Frequency Without Fatigue
🔁 Inside the exact cadence a global DTC brand uses to send 3–5 emails per week without burning their list, Shopify’s AI Horizons: Summer ’25 Edition, and more!
Howdy readers 🥰
In this newsletter, you’ll find:
🔁 Frequency Without Fatigue: The Weekly Email Rotation Strategy That Keeps Opens High
🛍️ Shopify’s AI Horizons: Summer ’25 Edition
🏆 Ad of the Day
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🔁 Frequency Without Fatigue: The Weekly Email Rotation Strategy That Keeps Opens High
We studied one of the most recognizable DTC brands in the wellness space, a brand with a 9-figure revenue and cult-level loyalty.
Here’s what we expected: maybe 1–2 campaigns a week, maybe a content drip on Sundays. What did we find instead?
They email their list up to five times per week, and not only are their unsubscribes under control, but they’ve seen a ~31% lift in email-attributed revenue across multiple campaigns.
No spam. No burnout. Just smart, rhythm-driven messaging that keeps subscribers engaged because of the frequency, despite it. By the end of this, we’ll show you how to use the same rhythm. And yes, we'll reveal the brand.
P.S. It’s not frequency that burns out your list, it’s predictability that makes them stop caring.
The 5-Point Weekly Rhythm That Keeps Lists Warm (And Revenue Climbing)
Here’s the real cadence we’ve seen work-patterned directly from this global brand:
1. Monday: Content-First: Start strong with lifestyle-led storytelling. We’ve seen formats like:
- “What 3,000 customers taught us about habit-building”
- “Why your protein isn’t working and what to do about it”
No sell, just relevance.
2. Tuesday or Wednesday: Offer Soft Drop, not just “20% off.” Think:
- Mystery discount based on cart value
- Spend tiers (buy more, unlock more)
- Gifting logic (“We’re covering the shipping, you gift the rest”)
The goal is curiosity and click-through, not just AOV.
3. Thursday: Proof or Community Angle
- “What 376,000 reviews told us”
- “How [creator] is using this pre-launch”
- Stat-based sends (“87% reorder in 30 dayshere’s why”)
This builds reinforcement without needing a new offer.
4. Weekend: Bonus, Bundles, or Education
- Founder notes
- Product philosophy breakdowns
- “How to use X with Y” stack education
Perfect place to layer cross-sell or bundle logic without adding new SKUs.
Optional #5 (Friday or Sunday): Warm-down, tip-led, or retention angle
Light reads. “3 things we learned this week.” A personal note. UGC mashups. This isn’t a promo cycle. It’s a weekly relationship arc.
What Makes This System Work (Beyond the Tactics)
Every send rotates energy, format, and emotion, turning volume into insight, not fatigue. And maybe most importantly:
We’re not trying to “convert fast.”
We’re trying to earn daily attention so when the buying moment hits, we’ve already won.
Out-of-the-Box Angles You Can Apply Instantly
- Split each campaign into 3 micro-messages instead of 1 big push: warm-up, drop, nudge.
- Use anonymous stats from survey responses to build “proof emails” that feel like social listening, not selling.
- Build a 12-week “energy board” that color-codes each week’s emotional flavor (educate, reinforce, activate) so the sequence never goes stale.
- A/B test rhythm, not just subject lines: try different sequences across segments, 3 vs 4 sends, alternate formats, and non-linear order.
And the Brand Behind It?
It’s Huel. The nutritionally complete powerhouse. They send 3–5 emails per week, scale without fatigue, and grow email revenue by over 30% just by fine-tuning message rhythm. And now you’ve got the blueprint.
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🛍️ Shopify’s AI Horizons: Summer ’25 Edition
Shopify launched its Summer ’25 Edition with a major focus on practical, AI-powered tools for merchants. From instant storefront creation to intelligent shopping agents and an upgraded Sidekick, the update makes store management faster and smarter.
The Breakdown:
1. AI Shopping Agents + Catalog Tools - Shopify now connects stores to platforms like Perplexity using AI shopping agents showcasing products, answering questions, and driving discovery through natural conversation. Not just that, the Knowledge Base app gives merchants control over how their brand appears in AI chats.
2. AI Store Builder + Horizon Themes - Merchants can launch a full storefront just by typing a short brand description. Horizon themes now support AI-generated layouts using simple prompts, eliminating the need for code while offering rich design flexibility.
3. Sidekick Turns Into an Operator - Sidekick now runs reports, sets up discount codes, and filters orders through voice or text while explaining business trends with full context from campaigns and inventory. Plus, it also generates custom images on demand without leaving Shopify.
4. AI Shopping On Your Own Site - With Storefront MCP, developers can embed AI agents that talk directly to customers, helping with product recommendations, answering questions, and guiding checkout. It turns any Shopify store into an intelligent, conversation-ready experience.
Shopify’s latest AI drop transforms the platform into a smarter, more hands-on business partner. It’s about moving from task automation to true operational support. Merchants now have AI that not only helps, it understands, creates, and sells.
🎥 Ad of the Day
What Works:
The headline, “Fall in Love with Your Skin Again,” is not about features; it’s about healing a relationship. It evokes self-acceptance and emotional restoration, ideal for wellness-oriented consumers tired of synthetic promises.
The dual-panel layout balances rational and emotional. The left side is minimal, clinical, and speaks to hygiene and function (99.99% sterilizable, anti-mold tank), appealing to conscious buyers who prioritize health and safety. The right panel is a tactile, glowing, close-up of real skin, raw and dewy, not airbrushed.
Neutral tones, soft beige, stone white, and warm skin, convey a spa-like calm. There’s no harsh branding or clutter. The minimalist packaging echoes the Dyson-meets-Aesop aesthetic that tech-forward skincare buyers now crave.
Broader Insights:
This ad sells peace of mind. It speaks to a modern skincare buyer who’s exhausted by complicated routines and moldy humidifiers. By combining sterilization with sensual hydration, Carepod positions itself not just as a tool, but as a safe ritual for glowing skin. It’s wellness reimagined as smart, clean, and emotionally supportive.
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