Newsletters

The first of a series of newsletters, for a prestigious interior designer who has been transforming homes in Yorkshire for over a decade. I have been commissioned to write a newsletter over the coming year in her inimitable brand voice which is warm, personable and vibrant, emphasising the designer’s Italian roots and commitment to nurturing a family community in the local area.

The title provokes curiosity for the company’s committed client base ‘Wondering What We’ve Been Up to Lately’ and I introduced the concept of exclusivity and close-knit ties through the term ‘designer insiders’ and through the line ‘…Italians love family’.

The Email snippet, the first line of text the reader views after the subject line, reads [Exclusive events, cool projects and new products.] I’ve kept this concise so that it is wholly visible avoiding truncation. It conveys exclusivity, designed to whet the appetite and encourage a higher percentage of open rates.

Dividing the newsletter into easy-to-digest bullet points, I touched upon the many exciting and upcoming themes to explore as a teaser of what is to come without revealing too much detail at this stage.

The CTA (call to action) was designed to increase the client’s email subscribers by encouraging the reader to invite their friends. ‘In the spirit of amore per la famiglia, (love for the family) we ask you to invite a friend (or two) to join our newsletter. Some things are too good not to share’.

The second newsletter introduced the client’s first Christmas shopping event at which she will unveil her design collaborations with Italian and local British artisans. It includes a CTA to sign up for the event and invite friends. Once again I focused on bite-sized digestible bullet points designed to pique curiosity.

Working with the designer on additional projects including a brand-new website and advertorial, has enabled me to immerse myself fully into their brand, philosophy and personality.