Maximising Brand Loyalty: Email Marketing Strategies That Actually Work
Raise your hand if you’ve signed up to someone’s newsletter and immediately been bombarded by a five-email sequence that made you want to unsubscribe before you even finished your coffee. Us too.
That’s not loyalty – that’s noise. We believe email marketing should feel like a conversation with a brand you trust, not an algorithm yelling into your inbox.
Here’s how to use smart email strategy and beautiful design (hi Klaviyo!) to nurture long-term customers who want to hear from you – and buy again and again.
Got a project in mind and want to get in touch?
1. Set Up (and Automate) the Basics
You don’t need to send weekly campaigns to get results. Some of the most powerful emails are automated and happen behind the scenes.
If you don’t have these flows set up yet, start here:
- Welcome Series: Introduce your brand, share your values, and offer a reason to stay subscribed.
- Abandoned Browse & Cart: Gentle nudges with a brand-led tone – no pushy countdowns needed.
- Post-Purchase: A big thank-you, some helpful info, and space to show up as the human behind the brand.
- Winback: A soft “we miss you” with a reminder of why they loved you in the first place. Some brands choose to add a discount in this one to sweeten the deal.
Make sure every email in these flows reflects your tone of voice, brand values and visual identity. No generic templates, please – your customers deserve better!
2. Make the Design Work Harder
Pretty emails are nice. Commercial emails are better. But the best ones? They do both.
Our Klaviyo design tips:
- Keep copy short and skimmable – headlines, subheads and bullet points are your friends.
- Use a strong image hierarchy: lead with one strong hero image and keep the rest clean.
- Buttons should be bold, brand-aligned, and say more than “Click here”.
- Mobile-first always – most customers read on their phone.
And please, for the love of open rates, keep your emails on-brand.
Your colours, fonts and tone should feel exactly like the rest of your brand – not like they came from a different planet.
3. Don’t Just Sell – Build Relationship Equity
The best email marketing is a slow burn. You’re not trying to flog something every time – you’re building familiarity, trust and reason to keep opening.
You can do this by:
- Sharing behind-the-scenes stories
- Giving exclusive first-looks or access
- Asking questions and inviting replies
- Offering value – design tips, styling advice, rituals, seasonal edits, etc.
Email gives you the space to be more than just another brand. It’s your chance to be a voice in their inbox they actually enjoy hearing from.
4. Be Consistent (But Strategic)
It’s not about quantity – it’s about rhythm. If once a month is all you can commit to, that’s enough (especially if it’s full of value). Just be consistent.
Pro tip:
Use the same structure each time – hero image, short story, 1–2 sections, one clear call to action. People start to recognise and trust the format.
Final Thought:
Emails don’t have to be pushy, robotic or boring.
With the right flows, clever design, and a tone that actually sounds like you, email can become your brand’s secret weapon for connection, trust and long-term revenue.
Ready to elevate your inbox presence?
👉 Apply to work with us and let’s get your email design and strategy working for you.
