17+ Newsletter Formats That Top DTC Brands Actually Use

You know what’s worse than not using pre-built newsletter templates for your marketing?

Using them straight out of the box with zero personality.

But how do you write newsletters when “What do I even say?” makes you question if you know your audience at all?

We’ve got you.

We studied over 300 emails from top DTC brands to curate 17+ newsletter formats, categorized by use case. See what works, why, and how to adapt it to your Shopify brand. 

Whether you're using Brevo or another tool, you will be able to use this swipe file, which is packed with real examples and not generic Lorem Ipsum templates.

No more staring at blank templates. Instead:

• Browse real newsletter formats
• Steal smart design tips
• Plug in bonus sections to increase newsletter engagement
• Run newsletter campaigns with confidence

Plus: see how to adapt them for WhatsApp.

Get 17+ High-Converting Newsletter Templates: Free Download

Here are some high-performing newsletter formats to swipe, study, and send:

E-Commerce Newsletter Examples You Need (+Why They Work)

Here are 17+ newsletter samples for various stages of the buying journey to capture those shoppers who spend 138% more via email marketing:

Welcome Newsletters

A welcome newsletter email is sent right after a customer signs up on your website. If it’s a simple welcome message with a code, then it’s a promotional email. But if you add a brand story, mention personal details about you, and perhaps include a series of follow-up stories in the welcome sequence, it can be a part of your newsletter strategy.

Use Cases: Brand introduction, first-purchase incentive, connection building

Example: Wildwonder (Gut health beverage brand)

Why it Works: This founder’s story kicks off a welcome sequence with heart. By sharing her inspiration (her grandmother) and the deeper “why” behind the brand, she makes the story personal and memorable. The tone is warm, energetic, and full of possibility, setting the stage for a deeper connection with customers.

Loyalty Program/Membership Newsletters

Loyalty programs reward repeat customers with discounts, samples, and other perks. Customers value both the rewards and the exclusivity (FOMO-driven). Gamified programs add to the appeal. Loyalty program newsletters go over the various perks and explain the benefits of joining the program.

Use Cases: Customer retention and increased order value (AOV), along with a boost in brand loyalty

Example: Milani Cosmetics (Makeup brand)

Why it Works: This loyalty program newsletter example plays on FOMO (“member-only sales signal exclusivity”) and clearly lists perks. The royal colors of the envelope and elegant fonts signal the high-end nature of the program. The CTA is positioned like a benefit to the customer (Start Earning).

Set up a loyalty program that retains 10x of your customers

Brand USP Newsletter

When introducing your DTC brand, highlight the USP without sounding like a landing page or hard sell. Storytelling solves this. A conversational tone is more effective for USP messaging.

Use Case: Reinforce core messaging and brand values, drive traffic to website

Example: Impossibrew (Non-alcoholic beverage brand)

Why it Works: The monochrome palette and negative space add visual appeal. The first line (“enjoy benefits of drinking without negative consequences) and concluding line (Cheers to a third choice beyond drinking and not drinking) act as strong copy bookends that clearly communicate the brand’s USP. Two CTAs, one linking to the origin story and the other offering a lifetime discount, strike a balance between storytelling and conversion.

Here’s another example from the apparel industry:

Example: Hiut Denim Co (Jeans brand)

Why it works: The email is in the format of a founder letter; conversational and warm. It is brief but impactful, highlighting a USP of the product. It’s not selling a product; it's highlighting core brand values.

Social Proof Newsletters

Instead of simply offering discounts, social proof newsletters feature genuine customer reviews.

Use Case: Build trust and confidence, address buying objections, and influence purchase decisions

Example: Hiya (Kids’ vitamins brand)

Why it Works: In this social proof newsletter example, reviews are from both buyers (parents) and end users (children). The reviews address concerns such as taste (“Pretty good candy”), texture (chewable, ideal for picky eaters), diet restrictions (vegan, dairy-free), and efficacy. A dietician’s review adds another layer of expert validation.

Explore more plug-and-play templates for free

Festival Story Newsletters

Holiday newsletters help brands connect with their audience on a personal level while launching seasonal sales or festive content. Adding festival-related tips and making that the focus converts a festival promo email into a newsletter.

Pick one of Brevo’s Black Friday emails

Use Case: Customer engagement and retention with holiday discounts and festivity-themed layouts

Example: Bruvi (Coffee brand)

Why it Works: Bruvi ties its product to National Ice Cream Day in a fresh, playful way. The subject line (“Ice cream with a side of drama”) grabs attention. The skimmable recipes are easy to try, and product suggestions reduce friction. Coffee-and-vanilla color tones enhance the theme.

Curated Gift Guide Newsletters

Speaking of festivals, you can also roll out holiday gift guides. You will position your products as curated picks, thus reducing their gift-buying overwhelm and saving them time. Make it editorial, categorise by personas, and so on to elevate it beyond a promo email.

Use Case: Product discovery and driving traffic

Example: Young Goose (Skincare brand)

Why it Works: The stocking stuffer section balances festive cues with a clean aesthetic. Categories like “Gifts for him,” “Gifts for her,” and “Acne treatment gift set” make navigation intuitive. The line “last chance before they’re gone for good” adds urgency.

Create high-performing newsletter templates for free

Educational Newsletters

Use educational newsletters to address customer pain points through product insights. 

Blog-style newsletters that inspire, teach, or motivate help educate your DTC audience and build connection. In these informational newsletters, you can either include the entire blog content in the email or create curiosity with a preview along with a CTA to read more.

Use Case: Product education, trend breakdowns, how-tos, or expert-backed insights that humanize the brand and build authority.

Example: Soft Services (Skincare brand)

Why it Works: Strong storytelling, practical tips, and a conversational tone make this educational newsletter example relatable, especially for readers skeptical of self-care marketing. Product mentions are subtle and naturally integrated.

Want to use PushOwl’s pre-built automations to trigger win-back emails?

Another kind of educational newsletter is one that comes with downloadable/skimmable resources, such as checklists, templates, how-to guides, and more.

Example: Brightland (Olive oil brand)

Why it works: The email doesn’t hard-sell the olive oils. Instead, it offers genuinely helpful recipes that the reader can try with or without the product. This value-first approach makes the product mention feel natural, not pushy. Plus, the linked recipe cards are easy to print and save, adding long-term utility.

Blog Series Newsletters

Got high open rates on an educational email? Turn it into a series!

A consistent newsletter format builds recognition and trust. When you deliver a specific type of content at regular intervals, subscribers know what to expect and begin seeing you as a go-to source.

Use case: Nurturing, topical authority, consistent engagement, and brand recall

Example: Young Goose (Skincare brand)

Why it Works: The recurring intro and podcast summary as point #1 create structure and predictability. This repeatable format makes the series cohesive and strengthens brand voice over time.

Example 2: Soft Services (Body skincare brand)

Why it Works: The pleasing colors, fun font, and commitment to a series that addresses a common summertime problem; it all works. The product plugs are natural (and kind of counter-intuitive since they are listed in the “avoid” section). The focus is value, not sales.

Roundup Newsletters

An email newsletter that curates a mix of popular products, valuable resources, and actionable tips is an excellent way to target those who haven’t kept up with your brand in a while. By offering a quick, skimmable digest, you reintroduce your brand’s value without overwhelming them.

Use-case: Re-engagement, product education

Example: Babyblist (Baby accessories registry brand)

Why it works: This brand gets a lot right. The “Registry Checklist” is a themed newsletter series where each edition focuses on one topic. It shares genuinely useful resources alongside curated product picks, thus making it skimmable, high-value, and helpful for buying decisions without feeling salesy.

Create high-performing newsletter templates for free!

Milestone Newsletters

Celebrate your brand’s anniversary, your birthday, and other milestones with your newsletter readers. Make them a part of your journey.

Here are two birthday newsletter samples from creator and fitness influencer (and founder of Blogilates, a fitness wear brand) Cassey:

Why they work: These differ from general birthday emails (that may as well be automations) because they are part of a larger series by the brand, with other emails going over the founder’s birthday plans, how her day was with her partner, her birthday wishes, and so on. The Taylor Swift email also deep dives into the founder’s love for Swift in a blog-like manner. The story is at the center; the discounts are an afterthought (but nonetheless, a part of the email)

Founder’s Story Newsletters

A founder’s letter is a versatile way to stay connected with your subscribers. Share updates, stories, or the “why” behind your brand in an honest, personality-driven voice, not brand speak.

Use Case: Personal connection, client re-engagement, expectation-setting

Example: Hiut Denim (Jeans brand)

Why it works: This founder letter answers a common customer question with simple, actionable tips on picking the right jeans. The tone is personal and conversational, not marketing fluff, which builds trust and keeps readers engaged.

Pro tip: Turn this into a series! 

Sustainability Efforts Newsletters

Customers today are increasingly concerned about the environmental impact of their purchases. According to a 2024 PWC survey, they’re willing to pay nearly 10% more for sustainable brands. Showcasing your efforts builds trust and signals long-term commitment to social and environmental causes.

Example: Rainn (Sustainable children’s clothing brand)

Why it works: By leaving out price tags, the newsletter shifts focus to what really matters: the environmental impact of each product.  Smiling children in the imagery and email copy about their future tug at the emotional strings of parents.

Style Guide and Lookbook Newsletters

A lookbook is a theme-based product collection. It’s not just a collection of best-sellers or discounted products.

It’s an image-heavy collection of curated products tied to a theme or mood. Lookbooks work across most categories. It’s not just product photography. Add style tips, insights, and inspiration to make it more than a generic product list.

Use Case: Showcase products visually, drive clicks and traffic

Example: Kirrin Finch (Formalwear brand)

Why it Works: The newsletter showcases diverse styling options for a single product (the gray blazer), accompanied by photos and accessorization tips. This lookbook serves as a virtual Pinterest board in the form of an email newsletter.

Segment your Shopify audience using PushOwl to make lookbooks feel personal.

Single Product Deep-Dive Newsletters

Unlike typical product blasts, a single product guide weaves a story, tutorial, or blog around a single product without making the email newsletter feel salesy.

Use case: Product education, deeper engagement, subtle promotions

Example: Wellbel (Haircare brand)

Why it Works: The newsletter links to a blog by a board-certified dermatologist, blending authority with relatability. The headline (“Sensitive scalp? You may not be imagining it”) grabs attention, and the click-through focuses entirely on one product.

Expert Guest Feature Newsletters

An email newsletter that features an authority in the industry and how they use the brand’s products can go a long way in educating customers and showing them that actual experts are also using the product. If it’s an ad, then it’s a sponsored post. But if it’s an interview, webinar, or value-laden piece with tips, it can be a powerful guest feature newsletter.

Use case: Product education, social proof

Example: Versed (Skincare brand)

Why it works: The featured guest is a celebrity makeup artist, thus there’s an instant layer of authority attached to her tips and recommendations. With each tip, one of the products is plugged in the email copy, allowing the customers to instantly act on the tip they are reading by adding the product to the cart.

Collaboration Announcements

When your brand is partnering with an influencer, an organization, or a celebrity, let your customers know! Maybe that level of social proof or credibility stamp is all that they needed to make their first (or second!) purchase.

Use case: Establish brand authority and social proof

Example: Ritual (Supplements and wellness brand)

Why it works: This email comes directly from the founder, adding a personal, trustworthy tone to a major announcement. By sharing that Serena Williams is joining as a Health Advisor, the brand builds credibility and excitement without making it feel like a sales pitch or an advertisement. The newsletter establishes it as an expert-backed brand by tapping into the sportsperson’s intersecting ethos.

Bonus Newsletter Sections (Nice-to-haves!) That Add Value

With the 17+ newsletter examples we’ve covered, you will cover almost every core Shopify use case for your e-commerce store. But many of the above can also work as add-on sections within a broader newsletter. Mix and match the following in a single email newsletter:

• Review request as part of your post-delivery communication
• A product launch announcement section
• A testimonial or two as social proof
• A brand USP refresher
• A best-seller snippet
• Discount callouts
• Blog previews

These secondary sections can be used in paid (and free newsletters) to add value, spark curiosity, or gently nudge customers toward action.

Partnerships and Affiliate Codes

Is another brand sponsoring your newsletter? Have you partnered with another brand to introduce a giveaway or incentive? Inform your customers as part of their regular email newsletters so that they are more likely to spot it.

Use Case: Broaden reach via giveaways or co-marketing; highlight nonprofit or research collaborations to build credibility and excitement

Example: Pawsafe (Pet accessories brand)

Why it Works: Pawsafe often includes a distinct visual “bubble” to spotlight an affiliate discount in its email newsletters. The emotional, helpful tone of the copy builds trust while promoting the offer.

Embedded “Add-to-Cart” Links or Survey Links

Your email newsletter can be about your latest product launch or a personalized recommendation based on the customer’s product history, but what if you reduced the added effort of visiting the website and adding the product in question?

Or perhaps your Shopify newsletter has an in-built survey to help you give more personalized recommendations?

Use Case: Boost engagement through interactivity, speed up checkouts, and gather targeted feedback

Example: Immi (Healthy ramen brand)

Why it Works: Immi embeds a quick survey to gather preferences without redirecting users, thus reducing friction. In another email, placing the discount and cart link together makes the offer feel immediate and nudges quicker conversion.

Are WhatsApp Newsletters Worth Investing In?

Yes, depending on how you use them.

You can use WhatsApp newsletter campaigns to repurpose your email content or social media posts, with a clear purpose and personal tone. Every email newsletter can be a WhatsApp newsletter, with the same rules:

• Do not sell in every message
• Do not send daily blasts with discount codes
• Always try to give value in each message
• Add a visible opt-out option

Other than that, since WhatsApp is an instant messaging channel, you need to ensure that the copy is crisp. You can add a preview of the newsletter and then send a link for the reader to click on if they're interested.

Since it’s a more personal and instant channel, you can use WhatsApp messages to share other kinds of announcements that are more urgency-driven and require your customer to see them immediately. You can also adapt campaign emails, such as product launches or event invites, into newsletter-style formats by layering in storytelling, education, or curated tips.

Here are two examples of WhatsApp newsletters that you can experiment with for your Shopify store:

Launch Newsletters

A well-timed WhatsApp message taps into FOMO and grabs attention fast. That’s why this restaurant shared its new menu update with loyal customers via WhatsApp, along with a reservation link:

Why it works: The image is vibrant and alluring, with appetizing dishes, and the visual matches the brand colors. The use of emojis, short and impactful copy, and a “Visit Today” CTA at the end of the message make the messaging easy to skim while inviting immediate action.

In e-commerce, replicate this by sending personalized messages to high-intent customers when launching new products, inviting VIPs to events, or offering early access to limited drops.

Pro-tip: PushOwl lets you combine email and WhatsApp into a single journey, perfect for replenishment nudges, restock alerts, or VIP access.

Event Guide Newsletters

WhatsApp is an excellent medium for announcing online and offline events, especially if these events help with product education. A WhatsApp newsletter that pitches free value-driven events is likely to drive click throughs.

‍

Here’s an example by Plum, a skincare brand, that ran an online webinar around skincare routines, with sessions from certified dermatologists:

Why it works: The WhatsApp newsletter identifies who will be talking at the event, and includes their credentials to add authority to the event. It mentions all the key details and positions the event as a benefit to the subscribers (“Find out how great skincare starts with good chemistry”) and includes a CTA button. The accompanying visual also has the key details, making it easy to screenshot and share.

Other than the above, each of the email newsletter types that we have covered can also be repurposed for WhatsApp and other channels!

How to Start Creating Newsletter Formats?

You don’t need 17 formats to start; pick three that match your funnel goals, and test from there. PushOwl makes it easy to set these up with pre-designed templates for email and WhatsApp.

Download our free pre-designed newsletter templates.