The two sends before the pouches arc
These shipped. They held the main list between the coffee close (Wed Oct 14) and the Nootropic Pouches arc, which opens Fri Oct 23. Both were product-free: no SKU, no price, no cart, and neither named the category.
What went out
| Send | Date | Time | Asset | Subject | Task | ||
|---|---|---|---|---|---|---|---|
| V1 | Knowledge Vault, the guide library revamped | Fri Oct 16 | 11:00 ET | Email → guide library page | “Read this, {first_name}!” | The library → | EM-279 |
| V2 | Longevity Predictor Test, the follow-up | Tue Oct 20 | 11:30 ET | Email → the nine-test page (personalised) | “Try this, {first_name}! / Worth knowing, {first_name}!” | The email → | TA-845 |
Audience: BFMD — Rest of USA + Approved Launch States + Florida Launch; V2 additionally ran a separate campaign to the August clickers and completers.
What they did
| Delivered | Open | Click | Orders | Attributed $ | Per recipient | Read | |
|---|---|---|---|---|---|---|---|
| V1 | 303,964 | 40.7% | 0.8% | 490 | $34,775 | $0.114 | read at 4 days · Klaviyo report |
| V2 | 303,091 | 24.5% | 0.4% | 47 | $2,567 | $0.008 | read the same evening, hours old · Klaviyo report |
Each send
V1 · Knowledge Vault, the guide library revampedFri Oct 16 · Email → guide library pageclick to open
The revamped Black Forest Knowledge Vault: the free guide library, re-presented. The email's argument was the measured decline in American reading and reasoning, primary-sourced, with the library as the answer. No product, no offer.
Worth carrying forward
Product-free and category-free: it spent nothing the pouches arc needs. It did establish the cognition theme on this list, which the pouches research reads as the only adjacent send in a year (see the dossier, section 9).
As sent
Fri Oct 16, 11:00 ET · Email → guide library page · subject “Read this, {first_name}!”
V2 · Longevity Predictor Test, the follow-upTue Oct 20 · Email → the nine-test page (personalised)
The second send of the nine-test self-assessment: the page now keeps a visitor's place and quotes a returning reader's August score back. Two audiences: everyone (B) and the 1,766 who clicked or completed in August (A, a separate campaign).
Worth carrying forward
Reaction time was the domain most completers scored lowest on in August. That is a cognition finding on our own list, and it is the bridge into the pouches arc's problem without naming any product.
As sent
Tue Oct 20, 11:30 ET · Email → the nine-test page (personalised) · subject “Try this, {first_name}! / Worth knowing, {first_name}!”