Frequency Without Fatigue
đ Inside the exact cadence a global DTC brand uses to send 3â5 emails per week without burning their list, Shopifyâs AI Horizons: Summer â25 Edition, and more!
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In this newsletter, youâll find:
đ Frequency Without Fatigue: The Weekly Email Rotation Strategy That Keeps Opens High
đď¸ Shopifyâs AI Horizons: Summer â25 Edition
đ Ad of the Day
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đ 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.
Hereâs what we expected: maybe 1â2 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 theyâve 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, weâll show you how to use the same rhythm. And yes, we'll reveal the brand.
P.S. Itâs not frequency that burns out your list, itâs predictability that makes them stop caring.
The 5-Point Weekly Rhythm That Keeps Lists Warm (And Revenue Climbing)
Hereâs the real cadence weâve seen work-patterned directly from this global brand:
1. Monday: Content-First: Start strong with lifestyle-led storytelling. Weâve seen formats like:
âWhat 3,000 customers taught us about habit-buildingâ
âWhy your protein isnât working and what to do about itâ
No sell, just relevance.
2. Tuesday or Wednesday: Offer Soft Drop, not just â20% off.â Think:
Mystery discount based on cart value
Spend tiers (buy more, unlock more)
Gifting logic (âWeâre covering the shipping, you gift the restâ)
The goal is curiosity and click-through, not just AOV.
3. Thursday: Proof or Community Angle
âWhat 376,000 reviews told usâ
âHow [creator] is using this pre-launchâ
Stat-based sends (â87% reorder in 30 dayshereâs whyâ)
This builds reinforcement without needing a new offer.
4. Weekend: Bonus, Bundles, or Education
Founder notes
Product philosophy breakdowns
âHow to use X with Yâ 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. â3 things we learned this week.â A personal note. UGC mashups. This isnât a promo cycle. Itâs 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:
Weâre not trying to âconvert fast.â
Weâre trying to earn daily attention so when the buying moment hits, weâve 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 âproof emailsâ that feel like social listening, not selling.
Build a 12-week âenergy boardâ that color-codes each weekâs 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?
Itâs Huel. The nutritionally complete powerhouse. They send 3â5 emails per week, scale without fatigue, and grow email revenue by over 30% just by fine-tuning message rhythm. And now youâve got the blueprint.
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đď¸ Shopifyâs AI Horizons: Summer â25 Edition
Shopify launched its Summer â25 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.
Shopifyâs latest AI drop transforms the platform into a smarter, more hands-on business partner. Itâs about moving from task automation to true operational support. Merchants now have AI that not only helps, it understands, creates, and sells.
đĽ Ad of the Day
What Works:
The headline, âFall in Love with Your Skin Again,â is not about features; itâs 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. Thereâs 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 whoâs 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. Itâs wellness reimagined as smart, clean, and emotionally supportive.
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