The Thoughtful Agency

The Thoughtful Agency Thoughtfully connecting people & brands.

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

The best beauty brands don’t just send campaigns. They build customer journeys. CRM isn’t about sending more emails—it’s...
03/08/2026

The best beauty brands don’t just send campaigns. They build customer journeys.

CRM isn’t about sending more emails—it’s about sending the right message at the right moment.
From the first welcome email to replenishment reminders and post-purchase education, every touchpoint is an opportunity to strengthen your customer relationship and drive long-term loyalty.

Swipe through to see why these are the foundations of a high-performing beauty CRM strategy.

The Thoughtful Index: June 📊Conversion rates took a hit this month — Google CVR down 31%, Meta down 32%, and CPAs climbi...
21/07/2026

The Thoughtful Index: June 📊

Conversion rates took a hit this month — Google CVR down 31%, Meta down 32%, and CPAs climbing right alongside them.
But the headline isn’t “demand is soft.” It’s more interesting than that.
Basket sizes are picking up the slack (Shopify AOV +90% YoY). The US proved efficiency still wins, with Google and Meta ROAS both up 22%.
Read: fewer customers, better ones. That’s not a demand problem. That’s a quality shift.
Our July focus: CRO across landing pages and checkout, premium/bundle plays to protect AOV, and doubling down on what’s working in the US.
Swipe for the full breakdown 👉

The Thoughtful Index: June 📊Conversion rates took a hit this month — Google CVR down 31%, Meta down 32%, and CPAs climbi...
20/07/2026

The Thoughtful Index: June 📊

Conversion rates took a hit this month — Google CVR down 31%, Meta down 32%, and CPAs climbing right alongside them.
But the headline isn’t “demand is soft.” It’s more interesting than that.
Basket sizes are picking up the slack (Shopify AOV +90% YoY). The US proved efficiency still wins, with Google and Meta ROAS both up 22%. And returns dropped 79% YoY — the customers converting right now are converting with real intent.
Read: fewer customers, better ones. That’s not a demand problem. That’s a quality shift.
Our July focus: CRO across landing pages and checkout, premium/bundle plays to protect AOV, and doubling down on what’s working in the US.
Swipe for the full breakdown 👉

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