Emails aren’t just about abandoned carts and discounts.
And a newsletter isn’t just a 3-line preview of your blog post.
More e-commerce brands should try to build a lifestyle magazine for their niche over email.
The structure of email marketing magazine
We’ve analysed Huckberry (free preview of our deep dive here) and they are an example to follow.
They provide a weekly lifestyle magazine as a newsletter, through email, with this structure:
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- It starts with a quote that helps the reader get into the right mood.
- Then the newsletter has a featured product or collection where there’s a good mix of pictures and text to explain the story behind the product.
- Then there’s a section of 2-3 products or collections based on seasons that come from a mix of categories: they can be clothing, apparel, accessories, household and more.
- Very often there’s a small “The Journal” section recommending an older blog post.
- Then there are 1-2 more products or collections recommended, also based on the season or theme.
The content-focused recurring structure
This one follows the main email sequence, but is more content focused.
- The Journal – A link to a piece of long-form content from Huckberry’s blog.
- Trending Gear or Don’t Miss – A collection of trending products.
- Diversions – A list of reads, podcasts and videos Huckberry recommends, from all over the web.
- See You Out There – A cool photo that fits well with Huckberry and the readers they have.
And that’s how Huckberry created a lifestyle magazine in the form of an email newsletter.
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