Digital newsletters for Renée Voltaire AB to consumers – Layout & Copy: Karin Backlund
inspire to try
something new foodwise
Client:
Renée Voltaire AB, (www.reneevoltaire.se)
Renée Voltaire AB offers organic, vegan and gluten-free products for consumers in mainly the nordic countries. The products can be find in supermarkets, cinemas, pharmacies, digital stores as well as in there own webbshop.
brief:
Renée wants to inspire people to dare to try something new, a vegan alternative instead of traditional food and snacks. She wants to enlighten people about the health effects nutritional food can have and want to inspire people use vegan ingredients when cooking and baking at home. The problem is that people seems to often don’t know what they can make with vegan ingredients, how to use them and therefore not buying these products.
my work:
- Ideation
- Content
- Copy
- Photography
- Layout
- Follow up
" The content must be attractive,
the photos inspiring
and the text inviting to reading “
The idea:
The digital newsletter is a great channel to better reach out to the ones who already are interesting in healthier food and make them become more loyal to the brand. The newsletter must be both educational and inspiring with the ability to increase the awareness of the brand and enhance purchase in stores or in the webbshop.
Every newsletter will be created upon a specific theme that will be connected to one or more products from Renée Voltaire AB’s assortment. The newsletters will always have an educational part, a recipe connected to the specific product and a special offer at the webbshop – all with an inspiring text that invites to read. Pictures and links are clickable and leads to the webbshop or to the online recipe, for increase purchase.
To increase and keep a high opening frequency of the newsletter/email, a well performed subject line is important to make the email pop out in the inbox. This to create a curiosity and make the receiver willing to open and read. Then the theme needs to be attractive together with inspiring pictures and inviting copy for the reader to enjoy, learn and click on the links. The time, day and hour, when sending the newsletter also has an impact and need to be done with reflection.
Ideas for future newsletter are stored and collected, to always have different ideas to choose between.
the design:
The subject line of the newsletter, visible in the mailbox, has to be phrased in a curious way to make the reader willing to open the letter. The copy here is selected to pop out and make the reader interested. Subject lines as “Get your 6-pack to the summer”, “Undress and sunbath naked!”, “Bloody seriously” and “Sweet or sour – who are you?” are some examples that has been used and received well.
The newsletter are always a mix of copy and pictures, where the pictures plays as an important role to the copy. But the pictures need to be able to stand alone and deliver a message by itself. Speech bubbles, arrows or other graphic symbols are therefor used in the pictures, which are iconic for the brand.
The copy needs to be short and easy to read but still give valuable information – invite for reading as well educate in a deeper level. A tricky part is that the content as well as the copy should be appealing for people who already have a knowledge in the subject and be easy and inspiring for those who don’t.
