About Nathan Frater

Managing director of Backbone, an e-commerce marketing agency in Auckland. Most weeks I'm on calls with Shopify brands working out what to fix next, and I write up the patterns here.

This blog is where I write up what works: the frameworks, numbers and mistakes that come up again and again on calls with founders and marketers. Client details are always removed or changed so no business can be recognised.

What you'll find here

Answer-first articles on email, Shopify, paid social, offers and running an agency, plus a growing library of short answers to real questions.

Working with Backbone

If you'd like help with your store, Backbone works with e-commerce brands on email, paid social and growth.