The Best Newsletter Examples You’ve Got to See! Plus, the strategies that make them so great

Many solo entrepreneurs and creators know just how powerful newsletters can be. They understand it's not just a tool for keeping in touch with an audience—it's also a smart and simple way to build genuine connections and find a supportive community. And down the road, that community can help generate income in all sorts of ways.

Setting up a newsletter is easy, and it’s highly effective in the long run. Yet, I’ve noticed that many businesses are still hesitant to add one to their marketing toolkit.

Some might not even be sure what a newsletter is or how to write one.

So, if you’re a business owner wondering what makes newsletters so special and how you can make the most of them, this post is for you.

Why? Because I’ve spent countless hours researching newsletters, analyzing the good, the bad, and the exceptional.

And now, I want to share some of the best examples from a variety of industries—to save you the time and effort of finding them yourself.

This way, you can get inspired and set up your own newsletter the right way!

Ecommerce Newsletter Examples

For ecommerce store owners, newsletters are incredibly powerful for promoting new products, sales, contests, and sharing customer testimonials.

But to truly engage your audience, you need to do more than just list what's on sale or what's new. Your goal is to make readers feel interested from the get-go and take action—fast.

• Tell a story. With inboxes full of generic marketing emails pushing for quick sales, a well-crafted newsletter has a much better chance of standing out. Share snippets of your brand's journey, introduce the faces behind the brand, talk about what inspires your collection, or highlight the story behind a specific product. Give readers a peek behind the scenes. This kind of authentic storytelling does more than make your content engaging. It gives your readers a genuine reason to connect with your brand. And when your story resonates, sales become a natural byproduct—not a forced transaction.
• Create a sense of urgency and excitement in your newsletter. Add countdowns to a sale or a product release. If you’re offering a promo, make it big to grab your customers’ attention.
• Add clear calls-to-action (CTA) in your newsletter. Make your CTA stand out visually (buttons and bold colors are a great way to do that.)
• Personalize your newsletter to your customer. Recommend items related to what your customer has purchased before. Give them tips on how to use items they’ve purchased. If they have an abandoned shopping cart, use the newsletter to re-engage them. If you can’t offer individual personalization, tailor the newsletter to the season or occasion, so your reader isn’t seeing winter products in the middle of summer.
• Make your newsletter beautiful. You are showcasing a product, after all. Hire a good product photographer to make your products stand out. And if you're signing the email as the brand spokesperson, why not include a nice headshot? That personal touch helps build trust and connection with your audience.

>> Find out what buzzwords big retail brands use in our ecommerce email marketing statistics study.

Here are some examples of newsletter designs by retailers who’ve added urgency, calls-to-action, and great aesthetics to their newsletters. They also show how to use storytelling in a practical way, turning a simple newsletter into a mini story that connects the reader and inspires them to take action right away.

Fossil

This is a great example of a commercial newsletter, as it checks all the boxes. First, the watch brand Fossil creates a sense of urgency and excitement by highlighting a big sale and emphasizing the product's limited availability (“only 300 made!”). They also add a bit of storytelling by sharing how they previously fake-launched said product but received so many requests that they decided to release it for real.

There are clear CTA buttons included so people can act quickly to take advantage of the sale. Last but not least, the visuals are impressive, and the photos showcase the product in a very striking way–a beautiful, outdoor setting with a vivid blue sky and brightly-colored flowers.

Cocokind

This Cocokind email hits all the right notes. It addresses a common issue faced by its audience, offering a clear solution that feels within reach. The visuals are strong and on-brand, and there’s a clear CTA button with a discount. The final touch—a customer testimonial—builds trust and adds credibility, making the email both engaging and effective.

Reebok

The color palette here is simple but bold. The calls-to-action (“Shop Spring Favorites” and “Make them yours”) are hard to miss because of the white space and contrast in relation to the rest of the design. Also, the photos are big and exciting, showing the product in action.

Non-Profit Newsletter Examples

For non-profits, building trust is crucial before asking for support—whether it’s time, money, or resources. Newsletters are a great way to achieve this, as they allow you to speak directly to each person about your mission.

Start with a friendly welcome email that introduces your organization, thanks readers for their interest, and highlights both your mission and their role in it. This sets the stage for a strong relationship.

Keep your audience updated on the impact of their support by sharing real stories of those you’ve helped—not just statistics. And to build a sense of community, consider including a small gift, like a beautiful image they can use as digital wallpaper, to show your appreciation. Lastly, be sure to use a real reply-to address so readers know they can reach an actual person!

UNICEF

This UNICEF newsletter example grabs attention right away with a big, bold opening line (“We're not going anywhere”). It sets the tone for storytelling that clearly conveys the cause and actions being taken. For NGO and charity newsletters, it’s crucial to quickly share your mission, highlight your efforts, and inspire readers to support your work. Personalizing the message with the subscriber’s name adds a valuable one-on-one touch. Finally, using thoughtful images helps build an emotional connection and make your cause feel tangible.

American Red Cross

You don’t often see a button in the header, but by including one, the American Red Cross makes it clear that this is an urgent appeal for donations. The strategic use of red throughout the email highlights key information, ensuring readers quickly see what matters most.

Save the Children

World Wildlife Fund

Food and Drink Industry Newsletters

Whether you run a cozy restaurant, a health food brand, a local brewery, a fun cocktail business, or anything else in the vast world of food and drinks, a well-crafted newsletter is a great way to share your passion and keep your customers hungry for more.

So, what should you keep in mind?

• Mouthwatering visuals are key! Showcase your products to make readers crave what you have to offer.
• Keep it friendly and personal. Show subscribers that there are real people behind the scenes who love food just as much as they do! Share a new favorite recipe, give a behind-the-scenes peek into your kitchen, or highlight genuine customer feedback on your products.
• Exclusive offers! With dining and food prices on the rise, create limited-time deals that your subscribers won’t want to miss, and remind them why it’s great to spoil themselves a little.
• Last but not least, timing is everything. Try to send your newsletters when your audience is most likely dreaming about their next snack or planning the weekend.

Check out our guide on restaurant email marketing for more valuable tips to improve your strategy!

Canyon

An incredible newsletter example comes from the coffee brand Canyon. This email is clean and visually appealing, but it’s the storytelling that really shines. You can see how they’ve thoughtfully crafted an inspirational narrative around their coffee products, showcasing how a morning ritual with them becomes something special. After reading the story, readers are inspired to take action and can explore selected products that promise a similarly ritualistic and unique experience.

Huel

Amazing visuals? Check. Clear CTA? Double check. This email from food brand Huel nails it. They use customer testimonials—complete with names—to build a personal connection with readers and showcase what makes their products stand out. The tone is conversational, encouraging readers to not just take the brand’s word for it but to explore genuine feedback from happy customers. Honestly, after reading this simple, well-crafted newsletter, I feel like trying Huel!

Snap Kitchen

Snap Kitchen taps into a story we can all relate to: the temptation to order delicious, pricey food that saves us the hassle of cooking. As a food-related brand, they understand that stunning photography is key when putting together a newsletter—and they do it exceptionally well. The newsletter is beautifully crafted, combining storytelling with a sense of urgency, all while encouraging readers to act fast with a clear CTA.

Photography Newsletter Examples

With a photography newsletter, showcasing stunning imagery is key—but that’s not enough!

If you're a brand selling cameras or gear, show readers why they can trust you and your products. Include tips, tutorials, and behind-the-scenes insights that not only help potential customers improve their skills but also connect with your expertise. Then, offer exclusive discounts to help them feel like they can really level up their photography game!

Looking to expand your network, build a community, or establish yourself as a professional? Share your work, struggles and wins to connect on a personal level, beyond the visuals. You can also encourage subscribers to share their work and stories too, turning your newsletter into an inspiring, interactive space.

For more tips on email strategy, check out our email marketing for photographers guide!

Becca Jean Photography

Portland-based photographer Becca Jean shares her passion and top photography tips through her email newsletter, and this welcome email is a great example of how to connect with your audience. New subscribers get exclusive access to extra content for 5 days, keeping them engaged right from the start and excited for future issues. She also shares her favorite blog articles and promotes her Facebook community, making her audience feel like they've just become part of an exclusive club!

Unsplash

Unsplash addresses the reader directly by using their first name—a nice personal touch. Rather than a wall of text to communicate news, they use a simple, on-brand graphic and a clear call-to-action: a “Learn more” button that links to their announcement.

Nikon

We love Nikon’s bold design and the way they kick things off with a powerful opening line. By encouraging readers to learn something new, they motivate photographers to keep improving and leveling up their skills. The newsletter keeps it simple, but that bright yellow really grabs your attention, and the seasonal theme (spring tips!) makes it feel fresh and useful. Plus, readers can quickly find and click on whatever interests them most. In this newsletter, Nikon isn’t just pushing sales—they’re sharing valuable tips that connect with potential customers, showing they’re more than just a brand.

Education/Classroom Newsletter Examples

If you work for a school or university, newsletters are a great way to keep students, alumni, and parents posted on the goings-on around campus—especially as online learning continues to grow.

Since your audience can range from students and faculty to parents and donors, it’s important to define the purpose of each newsletter. Is it to announce campus events, remind students of deadlines, or introduce new faculty? Make it clear, and keep the focus sharp to avoid muddling your message.
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Udemy

Some education platforms have a lot to offer, like Udemy. They speak to a really wide audience with diverse interests. So each newsletter needs to have a simple goal. In this newsletter, the goal is to simply inform readers about what they offer for those on a budget. This example effectively delivers a lot of useful content while maintaining a clean, easy-to-read design. The main information is right at the top, with a clear CTA button included.

Stevenson High School

Here is a newsletter example from Stevenson High School, which uses clear branding through its colors and imagery. They section off their messaging into distinct parts to make it easier for the reader to skim.

Arizona State University

ASU creates a sense of community through a brief but warm email sharing news and events. Their top news story features a strong image and headline, while each additional story includes a concise but complete description. There’s also a highlighted quote, and a clear division between news and Upcoming Events. The brand is unmistakable through their colors and tone, reinforcing ASU's identity. While there’s no specific call-to-action, the newsletter effectively positions the university as a close-knit, caring community with an interest in broader issues.

Blogger/Creator Newsletter Examples

How often have you saved a blog or post but forgotten to check for updates? For bloggers and creators, newsletters are the perfect way to bring readers back—whether that’s by sharing fresh content, rounding up top posts, or keeping them in the loop.

There's no one-size-fits-all. Your newsletter should reflect the style that originally drew your audience in. Sometimes, a short, engaging email with a touch of imagery works wonders. Other times, a longer, “letter from the editor” style adds that personal touch readers love. And if it fits your theme, let visuals take the spotlight—especially for design, food, or travel content.

But remember, the goal isn’t to overwhelm. You want to pique interest and drive that click to your blog, channel, or page as quickly as possible.

And don’t forget a strong subject line is key to grabbing attention!

Here are some tips to craft the perfect one:

• Accomplishment: Say how you accomplished a task or fixed a problem (Example: “How I made $5K/mo in passive income”)
• Curiosity: Catch your readers’ attention with an intriguing subject line. Promise them something they didn’t know they needed or give them an “a-ha” or unexpected moment if they click on the article. (Example: “They said she couldn’t do it, but guess what?”)
• Empathy: Think about some common problems your reader is having and frame the subject line that way. (Example: “Does writing make you cry?”)
• Personalize: Put your reader’s name in the subject line to grab their attention. (Example: “Jane, more motivation is not the answer. Try this instead.”)Put the most impactful words first, in case the subject line gets cut off in the preview. And use our free tool to preview how your subject lines will look!

Put the most impactful words first, in case the subject line gets cut off in the preview. And use our free tool to preview how your subject lines will look!

Lucy Werner

By blending her personal stories with professional insights, Lucy Werner draws readers in by sharing both her successes and challenges in the Hype Yourself newsletter, making her content not only relatable but also packed with valuable lessons. Though the design follows a simple, classic Substack format, each issue stands out with playful photos and a warm, personal tone—like hearing from a good friend who’s ready to offer advice on how to succeed.

You can learn more about her newsletter strategies by reading our interview with her!

Sunday Money

The Sunday Money newsletter does something we love to see: it uses a consistent structure that repeats with fresh content each week. This issue shows how it keeps things simple too, now in a classic Beehiiv format, but it’s the storytelling and clear structure that make it stand out. Each issue opens with a personal note before diving into the ‘10 things’ of the week.

Check out this article to discover other great Beehiiv newsletters!

Marie Forleo

Marie Forleo’s approach is also simple yet effective: a plain-text email with minimal copy that highlights her main call-to-action—a video she wants readers to watch. She writes in a friendly, conversational tone, quickly getting to the point. To build trust and connection, she includes the reader’s name and an inspiring quote, making the email feel like a piece of personal advice.

Marketing Examples

There are a lot of great newsletters created specifically for email marketers, SEOs, social media marketers, and more. They offer valuable tips and insights that can help you continually improve your marketing strategy as you grow.

EmailTooltester

And of course, we couldn't leave our own newsletter off the list! It’s packed with our favorite tips and tricks to help email marketers level up—whether you’re just starting out or looking to improve your skills. The example above is a nice showcase of how we use our newsletters to tell a story and hook our audience from the start. We share real struggles and wins from our email journey, all to help you grow. Sign up here!

Corporate Newsletter Examples

Whether you’re celebrating big wins with customers, updating your team on a new strategy, or keeping investors informed, newsletters are a great way to keep everyone updated and engaged. Think of them as a direct line to all your key players—both inside and outside the company. Wondering what you could write about? Here’s a quick list of ideas:

• Navigating Challenges: Highlight how your company stays strong and transparent during tough times.
• Company Announcements: From new hires to new directions, keep everyone aligned and build a sense of community.
• Financial Updates: Share those record-breaking numbers or be upfront about any bumps in the road—transparency is key to building trust.
• Industry Insights: Keep everyone updated with the latest trends, research, or ideas shaping your businesses and how it affects them.

Elite Financial

This newsletter by Elite Financial is short, sweet, and well-designed. It starts with the key information right at the top, followed by a quick news summary. To keep things engaging, there's a cool infographic sharing important safety tips for employees. The mix of visuals and text makes it super easy to skim through. And to top it all off, it ends with a warm, personal note, thanking readers and reminding them to stay safe.

Where to Get Newsletter Ideas From

The key to creating a great newsletter is to think through its value proposition and understand how your content can help the reader solve a problem.

Ask yourself:

• Who are you talking to?
• What are their goals?
• What can you teach them?
• How can you help them, one email at a time?

For example, if you're running a finance blog for U.S. millennials, your audience might be interested in learning how to manage student loans better, budget effectively, understand investment basics, or save for major life milestones. Or, if you run an e-commerce site for fitness products, your audience might also be interested in exclusive diet tips, healthy recipes, or upcoming events. Do some research to figure out what value your newsletter can bring to your customers.

Once you've identified the main problem to solve and have a clear idea of your audience, it’s time to analyze your major competitors.
Many people skip this step, but learning about your competitors can help you understand your own brand and be inspired to identify the unique benefits only you offer. The goal isn’t to copy them—it's to anticipate their moves so you can stay one step ahead.

You can, of course, simply sign up for newsletters targeting a similar audience and analyze their strategies. But if that sounds overwhelming, don’t worry—there are tools that do the heavy lifting for you. For instance, Mailcharts gathers and distills these insights by industry.

Mailcharts tells you how often your competitors email their subscribers and a preview of their visual and promotional strategies.

Email Newsletter Content

Now that you have some ideas of possible newsletter topics, what do you do next? Plan your content! Before you jump into newsletter writing, here are some tips to crafting excellent content for your audience.

Establish your Voice and Tone

Now that you have some ideas for potential newsletter topics, it’s time to plan your content! A little prep work goes a long way.

Here are a couple of tips to help you start off on the right foot:

1) Have an identifiable voice.

Do you want your messages to carry a serious, expert tone? Would you prefer them to feel like a short, casual conversation with a friend? Or maybe you’re aiming for a more polished, upscale vibe, like that of an exclusive magazine? Whatever tone you choose, every message you send will have its own unique flair. Your content is what matters most, so it’s perfectly fine to take your time learning how to write a newsletter that captivates your audience.

Keep in mind there should always be something that makes your newsletter unmistakably yours—whether it’s a particular rhythm in your writing, a signature emoji, a standout headline style, or a personal sign-off that wraps up each issue in the same familiar way.

2) Have a consistent format

Many successful newsletters benefit from having the same clear sections that deliver fresh, varied content in every edition. By combining a distinctive tone with a consistent structure, you not only reinforce your brand’s identity and expertise but also make your content feel both familiar and fresh at the same time.

If your content is too varied to stick to the same sections every time, that’s fine. The key is to create consistency in your tone and how you style and organize everything. That sense of familiarity helps readers come back for more.

And remember, there’s always room to experiment! As you learn how to design a newsletter and make your emails stand out, give yourself the flexibility to test and tweak until you find the best format that clicks with your audience. Check out our interview with Lizzie from the Friday Freelance Tip newsletter for some fantastic advice on that!

Newsletter Design for Creators

If you’re in the creator niche and are feeling overwhelmed by designing your newsletter, don’t worry. The truth is, a great newsletter doesn’t need a fancy template.

A simple tool with a standard plain-text format can help you get your newsletter up and running quickly. Think of platforms like Kit, Beehiiv, and Substack. None of them offer fancy templates (like you’d find in tools like Flodesk, for example) – it’s the content that matters. These straightforward emails keep millions of readers engaged and help creators make money without stressing over design details.

Recommended Newsletter Template Builder: Stripo

Whether you need a strong design for your content or want to add visual flair to make your brand stand out, you don’t have to start from scratch!

There are plenty of free newsletter templates available to help you get started. One of our favorite newsletter template builders is Stripo. It has 1450+ responsive email templates that look great on any device—desktop or mobile. The templates are well-categorized, so it’s really easy to find what you’re looking for.  You can browse by message type, industry, season, or feature, or use the search function for something specific.

It supports dynamic content too, if you want to add carousels or accordions to your newsletters (see AMP for Emails).

If you’re comfortable with HTML, you can switch to HTML view and edit your design from there. If you don’t know HTML, no worries. The visual editor option is easy to use.

Aside from the 20+ fonts already available in the platform, you can also upload custom fonts to keep in line with your branding.

The Free and Business accounts only include one user, so if you have multiple users, you might want to go for the Agency account. Alternatively, you can each sign up for separate accounts.

Stripo has a free version, so try it out and see what you think!

Final Thoughts

Writing a newsletter is one of the smartest moves you can make today in the digital world and it comes with many benefits. It’s not just the next big thing—it’s the current big thing.

The numbers don’t lie: email marketing is 40x more effective than Facebook and Twitter combined, and more impactful than paid search, TV, radio, and other traditional forms of marketing.

Simply put, email continues to prove its power and how essential and effective it is.

But remember: a well-crafted newsletter is not about pushing sales or talking about yourself. Whether you’re a creator expanding your reach or a business growing through email marketing, the power of a newsletter lies in connecting with people on a deeper, more personal level and helping them solve real problems.

That’s how you build a loyal community, grow your list and position yourself as an expert in the industry.

If you have any questions about newsletters or email providers, drop us a line in the comments below!

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The authors

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Roberta Phillips

Marketing Manager

Hey, I'm Roberta! Having worked as a digital marketer for a host of online businesses, I've tried, tested, fallen in love with and despaired with so many marketing tools. I'm excited to help you find the email marketing and CRM tools you need to thrive. I know the ins and outs of tools like Brevo, MailerLite, and Hubspot, so let me know if you need help picking the right one!

Charlotte Evans

Content Manager

Hey, I'm Charlotte! I've always been enthusiastic about helping others. After working for various tech startups and eCommerce businesses, I developed a strong passion for email marketing. Now, at EmailTooltester, I'm putting this knowledge to good use by recommending the very best digital tools for your business. I have a lot of experience with tools like Klaviyo, Omnisend, MailerLite, and Drip, so feel free to ask me your questions!

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