27 Newsletter Ideas with Inspiring Examples

The majority of people prefer receiving communication from
companies through email (73%
according to the DMA research
), that’s why newsletters remain
the essence of online marketing for most businesses. If done right,
they effectively turn subscribers into satisfied customers and are
a reliable source of revenue for your business.

This article will provide you with some useful information to
help you create great newsletters.

If you feel like you need a general overview of email marketing
first, here’s an extensive article that will provide you with
context for your newsletters:

If you want to optimize your email campaigns for higher opens,
clicks, and conversions, you’ll find the following article very

What is a newsletter?

An email newsletter (or e-newsletter, online newsletter) is an
email message sent to subscribers on a regular schedule.
Newsletters are used along the customer journey, assisting
subscribers with relevant content that helps them perform actions
you expect them to perform.

You can use newsletters to keep in touch with your subscribers,
prospects, and customers along the customer journey. Well planned
email newsletters provide subscribers with relevant information and
help them in the decision-making process. Also, they help you
achieve business goals.

What is the average newsletter open rate and click-through rate?

The average newsletter results according to are as follows:

Open rate: 20.92%

Click−through rate: 3.07%

Click−to−open rate: 14.65%

Bear in mind that these numbers can vary depending on the type
of industry you’re in, your audience, or the nature of your

As a general rule, it’s best to compare your results to other
companies within the same vertical. You’ll find this data in the
report I’ve mentioned above.

How do I create a newsletter?

In order to create an effective email newsletter you need to,
first and foremost, take the following factors into

  1. Goal: what do you expect your subscribers to
    do after they receive the newsletter?
  2. Content: what content do they need to follow
    the CTA?
  3. Design: how to communicate the message

The most important factor is the goal of your newsletter.
That’s simply because the goal of the newsletter will help you
choose the most compelling call to action. And I firmly believe
that you should always start designing your newsletters with
choosing the right CTA.

You don’t need a team of graphic designers in order to create
outstanding email newsletter.

Tools like GetResponse come with hundreds of free newsletter
, which you can use as your own and edit them to your

What should I include in a newsletter?

The basic elements of a newsletter are:

  1. The subject line and preheader: subscribers
    read the subject line and preheader of your newsletter to decide
    whether to open or ignore it.
  2. Header: the header appears in the preview
    pane. Use it to introduce your offer or encourage subscribers to
    read further.
  3. Body: make sure the content is aligned with
    the goal of your newsletter
  4. CTA: the call to action is the most important
    element of your email newsletter. Make it prominent and crystal

Newsletter ideas with examples

As you already know, the most important thing is to set a goal
for your newsletter. That’s why we would like to present the
newsletter ideas from the goal perspective. It’s
so much easier to come up with awesome newsletter content ideas
when you’ve set the right goal.

Goal: Product presentation – show (and sell) the product

The following email newsletter ideas will come in handy if you
want to introduce your product to your subscribers. Such emails are
crucial during the evaluation stage, when your prospect gather
information that allows them to make a decision whether to buy your
product or not.

Remember that it’s not only about explaining what makes your
products different from those of your competitors. Often, it’s
about educating your prospects on the subject matter and helping
them recognize if they need such products at all.

1. New product announcement: plan an email
marketing campaign that will spark a feeling of anticipation among
your subscribers. You can announce the key ideas of a product that
is yet to come and use the feedback in the development process.

This email form Texas Beard Co. uses a gif to present the new
product. They say “a picture is worth a thousand words”, I
guess that a well-thought-out gif is worth at least a few

texas beard email part 1

texas beard company email gif

Texas_Beard_Co__product_gif 2

2. Featured feature: an email focusing one
particular feature of the product, e.g. Email Newsletter templates
in GetResponse.

The primary goal of this email from Fridababy is to introduce
the new product. The email skillfully presents the features of the
product and urges subscribers to go shopping. The design is simple.
It balances product pictures with great copy and encapsulates the
brand spirit.

Fridababy product presentation

3. Interview with an expert: create an email
with a short interview with people responsible for the product. Let
them share the idea behind it. You can provide a video and an
excerpt with a link to a blog post with the full transcript.

4. Ask me anything: you can send an email
inviting your subscribers to participate in a AMA session focused
around the upcoming product.

5. Unexpected ways to use the product: show
users how they can go beyond the obvious with your product.

6. Behind the scenes: product development might
be quite an adventure. Start creating content during the
development process and use it to engage your subscribers.

7. A poll or survey: if you want to know what
your subscribers think about your new or existing products, you can
ask them directly simply by sending a survey.

8. Special event invitations: are you planning
a special event during which you will show the prototype of your
product. Run an email exclusive campaign inviting subscribers to
take part.

9. Email course: does using your product
require knowledge and skills. An email course is a great way to
educate your prospects and customers so that they can use the
product to their full potential.

10. Case studies: a case study presents
real-life examples of your product providing a solution to a

11. Customer reviews: opinions of other
customers provide social proof for you marketing communication.
Make sure to include them in your email cycles.

12. Industry news: provide broader context for
the problems that your products solve with relevant industry

Goal: drive traffic from email

13. Tweet of the week: let your subscribers
know what’s happening in your social media channels. Show why
it’s worth to follow.

14. Contests and giveaways: don’t leave your
subscribers behind, inform them about the cool things in social

This email form Crayola drives traffic from email in order to
drive social media engagement. Remember that you can use social
media to build your email list, but it might also be a good idea to
invite your subscribers to your social media profiles.

Crayola social contest email

15. Webinars: organize webinars related to your
products. Such online events are a great way to build your email
list and a chance to interact and gather feedback from

Goal: increase sales

16. Promotional email: a promotional email has
always been one of the pillars of email marketing.

17. Time-limited promo: promotions tend to
drive engagement. Introduce time-limit in order to create the sense
of urgency and convince subscribers that now is the best time to


The following email from Secret Escapes introduces a 24-hour
sale. There is a counter at the top in order to remind subscribers
that time is running out.

Secret Escapes 24 hour exclusives time limited offer email


18. Holiday offer: use the 2019
Retail Calendar
to plan and execute high-impact marketing

The primary goal of this email from KIND is to use the national
holiday to drive sales. The design is dominated by creative product
pictures. In order to boost sales, there’s also an incentive –
free delivery on order over a certain amount.

KIND holiday email newsletter idea

19. Cross-sell: use your ecommerce data to
offer your customers complimentary products. Create content that
explains why it’s a good idea to buy recommended products.

In this newsletter Ooni uses 2 CTAs: subscribers can download a
chapter of their Cooking with Fire cookbook and buy one of the two
ovens. The cookbook is a great example of complimentary content
that drives product sales. People who know how to make a great
pizza are obviously more likely to buy a pizza oven for the
grilling season.

Ooni content and product email


20. Up-sell: explain the differences between
versions of your products and services. Show the benefits of and
encourage subscribers to buy the higher versions.

21. Real-time marketing: think of ways to use a
current craze to fuel your marketing. Email allows you to quickly
jump on the bandwagon and create a newsletter that will use the
power of synergy.

The following email from Shake Shack promotes a line of custom
products designed for the fans during the final season of Game of

Shake Shack and Game Of Thrones partnership newsletter

22. Event announcement: plan a series of
newsletters informing about your upcoming event. E.g. you can
introduce speakers, attendees, present the venue, and run ticket
sales campaigns.

A minimalistic email from The Conference informing about the
upcoming event.

the conference newsletter email about an event

Goal: content distribution

23. Blog posts: if you run a blog, use email as
distribution platform.

24. Top lists: depending on the number of blogs
you publish, you can send an email with a list of the few most

25. Roundup newsletter: a
weekly/monthly/quarterly newsletter presenting most important facts
relevant to your subscribers’ needs and preferences.

26. Holiday newsletter: you can come up with
holiday-related content that your subscribers will find useful.

  Goal: scale your business

27. Job postings: use your email list as a
source of talent for your company. It’s very likely that you’ll
find great employees among people who are genuinely interested in
your brand.


Ss Brewtech informs about new career opportunities via this


Ss brewtech join the team newsletter

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Newsletter Ideas

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Ideas with Inspiring Examples
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Source: FS – Email Marketing Blogs!
27 Newsletter Ideas with Inspiring Examples