In a recent article, Rosie Hoggmascall explores the emotional dynamics of user engagement with Duolingo, particularly focusing on the app's aggressive reactivation strategies. Despite the fact that many users maintain a streak of seven days or more, Hoggmascall finds herself among those who receive frequent reminders to return to the app. The messaging from Duolingo oscillates between being overly clingy and oddly authoritative, leading to a perception of the app as erratic and even abusive. This characterization has been echoed by various media outlets, with Business Insider labeling Duolingo as the "meanest app in the app store." Duolingo's marketing tactics have proven effective, particularly among younger users, with a significant portion of their growth attributed to organic channels like TikTok. The app's quirky and sometimes chaotic branding, represented by its mascot, Duo the Owl, has resonated with many, contributing to impressive user engagement and revenue growth. Hoggmascall delves into the specifics of Duolingo's email strategy, analyzing the language, imagery, and emotional triggers used to entice users back into the app. The article highlights a shift in Duolingo's messaging over time. Initially, the emails conveyed a sense of disappointment, urging users to "keep the owl happy." However, this tone has evolved into a more playful and varied approach, focusing on themes like maintaining streaks, quick lesson durations, and the idea of "mouldy" skills that need refreshing. The emails are designed to elicit emotional responses while minimizing cognitive load, making it easy for users to jump back into learning. Hoggmascall notes the cadence of emails, which typically does not exceed two per day, allowing for a manageable user experience. The initial barrage of emails aims to capitalize on early user motivation, gradually tapering off to avoid overwhelming recipients. The simplicity of the email design, featuring a consistent call-to-action and engaging animations of Duo, further enhances the effectiveness of the communication. Ultimately, Hoggmascall finds herself more amused than emotionally damaged by the experience. The evolution of Duolingo's messaging from a threatening tone to a more entertaining and relatable approach reflects a strategic understanding of user psychology. The article concludes with insights into the effectiveness of Duolingo's tactics, emphasizing the importance of emotional engagement, simplicity in communication, and the value of pacing in user outreach.