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20 newsletter examples & expert tips

Reading Time: 15 minutes

Searching for stand-out newsletter examples to inspire your email marketing campaigns? You’re in the right place. 

Newsletters are business-critical tools for building relationships, increasing brand awareness, and facilitating data collection. Best of all, you don’t have to be a tech whiz — platforms like Omnisend don’t have a steep learning curve for creating email campaigns, but yield impressive returns on investment.

The first step to designing eye-catching newsletters is assessing what other brands do well and not so well. The following guide outlines top examples to learn from, paired with expert tips on how to implement the best email marketing practices

Build newsletters that convert with Omnisend’s ecommerce-focused email marketing tools

Best practices for newsletters

Before exploring our top newsletter examples, let’s briefly run through best practices. The case studies in this guide embody the following principles, so you’ll want to emulate them in your own marketing materials.

Professional newsletter examples include:

  • Engaging subject lines: The best subject lines draw attention with personalization, actionable language, and tasteful emojis
  • Clear purpose: Newsletters must have a measurable goal, such as driving sales, reengaging lapsed users, or sharing updates
  • Distinctive visuals: Newsletters must be interesting to look at and easy to read to stand out in crowded markets
  • Consistent branding: Every design element must reflect your unique tone and style to maintain cohesion
  • Call to action (CTA): Include clear CTAs that prompt users to take the next step, such as “Buy This Product” or “Sign Up Now”
  • Mobile-friendly design: Newsletters must display correctly across all devices, but especially mobile
  • Data-driven approach: The best email campaigns regularly test different design elements to maximize engagement

Keep these rules in mind as you explore the sample newsletters below. For more practical steps on how to create a lead-converting newsletter, check out our video guide:

Tick every box with our fully customizable newsletter templates

Newsletter examples

Now, onto the details. Keep reading as we share industry-leading newsletter examples from pioneering brands to spark the creative process.

Ecommerce and retail newsletters

Amundsen Sports

Subject line: Meet Us In the Alps

newsletter examples: amundsen sports
Image via Amundsen Sports

The most powerful newsletter examples rely on storytelling. Adventure and sportswear brand Amundsen demonstrates this perfectly by pairing dreamy snapshots of snow-capped mountains with highly descriptive, emotive text.

This newsletter example promotes Amundsen in Switzerland and Austria to coincide with the start of ski season — one of the company’s most lucrative selling periods.

The subject line “Meet Us In the Alps” elicits excitement and a sense of anticipation, while the content provides history about the retailers in the region. The brand’s premium feel is accentuated by words like “exclusive,” “historic,” and “tradition.”

Toward the end, Amundsen also highlights its USPs to sway undecided customers — “Made in Europe,” “Secure Payments,” “Field Tested,” and “Express Delivery.”

newsletter examples: amundsen sports
Image via Amundsen Sports

Best features

  • Action shots: The models showcase Amundsen gear in action
  • Descriptive content: Emotive language persuades readers to visit the region
  • Highlights USPs: USPs help brands stand out from the competition

Amundsen sports“[Email marketing is] one of our — if not our most effective marketing efforts… So we needed to be able to work much more efficiently. We needed to build templates easier and create newsletters that look great…”

Learn how Frithjof Solheim, the head of ecommerce at Amundsen Sports, designed a strategy where promotional newsletters drive over 70% of annual email-generated sales.

Read full story here.

Lululemon

Subject line: These all-new styles just landed.

lululemon
Image via Lululemon

Lululemon is an athleisure wear goliath, predominantly catering to affluent women who value fitness, wellness, and self-improvement. The emphasis on clean, simple living is reflected in the newsletter design, which is equally minimalist.

The goal of this newsletter example is to promote brand-new products, which are displayed in a scrollable grid format. Each item is accompanied by a high-quality image and clear CTA guiding users to browse the full range on the website.

By segmenting each product range, such as “New Bottoms,” “New Leggings,” and “New Jumpers,” Lululemon appeals to a wider audience and increases the chance of click-throughs.

Best features

  • Image focused: Lululemon lets the clothes do the talking
  • Minimalist design: Feels premium and embodies the simplicity of wellness
  • Aspirational models: The models are selling a lifestyle, not a garment

Besides attractive emails, Lululemon’s website is a masterclass on clean and intuitive design. Learn more about ecommerce website best practices.

B-Wear

Subject line: $20 Winter Fleece is HERE!

b-wear
Image via B-Wear

T-shirt brand B-Wear prioritizes inclusivity and sells clothes from size SM to 4XL. The overall message is “Everyone is welcome.” This is reflected in the newsletter design, which features a range of diverse models rocking the Christmas collection.

The newsletter pushes the new winter fleece, which is promoted via the subject line “$20 Winter Fleece is HERE!” Leading with the price is an effective strategy for boosting open rates if the product is affordable. Once opened, customers are greeted by a large hero image showcasing the product, with smaller images underneath in a clean, simple layout.

The free tee offer toward the end also encourages social interaction and email signups ahead of the festive shopping season.

b-wear
Image via B-Wear

Best features

  • Simple layout: The layout is scrollable and shoppable for convenience
  • Large hero image: Directs people to the main product straight away
  • Christmas giveaway: Boosts social engagement ahead of Christmas

Case study

B-Wear’s welcome newsletter series has only two emails, but it enjoys a 66% conversion rate and revenue-per-email of $2.37.

Learn more here.

Rare Beauty

Subject line: 20% off EVERYTHING❣️+ FREE makeup bag OR tote

rare beauty
Image via Rare Beauty

Celebrity beauty brand Rare Beauty explodes into customers’ inboxes with an irresistible discount-led subject line: “20% off EVERYTHING❣️+ FREE makeup bag OR tote.” This incentivizes users to take advantage of the limited-time-only sale, which was part of its BFCM campaign.

The newsletter example creates a buzz around seasonal promotion by highlighting best-selling ranges and offering free products when customers spend over a certain amount. Shoppers love freebies — and it can be a great way for businesses to clear out old stock.

To finish, the brand hooks fans’ interest with the promise, “Our Cyber Week Event continues tomorrow: Check back for another special offer.”

Best features

  • Strong subject line: Uses a promotion to boost open rates
  • Discount-led: Increases AOV by offering gifts when shoppers spend over a set amount
  • Promotes best-sellers: Spotlights tried-and-tested fan favorites

Momentous

Subject line: Focus & Sharpen Your Mind

momentous
Image via Momentous

Momentous is a human performance company that sells supplements to support cognitive function, athletic performance, hormone balance, and more. Understandably, shoppers can be hesitant about vitamins, so the brand relies on research and social proof to sway skeptics.

The newsletter promotes the “Brain Drive” supplement. Alongside a clear image, the text highlights benefits, such as “zero caffeine or stimulants” and “improve[s] your focus, memory, and productivity.” There’s also a section with a message from the Senior Director of Human Performance, which lends credibility to the product’s claims.

Best features

  • Informative: Explains the benefits of the product
  • Social proof: Includes a message from the director to establish trust
  • To the point: The simple layout doesn’t distract from the product

Passenger

Subject line: Green Friday, Your Impact

passenger
Image via Passenger

Passenger creates sustainable outdoor wear that defies the fickleness of fast fashion. The brand’s values are woven into all marketing materials, including the famous “Green Friday” campaign, where it pledges to plant five trees with every BFCM order.

This Passenger newsletter sample achieves two purposes:

  1. Informs customers how their Green Friday purchases made a difference
  2. Promotes the responsibly sourced gift guides ahead of Christmas

Simply by reiterating its mission, Passenger builds meaningful relationships with shoppers who share the same values. In turn, this leads to greater customer loyalty and retention.

Best features

  • Mission-led: Connects with consumers who share the same values
  • Highlights USPs: Including sustainability and consumer consciousness
  • Rewards the consumer: Praises the shopper for making eco-conscious choices

Homesick

Subject line: The Holiday season is upon us…

homesick
Image via Homesick

Homesick doesn’t just sell candles but memories through nostalgic smells like “Bonfire Night,” “Christmas Morning,” and “Fresh Linen.” Its newsletter example promotes the new festive collection underneath the fun heading “Santa’s favorite scents.”

The layout is simple and bold, with pops of bright color to attract readers. The first section guides customers to explore the collection with a clear “Shop Now” button. Scroll down, and you’ll find details about two hero products, highlighting top notes, mid notes, and base notes.

Providing just the right amount of information in easy-to-digest formats such as bullet points and lists helps customers to make an informed decision quickly.

Best features

  • Clear CTAs: Bold “Shop Now” buttons that stand out against the background
  • Digestible information: Uses lists to highlight dominant fragrances
  • Fun design: Bright design with festive colors to reflect the holiday season

Love this holiday design? Get more inspiration in our guide: 10 must-try holiday email marketing tips to have success in 2023.

Adidas

Subject line: Supernova Rise 2 is here.

adidas
Image via Adidas

This Adidas newsletter sample is simple, short, and to the point, which is exactly how product launch emails should be. You don’t want too much noise — otherwise, you’ll redirect people away from the item you’re trying to sell.

Adidas immediately introduces the new Supernova Rise 2 trainer with a high-quality image and text box outlining the key USPs. It also sweetens the deal by underlining its generous refund policy — “Shop and try them for 30 days, and if they don’t meet your expectations, return them for free with a full refund guaranteed.”

The newsletter ends with a promotion for the David Beckham Apparel Collection. Celebrity partnerships are a powerful tool to increase brand exposure and recognition because everyone wants to emulate their heroes.

Best features

  • Fuss-free: The content doesn’t distract from the main message
  • Celebrity endorsement: People want to buy from celebrities they love
  • Refund policy: Reassures customers they aren’t locked in if they don’t love the product

B2B and SaaS business newsletters

B2B and SaaS newsletters have a different audience than retail newsletters. While they still focus on generating leads and sales, they tend to be more informative. The best examples help businesses solve problems through practical guides or personalized products and services.

Omnisend

Subject line: Don’t drop the ball ⚽ on new SALES ideas

omnisend
Image via Omnisend

Omnisend is a powerful all-in-one email marketing automation platform that helps businesses convert leads. Its newsletter is equally impressive as its software, providing ecommerce stores with actionable tips to boost sales during UEFA EURO 2024.

The email opens with a punny subject line — “Don’t drop the ball ⚽ on new SALES ideas.” The main content stays relevant to the tournament while offering advice that could be applied at any time of year, such as “Speak your customers’ language.” This widens the audience to businesses that aren’t necessarily running soccer-focused campaigns.

Toward the end, there’s an invitation to join a live webinar, which is smart positioning — uptake will be much better once the reader has been primed with excellent advice.

Best features

  • Humorous: Soccer-related puns and themes are fun to keep reading
  • Event invite: Strategically placed to target receptive readers
  • Brand identity: Recognizable design elements to reinforce trustworthiness

LogMeIn

Subject line: IT Apocalypse: Don’t just survive. Prevent it.

logmein
Image via LogMeIn

LogMeIn is a remote access software company that has a sense of humor. Its newsletter example presents a serious message in a light-hearted way, giving a reason to pause and consider whether their businesses could survive a data breach.

The main text is deliberately focused. Instead of rambling paragraphs, LogMeIn uses a statistic that speaks for itself. The main goal of the newsletter is to redirect users to a video guide — so the less body content, the better.

Best features

  • Video: Consumers are two times more likely to buy from a brand that uses video content
  • Statistics: People trust statistics more than brands
  • Attention-grabbing: The end-of-the-world visuals are unusual and eye-catching

LottieFiles

Subject line: 6 Design Trends for 2025

lottiefiles
Image via LottieFiles

LottieFiles allows users to implement lightweight Lottie animations across websites, apps, socials, and more. Its newsletter example perfectly demonstrates brand cohesion, as the vibrant design seamlessly matches the website and other marketing materials.

The ultimate goal is to educate users about upcoming design trends. Each trend is presented in a scannable list format with a photo example for reference. At the end, the CTA redirects readers to the blog, where they can find additional learning resources.

Providing value without asking for anything in return is a brilliant way to build lasting relationships with business clients.

Best features

  • Integrated design: Maintains brand consistency across marketing channels
  • Informative: Presents valuable information without overloading the reader
  • Builds trust: Clients trust businesses that add value without a catch

Grammarly

Subject line: This is how excellent writing is done ✅

grammarly
Image via Grammarly

No one does personalization better than Grammarly. The spelling and punctuation checker sends weekly updates recapping what clients have done well and what they could improve on.

There’s so much to unpack here. In addition to adding value with tailored feedback, the platform uses positive reinforcement and gamification features to improve user retention. For instance, the “Grammarly Writing Streak” motivates people to check in every day.

The “Total Words Analyzed” counter also builds enthusiasm. It’s satisfying for users to watch their amount grow every day.

Best features

  • Personalization: Offers tailored feedback to maximize engagement 
  • Gamification: Motivates users with prizes, achievements, and competition
  • Positive reinforcement: Clients will keep coming back for that feel-good factor

Loom

Subject line: Today’s the day – checkout Loom…

loom
Image via Loom

When screen recording and video messaging platform Loom underwent a huge upgrade, it wanted to:

  1. Update its users about the changes
  2. Explain how to navigate the new and improved platform

To do this, it designed a personalized newsletter with plenty of links to additional learning resources on Loom HQ.

For easy navigation, Loom highlighted the key features in bold purple text, such as “Search,” “Library,” “Notifications,” and “Tags.” When clicked on, they redirect users to individual guides. Of course, not everyone enjoys reading through tons of text, so underneath, there’s also a video tutorial to suit visual learners covering the same information.

Best features

  • Offers users a choice: Readers can choose the method of learning that suits them best
  • Personalization: Supports more meaningful interactions with users
  • Video: Video content always performs better than standalone text

Blog newsletters

Blog newsletters feature original or curated articles, news, and updates. Subscribers are usually superfans who enjoy regular content, sometimes as much as twice weekly.

Minimalist Baker

Subject line: Featured Recipe: Easy Vegan Stuffed Shells

Minimalist Baker is a popular food blog that shares simple dishes that require 10 ingredients or less, one bowl, or under 30 minutes to prepare. Its newsletter example features the “Recipe of the Week” and guides subscribers to the website, where they can follow along or leave a review.

The email opens with a high-quality image, which whets the reader’s appetite for more, and a short description including key selling points, such as “protein-rich,” “perfect for meal prep,” and “just nine ingredients required.”

Underneath, the brand uses social proof to generate website traffic. The “What Readers Are Saying…” section persuades people to try the recipe with five-star testimonials from happy, well-fed customers.

Best features

  • High-quality image: Successful food blogs must use appetizing media content
  • Short but persuasive description: Draws attention to the recipe’s best features
  • Social proof: Glowing reviews reassure readers that the recipe is worth trying

Ella’s Kitchen

Subject line: Toddler snack ideas to inspire you! ?

Ella’s Kitchen is a much-loved resource for parents, providing pre-packaged baby and toddler food, advice on weaning, and easy-to-prepare recipes. Like a children’s snack plate, its newsletter sample offers a little bit of everything without feeling jumbled.

The email leads with blog promotions about how to make nutritious snacks at home, then pushes the range of pre-prepared meals. Adding value upfront before trying to sell products builds trust with customers — and trust is imperative when choosing baby food brands. Block color boxes separate the different types of content for added cohesion.

At the end of the newsletter example, there’s a CTA directing subscribers to the FAQs page, where they can find more information about nutritional content and allergens.

ella's kitchen
Image via Ella’s Kitchen

Best features

  • Informative: Provides different types of content to engage readers
  • Color boxes: Define sections for easy navigation
  • Soft-sell approach: Builds trust with customers first and foremost

King Arthur Baking

Subject line: Are you ready to bake?

King Arthur Baking shares delicious recipes and sells ingredients, baking mixes, kitchen tools, and more. Its newsletter serves a dual purpose — direct readers to the online shop and boost blog engagement.

It begins by promoting kitchenware under the heading “Itching to bake? Scratch these items off your list.” Then, it presents the most popular product categories in an easy-to-navigate grid format. The “Popular this week” section acts as social proof and further motivates shoppers to make a purchase.

However, it’s not all sale, sale, sale. King Arthur Baking highlights its “Recipe of the Year” to increase subscriber retention and blog traffic. The USPs at the end also remind shoppers why they love the brand.

Best features

  • Simple layout: The grid format showcases the top-selling products
  • Blog redirect: Adds value so the newsletter doesn’t feel too salesy
  • USP icons: Improves customer retention and loyalty

Educational newsletters

Educational newsletters are a way for businesses or colleges to share news, updates, and information with their communities. 

edX

Subject line: Unlock the power of generosity ?

edx
Image via edX

edX delivers an impressive library of 400+ programs in computer science, software engineering, leadership, and much more. Its newsletter example reflects the wide breadth of topics available, tempting students with a deep dive into “The Science of Generosity.”

By leading with an unusual course, edX piques the reader’s interest and encourages them to explore the full collection. Once hooked, the newsletter moves on to “What to look for in a modern MBA curriculum,” which is essentially an upsell for a postgraduate degree.

Besides engaging content, the newsletter follows a tried-and-tested design — heading, text, CTA, repeat. While not particularly innovative, it’s effective and doesn’t detract from the main messaging and bold CTAs.

Best features

  • Interesting content: Hooks attention to boost click-through-rates
  • Simple layout: Easy-to-follow design that doesn’t complicate the messaging
  • Bold CTAs: Subscribers understand what you want them to do next

UX Content Collective

Subject line: ? Free UX content resources

The UX Content Collective is a valuable resource for students who want to learn about AI, accessibility, conversation design, and more. Its newsletter sample promotes several free resources and invites subscribers to add their knowledge to the UX Content Collective Blog.

This is perhaps the most text-heavy design on our list, but it works in this context because people expect more content from educational newsletters. Colorful icons, line breaks, and headings separate different themes to balance the wordiness and improve readability.

The best part of this newsletter example is the amount of value it adds. Users can find links to the UX Content Collective Blog (where they can earn $100 per post), Dash Newsletter, UX Content LinkedIn Group, Daily UX Writing Challenge, and The Interface Podcast.

Best features

  • Informative: Exactly how an educational newsletter should be
  • Content volume: Different resources to capture a wider audience
  • Readable: Despite being text-heavy, the structure is easy to follow

Western Governors University

Subject line: Your Monthly Newsletter Has Arrived!

Western Governors University offers affordable, accredited, and career-focused degrees for people who want to learn at an accelerated pace. Its attention-grabbing newsletter example underlines some of these USPs through blog shares and clear CTAs that direct subscribers to “Read More.”

The commonly used structure begins with a large hero image and header celebrating “The Night Owl,” which is a nod toward how WGU accommodates unconventional learners. Underneath, the newsletter lists four informative articles covering different topics, such as “Scholarships Make Education More Affordable” and “Native American Heritage Month.”

The blogs, combined with the statistics at the end, like “25+ Years of Empowering Student Success,” achieve the overall goals of establishing trust and convincing readers to invest in a course.

Best features

  • Fun hero image: Celebrating WGUs flexible learning options
  • Relevant blogs: Provides information that subscribers want to read
  • Ends with statistics: Strengthens trust and credibility

Coursera

Subject line: How to get started with Coursera

coursera
Image via Coursera

Leading course provider Coursera produces some of the best newsletter examples in the industry with the aim of increasing enrolments. We particularly love this design because it segments content suggestions based on subscriber interests.

The welcome newsletter opens with a brief overview of Coursera’s offerings. Then, with specific headings, it guides readers to the most relevant content, “I want to…” followed by options like “Discover new interests,” “Get job-ready skills and credentials,” and “Earn a degree.”

Procrastination and unnecessary steps on the customer journey, like scrolling through non-relevant text, dissuade users from making a purchase. Coursera combats this with its clever structure. There’s also a positive testimonial at the end to seal the deal.

Best features

  • Clever structure: Guides users to the most relevant content
  • Helpful: Provides enough detail without overwhelming readers
  • Social proof: Review at the end builds trust

Summary

To summarize, the best newsletter examples have clear purposes, engaging subject lines, and designs that cater to their unique audiences. For example, an educational email will have more text than an ecommerce email.

While every newsletter looks different, businesses must use consistent branding and responsive design to stand out from the competition. Even better, personalization tools like audience segmentation, named subject lines, and tailored product suggestions are guaranteed to have higher open and click-through rates.

Create your own lead-converting emails with Omnisend
Milda Bernatavičiūtė
Article by

Milda is a Content Marketing Manager at Omnisend, with extensive experience in communication, helping brands establish a unique and authentic online presence.