How DTC brands are using newsletters to publish their own content - Business Insider

DTC startups like bra brand Cuup are using the popular email newsletter format to become their own content publishers.Newsletters have become a popular medium in recent years as writers started independently publishing their content via email to subscribers.

So when the brand decided to eschew traditional influencer marketing, they took a route that would allow them to have the sort of complicated conversations that represent how women feel about the concept of femininity: an interview series they'd send straight to readers inboxes, via a newsletter.

The goal in delivering stories straight to customers' inboxes is that instead of customers playing Whac-A-Mole, deleting promotional emails as they flood in, they'll be intrigued enough to open and spend time learning what the brand represents. With newsletters, brands can also see who their loyalists are. Morgan said BodyTalk is a way to deepen Cuup's relationship with customers who want to opt-in. "The majority of our audience just wants to buy a bra and they don't want to go deeper," she said. "But for the people that do, those are the people you really want to cultivate relationships with because we think they're going to be our strongest customer.

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