Interliving – Newsletter Welcome Flow
The briefing
From yesterday's mailing to a newsletter system
The furniture brand Interliving has existed since 2016 and has built up a broad, high-quality product range – though hitherto with few updates to the brand design.
To begin with, the newsletter needed to be both more contemporary and live up to the brand's design standards. We translated the outdated design grid into a flexible, modular design system. But that’s not all: the content layer of the newsletter was also reimagined. Instead of purely presenting products, thematic worlds were created. The new welcome flow engages subscribers on an emotional level, reflects the brand's high design standards and creates a consistent brand experience from the very first touchpoint.
the approach
Good newsletters don't begin in the template.
How do you find topics that are truly interesting?
Which images tell more than pure product shots?
And how do you turn information into a text that people enjoy reading?
In three workshop modules via Teams and Miro, we developed the strategic foundation for the newsletter together with the employees. At the heart of this were three questions: From which perspective are we thinking? What goals should the newsletter fulfil? And how do products and offers become a relevant story?
01 – Perspective
The change of perspective was the starting point: Who is the target audience, what situation is occupying the customers? What added value is created for them?
02 – Goals
What is the newsletter actually supposed to achieve?
03 – Storytelling
Situations, achievements and topics are transformed into concrete editorial ideas. This is how stories are created instead of pure product blocks.
The development
Structure and editorial schedule
The workshops on structure and layout also took place online via Teams and Miro with the VME team. During these, the newsletter was restructured and an editorial plan was developed — from the welcome flow to the ongoing issue.
New subscribers go through a series of emails here: a warm welcome, a look at the product range and a first incentive. Each email has a task, added value and a clearly defined goal.
The implementation
Flexible building blocks
The basis of every newsletter is a grid that has enough rules to remain consistent and enough freedom not to become repetitive: header, intro, topic blocks, response and footer. The same building blocks, combined in a surprisingly new way every week.
An editorial calendar anchors topics, formats and rhythm. The team knows what is coming when — and can plan ahead instead of improvising.
Response elements, finally, turn an email into a dialogue: such as the kitchen checklist available for download as a concrete added value for kitchen planning, or the personal £10 voucher as a welcome gift.
The result
Interior Storytelling
An editorial newsletter architecture that brings Interliving to life digitally as a premium furniture brand and sustainably retains new customers.
ClientInterliving — Einrichtungspartnerring VMEScopeStrategy, content workshops, newsletter concept, editorial system, UX/UI designPlatformHubSpot — CMS & EmailElementsWelcome flow, ongoing newsletter, response elements Strategic cooperationTAIPAN Consulting
