If every email is a discount, customers learn to wait for sales. Mix in content that keeps your brand interesting.
Ideas
- New arrivals: latest products with styling or usage ideas.
- Best-sellers: what other customers love.
- How-to guides: care tips, recipes, styling, setup.
- Behind the scenes: making, sourcing, packing.
- Customer stories: photos and reviews.
- Gift guides: festivals and occasions.
- Founder notes: the story and values.
- Quizzes: find the right product.
- Restock alerts: popular items back.
- Exclusive early access to sales.
Balance
Many brands alternate content-led and sales emails, increasing promotional frequency during festive seasons.
Plan ahead
Plan a month of emails with our content calendar generator.
Subject lines
Make each subject line specific to the content; test them with our subject line checker.
Read newsletters for service businesses.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
