What emails are you sending?
📅 Turning engagement emails into appointment programming, Media Buyer Index of the week, and more!
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In this newsletter, you’ll find:
📅 Turning Engagement Emails Into Appointment Programming
📉 Click costs eased in pockets, but returns tightened
🏆 Ad of the Day
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📅 Turning Engagement Emails Into Appointment Programming
Are your engagement emails expected, or just something people receive?
Most brands send content emails inconsistently. A tip one week. A sale next. A founder note randomly. That unpredictability keeps engagement volatile.
The strategy discussed in the transcript is different:
Pick one obvious content theme and deliver it on a consistent schedule. Not when you “have something to say.” On a fixed cadence.
The goal is simple:
Build anticipation. Instead of asking, “What do we send this week?”
You define, “What does our audience get every Thursday?”
Examples:
• Tool brand → weekly DIY tip
• Makeup brand → weekly look breakdown
• Climbing brand → weekly route insight
Over time, this creates:
Higher open consistency, Stronger engagement habits, Longer subscriber lifespan
Peek at the structural advantage:
When subscribers are conditioned to open for value, occasional promotional emails perform better. You’re not interrupting randomness. You’re leveraging rhythm.
This is not about sending more emails.
It’s about turning email into programming.
The takeaway:
If engagement fluctuates month to month, audit consistency before auditing creative.
Choose one obvious theme, fix the schedule, and commit long enough for a habit to form.
Predictability can outperform novelty when it builds anticipation.
📉 Click costs eased in pockets, but returns tightened
This week’s media buyer environment felt mixed and slightly fragile. Some channels got cheaper traffic, but conversion stability did not fully follow. Growth teams are balancing short-term efficiency wins with tighter return expectations.
The Breakdown:
1. CPC - Costs rose on Google, TikTok, YouTube, Pinterest, and Snapchat, while Meta, Amazon, and Microsoft declined, creating uneven buying pressure across platforms and forcing stricter bid discipline to protect efficiency.
2. CAC - CAC increased on Meta, Google, Amazon, YouTube, Pinterest, and Snapchat, while TikTok and Microsoft improved, splitting acquisition efficiency across the mix and limiting safe scaling pockets.
3. ROAS - Pinterest led with +3.91 percent ROAS and YouTube posted +1.01 percent, while Meta, Google, Amazon, TikTok, Microsoft, and Snapchat declined, with Microsoft down -9.75 percent, keeping returns concentrated in a few channels.
Meta remained the dominant spend channel at 63.13% budget share despite a slight dip. Google followed at 27.32% with a modest pullback, while YouTube and Amazon gained incremental share. Keep core budgets steady, but shift marginal dollars toward the few channels holding ROAS.
🏆 Ad of the Day
What Works:
They’re Selling Curation, Not Groceries - “A curated selection” matters more than “gluten-free.” The real promise is that someone already filtered the chaos for you.
This targets the Tired Label Reader - Gluten-free shoppers are used to scanning ingredients. This ad says, “Relax, we did that part,” which saves mental energy.
This is a Habit Builder Play - Staples imply repeat buying. The goal isn’t one novelty purchase, it’s becoming your regular grocery backup.
If your audience feels restricted, sell abundance. Position your product as freedom from constant checking, not just compliance with a rule.
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