The Invisible Date Blocker

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🕊️ The Invisible Date Blocker

How we solved silent churn without changing a single offer.

What Triggered the Investigation

The retention numbers looked fine, on paper.

Open rates? Stable.

Unsubscribes? Low.

Win-backs? Decent.

But something wasn’t adding up.

When we cross-referenced post-holiday and seasonal campaign data, we found a silent pattern:

A large group of customers simply disengaged during “celebratory” periods—and never returned.

They didn’t rage-unsubscribe.

They didn’t reply.

They just went dark.

And when we dug deeper, we realized the reason had nothing to do with the offer.

What We Overlooked

Dates like Mother’s Day, Valentine’s, or the December holidays are designed for joy.

But they also carry the emotional residue of loss, estrangement, or transition.

No campaign, no matter how tastefully written, could compete with personal grief.

We had built automations for behavior.

But not for emotion.

We had built flows for interest.

But not absence.

And so we asked ourselves the question most teams never do:

“What if someone doesn’t want to hear from us, not because they don’t like us, but because they’re hurting?”

What We Built Instead

We launched a system called Invisible Date Blocking.

Here’s how it works:

• A quiet, optional setting in the account preferences: “Would you like to pause messages around certain personal dates?”
• The customer selects what to block:
  • Mother’s Day
  • Valentine’s
  • Anniversaries
  • Holidays
  • Custom dates
• Once set, all relevant campaign flows (email, SMS, push) are silently suppressed.
• We never mention it again. No follow-up. No “confirm your grief” emails.

And critically:

These users were never marked “unengaged." Because emotionally, they weren’t. They were just protecting themselves.

What Happened Next

• Churn dropped.
• Reactivation rates improved.
• Our brand got DMs from people who said, “You’re the only one who let me breathe.”
• The inbox became a place of trust, not just triggers.

The Takeaway

Most lifecycle teams obsess over how to get the right message to the right person at the right time.

But the real skill?

Knowing when the right move is no message at all.

Let me know if you want to implement this as a systemized flow, I’ll help you build the whole thing.

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🚀  Reel of the Day

The reel starts with chilies being clipped like laundry, an unexpected, surreal action that disrupts scrolling behavior.

The shopping cart and visual cues hint at fashion without revealing the tee until the very end, keeping curiosity high. 

The hand calmly clips multiple chilies while maintaining symmetry and rhythm, creating a meditative watch experience.

When the “Mollis & Chill” tee is finally revealed, the viewer connects all the chili metaphors to the bold graphic, creating a satisfying brand moment.

This reel uses object storytelling instead of showing a person. No faces, no voice, no distractions, just hyper-focused visual play. It’s part product demo, part art film.

Broader Insights:

The tee itself doesn’t appear until the end, making it the punchline instead of the product, flipping the traditional format. The Mollis logo, the bold peppers, and the “Chill” pun work in unison to frame the brand as witty, confident, and slightly provocative.

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. 🥰