On a quest to find the best email newsletters out there, I asked my coworkers about their favorites.
Members of the marketing team at Grasshopper were able to give me a few newsletters they love, but when I asked two of our web developers, they both said “I try to unsubscribe from everything.” One admitted he kept a few promo emails from clothing sites around so he could catch good deals.
Our BI analyst reacted similarly: “I would only read them if the email subject intrigued me, like 20 percent off my favorite perfume,” he joked. But with some prodding he admitted that he’d read any newsletter from Oracle or IBM, because their updates are subjects of interest and important for his career.
I came across a harsh reality (at least for an internet marketer!) --most people unsubscribe or skip over newsletters.
Now I Bear the Bad News
A disdain for email newsletters shouldn’t be a surprise — MailChimp tracked a bunch of campaigns by industry and offered the stats: None of the industries they tracked had open rates over 48.6% (and that was for religion). And links clicked in those emails? Well, they hover around 3%. Yikes!
What’s the issue with newsletters? They're hit or miss so it’s hard to justify taking the team to read one when there is no guarantee you’ll gain anything. That’s why people are always talking about filtering their emails… and why Gmail actually started filtering emails for us.
But, Wait! Email Works!
So, does this mean startup and small business marketers with email campaigns should give up? NO!
Email marketing works.
Bottom line: If you're giving people what they want, they'll open your emails.
Case in point:Our clickthrough and open rates fall right into the industry average (go easy on us, we’ve just started our newsletter), but when we sent out a customer survey offering prizes, they went up.
If you do email right, your email campaigns will bring traffic to your website. Here’s how many people came to Help Scout’s site from the company’s newsletters:
Take a look at that growth and just imagine all that additional traffic coming to your site.
Searching for Good Email Newsletter Examples
So, sure, people are reading marketing emails, but which ones?
I did what I knew.I took to the streets of Facebook and Twitter to find out who reads which newsletters...and why.
I asked a simple question:Are there any email newsletters you read every time you get them?
Not only did I find out what newsletters people actually DO read, but I found out a lot about what they want:
Deals and promotions (This was the biggest reason people opened emails, by far.)
Relevant industry news for their careers.
Updates on stuff they’d check out anyway.
New ideas for their business or personal life.
Customized content and just plain ole’greatcontent.
Short emails that are easy to read.
This was pretty fun. I loved hearing about which email newsletters are getting read!Here are 9 newsletters people are actually reading ... with lessons to learn from them:
Example #1 -Quora - Shows Them What They Might Have Missed
Quora is a platform for asking questions and getting answers. “Quora Weekly Digest,” their email newsletter, comes once a week with great questions you might have missed.
Wondering what the most awesome psychological facts are or how Ashton Kutcher prepared for his role as Steve Jobs? The Quora hounds are delivering answers to your inbox.
What you can learn from Quora’s newsletter:
Fascinating and bizarre questions can go a long way.
Show already engaged subscribers what they missed.
Relevancy matters: things like “Ashton Kutcher” in a subject line will increase open rates!
Example #2 -Human Rights Watch - An Industry Leader
Great content and simplicity go far, especially if you’re looking for industry info. Human Rights Watch entices a friend of mine with their image map-- this is a great example of showing their global impact rather than telling about it.
Simple features like GIFs, maps, customized illustrations, and comics could rocket your email marketing high into the sky, too.
What you can learn from Human Rights Watch’s newsletter:
Showing information is better than telling. Images are good.
A great newsletter can propel you towards industry leader status.
Great content + simplicity = success.
Example #3 -Help Scout - A Bangin’, Super Focused Blog Post
We can’t say enough about Help Scout’s minimalist approach to email. They’re focused on customer service, acquisition, and loyalty. Each email only contains a link to ONE blog post with a custom image.
The content is excellent, but Help Scout also minimizes distractions by giving one option for clicking. If you’re going to visit Help Scout’s site, there’s only one way in: through a super focused, and compelling weekly blog post.
What you can learn from Help Scout’s newsletter:
A minimalist, focused approach can do wonders.
Compelling design can complement great content (usable and not far-fetched = great).
A formulaic email that comes once a week works.
Example #4 -The Daily Egg by Crazy Egg - Great Content Delivered
I know I’ve been saying that images can help you out, but if your content is truly awesome, picturesaren’t that important. Crazy Egg has an automatic newsletter that pulls from the blog’s RSS feed. At the end of each week, it emails subscribers the blog posts that went live over the past 5 days.
This email has no fancy html images, but I read it every time it comes to find out what’s been published at The Daily Egg.
What you can learn from Crazy Egg’s newsletter:
If your content is great, you don’t need more than an emailed RSS feed.
Offering two options - daily and weekly - can boost subscribers.(Video) How to Start Affiliate Marketing For Beginners in 2023 To Earn $20,000+ Monthly!
A simple round-up of posts can be effective.
Example #5 -Yelp - Real Life Suggestions
I don’t need to explain why Yelp’s email newsletter is great because this Bostonian does it for me:
What you can learn from Yelp’s newsletter:
Give info that’s relevant to customers’ real lives and that they couldn’t get elsewhere.
Think CAREFULLY (and a little creepily) about who customers are and what they’d need.
Choose a focus. Both anecdotes occurred because of emails focused on one particular topic.
Example #6 -J. Crew, Banana Republic, Gilt, and Other Clothing Sites - Customize Campaigns and Give 'Em Deals
You might turn up your nose and say these e-commerce giants have it easy with consumers chomping at the bit to get a bargain, but you can still learn lessons from their emails. A lot of people I talked to will only open emails if they think they are going to get a deal, promotion, or sale. TAKE NOTE- this strategy works.
These emails aren’t just relying on deals: they’re also laden with high quality images, are super customized (they’re based on what people have purchased in the past), and are pretty gosh darn effective.
What you can learn from clothing and apparel newsletters:
NOTHING beats a promotion or deal (This is the top reason people open emails).
Colorful, enticing images go a long way.
Customizing emails and segmenting your lists based on past behavior can do wonders (Gilt knows exactly how much I want a new hair dryer. When is Santa coming!?)
**Example #7 -**The Moz Top Ten - Diversify and Share Other People’s Stuff
Almost everything Moz does with marketing seems to be spot-on and their email newsletter is no exception. Instead of pushing their agenda with tons of their own posts, the Moz Top Ten pulls a bunch of great posts from around the web and shares them with its audience.
Topics are diverse and posts are informative and pre-vetted. This is a weekly newsletter people are reading.
What you can learn from Moz Top Ten:
Don’t be afraid to share other people’s stuff- it shows you’re invested in something besides yourself.(Video) 9 Hours of Relaxing Sleep Music: Rain, Thunder, Deep Sleeping Music, Fall Asleep Fast ★118
A simple, routine list gives readers expectations.
Share what you find extremely useful. If your customers would find it useful too, send it their way.
**Example #8 -**Damn, I Wish I'd Thought of That! by Andy Sernovitz – Share Useful Nuggets
Ever see a company do something awesome and say “Damn, I wish I'd thought of that?” We say it all the time. Thankfully Andy Sernovitz puts together awesome word-of-mouth marketing ideas(that we all wish we thought of) and sends them out each week.
The best part of the newsletter is that it gives out ideas for what you can do today instead of offering fancy-pants solutions only Fortune 500 companies can afford.
What You Can Learn from Damn, I Wish I'd Thought of That!:
Little guys are as good as (or maybe better) than Fortune 500 companies at marketing.
Providing easy-to-do, real life solutions beats a fancy newsletter.
Personality and friendlieness go a long, long way.
**Example #9 -Oracle, IBM, Apple, CNET**, and others - Need to Know Info
All the tech people out there might cringe that I grouped these together, but I wanted to demonstrate that people read newsletters that give them the latest industry news and trends.If customers are using your tools and need help, they’ll want more information and a connection to your support docs and staff. They’ll want to know when you have events.
It’s no different from content about how to build a treehouse. If there’s information you need to know to complete a task, isn’t it nice to get in your inbox? Ifyou’re in the tech field, you want info on how to better use your tools.
What You Can Learn From Big Tech Companies:
You’re not a huge tech company and that’s ok.
Give people info they can’t get elsewhere - that’ll hook ‘em.
Tech content isn’t that different from marketing content.
People Actually Read These Things
And there you have it-- email newsletters that people are actually reading.
Your Turn:What email newsletters do you open? What points did I miss? Please share -- I'm always looking for inspiring examples.
How much of an email is actually read? ›
According to original Campaign Monitor research, these are the average email benchmarks for all industries: Average open rate: 17.92% Average click-through rate: 2.69% Average unsubscribe rate: 0.17%How do I get people to read my email newsletter? ›
Here are some best practices to follow:
- Earn that “open” with a strong subject line. ...
- Follow the 90/10 rule. ...
- Keep it short. ...
- Make it personal. ...
- Use thoughtful calls to action.
Well, you can bet your bottom dollar it is. Absolutely! It is more relevant now than ever before. Research shows us that email is still the best channel to reach people on, ahead of other channels, even with the increase in popularity of social media and other messaging platforms.Can emails be seen as read? ›
To find out when an email you sent was opened, you can request a read receipt. A read receipt is sent to you as an email with the time and date of when your message was opened. Want to get more out of Google apps at work or school?What is a good open rate for email newsletters? ›
A good email open rate should be between 17-28%, depending on the industry you're in. While knowing these numbers is a great starting point, it's worth it to look into your specific industry averages and compare your metrics with those in your specific industry.How do you write a email newsletter example? ›
- Establish a tone and stick to it. ...
- Stay away from technical jargon. ...
- Write like you talk. ...
- Keep your emails short. ...
- Include links to the most important things. ...
- Keep as much info as possible inside the email.
A newsletter is a tool used by businesses and organizations to share relevant and valuable information with their network of customers, prospects and subscribers. Newsletters give you direct access to your audience's inbox, allowing you to share engaging content, promote sales and drive traffic to your website.What are 5 elements of an effective newsletter? ›
- Brevity. We're inundated with information and another lengthy newsletter is not going to help anyone. ...
- Storytelling. The best newsletters utilize classic story-telling techniques. ...
- Reader Focus. Don't write a diary. ...
- Call to Action. Let's be honest here. ...
- Structure your newsletters for accessibility. ...
- Don't rely on images alone to convey information. ...
- Pay attention to color contrast and color choice. ...
- Make sure your newsletter uses accessible fonts. ...
- When sending HTML newsletters, offer an alternative option.
- Generate Leads. ...
- Teach about Your Brand. ...
- Build Long-term Relationships. ...
- Save Money and Raise ROI. ...
- Meet the Expectations of Modern Consumers. ...
- Hire a Professional Newsletter Writer. ...
- Raise Sales through Discounts and Special Offers. ...
- Receive Direct Reader Feedback.
How do you know if a newsletter is successful? ›
KPIs you should monitor
- Emails sent.
- Bounced emails.
- Opened emails.
- Opened emails on mobile devices.
- Number of clicks.
- Amount of subscriptions.
- Amount of unsubscribes.
The first metric that determines the success of an email campaign is the open rate. A good open rate is between 17-28%. But that is not all. Many factors affect open rates that marketers have to consider before starting their email campaigns.Is 40% a good email open rate? ›
According to Campaign Monitor, a healthy email open rate can be anything from 20% - 40% (or higher).What is a good newsletter subscription rate? ›
Newsletter Signup Conversion Rate Benchmark
Also known as email capture rate (ECR),experts suggest that a 2% or more ECR is healthy.
A newsletter introduction should tell the reader what they'll get out of reading the rest of the email or linked article. This should be of value to the reader and communicated without fluff and in a conversational tone.What are the 12 parts of the newsletter layout? ›
- Charts and graphs.
- Art and photographs.
A newsletter is a printed or electronic report containing news concerning the activities of a business or an organization that is sent to its members, customers, employees or other subscribers. Newsletters generally contain one main topic of interest to its recipients.What is newsletter and how it works? ›
A newsletter is an email sent to our subscribers informing them about the news related to the brand. They are normally sent on a regular basis. What do you have to extract from that definition? Basically, it is an informative email that we send to our subscriber list.What is another word for newsletter? ›
The 6 Elements of an Effective Newsletter
- Good Content Marketing. ...
- Audience Knowledge. ...
- Strong Subject Line. ...
- Visually Appealing Templates. ...
- Contact and Social Information. ...
- Call to Action.
What are the main parts in a newsletter? ›
- Title. Every newsletter should start with a strong attention-grabbing title. ...
- Graphics. ...
- Information. ...
- Call to action. ...
- Links to social media. ...
- Best of luck with your writing guys and let me know how these tips have worked for you.
- Repeatedly mention the book to them. Like all the time. ...
- Keep inserting the physical book whenever you have the chance. ...
- Threaten your friendship with them. ...
- Bribery. ...
- Switch covers with a book they plan on reading. ...
- PowerPoint. ...
- Beg. ...
- Trade reading goals.
- Switch to Digital from Print Media. ...
- Create a Facebook Groups to Engage With Fans. ...
- Create a Podcast. ...
- Create a Reader Suggestion Column. ...
- Leverage Investigative Reporting. ...
- Add a Positive Column. ...
- Use Augmented Reality to Create a New Reader Experience.
Use a conversational tone to really build a connection between readers and the characters or narrator of your story. Include a lot of action words for an engaging pace. Tell someone's important story by describing their experience and expressing sympathy.What platform is best for newsletters? ›
- Campaign Monitor.
Emails are delivered extremely fast when compared to traditional post. Emails can be sent 24 hours a day, 365 days a year. Webmail means emails can be sent and received from any computer, anywhere in the world, that has an internet connection . Cheap - when using broadband , each email sent is effectively free.Why monthly newsletter is important? ›
A newsletter is a cost-effective means for building relationships and maintaining regular contact with clients, customers and business partners. They contain important news and updates and other significant information. In fact, they are crucial for taking brand marketing to the next level.What is the difference between a newsletter and an email? ›
The main differences between newsletter and emailing
First, the main function of the newsletter is informative, while that of the Email marketing is commercial.
Deals and special offers. Many people are interested in deals and special offers when they opt for a subscription to a newsletter. See how WordPress includes benefits (free resources) in their call-to-action button and sign-up form copy to entice potential subscribers.How do you measure the effectiveness of an email newsletter? ›
- Click-to-open rate: Percentage of people who clicked on a link after opening your email.
- Unsubscribe rate: Percentage of recipients who opted out of your email list.
- Bounce rate: Percentage of individuals that never received your email.
How do you plan an effective newsletter strategy? ›
- Start with a welcome campaign.
- Personalise your approach.
- Keep your newsletters short and simple.
- Consider how your newsletter will be read.
- Always have a captivating subject line.
- Provide content worth reading with call-to-action.
Nearly 85% of all emails are spam.
That translates into an average daily volume of 122.33 billion messages globally. The number of daily spam messages oscillates regularly, and the latest spam traffic statistics show that it's currently declining.
A GB of 1 megabyte (MB) one-page, high-resolution image files will only take about 1,000 pages to equal a GB, whereas a collection of 5 kilobyte (KB) text file and small emails (with minimal attachments) could take as much as 200,000 pages to equal a GB. So, 50,000 to 75,000 is probably a good average.How many emails does it take to get a response? ›
"On average, it takes three to four emails to hear back from a lead, whether they are interested or not, and it takes about six emails and three phone calls to close an interested prospect.”What is the world record for most unread emails? ›
But the grand prize goes to Piyush Raka, who dethroned Chopra's record with what would appear to be 381,753 unread emails, a number so high it immediately drew questions of digital trickery from other people on Twitter.What percentage of emails are ignored? ›
Amongst the many insights and data we unearthed, two that stood out for me are opened and read, which means 75% of everything you send is ignored. And when they are read, 50% aren't considered useful.
The average office worker receives around 121 emails every workday. They send less, with just 40 being the average per day – but that number still adds up to a very large amount of emails organization-wide. If your company has 1000 employees the team will send out 40,000 business emails in just one day.How many emails does the average person receive per day 2022? ›
The average person will receive over 100 emails per day.
The number of emails includes personal emails, work, spam, social, and promotional emails.
There is no limit on the number of accounts you can have on Google. You can quickly and easily create new accounts, and also link those to your existing accounts so that you can easily switch between different accounts.How can I send 10000 emails a day? ›
- Step 1: Connect your Gmail account. ...
- Step 2: Create your email list. ...
- Step 3: Create a sequence. ...
- Step 4: Compose your email. ...
- Step 5: Upload the list in CSV format. ...
- Step 6: Send or schedule the email.
Is 1GB enough for emails? ›
1GB a month is roughly enough to: Browse for 11 hours. Send 16,000 emails without attachments or 300 with attachments.What is the success rate of cold emails? ›
What Is a Good Cold Email Response Rate? Since the average response rate for cold emails is around 1%, good cold email response rates can vary greatly from around 5% for some sales emails to 20% or even over 40%. The higher, the better, of course!How many emails is too many? ›
If your list is less than 2,000, sending out 4 to 8 emails a month would be the maximum recommended. If you are an eCommerce company with 10,000 or more subscribers sending out daily emails might be a good strategy. Remember that you can expect attrition of your list every time you send out an email.How many cold emails does it take to get a response? ›
Just consider these statistics: The average cold email response rate is 1%, which means for every 100 people you email, you're getting through to one person (and probably bothering the other 99).What is the world record for crying? ›
Despite her failure, she unexpectedly became a world record holder of a different kind. Three hours before falling asleep, Baby Sheila broke the record for consecutive hours of crying at four months, three days, one hour.What is the longest email ever? ›
Sharma mailed the longest e-mail titled 'Swami Vivekanad: An inspirational Personality' which contained Seven Hundred Thirty Seven Thousand One Hundred Six (737106) words. Search for: Home. About Us.How do you handle 100 emails a day? ›
- Only Keep Emails Requiring Immediate Action in Your Inbox. ...
- Create a “Waiting Folder” for Action-Pending Emails. ...
- Make Subfolders or Labels Your New BFF. ...
- Set Inbox Rules or Filters. ...
- Use Your Calendar to Track Emails That Require Follow-up.