For target customers, newsletters can be two things — either they love them or they hate them. They gave you their data - and the email channel is one of the only ones you really own. So make sure they will get something valuable from your newsletter. That's why they signed up in the first place. If you're looking for the best benchmarking tool out here, panoramata will help you: get access to dozens of thousands of emails, classified by score, which will allow you to understand any brand ecommerce email marketing strategy.
Truth is, it really depends on what you offer and how you want to brand your business. Overall, here are the things that we highly suggest you consider when writing your newsletter:
Fret not as we’ve gathered and studied the newsletter strategies of these Direct-to-Consumer (DTC) brands that you may get inspiration from.
Doesn’t matter if you’re into skincare, beauty, lifestyle, or food — we got you.
"What is Paula’s Choice?” This is a skincare brand that’s gaining so much popularity in the US for its rave reviews and products. Since they offer a range of fragrance-free, cruelty-free, and gentle products, they made buzz within the community of skincare and beauty enthusiasts. With that we got curious and reviewed their newsletter strategy for their customers:
Overall thoughts: We think that Paula’s choice’s newsletter strategy is perfect for brands with a wider range of products and if there are different discounts and promos available. Also, their newsletter template is very visual and it’s really a good way to get to the point right away.
Another beauty brand that we checked out is Function of Beauty— a customizable shampoo brand that has now released their skincare and body care products. The brand immediately gained popularity especially when youtube superstars like Bretman Rock started to feature them in his channel. To go see what the hype is all about, we subscribed to their newsletter and here’s our review:
Overall thoughts: One of the most interesting parts of their newsletter is how they manage to create very visually pleasing templates that resonate to their brand. They also try to incorporate interactive functions such as a spinning wheel promo to reward their subscribers with a discount or a special offer.
Mattresses and pillows aren’t things you buy regularly but you buy for long-time use. So your pitch should be about what matters most to your customers which is value for money and their well-being. Learn a thing or two from the award-winning lifestyle brand — Casper. Here’s what we think of their newsletter strategy:
Overall thoughts: Just like the first two brands, Casper’s newsletter is very visual and direct to the point. This strategy gives your subscribers a quicker way to access the pages you want them to see. No extra fluff! Also, we love how they really try to show their subscribers how much value for money and health benefits they will get from their products. Yes, it is part of the sales talk but hey, it really works!
Another lifestyle/ fashion brand that we will review is Allbird, popularly known for its sustainably made shoes and clothing. Nowadays, we all love brands who advocate for a sustainable future and lifestyle, so your target market really needs to see that in all that you do — even in your newsletter. Here’s what we’ve gathered:
Overall thoughts: Allbirds is a really good benchmark for sustainable brands and marketing, as they put their advocacy first before trying to sell. If you are one of them, we highly suggest that you subscribe and see how they are winning at it.
Moving on to something that we all love — food! And by food we mean, Ben & Jerry’s. Aside from their mouth-watering ice cream flavors, Ben & Jerry’s is also popular for their “Chunkmail'' newsletters. Why is that? Because they have a really creative writing style that you’d really want to read. Aside from that, they don’t just talk about ice cream, they also talk about things that matter. Here’s our review:
Overall thoughts: Awesome! Would give it a 10/10. No wonder there’s a buzz about it among marketers. It’s a really good example on how brands can stay relevant while engaging more readers and page visitors to your site.
Last but not the least, the brand that became so famous among millennials — Prisoner Wine. As Vinepair wrote, this brand is popular for its unique blends and flavors. But, how do you market wine in a newsletter? Here’s our review about Prisoner wine:
Overall thoughts: Prisoner Wine has a lot of offers going on and if you happen to be a wine or beverage brand that does the same, we highly recommend subscribing to them and learn a thing or two about the right newsletter strategy.
There you have it! Which one is your favorite review and what are the tips that you’d love to apply to your brand? Let us know by connecting with us on Instagram or LinkedIn! If you need help in creating a newsletter campaign, don’t hesitate to reach out to us!
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