Helping businesses make ads people want to see. Building the ICU for ecommerce brands. Brooklyn Community Board 9 Chair & Transportation Cmte Chair.
New York, NY
Joined September 2013
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Everyone's talking about recessions, bad times, and reasons to fear the terrible economy, but every DTC business I work with is seeing record sales numbers.
Why?
Good marketing is often recession proof. "Good marketing" isn't complex email flows or clever ads. /1
Ethan Norville retweeted
Tech companies trying to replace people with AI, only for people to start replacing tech companies with AI has gotta be the funniest plot twist of the century
Todos los productos de Adobe reimplementados desde cero, gratuitos y de código abierto
→ getartcraft.com/apps
ALT Interfaz de herramientas creativas para edición de imágenes, ilustración, video y desarrollo de bibliotecas.
Ethan Norville retweeted
As long as I live in NYC I'll never get over how cool it is you can take a one-seat train trip from Harlem to the beaches on the rockaways for $3.
Ethan Norville retweeted
Even more insane is that we don't have a high speed train line connecting NYC to Montreal considering it's a straight line, 95% of it is straight through New York, and Albany's smack dab in the middle
Ethan Norville retweeted
And so the World Cup final will be between two teams who couldn’t beat Cape Verde in 90 minutes.
Ethan Norville retweeted
Thierry and Zlatan saying they wouldn't have become soccer players because of the costs of the American youth system, then seeing Lalas say it's a great system because it makes a lot of money for some people really sums it all up nicely
Ethan Norville retweeted
another reminder of why @internetarchive's wayback machine is the most important website on the internet
Ethan Norville retweeted
I'm pro-subway and expansion is a good idea, but it will never happen unless we get costs under control.
It took ten years to do Phase 1 of the 2nd Ave Subway. 10 years for what, three new stops? 2.5 billion per mile. It's a joke. We should be getting 5x that for our money.
If you run or own a DTC brand, you'd benefit unbelievably from this summit.
You'll unlock insights in literally everything you can ask for from paid ads, to email/lifecycle marketing, to hiring and ops.
email round table miami
2.3.26
@dtcgrowthsummit
@eanorv will host.
Most DTC brands are leaking 6 figures a year after acquisition and think they're doing email marketing.
They're barely scratching the surface.
As of 2026, only 2% of email sends are automated based on customer behavior, yet they drive ~30% of brand revenue.
It's clear that the fix isn't just launching one more email flow.
It's automating your flows to react to user behavior.
The 2026 retention playbook hinges on going from invisible flows to behavior-based profit engines.
@eanorv
Ethan Norville retweeted
$610k unlocked by changing one creative angle
most pet ads educate: features, benefits, explanations
this one hit the nerve first
risk → duty
delay → damage
ignoring it → guilt
no hype
no pushy CTA
ads that target the weak point force movement, not thinking
i mapped the framework i use to build these creatives
rt + comment “weak” and i’ll send it
(follow for dm)
Most lifecycle marketing doesn’t fail because of bad copy, it fails because brands teach customers the wrong thing first.
Retention improves when brands solve confusion and not when email volume increases.
Ethan Norville retweeted
Too many people think agencies are bad value, and it is better/easier to just in house. If this is you, you're wrong. Here's why:
1. The team.
Hiring quality people in marketing is brutally hard. I hired a senior PPC person last month. We had 1,000 applicants and the person we hired was one of two people I was willing to hire for this position. (The other starts in 2 weeks)
2. Talent is expensive.
For any given client of ours, they have over $500,000 in annual salary actively working on their account. For some, it's north of $750,000. It's not their full focus, but that's A LOT of talent and experience on your account. If you think one generalist you pay $130k to can do the work of 4 experts with $750k+ in salary even if it is their sole focus 40 hours a week, think again.
3. Stability.
If you hire in house or a freelancer and they quit or get sick, you are in a massive lurch. If that happens at an agency, we can reallocate team members in, and we have all your information recorded internally so getting up to speed is painless.
4. Broad knowledge.
More accounts and more people doing the same thing means that there's access to more knowledge. Yeah, you can get access to "knowledge" on social, but people are mostly flexing. We've got full access into what is working and what isn't across millions in spend every single month. We have weekly calls where we share what's working and what's not. You get access to learnings and testing we're doing with other people's money!
5. Flexibility.
Lots of ability to flex things up and down, contracts are relatively short, we're willing to work out arrangements and change engagements so that all parties are winning. Try to renegotiate an employee contract and see how that works out for you.
6. Affordable.
Yeah, really. You get access to all of the above, save the headache of hiring, don't pay for software, and get access to talent well beyond your ability to pay for it for approximately a 30% premium. Not having to do the hire yourself is worth 30% alone based on what recruiters charge.
