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In this newsletter, you’ll find:

🔄 Reverse Ghosting: How Brands Can Win Back Customers Using Psychological Inertia

📢 Content Marketing in 2025: Where to Invest for Maximum Impact

🚀 Ad of the Day

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Together with WonderAds

How Boost Oxygen Boosted Sales Using TV Advertising

Boost Oxygen, a leader in portable oxygen products, made a splash when they were featured on ABC’s hit show Shark Tank.

But when digital advertising growth slowed, they decided to test the waters with TV advertising to expand their reach and drive sales. They quickly discovered that TV wasn’t just for the big brands - it worked for them too.

“I was surprised how affordable TV is. With the help of WonderAds, we were able to be more nimble,” said Matt Slywka, Director of Ecommerce.

By combining linear TV with streaming, Boost Oxygen maximized a small budget to reach the right audience. With insights from WonderAds, they were able to fine-tune their targeting strategy and optimize ad placements.

“When we get a primetime spot between 8-10 PM, traffic surges and sales follow,” says Slywka.

The impact goes beyond sales. TV ads have strengthened trust and credibility - especially among older consumers. The results speak for themselves—nearly every sales channel is up this year.

Learn what TV can do for you at WonderAds.com.

🔄 Reverse Ghosting: How Brands Can Win Back Customers Using Psychological Inertia

Losing customers isn’t a rejection. It’s an unfinished conversation. When people stop engaging, it’s rarely a deliberate choice. It’s cognitive drift—a passive shift of attention elsewhere. The key to winning them back? Reignite their natural momentum before they settle into a new habit.

Most brands approach reactivation too late and too predictably. They wait until customers are fully disengaged and then blast them with desperate discount emails. That’s like texting an ex after six months with “Hey, remember me?”—too little, too late. Instead, here’s how to rewire the win-back process using deep behavioral triggers.

1️⃣ Break the “Sunk Cost” Spell

One of the biggest reasons customers don’t return? They’ve justified leaving in their mind. If they’ve canceled, they now believe canceling was the right decision. You need to rewrite that internal narrative—not fight it.

Tactic: Instead of reminding them what they lost, make them feel they never fully used what they had. If they left a subscription, don’t offer a discount. Say: “You still have 2 unused benefits waiting for you.” If they abandoned a purchase, don’t just show the cart—show what they were about to unlock. Make leaving feel incomplete.

2️⃣ The “Near Miss” Effect: Make Their Decision Feel Like a Mistake

Casino slot machines are designed to show near wins (like two cherries instead of three) because near-misses trigger dopamine responses almost as strong as winning. Your churned customers need to feel they were this close to something valuable.

Tactic: Show what people who stayed are getting. Not “We miss you,” but “Here’s what you almost unlocked this month.” Exclusive insights, unreleased features, or even just community milestones. Make them feel they left right before something good happened.

3️⃣ Reinforce the Ritual, Not the Purchase

People don’t buy products. They buy routines. When they leave, their daily habit shifts—not just their spending. The real goal isn’t to bring them back; it’s to reinsert yourself into their routine.

Tactic: Instead of saying “Come back,” remind them of how your product fit into their life. A fitness app could send: “Morning workouts aren’t the same without you” instead of “Reactivate now.” If they bought coffee from you, mail them a morning routine tip with a small coffee sample. Poplar makes this frictionless at scale Book a demo now to know how!

4️⃣ The “Soft Landing” Reentry

A hard ask (“Come back now!”) triggers resistance. A soft reentry point lowers commitment anxiety.

Tactic: Offer a bridge experience. Instead of a full resubscription, invite them to a limited-time VIP event, a members-only sneak peek, or a free insider email series. This makes rejoining feel like an upgrade, not a reversal.

Final Takeaway

Reactivation isn’t about convincing. It’s about breaking the mental loops that keep customers away. Don’t sell them back in—make them feel like they never truly left.

🚀 Google’s AI & Ad Updates: Smarter Tracking, More Ads

Google is upgrading Tag Manager for better ad tracking and preparing AI Mode for ad placements aiming to improve data collection, enhance ad targeting, and reshape search advertising—but not without challenges. Advertisers may face higher costs and shifting user behavior.

GTM Gets Smarter for Better Tracking - Starting April 10, GTM will automatically load Google tags before firing events, leading to more reliable data collection, improved tracking, and direct access to Enhanced Conversions and Cross-domain tracking.
Ads Are Coming to Google AI Mode - Google plans to bring ads into AI Mode, using insights from AI Overviews ads that already appear in Search. However, ad buyers warn that ads in AI Mode could feel intrusive, with lower click-through rates and potential higher CPCs.
AI Mode Ads May Be Costly for Advertisers - With AI Mode keeping users engaged in chat-based search, fewer users may click away to advertiser sites. Experts predict higher ad costs, lower conversion rates, and new ranking dynamics that could reshape ad strategies.

Google’s updates enhance tracking accuracy while also introducing a new AI-powered ad landscape. Brands must adapt to shifting ad placement strategies and prepare for evolving costs and engagement metrics.

🚀 Ad of the Day

What Works:

The phrase “WE ARE SOOO BACK!” utilizes a casual, conversational tone that immediately grabs attention. This kind of informal, high-energy copy is designed to tap into excitement, which aligns well with FabFitFun’s subscription-based audience who may have been past subscribers.

The $200 Free Gift with Annual Membership acts as a conversion amplifier, tapping into the principle of perceived value. Instead of discounting the product (which may devalue the brand perception), offering a high-value free gift incentivizes longer-term commitment while still making the offer feel exclusive.

The collaboration with Anastasia Beverly Hills (ABH) adds a luxury association effect. By featuring a prestige beauty brand, FabFitFun elevates the perceived value of its subscription box, leveraging brand borrowing to enhance desirability.

What Could be Better:

The makeup products blend into the background, reducing their visual impact. A slight drop shadow or product glow effect could enhance visibility and desirability.

While the casual tone is effective, adding a personalized touch like “For Our FabFitFun VIPs” or “Exclusive for You” could make the ad feel more tailored and engaging.

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