HYGR — 12-Campaign Email Calendar

Master Calendar

All 12 Campaigns at a Glance

Campaigns 1–5 are already briefed in detail. Campaigns 6–12 are fully briefed below. All sends at 10am MYT.

#	Date	Product	Format	Subject Line	Angle	Est. Revenue (RM)
1	Mon 8 Jun	Earth Series Lip Balm	Announcement	Meet Earth Series — HYGR's cleanest lip balm yet	Full launch follow-up	3,500–5,000
2	Fri 12 Jun	Face Oil	Myth Buster	The reason your skin gets oily by noon	Dehydrated skin myth	6,000–7,500
3	Tue 16 Jun	Body Butter	Sensory Hook	The last thing on your skin tonight	Bedtime ritual	5,500–7,000
4	Fri 19 Jun	Deo Spray	Myth Buster	Why are you still buying perfume separately?	Fragrance replacement	5,500–7,000
5	Wed 24 Jun	Beet Scrub	Sensory Hook	Scrub tonight. Glow by Friday.	Pre-weekend ritual	5,500–6,500
6	Mon 30 Jun	Best Sellers Feature	Announcement	These 4 products keep selling out. Here's why.	Social proof roundup	5,000–7,000
7	Thu 3 Jul	Mid-Year Sale 🔥	Sale · Announcement	Mid-Year Sale. 20% off. 3 days only.	Best sellers on promo	12,000–18,000
8	Mon 7 Jul	Mochi Cleanser	Myth Buster	You're using 3 products to wash your face. Try one.	Routine simplifier	5,500–7,000
9	Thu 10 Jul	Tinted Sunscreen	Sensory Hook	SPF that doesn't look like SPF	July UV season, no white cast	5,500–7,000
10	Mon 14 Jul	Matte Setting Powder	Myth Buster	Your foundation looked perfect at 9am. What happened?	Cakey makeup myth	5,000–6,500
11	Thu 17 Jul	Roll On Deo	Sensory Hook	You reach for it every morning. Make it the good one.	Daily ritual ownership	4,500–6,000
12	Mon 21 Jul	Lip Screen	Myth Buster	You SPF your face. What about your lips?	July UV, SPF for lips	5,000–6,500
Combined Forecast (midpoint)						~RM83,500

Data Foundation

Your Best-Selling Products by Email Revenue

Ranked by email-attributed revenue over 90 days. These 4 products drive the most conversions when emailed — they anchor the Best Sellers campaign (C6) and the Mid-Year Sale (C7).

#1 Best Seller

Mochi Softness (Cleanser)

Revenue: RM6,654

Conv rate: 0.154%

AOV: RM103.97

RPR: RM0.165

#2 Best Seller

Deo Spray (Perfume + Deo)

Revenue: RM6,454

Conv rate: 0.135%

AOV: RM107.56

RPR: RM0.150

#3 Best Seller

Tinted BFF

Revenue: RM6,078

Conv rate: 0.125%

AOV: RM112.55

RPR: RM0.146

#4 Best Seller

Face Oil

Revenue: RM5,735

Conv rate: 0.197% ★

AOV: RM78.56

RPR: RM0.164

Already Planned (Full Briefs in HYGR_Next5_Campaign_Brief.html)

Campaigns 1–5 Summary

Campaign 1 · 8 Jun

Earth Series Lip Balm

"Meet Earth Series — HYGR's cleanest lip balm yet"

Announcement

Est. RM3,500–5,000

Campaign 2 · 12 Jun

Face Oil (Round 2)

"The reason your skin gets oily by noon"

Myth Buster

Est. RM6,000–7,500

Campaign 3 · 16 Jun

Body Butter

"The last thing on your skin tonight"

Sensory Hook

Est. RM5,500–7,000

Campaign 4 · 19 Jun

Deo Spray (Round 2)

"Why are you still buying perfume separately?"

Myth Buster

Est. RM5,500–7,000

Campaign 5 · 24 Jun

Beet Scrub

"Scrub tonight. Glow by Friday."

Sensory Hook

Est. RM5,500–6,500

New Campaigns — Full Briefs

Campaigns 6–12

Complete briefs for each new campaign — rationale, ready-to-send subject line and preview text, 3-block email structure, benchmarks, and segment notes.

Best Sellers Feature — "These 4 Keep Selling Out"

Social proof roundup that primes the list for the Mid-Year Sale two days later.

Format 3 · Announcement Mon 30 Jun · 10am MYT

Why This, Why Now

The week of 30 June is the natural end-of-half moment. A best-sellers email has two jobs: (1) it surfaces products that newer subscribers (~9K new since March) haven't seen; (2) it primes the full list for the sale email arriving 3 days later. Announcing "these are the products everyone loves" before a sale creates desire before discount. Critically, this email carries no discount — it sells on popularity alone. The data behind the picks is real: these are the 4 highest email-revenue products of the last 90 days.

Subject Line & Preview Text

Subject

These 4 products keep selling out. Here's why.

Preview

The HYGR favourites — ranked by how fast they go.

Alt: "Our top 4. Picked by your orders, not us."

Email Structure (3 Blocks)

Header line: "These are the products HYGR customers keep coming back for." Simple, credibility-first. No discounts mentioned.

2×2 product grid: Mochi Cleanser · Deo Spray · Tinted BFF · Face Oil — each with a single sensory sentence and a "Shop" link. No prices shown. Keep it aspirational.

Footer teaser: "Something exciting is coming this week. Watch your inbox." — plants anticipation for the sale email without revealing the discount.

Expected Benchmarks

Open Rate

44–48%

Announcement range

Click Rate

0.40–0.60%

Multi-product usually higher

Est. Revenue

RM5,000–7,000

No discount needed

Notes

Full 90-Day Engaged List. The footer teaser is optional — if the team prefers to keep the sale a surprise, remove it. The product grid should deep-link directly to each product page, not a general "shop all" page.

🔥 Mid-Year Sale — Best Sellers, 20% Off, 3 Days

The highest revenue potential of the 12. Timed with Malaysia's Mid-Year shopping period and the 7.7 e-commerce sale window.

Sale · Announcement Thu 3 Jul · 10am MYT

Why This, Why Now

Malaysia's mid-year sale season (driven by Lazada/Shopee 7.7, mall clearances, and mid-year bonuses) peaks in late June–early July. HYGR's list has been primed by the Best Sellers email on 30 June. The DahHalal Event was the single best campaign in 90 days at RM0.228 RPR. A well-executed sale email — featuring the 4 best-sellers, clear discount, hard deadline — should comfortably hit 2–3× normal RPR. The sale window of 3 days (3–5 July) creates real urgency without cheapening the brand.

Subject Line & Preview Text

Subject

Mid-Year Sale. 20% off. 3 days only.

Preview

Your HYGR favourites — finally on sale. Ends 5 July.

Alt: "20% off your HYGR favourites. This weekend only."

Email Structure (3 Blocks)

Sale hero banner: Clean, bold — "MID-YEAR SALE · 20% OFF · Ends 5 July". Brand colours, no clutter. The offer must be immediately visible without scrolling.

4-product grid with prices: Mochi · Deo Spray · Tinted BFF · Face Oil — show original price crossed out + sale price. Each product links directly to checkout. Make buying frictionless.

CTA + deadline: "Shop the Sale" (primary) + "Sale ends 5 July at midnight." Repeat the deadline in text — don't just rely on a countdown timer. Add discount code if applicable.

Expected Benchmarks

Open Rate

45–52%

Sale emails open higher

Click Rate

0.70–1.20%

2–3× standard rate

Est. Revenue

RM12,000–18,000

Based on 2–3× RPR avg

Important Notes

⚠️ Team decision required: Confirm the discount depth (20% suggested — deep enough to move, not so deep it devalues) and the sale end date before scheduling. Promo code vs. automatic discount on site — decide which is cleaner for your checkout flow.

Consider sending a sale reminder on 5 July (the last day) to anyone who opened but didn't click. This "last chance" email typically adds 15–25% extra revenue on top of the initial sale send. Subject: "Last 12 hours. 20% off ends tonight."

Mochi Cleanser — "You're Using 3 Products to Wash Your Face"

Best-selling cleanser gets a new angle: routine simplification. Last emailed 28 April — 10+ weeks ago by send date.

Format 2 · Myth Buster Mon 7 Jul · 10am MYT

Why This, Why Now

Mochi Cleanser was HYGR's #1 revenue campaign in 90 days (RM6,654). It was last emailed April 28 with a sensory hook. The new angle — simplifying an overcomplicated routine — is the opposite of sensory: it's functional, myth-busting, and relevant to a different audience (busy people who have too many products). After the sale weekend, the list needs a content email that doesn't feel promotional. This is it.

Subject Line & Preview Text

Subject

You're using 3 products to wash your face. Try one.

Preview

Micellar water. Face wash. Toner. Why?

Alt: "The cleanser that makes the rest of your shelf redundant."

Email Structure (3 Blocks)

The Myth: "Most skincare routines have at least 3 cleansing steps. That's 3 products, 3 decisions, 3 things to run out of." Validate the complexity before offering the solution.

The Flip: "Mochi Cleanser does the job of all three. Gentle enough for daily use. Effective enough to actually clear your skin." Product shot — clean, minimal, single product hero.

CTA: "Simplify Your Routine" → Mochi product page. Single button.

Expected Benchmarks

CTOR

0.66–1.09%

Myth Buster range

Conv Rate

0.12–0.18%

Best-seller × new angle

Est. Revenue

RM5,500–7,000

Mochi has strong track record

Notes

Full 90-Day Engaged List. Post-sale list tends to be slightly more engaged (recent buyers active). Don't reference the sale in this email — keep it purely product-story-led.

Tinted Sunscreen — "SPF That Doesn't Look Like SPF"

July is peak UV season in Malaysia. Sensory angle: the finish, the colour match, the no-white-cast experience. Last emailed April 5.

Format 1 · Sensory Hook Thu 10 Jul · 10am MYT

Why This, Why Now

Tinted Sunscreen was last sent on 5 April as a new launch email (CTOR 1.19%, RM4,501). The launch story has been told — now tell the sensory story: how it feels, how it looks on skin, why it replaces your separate SPF + foundation step. July is peak sun in Malaysia, making SPF top-of-mind for every subscriber. The sensory format targets a different buyer than the launch announcement did — people who were curious but didn't buy because they didn't understand what "tinted SPF" actually looks like on them.

Subject Line & Preview Text

Subject

SPF that doesn't look like SPF

Preview

No white cast. No pill. No ghosting. Just protected skin that looks good.

Alt: "The sunscreen your skin actually wants to wear."

Email Structure (3 Blocks)

Hero image: Close-up of the product on skin — the tint blending in, the skin looking naturally dewy and protected. Real skin tones, not overly retouched. July sun context in the background (optional).

Sensory copy: "It goes on light. Blends like a tinted moisturiser. Protects like a proper SPF. Your skin just looks like itself — but better." Three lines, no more.

CTA: "Try Tinted Sunscreen" → product page. Optional: small line "🌞 SPF 50. Malaysia-tested." for local relevance.

Expected Benchmarks

Open Rate

43–47%

Format 1 typical

CTOR

0.52–0.79%

Sensory Hook range

Est. Revenue

RM5,500–7,000

July UV seasonality boost

Notes

Full 90-Day Engaged List. If you have any segment of subscribers who clicked the April launch email but didn't purchase, send this to them too with a slightly different subject ("Still thinking about Tinted Sunscreen?") — it's a warm audience who just needed more convincing.

Matte Setting Powder — "Your Foundation Looked Perfect at 9am"

Last emailed March 25 as a new launch. Myth Buster angle: cakey makeup is a product gap, not user error. 3.5+ months gap.

Format 2 · Myth Buster Mon 14 Jul · 10am MYT

Why This, Why Now

The Matte Setting Powder launch email (25 March) had an average CTOR of 0.79% but only RPR RM0.092 — below format average. The launch format told people what the product is. This email tells them why they need it by naming the exact frustration: foundation caking by noon. That's a universal problem for makeup wearers in Malaysia's heat and humidity. The cakey-makeup myth ("it's just how foundation works") is the perfect hook — and the fix is Matte Powder.

Subject Line & Preview Text

Subject

Your foundation looked perfect at 9am. What happened?

Preview

It's not the foundation. It's what you're not putting on top.

Alt: "Cakey by noon? That's your powder's fault, not your foundation."

Email Structure (3 Blocks)

The Myth: "Most people think foundation caking is unavoidable — a humidity problem, a skin type problem. It isn't. It's a missing-product problem." Validate the frustration.

The Fix + visual: "Matte Setting Powder sits between your skin and your foundation. It locks the finish in place — oil-free, feather-light, all day." Product shot with a before/after skin texture or a flat lay with makeup tools.

CTA: "Fix Your Finish" or "Set It And Forget It" → product page.

Expected Benchmarks

CTOR

0.66–1.09%

Myth Buster range

Conv Rate

0.10–0.15%

Makeup products typical

Est. Revenue

RM5,000–6,500

New angle on launch product

Notes

Full list. The July heat angle makes this especially timely — if you can add one line referencing "Malaysia's humidity" in the copy, it makes the email feel locally specific rather than generic. That kind of local specificity typically lifts engagement.

Roll On Deo — "You Reach For It Every Morning. Make It the Good One."

Ownership angle: the daily ritual deserves intention. Last emailed May 25 as a restock — 7+ weeks by send date.

Format 1 · Sensory Hook Thu 17 Jul · 10am MYT

Why This, Why Now

The restock email (25 May) used urgency as its hook — CTOR 0.85%, RPR RM0.102. Solid, but below the Format 1 sensory average. This email uses a completely different emotional hook: the morning ritual as an act of intentional self-care. Roll-on deodorant is used by the same person, every single day — but most people never think about it. Reframing it as a deliberate choice (not just a habit) creates desire from existing users and drives trial from people who use generic alternatives.

Subject Line & Preview Text

Subject

You reach for it every morning. Make it the good one.

Preview

Cool glide. All-day freshness. The roll-on that actually earns its place.

Alt: "Soft roll. Clean finish. The deo you actually look forward to."

Email Structure (3 Blocks)

Hero shot: Roll-on in a clean bathroom setting — morning light, fresh towel, intentional. The product should feel like a deliberate choice, not a chore item.

Sensory copy: "Cool on application. Dries instantly. No white marks, no residue — just the quiet confidence that you've got this covered until evening." Focus on the tactile experience: cool, smooth, invisible.

CTA: "Make It Your Daily" → product page.

Expected Benchmarks

CTOR

0.52–0.85%

↑ from 0.85% restock send

Unsub Rate

<0.20%

Sensory is low-unsub format

Est. Revenue

RM4,500–6,000

Roll-on ~RM93 AOV historical

Notes

Full 90-Day Engaged List. After two Deo Spray emails (Campaigns 4), make sure the Roll-On is positioned as distinct — not the same product in a different format. The copy should make clear this is the everyday essential, while Deo Spray is the out-the-door fragrance option. They serve different moments.

Lip Screen — "You SPF Your Face. What About Your Lips?"

The forgotten body part in every SPF routine. July UV hook makes this highly timely. Last emailed May 6 — 11+ weeks by send date.

Format 2 · Myth Buster Mon 21 Jul · 10am MYT

Why This, Why Now

Lip Screen was last sent May 6 as a new launch (CTOR 0.77%, RPR RM0.108). The new email flips from "meet this product" to "why you need it" — the Myth Buster of an overlooked daily habit. Almost no one in Malaysia applies SPF to their lips, but lips are highly UV-exposed. The myth is: "SPF for lips isn't really a thing." The flip: your lips age faster than any other part of your face precisely because you've always skipped them. July heat makes this land perfectly.

Subject Line & Preview Text

Subject

You SPF your face. What about your lips?

Preview

Your lips are the most sun-exposed part of your face. And you've been skipping them.

Alt: "Sunscreen for your lips exists. And it looks really good."

Email Structure (3 Blocks)

The Myth: "You put SPF on your face every morning. Your neck. Maybe even your hands. Your lips? Probably not. They're the most exposed, least protected part of your face." Short, punchy, true.

The Flip + product: "Lip Screen gives your lips SPF 30 with a tint and hydration built in. One product that does three things your lips have never had before." Product close-up — the tint on lips, the colour, the shine.

CTA: "Protect Your Lips" → Lip Screen product page. Simple. The myth close lands the motivation.

Expected Benchmarks

CTOR

0.74–1.09%

Myth Buster + seasonal hook

Conv Rate

0.10–0.15%

Lip product historical range

Est. Revenue

RM5,000–6,500

July UV seasonality lift

Notes

Full 90-Day Engaged List. Campaign 9 (Tinted Sunscreen) ran 10 days earlier — the Lip Screen email naturally extends the July SPF theme. Together, Campaigns 9 and 12 create a mini "protect everything" arc across the month without repeating the same product. Consider linking them with a shared visual treatment (same summer sun photography style).

At a Glance

Product & Format Rotation — No Repeats Within 5 Weeks

Verification that no product appears in consecutive campaigns or within a 5-week window.

#	Product	Last Emailed (before this plan)	Gap at Send Date	Format	Est. Revenue
1	Earth Series Lip Balm	3 Jun (early bird)	5 days — intentional follow-up	F3	RM3,500–5,000
2	Face Oil	14 Mar	13 weeks ✓	F2	RM6,000–7,500
3	Body Butter	10 Mar	14 weeks ✓	F1	RM5,500–7,000
4	Deo Spray	28 May	3 weeks — new myth angle	F2	RM5,500–7,000
5	Beet Scrub	15 May	6 weeks ✓	F1	RM5,500–6,500
6	Best Sellers (Multi)	N/A — first roundup	N/A ✓	F3	RM5,000–7,000
7	Sale — Best Sellers	N/A — first sale	N/A ✓	Sale	RM12,000–18,000
8	Mochi Cleanser	28 Apr	10 weeks ✓	F2	RM5,500–7,000
9	Tinted Sunscreen	5 Apr	14 weeks ✓	F1	RM5,500–7,000
10	Matte Setting Powder	25 Mar	16 weeks ✓	F2	RM5,000–6,500
11	Roll On Deo	25 May	8 weeks ✓	F1	RM4,500–6,000
12	Lip Screen	6 May	11 weeks ✓	F2	RM5,000–6,500
Combined Forecast (midpoint)					RM83,500

Format Mix Across 12 Campaigns

F1 Sensory Hook × 4C3, C5, C9, C11 — your most consistent revenue format

F2 Myth Buster × 5C2, C4, C8, C10, C12 — highest conversion rate format

F3 Announcement × 2C1, C6 — used only when there's genuinely something new

Sale × 1C7 — Mid-Year Sale, biggest revenue driver

Ongoing Watch Item

Open rates declining — recommend a re-engagement purge before Campaign 8

Open rates have dropped from 52% (March) to 41% (May). At this rate, they'll be at 37–38% by July. Before Campaign 8, run a re-engagement flow in Klaviyo: identify subscribers who haven't opened in 90 days, send them a "still with us?" email, and suppress non-openers from the main list. This typically recovers 3–5 open rate percentage points across the remaining campaigns — and protects inbox placement with Gmail/Yahoo long term. The Mid-Year Sale (C7) will flush out some inactive subscribers naturally, making this the ideal moment to clean the list right after.