Organic traffic is no longer the gold mine it once was. That's why savvy marketers are building their own audiences through newsletters. With hundreds of billions of daily sends, newsletters offer something Google and Instagram can't: ownership and reliable reach. Some newsletters have even become standalone businesses, earning six figures from weekly emails.
Whether you're looking to build deeper connections with your audience or want to tap into the growing world of newsletter revenue, selecting the right newsletter format is your first step toward email marketing success.
I’ve been in the email marketing trenches for over six years now, and today I’m breaking down the 10 different types of newsletters that actually work, with real examples you can use to steal ideas from.
10 Types of Newsletters: Which Should You Choose?
1. Curated Newsletters
Curated newsletters are handpicked collections of the best content from around the web, organized around a specific topic or industry. Think of yourself as a digital librarian who sifts through countless articles, tools, resources, news, and insights to deliver only the most valuable finds to your subscribers.
The typical format includes brief descriptions or commentary for each curated item, often with your personal take on why it matters. Most curated newsletters feature 5-15 carefully selected links, organized into clear sections like:
- This Week's Must-Reads
- Tools We're Loving
- Industry News That Matters
Other outlets, like StarterStory, use more creative section names, such as “The Orange Juice,” “The Coffee,” and “The Eggs,” for their Sunday Breakfast curated newsletter. Yummy!
Why It Works
Your subscribers are busy professionals. They don't have time to hunt through dozens of websites and social feeds. They want someone they trust to filter the noise. It's that simple. If you're good at finding cool stuff before it becomes cool, you can be that person!
Who It’s Best For
This format is perfect for trend-spotters who'd rather discover great content than write 3,000-word essays. If you're the type who already reads everything in your industry, this could be the format for you.
Pro Tip: I’ve had great success in improving my curation process by using newsletter readers like Meco, which help you stay on top of email subscriptions and sift through the noise in your inbox.
A Successful Example
AI Brews
AI Brews is one of my favorite weekly roundups. It’s focused on AI, and it's comprehensive, diverse, and free.
- It follows a consistent three-section format that readers can rely on: AI Pulse (news), Weekly Spotlight (noteworthy reads and projects), and AI Toolbox (product picks).
- Each item strikes the right balance between being comprehensive enough to understand and concise enough to scan. Technical information is presented with just enough detail to be understandable, even by non-technical people like me.
- There are numerous visual cues, such as charts and graphs, that aid in reading and lend credibility.
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2. Editorial (Long-form Essay)
This is for the writers who have opinions and aren't afraid to share them. We're talking 800-3,000 words of original, in-depth analysis on topics your readers care about.
The format usually follows a traditional essay structure with:
- A compelling hook
- A clear thesis
- Supporting arguments backed by research or personal experience
- A strong conclusion
While statistics are mixed on whether people read long-form content, the general consensus is that people will read long emails if they're relevant and interesting to them. Most successful editorial newsletters feature a consistent, authoritative voice and a way of making hard topics more accessible through storytelling and real-world examples.
Why It Works
Editorial newsletters succeed because they offer something rare: deep, thoughtful analysis in a world of TikTok and Twitter. Readers crave expert perspectives that help them make sense of complex issues. Your unique voice and viewpoint can create a genuine connection.
Who It’s Best For
Subject matter experts, consultants, and executives who have real expertise and strong opinions. If you enjoy writing and can consistently produce quality essays, this could be your goldmine.
A Successful Example
Doomberg
Doomberg is an anonymous newsletter written by a small team of former executives from the commodities sector that has become Substack's No.1 paid finance newsletter.
- It has established, credible expertise in energy, finance, and geopolitics. The anonymous "green chicken" persona adds intrigue, while content quality proves the expertise behind it.
- The newsletter tackles specific, timely topics and weaves them into larger geopolitical themes. It provides strategic context about why it matters, rather than just reporting the news.
- Doomberg challenges conventional wisdom and delves into "unsexy" yet essential topics that mainstream financial media often overlooks or is scared to write about.
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3. Hybrid (Editorial and Curated)
Hybrid newsletters combine the best of both worlds: original editorial content from the author plus carefully curated links and resources. You write one main piece (300-1,500 words), then add 3-8 curated links that relate to your central theme.
Why It Works
This format offers the perfect balance of depth and breadth. Your editorial establishes your voice, and the curated items save readers time. It's like receiving a personal essay, along with a reading list, from someone you trust.
Who It’s Best For
Honestly? Only attempt this if you genuinely enjoy both writing and discovering content. This format is probably the hardest to pull off well. It requires two distinct content creation processes: one for writing unique insights and another for curating materials.
A Successful Example
James Clear 3-2-1 Newsletter
James Clear’s newsletter is a simple yet brilliant take on hybrid newsletters. Three ideas from him (the editorial part), two quotes with links from others (the curated section), and one question for the reader (the actionable/thought-provoking bit).
- This email’s consistent, simple format allows it to provide predictable value every week - readers know exactly what to expect and can consume it quickly.
- Every item is thoughtfully curated or original, offering practical, insightful, and often profound content - no fluff.
- Clear’s strong personal brand around clear thinking and habit-building makes his ideas trustworthy. The personal, reflective tone deepens reader connection without being overly promotional.
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4. Multi-Section Magazine (Mixed Format)
This is newsletter publishing on steroids. Think Time Magazine or The Atlantic magazine delivered to your inbox: multiple sections, different content types, something for everyone.
These newsletters typically feature 4-8 defined sections, such as:
- Editor's Note,
- Industry Spotlight
- Tools & Resources
- Opinion
- What We're Reading
Each section has its own style and purpose. Some might be brief news roundups, while others feature in-depth interviews, product reviews, or personal essays.
Why It Works
Something for everyone means lower unsubscribe rates. Even if someone skips the main story, they might love your product reviews or quick takes, creating multiple "sticky" touchpoints.
As a bonus, the magazine structure also allows for different monetization opportunities within sections (sponsored content, affiliate links, job boards) while feeling natural rather than intrusive.
Who It’s Best For
Established brands, media companies, and well-funded businesses that can dedicate significant time to content creation, research, and journalism.
Since this approach to content relies on breadth and volume, some content experts argue that it’s not suited for most brands unless you have the deep pockets to support it. If you're a solopreneur, focus on depth over breadth, and don't run your newsletter like a print publication.
A Successful Example
Girlboss Daily
Girlboss Daily is a newsletter for working women. It covers workplace trends for professional women - and it doesn’t shy away from controversy.
- They tackle controversial, relevant workplace issues head-on.
- Each issue combines in-depth analysis, actionable career advice, quick news updates, and lifestyle recommendations.
- Surveys and Q&A submissions create interactive elements and maintain a conversational tone that makes you feel like a part of an insider community.
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5. Thought Leadership/Personal Insights
These newsletters feature personal anecdotes alongside industry analysis, lessons learned from the field, forward-looking predictions, and insider knowledge. Share your genuine experiences, predictions, and behind-the-scenes insights from your actual career. Not theory, but real life you've lived through.
Why It Works
Thought leadership newsletters succeed because they offer something impossible to replicate: an authentic insider perspective from someone who's lived through the experiences they're writing about. The magic happens when you share failures alongside successes. When a CEO writes about a deal that cost millions or admits to a campaign that flopped, that's when people pay attention.
Not only do I enjoy reading these newsletters, but I’m currently paying $69/month for a behind-the-scenes newsletter of one software founder sharing his journey of building a business from scratch.
Who It’s Best For
Founders, industry veterans, and coaches with real-world experience. The "build in public" movement has made this format incredibly popular.
A Successful Example
Zero to $10M ARR
Zero to $10M ARR by Alex Turnbull is a thought leadership newsletter where the founder of Groove (and now Helply) documents his real-time journey building a new SaaS company from 0 to $10 million in annual recurring revenue (ARR). Turnbull shares detailed metrics, strategic insights, failures, and wins as they happen, embodying the "build in public" movement perfectly.
- Turnbull offers radical transparency, providing actual company data, including revenue numbers, conversion rates, and progress toward quarterly goals.
- The newsletter captures both victories and failures, resonating with fellow entrepreneurs facing similar struggles.
- Each issue combines timely industry analysis, personal company updates, and actionable insights from their experiment.
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6. Daily Analysis
This newsletter type typically provides timely, expert commentary on rapidly evolving topics like financial markets, politics, and technology. Often published early morning or end-of-day to capture market movements or breaking news, this format will either make you incredibly successful or completely burn you out!
Why It Works
In fast-moving industries, weekly summaries often result in missing critical developments. Daily analysis creates habit loops. People start their day expecting your take.
Who It’s Best For
Daily analysis newsletters are ideal for industry insiders, subject matter experts, and professionals who live and breathe their field every single day.
A Successful Example
New York Times’ “The Morning”
The New York Times' "The Morning" is the newspaper's flagship daily newsletter that distills the most important news of the day into a concise format. Written by David Leonhardt and delivered each weekday morning, it combines breaking news summaries with thoughtful analysis.
- The newsletter leverages the New York Times’ century-plus reputation for quality journalism, giving readers confidence that they're getting accurate, well-researched news.
- It arrives at optimal times (early morning) when people are starting their day, so it becomes part of their daily routine, like having coffee.
- Curates the top stories and provides them in short “bites,” something many readers find helpful.
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7. Weekly Deep Dive
This email newsletter type is for researchers who love delving deep into single topics. We're talking 1,000+ words of comprehensive analysis, expert interviews, and multiple perspectives.
Why It Works
Deep dives succeed because they prioritize thorough investigation over speed. They often dive into niche topics that broader publications would never touch.
Who It’s Best For
This format is perfect if you're the type who actually reads those 50-page industry reports. (Yes, you exist. I know!)
A Successful Example
WIRED: The Big Story Newsletter
WIRED's "The Big Story" examines one significant tech/culture story every Sunday.
- By dedicating each entire issue to one major story, the newsletter provides the comprehensive context and nuanced analysis that busy professionals need to understand essential developments rather than just surface-level coverage.
- It goes beyond simply explaining what happened to explore why it matters for society and the future.
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8. Educational (How to)
I love this format because it turns your newsletter into a mini-course with step-by-step tutorials and practical exercises.
The format typically includes a clear lesson structure with headers like:
- Today's Lesson
- Key Takeaway
- Try This
- Next Steps
Most successful educational newsletters break complex topics into digestible weekly or bi-weekly chunks, often featuring screenshots, templates, or downloadable resources (such as templates, frameworks, and reports).
This format is also ideal for spaced-out automated email sequences that you can set up as a part of your email marketing automation strategy.
Why It Works
This format transforms learning from overwhelming to manageable. People can complete and apply what they learn instead of abandoning the lesson halfway through. Plus, unlike static courses or books, newsletters can incorporate timely examples and update content based on subscriber feedback.
Who It’s Best For
Experts who enjoy teaching and can break down complex skills systematically. Educational newsletters are perfect for consultants, trainers, coaches, or professionals who get asked, "How do you do that?" and find themselves explaining the same concepts over and over again.
A Successful Example
Johnn Four’s Roleplaying Tips
Roleplaying Tips helps Dungeon Masters and Game Masters (GMs) improve their tabletop RPG (roleplaying games) skills through practical advice. His newsletter features breakdowns of gaming sessions and approaches to everyday challenges that readers can immediately implement in their games.
- Rather than theoretical advice, Johnn provides detailed walkthroughs of actual gaming sessions with timings, room layouts, and player interactions.
- Each issue addresses real challenges that GMs face and provides systematic solutions.
- The newsletter responds to reader questions and shares detailed case studies from real gaming experiences.
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9. Deal Alerts
Deal alerts newsletters are time-sensitive emails that notify subscribers about limited-time offers, discounts, flash sales, or exclusive deals within a specific category.
Notable examples include Cheap Flights with Going (Formerly Scott's Cheap Flights), StackSocial (for tech deals), AppSumo (for lifetime software deals), Soft Launch London (for restaurant launches and discounts), and more.
Why It Works
Deal alerts newsletters succeed because they tap into powerful psychological triggers: scarcity, urgency, and the thrill of getting a "steal." The time-sensitive nature creates immediate action: subscribers know they need to act quickly or miss out, which drives higher click-through and conversion rates than most other newsletter types.
Who It’s Best For
Deal alerts newsletters are ideal for deal-hunting enthusiasts, bargain bloggers, and affiliate marketers who have the time and energy to constantly monitor sales across multiple retailers. Choose this format if you’re naturally good at spotting genuine deals, understand pricing patterns, and can quickly evaluate whether a discount is worth sharing. This newsletter type may also be suitable for tech-savvy individuals and developers, who can set up automated scraping bots to monitor and extract deals in a timely and scalable manner.
A Successful Example
StackSocial
StackSocial Deal Days is a tech-focused deals newsletter that curates steep discounts on software, productivity tools, and digital services. It features lifetime licenses and subscription deals with massive percentage discounts (often 40-96% off) on popular software like Microsoft Office, Adobe products, and various productivity apps.
- The newsletter leverages extreme discount percentages (87% off, 94% off) that create powerful urgency.
- Each deal includes professional product images, clear branding, and prominent "BUY NOW" buttons that make it easy to scan and act on offers quickly.
- By concentrating on software and productivity tools rather than general deals, it attracts tech enthusiasts who need these products and understand their true value.
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10. Product/Company Update Newsletter
Keep customers informed about your latest developments, feature releases, and milestones with regular product update newsletters. This method is a direct communication channel between you and your audience.
Why It Works
Company updates work because they build trust through transparent, consistent communication that makes audiences feel like insiders with exclusive access to your company's boardroom. A small product update is usually better than no updates at all. These newsletters keep your brand top-of-mind.
Pro tip: You can package your minor product improvements/bug fixes in a weekly or monthly product update email along with links to content you’ve produced in that period (like blog posts, podcasts, etc.). This creates a smaller, magazine-type newsletter. I suggest sending product updates at least once a month. Otherwise, you risk jeopardizing your email list engagement.
Who It’s Best For
These emails are ideal for SaaS companies, startups, and growing businesses that need to keep stakeholders informed about rapid changes and developments.
A Successful Example
Figma
Figma is a collaborative design platform that enables teams to create, prototype, and iterate on digital designs in real-time. This newsletter succeeds because it showcases new AI-powered features through clear visual demonstrations and actionable next steps. It makes complex product updates immediately accessible and encourages user engagement with prominent call-to-action buttons throughout.
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What's the Best Newsletter Format for You?
The best newsletter format depends on your expertise, available time, audience's needs, and business goals. Consider your natural strengths: Are you better at discovering great content or creating original analysis? Do you prefer quick, frequent updates or deep, comprehensive exploration? Your choice should align with both your capabilities and your audience's preferences for consuming information.
Quick Decision Framework:
- New to Newsletters? Start with the curated format.
- Limited Time? Choose product updates or deal alerts.
- Want to Build Authority? Go with editorial or thought leadership.
- Have Diverse Interests? Try hybrid or multi-section magazine.
- Fast-moving Industry? Consider daily analysis.
- Building a Personal brand? Choose a thought leadership or portfolio newsletter.
Remember, you can always evolve your format as you grow.
Wrap Up
The right newsletter type can transform your email marketing from a chore into a superpower that builds genuine relationships with your audience. Once you've chosen your format, selecting the right email marketing platform is crucial for execution. Don’t forget to check out Softailed's Software Comparison Tool. Here, you can compare email marketing software side by side to find the perfect platform that matches your newsletter goals and technical requirements.
