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How Jennifer Anniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
March 10, 2026
This week, we ran a campaign that looked “healthy” on paper. Bounce rates were low, inboxing was stable, and opens were satisfactory. However, replies remained disappointing. The solution wasn't a new sequence or a clever hook. We reduced the list by about a third, resent to the more targeted segment, and finally received replies.
If your numbers seem stagnant, you might be emailing too many “maybe” people.
FROM MY DESK THIS WEEK
Cold emailing trends for 2026 are becoming clearer, and the most significant one is uncomfortable for teams that prefer volume.
Smaller segments outperform larger lists, even with the same offer and copy. The reason is simple: providers are more strict, buyers are busier, and relevance does more of the heavy lifting than “good writing.” This week, across multiple accounts, we tightened targeting by removing weak-fit industries and “maybe” titles, and we reduced the send list by about 35%. Total replies increased from 1.6% to 2.7% within a week, and positive replies grew from 0.7% to 1.1%. Same structure. Same deliverability setup.
The lift originated from the restraint. The trend isn't about more personalization; it's about greater precision.
CEO’S PLAYBOOK TIP
What this means: Your best strategy in 2026 isn't writing longer emails or adding more steps. It's building a list that's hard to ignore. The fastest way to achieve this is to apply one simple filter before you hit send.
Why it works: Most lists are inflated with people who can say “not interested” but cannot say “yes.” They are close to the problem but not responsible for it. When you remove those contacts, two things happen. First, your message becomes more relevant to the remaining people. Second, your engagement signals improve, which helps maintain stable inbox placement over time.
The data: When we apply this filter, we usually see an increase in reply rates without changing the copy. This week’s example is clear: reducing the list by about 35% led to replies going from 1.6% to 2.7%, and positives rising from 0.7% to 1.1%. This pattern aligns with case studies where better targeting and consistent outreach drive results, not random “subject line hacks.”
How to use it this week: Run this “Two-Bucket Filter” on your next list build.
Bucket A: True owners. Keep only those who own the number or the outcome.
Examples: Founder, CEO, CRO, VP of Sales, Head of Demand Gen, Director of RevOps, Head of Partnerships.
Bucket B: Close adjacents. Remove people who can forward your email but rarely support or sponsor change. Examples include coordinators, general managers without revenue responsibility, generic “marketing specialist,” analysts, assistants, and anyone with a title that suggests a support role.
Copy-ready line you can steal:
Quick check, are you the person who owns outbound pipeline for [company] or is that someone else?
That line does two jobs. It is easy to answer, and it forces role clarity without sounding needy.
INTEL THIS WEEK
BOSS Magazine describes 2026 as a move from personalization to context, along with simpler writing and automation that still feels human.
Takeaway:
“Context” is the right word. In cold email, context isn’t just about using a name. It’s written as if you understand what they are dealing with this quarter. What this means for your next campaign: pick one trigger per segment, then write one sentence that proves you saw it.
This episode covers the fundamentals that still determine results: why outreach fails before you hit send, where AI helps and where it hurts, and how to follow up with persistence without being disrespectful.
Takeaway:
Most teams are trying to automate their way out of ineffective targeting. AI can help you scale research and operations, but it cannot fix a poor list. What this means for your next campaign: let AI accelerate prep work, then keep the actual email simple, brief, and human.
Three-year partnership, over 200 meetings scheduled, and a directly attributed $300K deal, driven by targeted outreach and newsletter support.
Takeaway:
The key message isn't about “send more.” It's about “building a machine that remains consistent.” What this means for your next campaign: stop searching for one perfect email and focus on improving the system week after week, especially in terms of list quality and segmentation.
High-Performance Cold Email That Actually Books Meetings!
Struggling to land real meetings from cold email? You’re not alone — and you’re not the problem. The cold outreach game has changed, and generic blasts just don’t cut it anymore.
At Email Outreach Company, we’ve perfected a system to make sure your critical messages bypass spam filters, hit inboxes, and convert into real sales opportunities. Using our advanced AI-driven personalization engine and bulletproof sending infrastructure, we help you consistently schedule meetings with decision-makers at top-tier companies.
Leading brands have already trusted us to book meetings with executives from Amazon, Apple, and Goldman Sachs — driving over $5 million in revenue, all through cold email.
Here’s your chance to finally win at cold outreach… without the trial and error.
MY LAST $.02
I have watched the same mistake repeat for years.
Teams feel they are falling behind, so they expand the list by adding more job titles, industries, and “maybe” accounts. This approach seems productive because the spreadsheet grows, but then performance declines, and everyone blames the copy, timing, or the tool. In 2026, the penalty for “maybe” is steeper than before. Providers are less forgiving, and buyers become more numb.
The win isn't about sending more. It's about sending to people who can actually say yes. If you take nothing else from today, remember this. Every extra person you add to the list should come with a sentence you could write that specifically applies to them. If you can't write that sentence, don't send. This discipline keeps your campaigns sharper, your reputation cleaner, and your pipeline more predictable.
See you tomorrow,
Adam
P.S. Reply and tell me your current reply rate. I will tell you where I would look first.
Adam Rosen
Founder
Email Outreach Company
New York, New York
www.eocworks.com
P.S. We’ve built a system that helps you break through the noise and actually land meetings that matter. Click here to book your free cold email audit, and we’ll show you exactly how to turn cold outreach into real opportunities.