Newsletters
Copywriting for Interior Designers and Homeware Brands
The first of a series of newsletters for Italian-born interior designer, Elisa Fanella, who has been transforming homes in Yorkshire for over a decade. I was commissioned to write a newsletter over the coming year in her inimitable brand voice, which is warm, personable and vibrant, emphasising the designer’s Mediterranean roots and commitment to nurturing 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,’ introducing the concept of exclusivity and close-knit ties through the term ‘designer insiders’ and the line …’Italians love family’ to encourage open rates.
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 it concise to avoid truncation.
Dividing the newsletter into easy-to-digest bullet points, I introduced the many exciting and upcoming themes to explore as a teaser of what’s to come.
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, an opportunity to unveil 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.
The title captures a new product launch and the Christmas window display in Elisa’s Harrogate studio whilst also emphasising the importance of family connections to be present among the presents. It successfully introduces enticing new Christmas ranges with a compelling call to action to visit the preview opening night and share the invitation with friends.
This title is designed to hook readers and grab their attention whilst emphasising a quiet time of solitude in the Winter months. Introducing the five senses with descriptive examples, it is designed to remind the loyal community of a time to embrace a slower, more mindful pace. It incorporates Italian culture, quoting ‘Il dolce far niente’ - ‘The sweetness of doing nothing’, whilst touching upon sensorial design, which is the theme of upcoming newsletters.