10 email newsletter examples that sell without the sell
Brain Pickings. Morning Brew. The Skimm. The Daily Beast. The Morning Newsletter by The New York Times.
These are some of North America’s most popular newsletters, and they all have one thing in common: They give people useful information they wouldn’t get anywhere else in an accessible format.
Your brand’s newsletter won’t look exactly like these newsletters. You have a product to sell, and your email marketing strategy is measured at least in part by the revenue it generates.
But that doesn’t mean your newsletter shouldn’t aim to be useful. When you mention products, can you teach people something novel and interesting about them? Can you tell a memorable origin story? Can you change the calls to action (CTAs) to make sure people don’t feel sold to when they’re reading your newsletter?
If you’re ready to get started on production, learn all about how to create a newsletter. If you’re looking for inspiration, you’ve landed on the right page.
Here, we show you 10 newsletter examples from brands that balance the product highlights with the informative—and sometimes even delve into the entertaining.
1. Graza showcases delicious ways to use their product
Roundup posts are common, and they’re a great way to pack a ton of value into a newsletter while giving the reader a lot of learning opportunities.
Olive oil brand Graza sends this long, colorful newsletter with no less than 11 CTA buttons, each leading the reader to a recipe of their choice. With mouthwatering images and descriptive tag copy like “fall-off-the-bone good,” Graza understands their audience is made up of foodies who care enough about the quality of their olive oil not to buy it from the grocery store.
Image source: Graza
Pro tip: Plan to send this kind of newsletter at predefined intervals that correlate with how frequently you create content (i.e., weekly, monthly, quarterly, etc.).
2. Who Gives a Crap leads with entertainment
Let’s face it: Bathroom humor is universally funny. Australian toilet paper brand Who Gives A Crap sends this cheeky guide to “bathroom guest etiquette” with silly how-to copy that walks the line between useful and ridiculous.
The entertainment does a great job in leading the reader to the main message: A subscription helps you be a prepared host. But for the folks who might not need the entertainment because they’re ready to buy, there’s a CTA at the top as an option. (We’d love to see the performance metrics on that one!)
Image source: Who Gives A Crap
Pro tip: If your product is subscription-based, use your newsletter as an opportunity to feature the benefits of the subscription by:
- Offering a deal on a new subscription
- Breaking down the savings that come along with a subscription
- Featuring user-generated content (UGC)
3. Farmer Jones Farm builds local community
If you’re a local business, gathering people in real life may be your superpower. Locality and community are two of the most significant drivers of relevance in newsletter content, so you won’t want to sleep on this tactic if a lot of your customers are in one area.
Here, local brand Farmer Jones Farm opts for simplicity with their newsletter, sending a simple and easy-to-read list of upcoming events.
Image source: Farmer Jones Farm
4. FARM Rio showcases products for ready-to-buy segments
You can try sending newsletters that showcase your products as the entré—but we recommend sending these types of newsletters to an audience segment that’s a little more ready to buy than others.
If you’re sending to the right people, product-focused newsletters are a great way to grow your revenue, especially if your brand releases new products or updates older ones on the reg. These newsletters can include additional information, links to the products, or coupons and discounts.
Fashion brand FARM Rio sends this newsletter featuring new styles all in the same color palette: blue and white. With a single CTA button at the bottom, the design leans more into news than sales.