Seth Godin wrote about the state of DTC advertising and why it always leads to ruin.
His solution is simple, though not easy:
Your (current) customers need to bring you your (new) customers.
Eric Davis
Find patterns in customer behavior
You don't have to be in the dark when it comes to your customers. Using their existing behavior, Repeat Customer Insights shows you patterns and optimization potential for Shopify stores, leading to more and better repeat customers.