DB&P — Adams Ranch Natural Beef — Internal Creative Brief

9-Week Email Calendar
Mar 19 – May 20, 2026

For junior creative strategist review and client presentation

23
Emails
Max/week
11
Shares CTAs
0
Prime-dependent
⚠ Deliverability Priority
Spam complaint rate is 0.046% — 5× above industry median. Every send anchors on Engaged 90D (4,041). Newsletter (Never Purchased) is capped at 2 sends total for the window: Easter deadline and Mother's Day last call only. Suppress non-openers (120+ days) before Week 1 goes out.
📋 Brand Guidelines Reminder
Use: humanely raised, pasture-raised, Florida-raised, natural beef, no added hormones or antibiotics, corn-finished, grain-finished, wet-aged 21 days, single-source, closed herd.
Never use: grass-fed, grass-finished, hormone-free, never sent to a feedlot, flash frozen, factory farms, better than grocery store.
Never criticize other ranches, producers, or feedlots. Differentiate by highlighting Adams Ranch strengths only.
Photography: Real ranch photos only. No AI-generated imagery.
Engaged 90D
Engaged + New Customers
Newsletter (broad)
VIP only
Winback
Never Purchased (max 2)
Week 1 — Mar 19–25 · 1 Send
Spring opener
Soft start. Re-engage the list. Introduce the season.
Week 2 — Mar 25–27 · 3 Sends
Shares intro + Ground Beef volume
First dedicated Shares send. Newsletter goes to separate segment same day — not overlap.
Week 3 — Apr 1 · 2 Sends · Easter Apr 5
Easter — last window to order
Holiday justifies a broader send. Never Purchased — send 1 of 2.
Week 4 — Apr 8–10 · 3 Sends
VIP access + Brand story + Freezer stocking
VIP gets early Shares window. Brand email builds LTV post-Easter.
Week 5 — Apr 15–17 · 3 Sends · Earth Day Apr 22
Conservation + Bavette education + Ranch Steak
Earth Day brand play. Two cut education emails to different segments.
Week 6 — Apr 22–24 · 3 Sends
Shares meal planning + Ground Beef repurchase + Math email
Most conversion-focused week. Math email is likely the highest-converting send of the calendar.
Week 7 — Apr 29–May 1 · 3 Sends
Mother's Day early + Winback
Winback is one send only. No discount on that email — tell the story, that's it.
Week 8 — May 6 · 2 Sends · Mother's Day May 10
Final Mother's Day push
Never Purchased send #2 of 2. Keep it deadline-focused and clean.
Week 9 — May 13–15 · 3 Sends · Memorial Day Tease
Summer stock-up + close the quarter strong
Pivot from Mother's Day to summer/Memorial Day. Shares as the summer play.
⚠ Before anything goes live — confirm with Amanda
Replace all [DATE] placeholders with confirmed cutoff dates. Verify current Beef Share lead time. Confirm all product pricing numbers (especially the math email). Confirm which cuts are included in a quarter cow share. Get order cutoff dates for Easter and Mother's Day delivery.
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