If you’ve ever dipped a toe into the journaling world, you’ve heard of Notebook Therapy. And if not, let me catch you up. They’re one of the most loved brands in creative journaling, with 1.6M+ Instagram fans and an aesthetic you can spot from across the feed.

Inspired by Japanese and Korean stationery culture, they create journals and tools where every little detail feels carefully thought out: from textures and colors to the tiniest finishing touches.

And honestly? They do a lot of things really well. Let’s start there.

What I love most about Notebook Therapy

Putting my stationery obsession aside for a second (hard, I know), let’s focus purely on their copywriting and marketing strategy:

• Consistent branding across channels. Not only on Instagram and TikTok, but also on YouTube through collaborations and UGC, and even on Pinterest, which is a brilliant move in my opinion. For the journaling community, Pinterest isn’t just “secondary”, Pinterest is a key source of inspiration and a huge growth opportunity. And for their audience, it’s basically a go-to social platform.
  
• A strong, engaged community. With over 1.6M followers, they’ve managed to build more than just a customer base. It feels like a global journaling club where everyone shares the same creative passion.
  
• Aesthetic-driven storytelling. Each collection comes with its own theme and mood (fairytales, Japan, vintage…), which makes the products feel like part of a bigger story, not just stationery.
  
• UGC and influencer collaborations. They know how to leverage their fans’ creativity, turning customer content into authentic marketing fuel. From sharing spreads in Stories to commenting and reposting, they actively engage with their community to boost recognition and attract new followers.
  
• Smart use of promotions. Countdown banners, bundle discounts, and limited editions keep their audience hooked and ready to click “add to cart.”
  

All in all, Notebook Therapy has nailed the mix of community, consistency and creativity. And that’s exactly what makes them stand out in such a crowded (and niche) space.

But no success comes without challenges

Even brands that nail it on the outside can have blind spots. And while Notebook Therapy has built a dreamy brand world that clearly works (hello, sold out collections), there’s definitely space to grow and connect on a deeper level.

Here’s what I noticed, from one stationery nerd to another 👀:

An interactive blog… that’s not quite living up to its potential

OK, first of all… I love their monthly printable calendars. I’m not even going to pretend I don’t download them. They’re stunning, and such a beautiful way to bring the community together.

But here’s the thing: it kind of stops there.

The blog could become so much more than a freebie drop zone.

Imagine adding value-driven posts like creative tutorials, journaling prompts, self-care rituals, or even little quizzes (What kind of journaling aesthetic are you? You know we’d all click it).

That kind of content could build loyalty, spark inspiration, and bring people back even when they’re not ready to shop.

More reasons to visit the site = more chances to connect.

Emails that (almost) feel too beautiful

Visually? Their emails are a dream. You open one and boom! you just know this is a brand that lives and breathes journaling. The photography, the layout, the gentle pastels… 10/10 aesthetic.

But here’s the thing: once you look past the visuals, there’s not much story behind them.
Each collection clearly has a theme (Japan, Fairytales, Vintage…), but the emails often skip the emotional part and go straight into “Here’s what’s new. Shop now.”

That’s where storytelling could make all the difference. Creating a journey, a feeling, a reason to scroll all the way down and actually feel something before clicking that CTA.
And well… that’s where I come in. 😉

They’re sending a lot of emails (sometimes 4–5 per week!), which honestly makes me think someone on the team has been listening to Isra Bravo on repeat: “el que no envía emails, no vende.” 😂

And hey, no complaints here, but with just a little more intention behind the message, those emails could do more than sell. They could connect.

Let’s turn beautiful into unforgettable

Right now, their emails look beautiful but somewhere along the way, they’ve lost a bit of the magic behind the name.

Notebook Therapy.
A brand that, in their own words, wants “to create a space for everyone to feel more creative and at peace. With every product, we aim to bring you a sense of joy and calm; one you can access in both your brightest moments and your darkest.”

And yet, their emails don’t quite reflect that.
They inform, they promote… but they don’t always connect.

So, what if we took all that visual magic they already have and gave it a storytelling layer that brings their purpose to life?

Something that not only sells, but screams INSPIRATION, CREATIVITY and, of course, PEACE. 

Here’s what I’d do:

• Bring the blog back to life with fresh, evergreen content that actually gives the community something to read, save, and come back to. Think journaling tips, creative rituals, inspiration guides… the kind of content that feels like a Sunday read with a cup of tea.
  
• Turn emails into mini stories instead of going straight to “here’s what’s new,” we could lead with a feeling, a ritual, a soft reminder to slow down. Build a little atmosphere. And then gently guide them to the collection.

Notebook Therapy’s Content Plan

The ideal plan would be publishing 2 blog posts per week to keep the strategy strong, SEO-friendly and rich with evergreen content.

But let’s be real… suddenly shifting gears from purely sales emails to value-driven content could feel like a shock to their subscribers.

So instead, here’s a more gentle approach:

For September, we could announce 1 blog post per week via email, while still publishing 2 posts quietly in the background. That way, we don’t compete with product launches or promos, but we still start building a content habit within the audience.

And of course, the blog needs to be SEO-optimized because more traffic never hurts, and for a visually-driven brand like Notebook Therapy, organic reach equals long-term growth.

Proposed Blog Calendar 📅 September

8 total ideas → 4 announced, 4 published quietly for SEO traction.

Public-facing (and newsletter-friendly):

1. Why September feels like the real new year: Tap into that “fresh start” feeling that comes with September and show how journaling can help reset routines. Ideal to open the season and set an intentional tone. We could even include the monthly calendar here.

2. Vintage spreads & cozy themes to try this autumn: A moodboard-style post filled with visual inspiration, layout ideas and seasonal spreads. It’s the perfect chance to softly spotlight their vintage stationery, offering value-first content that naturally leads to product discovery

3. Our favourite washitape hacks: Practical, creative and fun: share 5–7 unique ways to use washi tape beyond just borders. And of course, with photos and links to your products.

4. Tsuki collections by mood: which one matches your energy?: Guide your readers through the collections like a personality quiz: dreamer, minimalist, vintage soul, etc.

Backstage (not promoted, but live for traffic):

5. How to build a journaling routine (even if you’re busy): A realistic guide to help readers make time for journaling. Evergreen SEO post + high potential to attract beginners.

6. The power of journaling 10 minutes a day: Break the myth that journaling requires hours. SEO magnet for self-care and mental wellness keywords. Linked to the previous blog (internal linking).

7. The art of slow journaling: why you don’t need to fill every page: Celebrate imperfection and mindful writing. This post invites readers to enjoy the process rather than rush through spreads.

8. 7 prompts to reconnect with yourself: Emotional, intimate + easily shareable with subtle product tie-ins.

Blog article email concept

Article: Why September feels like the real new year

Subject: September is the real new year 🍁
Preview: Reset your journaling rituals with us

• Short, cozy intro about why September feels softer and more inspiring than January and why it is the true new year. 
• Link to full blog post
• Optional: monthly calendar or journaling prompt like “What do I want to reset this month?”
• CTA: START SEPTEMBER

Final thoughts

This simple shift in content strategy could help Notebook Therapy:

• Strengthen brand loyalty without pushing harder
  
• Create space for deeper engagement and inspiration
  
• Drive long-term traffic with content that keeps working
  
• Offer more than products and build a strong community

Because good copy isn’t just about selling. It’s about feeling. Connecting. And what better way to build loyalty than through stories that feel like part of the journey?

If you’re a brand looking to write emails people actually want to open or blogs that make your audience stay a little longer, I’d love to help you get there.

✦ Let’s turn your content into something people want to come back to ✦