Newsletters are a quick and convenient way to learn something new from the comfort of your inbox, whether you’re reading about your industry, your hobbies or anything in between. They’re a window into what’s going on outside our walls, both in the marketing community and the rest of the world.
But while many newsletters are interesting and fun to receive, some don’t make the most of e-mail marketing and can be just plain annoying. Needless to say, we can be a bit picky about what we read — but here are the newsletters we refresh our inboxes for:
CreativeMornings is a breakfast lecture series for creatives that takes place in cities around the world (including the Ottawa chapter, where you’ll always find many familiar Banfield faces). Its weekly newsletter is a collection of CreativeMornings promotion, exclusive partner offers, inspirational quotes, job postings and links to other online content of interest to their community.
But what makes the CreativeMornings newsletter so great is that it’s not only mastered the promotional/interesting content balance, but achieved the impossible: creating a weekly collection of content that is relevant to all types of creative individuals in each of its 177 markets. Plus, the punchy subject lines and colourful designs don’t hurt.
Sometimes, the purpose of a newsletter is exactly what it sounds like: to send you a letter about the news. That’s the case for NextDraft, the daily newsletter written by the now-renowned Dave Pell. With no product to sell but his own words, Pell has singlehandedly created one of the most critically-acclaimed newsletters ever just by gathering and summarizing “the day’s most fascinating news” from about 75 news sites.
The newsletter has a very minimal design, so the copy does most of the heavy lifting. And does it ever — for what’s essentially just a recap of news articles, it’s really, really readable. The subject lines, as well as every single headline in the newsletter, are punchy and clever. Each summary gives you just the right of information and, when it’s appropriate, ends with a witty punchline linking to the full article. NextDraft is proof that talent, wit and effort can make an idea as simple as the news can be ground-breaking.
Knowing exactly what a customer is looking for is simple: just ask them what it is. At least, that’s how business news site Fast Company keeps their newsletter relevant. Instead of offering just one multi-topic newsletter every day, week or month, Fast Company has 21 different daily and weekly newsletters to subscribe to, so you don’t have to filter out irrelevant information.
The Fast Company newsletter is pretty bare bones — a selection of articles from their website with a catchy abstract for each. But the real value is curation. The articles are specific to your interests, so you can easily stay up-to-date on the things you care about without scrolling through endless piles of things you don’t.
Online accommodation marketplace Airbnb is leading the way with its many marketing tactics, and its newsletter is no exception. With beautiful, professional photographs of available listings and the cities they’re in (taken by local photographers, of course), the Airbnb newsletter creates an experience that makes even the most stubborn homebody want to travel.
But visuals aren’t even its strongest asset. What the Airbnb newsletter really excels at is creating a theme. Sometimes, they focus on cities, where, in addition to listings, the newsletters are filled with unique activity ideas you wouldn’t find in an off-the-shelf tourism guide. Other times, the themes can range from places ideal for meditation, to the world’s best beaches, to places to stay on the water — literally on the water. Paired with its stunning photography and inspiring copy, it’s a fun newsletter to receive even when you aren’t making travel plans.
We don’t have a strategic reason for loving this one, really — we just like cats.
What’s your favourite newsletter? Let us know in the comments!