What a newsletter email is
A newsletter email is the regular email a brand sends to its subscribers to keep them reading between purchases: its own articles, product news, events or a roundup of what is happening in its field.
We collected 1,532 of them from 728 brands out of two ordinary inboxes, sent between 2016 and 2026. Nothing here is a mockup. This page shows 227 from 218 brands. Only 376 of the 1,532 have been published as images so far, and we left off 149 of those, mostly repeats of a template the same brand already has here. 654 of the 1,532 were sent in 2023 or later, and the first 24 cards in the grid are all from 2024 or later.
Browse all 227 newsletter examples
Tap an industry to narrow the grid, or open More filters for design style, layout, length and audience. Open any email to see it full length, with its subject line, notes on what it is doing, and a prompt that rebuilds it.
The Guardian
Detox Your Kitchen #6: Kitchenware
Sydney Opera House
What's On: Matt Berninger, Dylan Gosset and Rise Against
Kobo
Our top recommendations for you this week
Superwall
7 things we shipped in April: Superwall Changelog
George Mack
0.1% Ideas: The Busy Trap
Skyscanner
5 best premium economy airlines worth paying for
IMDb
See the 2026 Emmy acting nominees
Peter Attia, M.D.
Disappointing results from the first rapamycin-plus-exercise trial
Forever Projects
10,000 lives later…
Tangle
Tracking Trump's promises and key metrics for America.
National Geographic
Who was the real Virgin Mary?; a new fall of the Roman Empire theory; Queen Victoria’s secret marriage
Merivale
Welcome (back) to Meritales.
Stake
Five U.S. stocks Stake investors are loving 🔥
Hey Barista (Oatly)
Would you subscribe to your local café?
Crunchbase News
Global Startup Funding Sees Strongest Quarter Since 2022, And Deal Momentum At The Nexus Of AI And Real Estate
CommSec
[NAME], find out who came on top this Reporting Season!
DeployHQ
DeployHQ Newsletter [June 2025]
AllEvents
[NAME], popular events this weekend in San Francisco
Lumosity
💡🧠 Stuck in a plateau? This might help.
Robert Walters
Mid-year career discussions start with data
WOW Presents Plus
Open For Your Weekend Watchlist! 🍿
Bandsintown
Upcoming Live Shows: The Whitlams, The Cruel Sea, Dua Lipa, Kehlani
bMightie
🌟🚀 August's Drop of Goodies for Founders, Experts, and Entrepreneurs
Postman
Greatest hits: Our top 5 product announcements of the past year
Five newsletter examples, five shapes
The five at the top of the page do five different jobs.
The Guardian: one long article
Detox Your Kitchen is a weekly series, here week six on kitchenware, where the email is one long article, broken up by photos and subheads, written by a reporter in the first person. More of that kind are in editorial email examples.
Sydney Opera House: an events list
What's On gives each show its own block with a photo, dates and a button to book tickets or join the presale.
Kobo: one product pick
The weekly email puts one book at the top with a single Get the eBook button, then a row of recommendations below it, the pattern collected in minimal email examples.
Superwall: a product update
The April changelog gives each main feature a heading, two or three sentences and a link to the docs or blog.
George Mack: a single idea
0.1% Ideas is built around one idea, The Busy Trap, with two cartoons and a numbered list of 13 short thoughts, in a plain-text layout.
How newsletters differ from other email, same two inboxes
Newsletters against all email, same two inboxes
1,532 newsletters, 12,711 emails| What we measured | Newsletters | All email |
|---|---|---|
| Sent to existing subscribers, not new leads | 93% | 38% |
| Instructional in tone | 72% | 37% |
| Subject line says what is inside | 75% | 31% |
| Median calls to action | 5 | 2 |
| Five or more calls to action | 51% | 23% |
| Asks for one thing only | 15% | 30% |
| Greets the reader by first name | 24% | 40% |
| Long | 47% | 16% |
| Single-column layout | 78% | 65% |
| Plain-text layout | 19% | 32% |
| Has a hero image | 5% | 12% |
A newsletter is written for people who already signed up. 93% of the ones we collected went to existing subscribers, against 38% of all email, and 72% are instructional, against 37%. That shows in the shape: they run long about three times as often, carry a median of 5 calls to action against 2, and only 15% ask for one thing.
They are also plainer to look at than you might expect. 78% use a single column and only 5% open on a hero image. Fewer are laid out as plain text than email overall, 19% against 32%. More on the single column is in single-column email examples.
What is in the set
Newsletters by industry
the five industries with 100 or more collected| Industry | Newsletters collected | Plain-text layout | Median calls to action |
|---|---|---|---|
| SaaS | 423 | 21% | 4 |
| Media and publishing | 263 | 16% | 5 |
| Professional services | 178 | 36% | 4 |
| Health and fitness | 133 | 11% | 4 |
| Education | 123 | 19% | 4 |
SaaS companies sent the most newsletters by far, 423 of the 1,532. Professional services firms lean hardest on plain text: 36% of theirs are laid out as plain text, against 11% in health and fitness. Each industry has its own page, linked in the table.
By length
all 1,532 newsletters collected| Length | Emails | Share of the set |
|---|---|---|
| Long | 715 emails | 47% of the set |
| Medium | 498 emails | 33% of the set |
| Short | 249 emails | 16% of the set |
| Very short | 70 emails | 5% of the set |
Long is the most common length and very short is rare. Across all 12,711 emails, short is the most common and only 16% run long. For the short, link-list format, see digest email examples.
Next to this one
The same library, cut a different way: digest emails, product launch emails, promotional emails and B2B emails.
Questions about newsletter emails
The 227 on this page come from 218 brands, and five open the page: The Guardian's Detox Your Kitchen series, the Sydney Opera House's What's On, Kobo's weekly book picks, Superwall's April changelog and George Mack's 0.1% Ideas. Each is a different shape: a long article, an events list, a product pick, a product update and a single idea.
An inbox cannot show what worked, only what brands send. Across the 1,532 newsletters we collected, five things recur: a subject line that says what is inside (75%), a single column (78%), mostly text (64%), several calls to action rather than one (median 5), and no first-name greeting (76% skip it).
The single column is by far the most common: 78% of the 1,532 newsletters we collected use one, against 65% of all email. 19% are laid out as plain text and 2% as a modular grid. Two-column and multi-column newsletters are rare, under 2% combined.
Most newsletters teach rather than sell. 72% of the ones we collected are instructional in tone, against 37% of all email, and 47% run long. Our guide to the email newsletter covers what to put in one and how often to send it.
Brands still send them in volume. Of the 1,532 newsletters we collected, 123 were sent in 2026 and 654 in 2023 or later, and long is still the most common length among the 2026 sends, 61 of the 123. The set shows what brands send, not what readers value, so it measures use, not results.
Only 376 of the 1,532 have been published as images in this library so far. We took 149 of those off this page: mostly repeats of a template the same brand already has here, plus sends that are not newsletters, did not render properly or show someone's personal details. The percentages on this page still describe all 1,532.
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