Email: How to Find Endless Newsletter Content Ideas with Kate Hammond, Sunbeam Marketing (episode 309)
by Chloe ThomasKate Hammond has been delivering CRM strategies in global markets since 2009. Specialising in DTC growth, mainly on Klaviyo and Ometria, via her agency Sunbeam Marketing she helps brands like Rani & Co, Noble Panacea, and Saira to build out their email marketing driving loyalty and retention.
Tune in to discover Kate’s framework for generating endless newsletter ideas, creating more relevant email content, and building stronger customer relationships. Plus, she shares her advice on email frequency, content planning, and the role of automated flows in driving revenue.
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Dive in:
[04:35] Startup experience and strategic growth
[08:40] Shifting mindset to customer needs
[12:32] Highlighting product uniqueness
[15:48] Analyzing seasonal market trends
[18:57] Nurturing email lists effectively
[21:50] Insider Tips from Kate!
Stop Thinking About What You Sell and Start Thinking About Why Customers Buy
One of Kate’s biggest lessons is that great email content starts with customer motivation. Many brands focus their newsletters on products, categories, and promotions. But customers care more about the problems those products solve. Instead of sending an email about dresses, send one about wedding season, holiday packing, or finding an outfit for a special event. When you focus on why people buy, you unlock far more content ideas and create emails that feel more relevant and useful.
Build Your Newsletter Strategy Around Content Buckets
When you’re struggling for ideas, having a content framework makes planning much easier. Kate recommends creating content buckets such as educational content, seasonal topics, brand stories, product spotlights, customer reviews, and promotional campaigns. This approach helps you avoid sending the same type of email over and over again. It also creates a more balanced experience for subscribers. For eCommerce brands with a small product range, content buckets are a simple way to keep newsletters fresh without constantly launching new products.
Focus on Quality and Relevance, Not Email Volume
There is no perfect number of emails to send each week. The right frequency depends on how your audience responds and what your team can realistically produce. Kate advises brands to monitor engagement, clicks, website visits, and unsubscribe rates rather than following industry benchmarks. Sending more emails only works if the content remains valuable and well executed. For most eCommerce teams, a smaller number of high-quality emails will outperform a larger number of rushed campaigns.
Takeaways:
- Struggling for email content? Shift from “what we sell” to “why customers buy.” Focus on solving their problems and you’ll unlock stories that resonate and connect deeply.
- Don’t let a small SKU list stop you. Mix up your emails: educational tips, founder stories, seasonal content, and customer spotlights keep your brand fresh and engaging.
- Speak to your customers often—surveys and calls reveal the real reasons they buy. Let their stories inspire your next great campaign and stand out from the crowd.
- Quality over quantity: send emails as long as subscribers engage, but don’t burn out your team. Refresh your email mix, test themes, and let results guide your cadence.
- Email is just one touchpoint—sync your messaging across social, SMS, and even packaging for a seamless brand experience your customers remember.
Listen to hear Kate’s Insider Tips on Email!
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