Read the right emotions

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🤍 Reading the right emotions: The Retention Strategy Most Brands Overlook

More consumers are asking to opt out of emotionally sensitive campaigns Mother’s Day, anniversaries, holidays, even birthdays.

And while honoring that boundary is essential, brands often respond by going silent.

But silence isn’t always support it’s just absence with good intentions.

What if opt-outs weren’t a hard stop, but an invitation to pivot?

Instead of “no messages,” offer:

“Would you prefer a gentler experience from us this season?”

That’s not exit logic it’s empathy logic.

It keeps the relationship intact without triggering discomfort.

The System: “Soft Mode” for Sensitive Moments

Step 1: Let them choose

→ At opt-out, offer:

“Would you like something softer instead, like calm stories, gentle notes, or none at all?”

Step 2: Build a soft-touch flow

→ Send 1–2 emails with:

• Warm affirmations
• Founder letters
• Reflection prompts
• Kind community messages
• Quiet rituals (e.g., “Ways our team slows down”)

Step 3: Keep control in their hands

→ Remind them they can leave this path anytime no locks, no loops.

The Strategic Payoff - Softness isn’t a lack of strategy, it’s advanced segmentation.

• You reduce unsubscribes while respecting boundaries
• You create non-commercial brand memory that compounds
• You shift from “brand voice” to “brand presence”
• You get invited back when they’re ready again

This isn’t just a lifecycle play—it’s emotional positioning.

Brands that earn trust during sensitive moments become part of a customer’s long-term emotional landscape.

And when you’re ready to re-engage, do it in channels that support human-first discovery, not fatigue-driven performance loops.

Snapchat, for example, reaches 75% of Gen Z and millennial users in 25+ countries, and those users are 34% more likely to buy after seeing an ad.

It’s one of the few platforms where what’s shared still feels personal, and that makes it a natural home for thoughtful re-entry moments. The best part? Snapchat will match your first $350 with $375 in free ad credit, so you can test without hesitation. Get started with Snapchat Ads today!

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🚀  Reel of the Day

Ice cream triggers childhood joy and reward circuits, then jewellery enters as a "topping," hijacking that same neural pathway. This is hedonic anchoring: jewellery is positioned just as necessary and delightful as sprinkles.

Pale yellow ice cream against polished gold and silver creates a dopamine-heavy palette, soft, creamy, and sparkly. The hand’s pastel nails and minimalist background keep the focus clean while reinforcing femininity and lifestyle aspiration. 

The cone is held dead center, hero-style. It’s steady, slowly rotating or shifting, inviting the viewer to scan the "toppings" the same way they'd browse a dessert menu. The minimalistic grey background eliminates distractions while elevating the jewellery as edible art.

The twist lands instantly: instead of candy toppings, we get jewellery. The brain lights up from novelty and surprise.

Broader Insights:

Most jewellery Reels either show a model or a close-up on hands. This one creates a metaphorical world where jewellery becomes food, a luxury indulgence you don’t need to justify. It turns product showcase into conceptual storytelling without saying a word.

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰