Internal Guidelines · 2026
Marketing Email
Guidelines
A complete reference for designing, writing, and sending every marketing email from The Lighterhouse. Built on top of the transactional email foundation and extending it for editorial, promotional, and lifecycle communications.
Version
1.0 · May 2026
Scope
All Mailchimp marketing emails
Maintained by
The Lighterhouse
Contents
| 01 Foundation & Principles | 02 Relationship to Transactional Emails |
| 03 Layout & Structure | 04 Typography |
| 05 Colour Usage | 06 The Orange Rule — Rule of One |
| 07 Component Library | 08 Voice & Copy Standards |
| 09 Subject Lines & Preview Text | 10 Email Types Defined |
| 11 Sending Cadence & Frequency | 12 Do & Don’t Reference |
01
Foundation & Principles
Every marketing email from The Lighterhouse is an extension of the boutique itself. It arrives in an inbox the way a well-dressed person enters a room: quietly, with purpose, impossible to ignore.
The governing idea
The Lighterhouse does not shout. It does not urgently promote. It does not manufacture scarcity or deploy countdown clocks. It invites.
A marketing email from The Lighterhouse should feel like a letter from a knowledgeable friend who happens to know where the finest lighters in the world are held. Informed. Unhurried. Worth reading.
Restrained
Whitespace is a design tool. Less content, presented well, always outperforms more content presented carelessly. Every block must earn its place.
Purposeful
Each email has a single primary purpose. New arrivals. An editorial piece. A re-engagement. Never combine multiple objectives in one send.
Personal
We write to one person, not a list. The tone is always that of a thoughtful individual addressing a fellow appreciator of quality.
Consistent
A subscriber who has received ten emails should be able to recognise the eleventh before reading a word. Visual and tonal consistency is brand trust.
02
Relationship to Transactional Emails
The transactional email system (WooCommerce) and the marketing email system (Mailchimp) are two branches of the same identity. They must feel as though they came from the same hand.
What is shared
Both systems share the same colour palette, the same typographic character, the same voice, the same button style (ghost outline, sharp corners), the same orange Rule of One, and the same footer structure. A customer who receives a WooCommerce order confirmation and a Mailchimp newsletter should never feel a discontinuity between them.
Key differences in marketing emails
| Element | Transactional (WooCommerce) | Marketing (Mailchimp) |
|---|---|---|
| Font stack | Georgia, Times New Roman (web-safe fallback) | Shippori Mincho via Google Fonts (web font supported) |
| Max width | 620px | 600px |
| Header logo | Logo-2026-wit-DEF-established-oranje.png (520px) | Logo-2026-wit-DEF-established-oranje.png (fluid, max 480px) |
| Order roadmap | Yes, where applicable | Never |
| Product image | Full-width, above salutation | Contextual, within product blocks |
| Salutation | “Dear [First name],” | “Dear [First name],” — always |
| Sign-off | “With warm regards, / The Lighterhouse” | “With warm regards, / The Lighterhouse” |
| Reply-To | contact@thelighterhouse.com | contact@thelighterhouse.com |
| Footer detail | Logo, social, website, copyright | Logo, social, website, copyright + unsubscribe |
03
Layout & Structure
All marketing emails use a single-column layout. Maximum width 600px, centred on a Silver Mist (#F0F0F1) outer background. There is no sidebar, no multi-column body layout, and no background imagery.
Master template structure
All marketing emails follow this fixed block order. Blocks may be added or removed within the body section, but the header and footer are always present and always identical.
Header
Navy band with the established logo. Always identical. Never modified per campaign.
Hero block
Navy background with eyebrow label, headline, and optional subtitle. Terminated by a 3px Flame Orange bottom border. The single orange rule may appear here or in the body, never both.
Body blocks
One or more content sections on a white (#FFFFFF) background. May include text, product cards, editorial features, or a collector/feature block on navy. All stacked vertically with 2px silver gaps between sections.
CTA section
A closing section with a primary CTA button. White background, centred. One button per email. Ghost outline style matching brand guidelines.
Footer
Navy band. Logo (white only, 180px), social links, website, copyright, unsubscribe link. Always identical. Never modified per campaign.
Spacing rules
| Location | Padding |
|---|---|
| Header | 16px top · 32px sides · 14px bottom |
| Hero block | 0 top (continues header) · 48px sides · 56px bottom |
| Body sections | 48px all sides |
| Product cards | 20px internal padding |
| CTA button | 20px top/bottom · 52px left/right |
| Footer | 32px top · 40px sides · 28px bottom |
| Between stacked sections | 2px gap (Silver Mist background shows through) |
Mobile responsiveness
At viewport widths below 600px, body padding reduces to 24px sides. The hero headline drops to 28px. Product grids collapse to a single column. The CTA button becomes full-width. Logo scales to 80% with a 260px maximum.
04
Typography
Marketing emails use Shippori Mincho via Google Fonts, unlike transactional emails which use the Georgia fallback. This is the primary distinction: marketing emails can load web fonts reliably through Mailchimp. Shippori Mincho is loaded as the first choice; Georgia, Times New Roman, serif is the fallback stack.
Type scale
| Element | Size | Weight | Colour | Tracking | Case |
|---|---|---|---|---|---|
| Eyebrow / label | 11px | 400 | #FE5000 | 4px | Uppercase |
| Hero headline | 38px | 700 (B1) | #FFFFFF | 0 | Sentence |
| Hero subtitle | 16px | 400 | rgba(255,255,255,0.7) | 0 | Sentence |
| Section title (light bg) | 24px | 700 (B1) | #002E5D | 0 | Sentence |
| Subsection label | 12–13px | 600 (B1) | #002E5D | 2–3px | Uppercase |
| Body copy | 15–16px | 400 | #252527 | 0 | Sentence |
| Product name | 13–15px | 500–600 (B1) | #252527 | 1–2px | Uppercase |
| Price (catalogue) | 16–20px | 400 | #FE5000 | 0 | — |
| CTA button | 13–14px | 500 | #000000 | 2px | Uppercase |
| Footer text | 12px | 400 | rgba(255,255,255,0.35) | 0 | Sentence |
| Footer social | 9px | 400 | rgba(255,255,255,0.4) | 2px | Uppercase |
Web font loading note
Shippori Mincho renders correctly in all major email clients that support web fonts, including Apple Mail, Gmail (via web), and iOS Mail. In clients that do not support web fonts (Outlook desktop), Georgia renders as the fallback. The editorial character is preserved in both cases. Never replace this stack with a system sans-serif font.
05
Colour Usage
Colour roles in marketing email
| Role | Colour | Hex |
|---|---|---|
| Outer wrapper | Silver Mist | #F0F0F1 |
| Header background | Lighthouse Navy | #002E5D |
| Hero background | Lighthouse Navy | #002E5D |
| Hero bottom border | Flame Orange | #FE5000 · 3px |
| Body background | Pure White | #FFFFFF |
| Feature / dark section bg | Lighthouse Navy | #002E5D |
| Body text | Charcoal | #252527 |
| Eyebrow labels, orange rule, price | Flame Orange | #FE5000 |
| Section heading (light bg) | Lighthouse Navy | #002E5D |
| Muted body / secondary text | — | #888888 |
| Product era / subtitle | — | #666666 |
| Borders, separators | Silver Mist | #F0F0F1 |
| CTA button border & text | Charcoal Black | #000000 |
| Footer background | Lighthouse Navy | #002E5D |
| Footer text (secondary) | — | rgba(255,255,255,0.35) |
Orange restraint
Flame Orange (#FE5000) is the most powerful visual element in the palette. Its power comes from scarcity. Outside of its prescribed roles (eyebrow labels, the single orange rule, price display), orange should not appear. Do not use it for body text, for decorative borders, or as a background fill in marketing emails.
The Orange Rule — Rule of One
A single 40px wide, 1px tall Flame Orange horizontal rule appears exactly once per email. It is the only decorative rule in the entire email. This principle is inherited directly from the transactional email system and applies without exception to all marketing emails.
Placement
In most marketing emails, the orange rule is expressed as the 3px bottom border of the hero block (the navy section). This is the recommended placement. It signals the transition from the introductory register of the hero into the content body.
In emails without a hero block (such as a plain editorial letter format), the orange rule appears once below the main heading in the body.
The rule must never appear in more than one location per email. If the hero border is present, no additional orange horizontal rules appear anywhere in the body or footer.
Why this matters
The restraint is intentional. A single orange mark carries meaning because it is the only one. When orange rules multiply, they become decoration. When there is only one, it is punctuation. It marks where the brand's voice begins.
07
Component Library
These are the reusable building blocks of every marketing email. Each component has a defined purpose, defined spacing, and defined usage rules. Emails are assembled from these blocks in the order defined in Section 03.
Header block
Hero block
Body text section
Product card
Editorial feature block
Dark feature block
CTA section
Footer
08
Voice & Copy Standards
The Lighterhouse voice is inherited from the main brand guidelines. These are the marketing email-specific extensions of that voice: more granular rules for the particular challenges of email copywriting.
Absolute rules
No dashes
Never use a dash ( — or – ) anywhere in email copy. Rewrite the sentence. Use a comma, a colon, a new sentence, or restructure entirely.
No emojis
Emojis are never used in email copy or subject lines. Clean SVG pictograms may be used sparingly in structural blocks where they serve a navigational or labelling purpose.
No exclamation marks
Not in subject lines, not in headlines, not in body copy. Enthusiasm is expressed through precision of language, not punctuation.
No urgency language
“Don’t miss out”, “Last chance”, “Only 1 left”, “Act now” are never used. Scarcity is stated as fact where true: “This piece is unlikely to remain long.”
Structural copy rules
Salutation
“Dear [First name],” always. If first name is unavailable, use “Dear Collector,” or “Dear Friend of The Lighterhouse,” as fallbacks. Never “Hi”, “Hello”, or no salutation at all.
Opening line
The first sentence sets the register. It should be calm, specific, and worth reading. Never begin with “I hope this email finds you well” or any similar filler. Begin with the substance.
Body copy length
Two to three paragraphs of body text before a product block or CTA. Each paragraph serves a purpose. If a paragraph could be removed without losing meaning, remove it.
Closing
A single closing line followed by the sign-off. The closing invites without demanding. “We are always pleased to help” is preferred over “Contact us today.”
Sign-off
“With warm regards, / The Lighterhouse” always. No “· Delft” after the sign-off. No name of an individual unless the email is explicitly a personal letter from a specific person.
Describing objects
When writing about specific pieces in the collection, follow the brand’s curatorial standard. Be precise about maker, model, era, finish, and condition. Avoid superlatives that cannot be substantiated. Avoid vague luxury language (“stunning”, “gorgeous”, “incredible”).
Write like this
“A remarkably preserved Dunhill Rollagas in sterling silver, circa 1968. The mechanism is smooth, the hallmarks clear.”
“One of the few remaining Cartier Vendôme lighters in original box, complete with papers.”
“This piece was part of a private Parisian collection for forty years.”
Avoid this
“An absolutely stunning vintage lighter that any collector would be thrilled to own!”
“Rare find alert, this gorgeous piece won’t last!!”
“Super rare, incredible condition, you have to see it.”
09
Subject Lines & Preview Text
The subject line is the most-read copy in any email. It earns the open. It must be honest, specific, and entirely in character with The Lighterhouse voice.
Subject line rules
| Rule | Detail |
|---|---|
| Length | 35 to 55 characters. Short enough to display fully on mobile. |
| Case | Sentence case only. Never all-caps. Never title case. |
| Punctuation | No exclamation marks. No question marks unless the question is genuinely interesting. No ellipsis for suspense. |
| Emojis | Never. |
| Personalisation | First name personalisation is permitted, but used sparingly, only where it adds meaning, not as a generic tactic. |
| Tone | Intriguing without being cryptic. Specific without being transactional. Should feel like something a thoughtful person wrote, not an automated marketing system. |
Subject line examples by email type
Good examples
New arrivals: three pieces worth your attention
A Cartier Vendôme in original box. Just listed.
For those who collect Dunhill
The guide to S.T. Dupont, now on Spark
Your piece is still waiting
It has been a while. We wanted to check in.
Poor examples
NEW LIGHTERS JUST DROPPED!! Don’t miss out!!
LAST CHANCE — Sale ends midnight
You won’t believe what just arrived…
Weekly newsletter #47
Important update from The Lighterhouse
Hi, we have new stock for you
Preview text
Preview text (the line visible in the inbox beneath the subject line) is always set explicitly. Never allow the email client to pull the first line of the email as default preview text.
Preview text should complement the subject line, not repeat it. Together they form a single invitation. If the subject line names the object, the preview adds context. If the subject line is poetic, the preview adds specificity.
| Subject line | Preview text |
|---|---|
| New arrivals: three pieces worth your attention | A Cartier in gold, a sterling silver Dunhill, and one exceptional S.T. Dupont from Paris. |
| A Cartier Vendôme in original box. Just listed. | Complete with papers and the original fitted case. Circa 1972. |
| For those who collect Dunhill | Four pieces arrived this week. Each one selected for condition and rarity. |
| Your piece is still waiting | You left something behind. It has not gone anywhere yet. |
10
Email Types Defined
Each email type serves a specific purpose and follows specific layout and copy conventions. Combining email types into a single send is not permitted.
New Arrivals
Trigger: new products listed
Introduces two to three new pieces to the entire list. The most regular marketing email. Focuses on the pieces themselves: maker, era, what makes each one worth attention.
Weekly or bi-weekly
Full list
Spark Editorial
Trigger: new article published
Announces a new article on the Spark blog. The email is the editorial in miniature: a strong headline, a compelling excerpt, and a single CTA to read the full piece.
On publication
Full list
Early Access
Trigger: collector segment, new arrivals
Sent 24 hours before public listing to collector-status customers. Minimal, personal. States clearly that this is a preview for collectors. No pressure language.
Collector segment only
Before public listing
Featured Piece
Trigger: exceptional acquisition
A single piece, given the full treatment: a long-form description, multiple images, and a deep focus on its provenance and significance. Reserved for Masterpieces-level acquisitions.
Occasional
Full list
Welcome Series
Trigger: new subscriber
Three emails sent over six days. Email 1: the brand and its story. Email 2: the collection and the wishlist. Email 3: Spark, collector status, and early access. No promo codes.
Automated
Days 0 · 2 · 5
Abandoned Cart
Trigger: cart abandoned 1hr+
Two emails. Email 1 (1 hour): a gentle, unhurried reminder that the piece is still available. Email 2 (24 hours): personal in tone, addresses hesitation, includes the Contact Us nudge and reassurance block.
Automated
1hr · 24hr
Win-Back
Trigger: no purchase in 60 days
Two emails to lapsed customers. Email 1: a warm “we noticed your absence” with recent arrivals. Email 2 (7 days later): a final, quiet note with a personal offer to help find a specific piece.
Automated
Day 60 · Day 67
Post-Purchase
Trigger: order delivered + 3 days
Sent three days after confirmed delivery. Thanks the customer, invites a review, and presents two or three complementary pieces. Warm, personal, not transactional in tone despite being triggered by a transaction.
Automated
3 days post-delivery
VIP Loyalty
Trigger: 3rd purchase or spend threshold
A personal note welcoming the customer to collector status. Explains the privileges quietly and without fanfare. Invitation to submit sourcing requests. No graphic or visual emphasis, the tone is the message.
Automated
Collector segment trigger
SPARK Convention
Trigger: annual event
Invitation to the annual international vintage lighter convention in Amsterdam. Sent to collector-status customers and the full list separately, with different messaging for each. Formal in register, eventful in tone.
Annual
Collector + full list
11
Sending Cadence & Frequency
Frequency shapes perception. The Lighterhouse sends with restraint, because every email that arrives should feel like an occasion, not an obligation.
Maximum frequency guidelines
| Email type | Maximum frequency | Notes |
|---|---|---|
| New arrivals | Once per week | Only when genuinely new pieces exist. Never send a “new arrivals” email with fewer than two new pieces. |
| Spark editorial | Once per article published | Only on publication. Never resend the same article. |
| Featured piece | Once per exceptional acquisition | Rare by design. No more than once per month. |
| SPARK Convention | 3 sends per event maximum | Invitation, reminder (2 weeks before), final reminder (3 days before). |
| Win-back series | 2 emails total per customer per year | Do not repeat the win-back series within 12 months for the same customer. |
| Post-purchase | Once per order | Never more than one post-purchase email per order. |
Total send limit
A subscriber on the full list should receive no more than five marketing emails per month in any given month, excluding automated flows triggered by their own actions (abandoned cart, post-purchase, welcome series). The average should be two to three. Restraint is brand equity.
12
Do & Don’t Reference
A consolidated quick reference. Share this page with anyone producing email content for The Lighterhouse.
Copy
Do
Use “Dear [First name],” as every salutation
Close with “With warm regards, / The Lighterhouse”
Write in full, unhurried sentences
Be specific about maker, era, condition
State scarcity as fact where true
Use a colon or a new sentence instead of a dash
Do not
Use dashes ( — or – ) anywhere in copy
Use emojis in copy or subject lines
Use exclamation marks anywhere
Use urgency language or countdown rhetoric
Use “Hi”, “Hello”, or skip the salutation
Begin with “I hope this email finds you well”
Design
Do
Use the master template structure in fixed order
Apply the orange rule exactly once per email
Use Shippori Mincho for all marketing email typography
Use ghost outline buttons with sharp corners
Use Silver Mist as the outer background
Keep product cards minimal: image, name, era, price
Do not
Use more than one orange horizontal rule per email
Add orange as a background fill or body text colour
Use filled CTA buttons (navy or orange fill)
Add “Add to Cart” buttons on product cards in emails
Use multi-column layouts in the body
Add background imagery behind text sections
Subject lines
Do
Write in sentence case
Be specific and honest
Keep to 35 to 55 characters
Always set preview text explicitly
Do not
Use all-caps or title case
Use exclamation marks or emojis
Use urgency words: “Now”, “Last chance”, “Hurry”
Leave preview text blank
Marketing Email Guidelines · Version 1.0 · May 2026
The Lighterhouse · Delft, The Netherlands · thelighterhouse.com
Internal use only. Not for distribution.