Your inbox is a battlefield.
With the average person receiving over 100 emails daily, most newsletters get lost in the shuffle—deleted without a second thought or banished to inbox purgatory with a quick "mark as read."
But it doesn't have to be that way.
We've analysed hundreds of newsletters and handpicked 12 examples that cut through the noise and actually drive results—plus, we're giving you access to our complete swipe file with 70+ high-performing examples.
📩 [Download Your Free High-Performing Newsletter Swipe File Here]
What Are High-Converting Newsletters and Why Do You Need Them?
Newsletters aren't just regular emails—they're strategic relationship-building tools designed to nurture subscribers and drive specific actions. When done right, they become powerful revenue engines that keep your brand top of mind while subtly guiding readers toward conversion.
The numbers speak volumes: top-performing newsletters see open rates above 25% (compared to the industry average of 17-18%) and can drive up to 30% of a company's digital revenue. Yet most brands still treat newsletters as an afterthought, churning out forgettable content that ends up in inbox purgatory—ignored, deleted, or worse, triggering unsubscribes.
Benefits of Strategic Newsletter Campaigns
Investing in thoughtfully designed newsletter campaigns yields numerous benefits beyond just "staying in touch" with your audience:
Increased customer lifetime value through regular, value-driven touchpoints
Enhanced brand loyalty by establishing consistent communication rhythms
Higher conversion rates when properly segmented and personalised
Improved content ROI by repurposing and extending the life of your best content
Data-rich insights into audience preferences and behaviours
Direct revenue generation through strategic product recommendations and offers
Reduced reliance on paid channels by owning your audience communication
What Makes a Great Newsletter?
Before we dive into the examples, let's quickly cover what your newsletter needs to achieve:
Value-forward content that gives more than it asks
Clear, compelling subject lines that cut through inbox clutter
Consistent but flexible format that feels familiar yet fresh
Strategic CTAs that guide readers toward meaningful actions
Mobile-optimised design that works seamlessly across devices
Distinct voice and personality that makes your brand recognisable even without a logo
Now, let's look at how successful brands are putting these principles into practice.
Choosing the Right Newsletter Approach for Your Brand
Not every newsletter style works for every brand. Selecting the right approach is critical for authenticity and impact. Consider these factors when planning your newsletter strategy:
Audience expectations: What did subscribers sign up for, and what do they want?
Content resources: What can you consistently and excellently deliver?
Business objectives: Are you building awareness, nurturing leads, or driving direct sales?
Team bandwidth: Who will create and manage the newsletter, and how often?
The most successful newsletters don't try to be everything to everyone—they focus on delivering specific value aligned with both audience needs and business goals.
6 High-Performing Newsletter Examples (and Why They Work)
1. Ando: Earth Day Newsletter
Ando's Earth Day newsletter brilliantly connects their mobile banking service to environmental consciousness. Their "One World" header with a smiling earth illustration immediately establishes an emotional connection, while the "Mobile Banking for a More Sustainable Tomorrow" headline clearly positions their unique value proposition.
What makes this newsletter effective is how it balances purpose with practical benefits. Each section concisely explains a different aspect of their sustainable banking approach, with icons that create visual interest without overwhelming the clean design.
2. Sleep Foundation: Educational Newsletter
Sleep Foundation demonstrates how to create educational content that doesn't feel like a lecture. Their "Foods That Help You Sleep Better" headline addresses a common pain point, while the vibrant image of someone enjoying berries creates immediate visual interest.
The newsletter smartly interweaves educational content with product recommendations, using colour-coded sections to guide the eye. By offering valuable information first, they earn the right to promote their mattress reviews and sleep supplements later in the email.
3. Noodie: Welcome Newsletter
Noodie's welcome newsletter is a masterclass in brand personality. The bold red background with "WELCOME TO THE NOODIE COLONY!" creates immediate brand recognition, while the mouth-watering image of someone enjoying their ramen delivers instant product desire.
The conversational copy ("THE GUILT-FREE INSTANT RAMEN YOU'VE CRAVED") speaks directly to their audience's wants, and clever phrases like "a lot of OMG" and "LET'S GRAB LIFE BY THE BOWLS!" cement their playful brand voice. The free shipping offer provides a clear incentive to purchase right away.
4. Fiverr: Year-in-Review Newsletter
Fiverr's end-of-year newsletter brilliantly uses data visualisation and personalisation to create an emotional connection. The bold "2022" graphic immediately signals the purpose, while the personal achievement framing ("you did a lot of the heavy lifting") makes subscribers feel recognised and valued.
What makes this newsletter work is how it balances celebration of past accomplishments with gentle nudges toward future engagement. The "Get inspired" CTA feels like an invitation rather than a demand, positioned as a natural next step after reviewing the year's achievements.
5.Brain.fm: Mental Health Awareness Newsletter
Brain.fm's Mental Health Awareness Month newsletter perfectly aligns their product with a timely event while offering genuine value. The gradient background with simplified human illustration creates a calming visual experience that reinforces their product's purpose.
The newsletter effectively uses social proof and specific numbers (400+ hours of focus, 250+ hours of sleep) to build credibility. Their 40% discount feels less like a generic promotion and more like genuine support for mental health, giving the offer greater emotional resonance.
6. One Trick Pony: Product Newsletter
One Trick Pony's peanut butter newsletter is a brilliant example of how to make a single-product focus work. Their "It's all about the nuts" headline is simple yet memorable, while the clean product imagery against the purple background creates strong visual appeal.
The newsletter excels by breaking down information into scannable sections with personality-filled headers like "ONLY THE GOOD STUFF" and "STAY GOLD, PONY BOY." Each section builds product desire by highlighting different benefits, from ingredients to origin to versatility, before culminating in a clear "SHOP NOW" CTA.
7. Foreign Policy Journal: Editorial Memo
Foreign Policy's "memo" newsletter brilliantly adopts the aesthetic of an internal document, creating an exclusive insider feeling. The checked-off topics in the table format immediately show readers what's covered, while the personal greeting ("Hi there!") establishes a warm, direct connection.
What makes this newsletter particularly effective is how it balances design with utility. The clear sectioning with "Read more..." links allows readers to scan quickly before deciding what to engage with more deeply. The brief content previews give just enough information to pique interest without overwhelming.
8. allplants: Product Launch Newsletter
allplants masters the product launch newsletter with a mouth-watering approach that combines education with appetite appeal. Their "MEET OUR NEW TEMPEH RENDANG CURRY" headline leaves no doubt about the focus, while the hero image showcases the dish in all its delicious detail.
The newsletter's genius lies in its structured Q&A format that anticipates and answers every question a potential customer might have: "What is it?" "Why will you love it?" "Why do we love it?" and "What about the nutrition info?" The clear promotion code (SPRINGITON) and bright yellow CTAs make the next steps unmistakable.
9. Futurewise: Educational Newsletter
Futurewise turns skincare education into visual storytelling with their "WHAT IS SLUGGING?" newsletter. The bold question immediately captures curiosity, while the striking pink background with product photography creates instant brand recognition.
This newsletter excels by focusing on a single concept and explaining it thoroughly instead of cramming in multiple topics. The educational approach positions them as experts first and sellers second. By connecting the modern trend to its historical roots ("as early as the 15th century"), they add depth and authenticity before guiding readers to learn more.
10. Calibrate: Results-Focused Newsletter
Calibrate's newsletter cuts straight to the point with hard data that builds immediate credibility. The "REAL RESULTS" headline in contrasting purple and black typography instantly communicates their value proposition, while the clean, minimalist design keeps attention on the impressive statistics.
What makes this newsletter particularly effective is how it layers proof: first with data (15% weight reduction, 6" waist reduction), then with satisfaction metrics (91% success rate), and finally with emotional testimonials ("Today, I can officially cross my legs again"). This strategic progression moves readers from analytical to emotional decision-making, creating multiple pathways to conversion.
11. Girlboss: Welcome Newsletter
Girlboss nails the welcome newsletter with a message that feels like personal initiation into an exclusive club. Their simple "Thank You" headline creates an immediate emotional connection, while the subscription count ("You've just joined 250,000+ driven, ambitious Girlboss Daily subscribers") makes new readers feel part of something significant.
The newsletter brilliantly balances tone and utility, with playful observations ("Procrastination is actually good for you!") that establish voice while still delivering clear value through content recommendations. The mint green content blocks create visual organisation without sacrificing the brand's distinctive personality.
12. Koala Eco: Values-First Newsletter
Koala Eco demonstrates how to balance education and promotion with their eco-conscious cleaning products newsletter. The atmospheric product photography with light streaming through their signature green bottle immediately communicates both quality and sustainability.
The newsletter wisely leads with their "why" before their "what," explaining the values and science behind their products before introducing the sale. The consistent earthy green colour palette reinforces their environmental commitment while the bottom certification icons provide immediate credibility without requiring additional reading.
What Makes These Newsletters Successful?
Looking across these examples, a few key patterns emerge:
They deliver value before asking for anything in return
They maintain consistent design elements while keeping content fresh
They speak to specific audience needs rather than broadcasting generic messages
They include clear, focused CTAs that guide readers toward meaningful actions
They reflect brand personality in every element, from visuals to copy tone
Newsletter Design Tips
Based on these successful examples, here are some practical tips for your next newsletter:
1. Subject lines deserve dedicated attention
Your newsletter content means nothing if the email never gets opened. Spend as much time crafting your subject line as you do on the email itself.
2. Design for scanners, not readers
Most subscribers will scan your newsletter in seconds before deciding whether to engage further. Use headers, bullets, and visual hierarchy to make key points stand out.
3. Optimise for mobile first
Over 60% of email opens happen on mobile devices. If your newsletter doesn't look good on a phone, most subscribers will never see your carefully crafted content.
4. Focus on a single primary CTA
While you can include multiple links, decide on the one most important action you want subscribers to take and give it visual prominence.
5. Test ruthlessly
The only way to know what truly works for your specific audience is to test systematically. Start with subject lines, send times, and CTA placement.
Common Newsletter Mistakes to Avoid
Before you start designing, watch out for these common pitfalls:
Content overload that overwhelms subscribers and dilutes your message
Inconsistent sending schedules that prevent readers from building a habit
Lack of personalisation beyond just inserting a first name
Unclear purpose that leaves subscribers wondering why they received the email
Over-selling instead of providing genuine value first
Poor mobile optimisation that creates a frustrating reading experience
Technical Requirements & Best Practices for Newsletters
When creating your newsletters, keep these specifications in mind:
Email Width: 600px maximum for best compatibility across email clients
File Size: Keep the total email under 100KB for faster loading
Image-to-Text Ratio: Aim for 60% text to 40% images to avoid spam filters
Font Sizes: Headlines: 22-24px minimum
Body text: 16px minimum for readability
CTA Buttons: Size: At least 44x44px for easy tapping on mobile
Placement: Above the fold for primary CTAs
Alt Text: Always include descriptive alt text for all images
How to Create Your Own High-Converting Newsletter
If you're looking to launch a newsletter that actually drives results, here's where to start:
1. Get Inspired Before you create, look at what's worked. Grab our swipe file with 70+ successful newsletters to see real-world examples that delivered results.
2. Define Your Value Proposition What unique value will your newsletter provide? The most successful newsletters solve specific problems or fulfill distinct needs for their audience.
3. Plan Your Content Mix Decide on the balance of educational content, entertainment, and promotion. The 80/20 rule (80% value, 20% promotion) is a good starting point.
4. Choose Your Rhythm Consistency matters more than frequency. Whether weekly, bi-weekly, or monthly, stick to a schedule your team can maintain with excellence.
5. Measure What Matters Look beyond open rates to track metrics that align with your goals: click-throughs, time spent, conversions, and ultimately, revenue impact.
🔍 Grab our Newsletter Swipe File – it's packed with 70+ high-performing examples from brands who have mastered the art of creating newsletters that convert.
🔗 [Download Your Free Newsletter Swipe File Here]
Don't settle for average newsletter performance – study what works and make your next email campaign your most engaging one yet.
Need More Help With Your Email Marketing?
If you're looking for comprehensive support with your email marketing strategy, DesignGuru's subscription service includes newsletter design along with all your other design needs. Book a strategy call with our founders, James and Will, to discuss your creative needs.
Newsletters represent one of the highest-ROI marketing channels available today, when done right. The examples we've shared demonstrate how thoughtful, strategic newsletter content can cut through inbox clutter and create genuine connections with subscribers.
Whether you use our swipe file or create something completely unique, focus on delivering consistent value that aligns with both your audience's needs and your business objectives.
Remember: The best newsletters don't just drive opens and clicks, they build relationships that translate to long-term revenue and loyalty.
Want to explore more design inspiration? Check out our work or get in touch to discuss your design needs.
Rut is a marketing strategist who helps brands stand out with sharp messaging, strong visuals, and smart campaigns. She’s worked across branding, content, and digital marketing, turning ideas into strategies that get results.
