How a Creator-Led Wellness Brand Generated 2× ROI Within 2 Months

Situation:

Guday, a rapidly growing Brazilian wellness brand co-founded by fitness influencer Manuela Cit, launched a weekly newsletter to strengthen customer relationships, distribute content, and support broader marketing initiatives.

To execute the strategy, the brand partnered with MyNewsletter — Brazil’s first boutique agency focused exclusively on building newsletters for companies, founded by Fernando Kaloustian.

The result? In just two months, the newsletter became a profitable revenue channel generating over 2× its operational costs, proving the power of email for DNVBs and E-commerce brands.

Challenge:

Guday wanted a newsletter that could:

• Deepen brand trust
• Build long-term customer relationships
• Drive repeat purchases and higher LTV
• Validate product demand
• Avoid aggressive, hard-sell DTC tactics

But they lacked:

1. Internal bandwidth to run a consistent, high-quality email program.
2. A clear content strategy that balanced value with subtle sales.
3. The right platform to create on-brand newsletters, integrate analytics into their CRM, and scale efficiently.

They needed a partner who understood newsletters deeply and a platform built for modern media-quality email.

Solution:

Guday teamed up with MyNewsletter and built a newsletter program powered entirely by beehiiv, focusing on strategy, storytelling, and data-backed execution.

1. Agency partnership with a creator-led edge

MyNewsletter transitioned from an educational project to a full-service agency as demand grew. After years of knowing Guday’s founding team — and following the brand closely — Kaloustian stepped in to design, launch, and operate Guday Talks, their weekly newsletter.

2. Email strategy built around an 80/20 content mix

The team adopted a clear editorial framework:

• 80% education: fitness insights, nutrition explainers, wellness guidance
• 20% subtle promotion: product mentions woven into valuable content

Instead of aggressive selling, Guday leaned on education + storytelling, expanding on the topics Manuela already covered on Instagram.

3. beehiiv as the operating system

After testing nearly every major platform, Kaloustian chose beehiiv for:

• Robust analytics that feed directly into Guday’s CRM
• Easy design customization for branded, professional newsletters
• Integrated features (referrals, recommendations, monetization) supporting long-term growth

This allowed MyNewsletter to launch at speed — and iterate quickly.

4. Weekly cadence supported by a built-in audience

Guday entered the market strong, with 100,000+ existing E-commerce subscribers already opted into communications. This gave the newsletter immediate traction.

From there, MyNewsletter managed content planning, writing, design, analytics, and performance tracking.

Results:

Within the first two months, Guday saw:

• 45% average open rates
• High subscriber engagement and strong qualitative feedback
• Product conversions that surprised both the agency and Guday’s founding team
• More than 2× ROI from newsletter-driven sales compared to the combined cost of beehiiv + MyNewsletter

The newsletter quickly became a high-impact, high-ROI channel for a brand projected to reach R$80M (~US$15M) in annual revenue.

Lessons Learned:

Kaloustian attributes the success to three major drivers:

1. A validated product with real demand
2. An engaged creator (Manuela) with a loyal community
3. A value-first newsletter strategy supported by beehiiv’s tooling

The team now plans to:

• Launch a referral program
• Integrate beehiiv + Shopify to onboard new customers automatically
• Conduct deeper audience research
• Use email not only for retention, but customer acquisition