win BFCM 2026 won’t be the ones who spend the most in peak week. They’ll be the ones who build demand before it arrives.

Swipe through for the numbers, then head to the link in our bio for the full breakdown.

PerformanceMarketing

That’s a wrap on iPX👏We loved being part of this year’s iP as a sponsor - and even more so having our own Chris Perkins ...
14/09/2026

That’s a wrap on iPX👏

We loved being part of this year’s iP as a sponsor - and even more so having our own Chris Perkins take to the stage for a thoughtful conversation on the future of e-commerce and what’s really driving growth for brands right now.

A key takeaway from the day: Al, creators and partnerships are continuing to reshape how brands are discovered, recommended and converted. Plenty of great ideas and conversations to take back to our clients.

Because if there’s one thing we’re taking away, it’s that the e-commerce landscape isn’t standing still - and neither are the brands leading it.

A big thank you to impact.com’s creator community for bringing together such a brilliant group of people and creating space for smart, honest and forward-thinking conversations.

Until next time!!

We’re growing, and we want you to grow with us!Thoughtful is on the hunt for three new team members to help us keep buil...
10/09/2026

We’re growing, and we want you to grow with us!

Thoughtful is on the hunt for three new team members to help us keep building smarter, more effective ecommerce marketing for the brands we love.

Swipe through for a taste of each role, then head to the link in our bio to apply.

7% of revenue. That’s what ksubi’s affiliate channel contributes today.Not long ago, affiliate was capped at 1%, largely...
03/09/2026

7% of revenue. That’s what ksubi’s affiliate channel contributes today.
Not long ago, affiliate was capped at 1%, largely because it was difficult to separate genuine incremental revenue from discount-code noise.

The problem wasn’t necessarily the channel. It was the way it was being measured. ksubi and ProfitPeak started looking at affiliate through a different lens - using CPA and incrementality modelling to understand what was actually driving growth. That changed the conversation.

Spend shifted beyond the usual bottom-funnel discounting and into creators and publishers like , ShopMy and Student Beans 🇬🇧 Discounts | Memes | Uni Life. More importantly, the team could finally build a business case around the channel with data, not assumptions.

And that’s the interesting part. Affiliate didn’t suddenly become a better channel. Ksubi got better at understanding its value. A channel that once felt “a bit cheap” is now contributing 7% of revenue, and continuing to grow.

Swipe for the three lessons we think every brand scaling affiliate should take away →

The way brands work with creators is changing. Creators are no longer just a distribution channel. They’re increasingly ...
01/09/2026

The way brands work with creators is changing. Creators are no longer just a distribution channel. They’re increasingly part of the creative process itself — shaping the ideas, content and conversations that ultimately drive performance.

On 30 September at Meta Sydney, Thoughtful Minds Connect is bringing together some of the people at the forefront of that shift, across retail, beauty, ecommerce and the creator economy.

Joining the conversation:
Assia Benmedjdoub — RAGTRADER 
Carla McGraw — COPINI 
Teneille Oakley — Perform Retail 
Alexandra Joan Phillips Ackland — Creator
Courtney Judd — MESHKI 
Prav De Silva — The Thoughtful Agency
Arielle Thomas — Cinema Thom 
Michaela Wessels — Style Arcade

The New Era of Creative with Creators.
Presented by Thoughtful x Meta
Sponsored by Wayflyer x Style Arcade

Places are limited. Register your interest via the link in bio.

SMS isn’t email with fewer words. But we see brands treat it that way all the time — bolting the same campaign onto a te...
01/09/2026

SMS isn’t email with fewer words. But we see brands treat it that way all the time — bolting the same campaign onto a text that already went out as an email, just because the list exists.

Australians read 97% of SMS messages within 15 minutes. That’s an incredibly direct line to your customer, which is exactly why it shouldn’t be wasted on messages that don’t need to be there.

Not every campaign deserves a text. We’d save SMS for the moments where speed or exclusivity actually matters — back in stock, early access, delivery updates, urgent launches, time-sensitive offers.

Trust is hard to earn and very easy to lose. Every unnecessary message chips away at the value of the channel. SMS should feel like a helpful tap on the shoulder, not another notification to swipe away.

We’ll say it: you probably don’t need to send more emails. Before your next campaign goes out, ask: Is the timing right?...
31/08/2026

We’ll say it: you probably don’t need to send more emails. Before your next campaign goes out, ask: Is the timing right? Is this relevant to this customer? Are we giving them something valuable? Have they seen this message before?

This is something we come back to again and again at Thoughtful — CRM isn’t a volume game. It’s a relevance game.

One of our clients cut campaign volume by 32%. Revenue didn’t fall off a cliff. Placed orders went up 30.8%.
Less email. More relevance. Better results.
Save this before you hit send on your next campaign.

One of the biggest CRM mistakes we see? Treating post-purchase like the job is done. You’ve spend the budget getting the...
27/08/2026

One of the biggest CRM mistakes we see? Treating post-purchase like the job is done.

You’ve spend the budget getting them to check out. Then.. nothing. No care guide, no styling tips, no reason to feel good about what they just bought.

McMullin gets this. Their post-purchase email doesn’t try to sell anything, it teaches you how to look after what you already bought, gives you styling ideas, and leaves the door open if you need help. No discount code in sight.

Retention doesn’t start with the second purchase. It starts the moment the first one is made.

Save this if you’re auditing your own post-purchase flow.

If every customer gets the same email, you don’t have a CRM strategy, you have a broadcast list. Repeat customers are ju...
24/08/2026

If every customer gets the same email, you don’t have a CRM strategy, you have a broadcast list.

Repeat customers are just 21% of your list but drive 44% of revenue. Yet most brands still send them the same “SHOP NOW” blast as a first-time buyer.

At Thoughtful, we build CRM around where someone actually is in the relationship, not just whether they’re on the list.

Yesterday in : The Thoughtful Agency has been appointed as Big Red Group’s new affiliate marketing agency, taking the le...
12/08/2026

Yesterday in : The Thoughtful Agency has been appointed as Big Red Group’s new affiliate marketing agency, taking the lead on affiliate strategy across RedBalloon, Adrenaline Adventures, Experience Oz and Everything New Zealand .
This partnership is a huge step for our affiliate offering, and we couldn’t be prouder to be trusted with driving growth across some of Australia and New Zealand’s most loved experience brands.

Read the full feature via the link in our bio.

Footage via RedBalloon

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