Newsletter examples
Newsletter formats that work, from the one-writer essay to the link roundup and the product update, with real examples, layout patterns, and where to find more.
TLDR
- Most good newsletters are one of four formats: the essay, the roundup, the brand update, and the product changelog.
- What they share: a reason to open every time, a format that doesn’t change, and a voice that sounds like a human.
- Some real ones worth subscribing to are in the Newsletters folder of my Savepad. The full list is in marketing newsletters worth your inbox.
The four formats
The essay. One writer, one idea, every week. Lenny’s Newsletter and Kyle Poyar’s Growth Unhinged are the B2B examples everyone knows. Works when the writer has a point of view.
The roundup. Links with a line of commentary each. Julian Shapiro’s growth newsletter and Corey Haines’ Marketing Weekly do this. Easy to read, hard to do well, because the commentary is the whole value.
The brand update. Ecommerce and DTC. New products, a story, one big image, a button. The best ones feel like a magazine, the worst like a flyer.
The product changelog. What shipped this month. Linear, Vercel, and plenty of SaaS companies send these. Good ones lead with the one feature that matters. See changelog examples.
Patterns that work
- A preheader that adds something. Not “View this email in your browser”.
- A consistent opening. Same structure every issue, so readers know where to look.
- One main link. Ten equal-weight links means none get clicked.
- A human sign-off. A name, sometimes a photo. People reply to people.
- A quick end. Readers should feel finished, not exhausted.
Where to find more
- Really Good Emails: thousands of brand emails, sorted by type.
- Milled: search any brand’s newsletters.
- Substack and beehiiv: browse by category for writer-led ones.
Keep the ones you’d want to send
Your inbox is the best newsletter swipe file you’ve got, and the worst place to keep one. Forward the issues you like to your Savepad address and they’re kept as the email, with the sender, subject, and preheader, searchable by every word. Add +newsletters before the @ and they land in that folder. The email swipe file post has the full setup, and how to get newsletters out of your inbox handles the rest of the pile.
FAQ
What makes a good newsletter?
A clear reason to open it every time, a consistent format, a voice that sounds like a person, and an end that's quick to reach. Readers should know what they're getting before they open.
How long should a newsletter be?
As long as the format promises. A link roundup can be 300 words, an essay 1,500. Consistency matters more than length.
Where can I find newsletter examples?
Really Good Emails and Milled collect thousands of brand emails. For writer-led newsletters, browse Substack and beehiiv, or start with the ones you already read.