Email examples
Email newsletter examples from real stores
An email newsletter is a regular email a store sends to its whole list to give readers something worth opening: news, a story, a lesson or a few picks. A promo email sells a sale; a flow email sends itself after a shopper acts. Here are 31 newsletters from 28 stores.
Six kinds of newsletter stores send
Jump to a type. Each email sits under the one that fits what it does.
6 examples
Product drops
One new product or collection, shown in use, with one button to it. The copy explains what's new in a sentence or two.
5 examples
Founder letters
A person at the store writes in the first person: a mistake, a report card, how the product is made. Most ask for nothing.
7 examples
How-to and education
Teach one thing the reader can use today, then show the product that helps. The lesson is the reason to open.
5 examples
Community and customers
Customers' words, a customer's story, a vote, or the year in numbers. The reader sees other people like them.
4 examples
Seasonal
A month, a holiday or the weather gives the email its hook; the products follow from it.
4 examples
Curated picks
A short, opinionated list: our favorite lamps, our top gear, gifts in one color. Someone at the store did the choosing.
Product drop newsletters
One new product or collection, shown in use, with one button to it. The copy explains what's new in a sentence or two.
Scroll inside the email to read it all.
Product drops
1. Ciele Athletics
Sells running apparel
Subject line
“Breathability meets temperature regulation”
From the email
“And check the cuffs. Integrated half mitts for the days you leave the gloves at home.”
Layout
A close crop of the fabric, one paragraph on the tech, four colorways, then the jacket on a run.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: It sells one half-zip with three concrete details: the fabric, the vents and the built-in mitts. Each detail answers a runner's real complaint.
See the full email
Scroll inside the email to read it all.
Product drops
2. Cotopaxi
Sells outdoor gear
Subject line
“💪🏼 Fall’s hardest-working jacket just dropped”
From the email
“One piece, two jobs. Acodo's hybrid keeps you warm on cool mornings and breezy when you pick up the pace.”
Layout
The jacket on a hiker, a four-photo grid, three more people in color, then a links bar.
Sent with
Bloomreach
Archived
Really Good Emails, 2026
What it does well: The headline names the job, and the photo grid shows the same jacket on several people, so the reader can picture it on themselves.
See the full email
Scroll inside the email to read it all.
Product drops
3. Katin
Sells surf clothing
Subject line
“New Sweaters”
From the email
“Every Katin design is held to three rules: Quality, Durability, and Good Looks.”
Layout
A large lifestyle photo, two lines of copy, a four-photo collage, then four sweaters with color dots.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: A two-word subject line and a one-sentence brand rule. The photos carry the rest, and the color dots under each sweater save a click.
See the full email
Scroll inside the email to read it all.
Product drops
4. Little Chonk
Sells dog carriers
Subject line
“Big News for Small Dogs”
From the email
“It's our first sling, built for dogs up to 15 pounds who want to be close to you, and for owners who want their hands free.”
Layout
A walker with a dog in the sling, a short note, two product photos with captions, then the brand's social feed.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: The note reads like a friend telling you about it on a Monday. Each photo gets two sentences on one feature, from the clip to the phone pocket.
See the full email
Scroll inside the email to read it all.
Product drops
5. Hikerkind
Sells women's hiking clothes
Subject line
“Fall 2026 starts here”
From the email
“After the spring iteration of the Front Field Set became a best-seller, we knew the collection deserved to grow for fall.”
Layout
A moody portrait, Out Now, the jacket and pants as a grid, then free shipping and exchanges.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: It gives the reason the set exists: last season's version sold out. The shipping and exchange promises sit right above the footer.
See the full email
Scroll inside the email to read it all.
Product drops
6. Gantri
Sells designer lighting
Subject line
“Meet Gantri Wireless”
From the email
“For thousands of years, light moved with people. Fire, torch, oil lamp. Then electricity was invented. And light stopped moving.”
Layout
Dark mode: a hero photo, a four-line story, two lifestyle shots, then six lamps in a grid.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: It opens with a story about light before it names a product, then backs it with two numbers: 1,000 lumens and 16 hours of battery.
See the full email
Founder letters and brand stories
A person at the store writes in the first person: a mistake, a report card, how the product is made. Most ask for nothing.
Scroll inside the email to read it all.
Founder letters
7. Gantri
Sells designer lighting
Subject line
“Celebrating 10 years of failures at Gantri”
From the email
“The backend system I built failed to process a small credit card order.”
Layout
Plain text from the founder, with his photo and title at the top, and no products.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: An anniversary email that skips the sale and tells the story of the first lost customer. It reads like a letter, so it gets read like one.
See the full email
Scroll inside the email to read it all.
Founder letters
8. NEAP
Sells protein gels
Subject line
“NEAP Newsletter #3 – The power of pacing”
From the email
“They're not just orders; they're trust and investment ❤️”
Layout
A TLDR box of five topics, then one short section per topic with a photo, ending on a merch tease.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: The TLDR box lets a busy reader get the month in five lines. The founder is open about manufacturing delays, so pre-order customers know when to expect theirs.
See the full email
Scroll inside the email to read it all.
Founder letters
9. Patagonia
Sells outdoor clothing
Subject line
“Are we a paradox?”
From the email
“At Patagonia, we’re knee-deep in contradictions.”
Layout
A report cover, the paradox in one paragraph, big numbers for the good news, then the bad news.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: It leads with its own contradiction and gives both kinds of numbers, products repaired and tons of carbon emitted. Being frank is the pitch.
See the full email
Scroll inside the email to read it all.
Founder letters
10. Clare
Sells paint
Subject line
“See Where Your Clare Paint Comes From”
From the email
“Ever wonder what happens after you click “order” and before your dream color lands at your door?”
Layout
A blog post teaser, warehouse photos, a day in the life of a paint can, then six best sellers.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: It turns a blog post about the warehouse into a reason to open. The products come only after the story, under Inspired yet?
See the full email
Scroll inside the email to read it all.
Founder letters
11. Farm to People
Sells farm-direct groceries
Subject line
“Do You Know Where Your Beef Comes From?”
From the email
“At Farm to People we go beyond country of origin, because we actually know each farm where our meat comes from.”
Layout
Notes from the Field: a pasture photo, the news hook, why they buy the whole animal, two farm profiles, signed by the co-founder.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: It ties a story in the news to how the store buys beef, then names the farms. The co-founder's signature makes it a letter, not an ad.
See the full email
How-to and education newsletters
Teach one thing the reader can use today, then show the product that helps. The lesson is the reason to open.
Scroll inside the email to read it all.
How-to and education
12. Tag
Sells coffee
Subject line
“The case for knowing your grind size 🤔☕”
From the email
“Brewing with an Aeropress? You need finer grounds. Doing standard drip coffee? Grind medium grounds. Using a French Press? Grind it coarse.”
Layout
Illustrated brewers, the tip in three lines, a link to the full guide, then a choose-your-path grinder section.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: The whole lesson fits in the email, and the blog holds the long version. Readers without a grinder get a path too: Tag grinds the beans for them.
See the full email
Scroll inside the email to read it all.
How-to and education
13. Yep Kitchen
Sells chilli oil
Subject line
“The secret to Sichuan Heat 👀🔥”
From the email
“Most chillies chase heat. Erjingtiao chases flavour.”
Layout
A jar on a bold yellow hero, a typewriter-style story about one chilli, sourcing photos, then the jar again.
Sent with
Mailchimp
Archived
Really Good Emails, 2026
What it does well: One ingredient gets the whole email, and the reader leaves knowing something a chef knows. The product shows up as the place to taste it.
See the full email
Scroll inside the email to read it all.
How-to and education
14. Methodical Coffee
Sells coffee
Subject line
“☕ The Secret to Silky Cold Foam”
From the email
“You can absolutely splurge on an electric milk frother, but here are a few DIY ways to make cold foam at home.”
Layout
A recipe hero, three methods in boxes (blender, mason jar, French press), then four coffees and shop categories.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: The three methods use things readers already own, so they can try it today. The coffees come after the recipe, not before.
See the full email
Scroll inside the email to read it all.
How-to and education
15. Dermatica
Sells prescription skincare
Subject line
“The ingredient your moisturiser needs”
From the email
“Ceramides are essential fats, naturally found on your skin's surface.”
Layout
A portrait, what ceramides are, six benefits with icons, then a quote from the store's dermatologist.
Sent with
Braze
Archived
Really Good Emails, 2026
What it does well: It explains one ingredient in plain words, then lets an expert on staff connect it to the product. The icons make the benefits skimmable.
See the full email
Scroll inside the email to read it all.
How-to and education
16. Prose
Sells custom haircare
Subject line
“More hair in the drain?”
From the email
“Post-summer shedding is a common and temporary occurrence.”
Layout
A reassuring headline, The problem, The solution, then the supplement that supports the hair cycle.
Sent with
Iterable
Archived
Really Good Emails, 2026
What it does well: The subject line is the reader's own worry, and the first line calms it. The problem-then-solution layout makes the product the answer.
See the full email
Scroll inside the email to read it all.
How-to and education
17. Soft Services
Sells body care
Subject line
“Keep calm and niacinamide on.”
From the email
“The concentration of niacinamide that will provide these skin benefits is 4-5%.”
Layout
Dark mode: a 3D type hero, a long chatty explainer, then the two products that contain it.
Sent with
Klaviyo
Archived
Really Good Emails, 2024
What it does well: A long read that's fun to read: the writer jokes about chemistry, then gives the one number a shopper should check on a label.
See the full email
Scroll inside the email to read it all.
How-to and education
18. Wwake
Sells fine jewelry
Subject line
“Natural and Antique Diamonds”
From the email
“When you wear an antique diamond you are not the beginning of its story.”
Layout
A stone on black, an essay in short chapters with photos, then the store's promises on sourcing and returns.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: A buying guide written like a magazine piece. It earns the right to sell a high-priced stone by teaching the reader how to judge one.
See the full email
Community and customer newsletters
Customers' words, a customer's story, a vote, or the year in numbers. The reader sees other people like them.
Scroll inside the email to read it all.
Community and customers
19. Soft Services
Sells body care
Subject line
“Something pretty, something wicked: an afternoon with Marisa Competello”
From the email
“A longtime Soft Services customer, Marisa is a floral artist, choreographer, stylist, and the founder of Metaflora.”
Layout
Dark mode: a short intro, her quotes between photos of the workshop, and no product grid.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: A customer gets a magazine profile. Readers see who buys from the store, and the store never has to say it.
See the full email
Scroll inside the email to read it all.
Community and customers
20. ALSO
Sells electric bikes
Subject line
“Word is in from the Test Spin circuit 👀”
From the email
“We could tell you the TM-B rides like nothing else. But we're a little biased.”
Layout
A rider photo, four short quotes with first names, then one button to book a free test ride.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: It hands the pitch to four riders and keeps each quote to one line. The ask matches the stage: book a ride, not buy a bike.
See the full email
Scroll inside the email to read it all.
Community and customers
21. Suna
Sells a wellness device
Subject line
“Pick the Suna motto”
From the email
“One line goes on everything we make next, and you decide what!”
Layout
One question, three tappable mottos plus write-your-own, the vote deadline, signed by the founder.
Sent with
Amazon SES
Archived
Really Good Emails, 2026
What it does well: The whole email is one tap. Readers get a say in the brand, and the deadline and Thursday result give them a reason to open the next one.
See the full email
Scroll inside the email to read it all.
Community and customers
22. Marsh Hen Mill
Sells grits and heirloom grains
Subject line
“A Record Year for Marsh Hen Mill”
From the email
“310 of you signed up for a recurring shipment of Marsh Hen Mill goodness this year!”
Layout
2025 Wrapped: top five states on a map, top products and recipes, subscriber count, pounds of corn ground.
Sent with
Klaviyo
Archived
Really Good Emails, 2025
What it does well: A year-in-review built from the store's own numbers. Customers find their state and their favorite product, and the thank-you uses their name.
See the full email
Scroll inside the email to read it all.
Community and customers
23. Reel
Sells bamboo toilet paper
Subject line
“Reel Wrapped 💚”
From the email
“Here's a look back at the year with Reel and HoldOn - let's celebrate our commitment to sustainability together!”
Layout
2025 in numbers (trees saved, plastic bags swapped), three top moments as cards, then playlists and social links.
Sent with
Klaviyo
Archived
Really Good Emails, 2025
What it does well: It turns what customers bought into what they did together: trees saved and bags swapped. Each moment card links to one thing to do next.
See the full email
Seasonal newsletters
A month, a holiday or the weather gives the email its hook; the products follow from it.
Scroll inside the email to read it all.
Seasonal
24. Touchland
Sells hand sanitizer and mists
Subject line
“Your October forecast”
From the email
“Fall scents. Pink Wednesdays. Costumes. A little mischief. Here's what's on hand this month.”
Layout
A monthly newsletter badge, get into october, then four short themed sections, each with one photo and one button.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: A monthly format readers can expect. Each section is one line and one product, so the month reads in seconds.
See the full email
Scroll inside the email to read it all.
Seasonal
25. Dusen Dusen
Sells home textiles
Subject line
“🍎 Take a Bite 🍏”
From the email
“Take a walk with us through the fall bounty as we take inspiration from the humble apple.”
Layout
A Dusunday masthead, a big apple, then a zine of links (apple farms, a chocolate factory, a recipe) between products.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: Most of the links aren't to the store: they're things the writer found that week. That's why people open a Sunday newsletter like this one.
See the full email
Scroll inside the email to read it all.
Seasonal
26. MISOORA
Sells skincare for women over 50
Subject line
“Does Halloween candy actually show up on your face?”
From the email
“Short answer: one bag won't. Twenty years of them might.”
Layout
Pumpkins, the question and a short answer, three tips, a one-tap poll, then one serum.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: It answers the subject line in the first sentence. The poll (what's your Halloween weakness?) gives readers something to tap before the product.
See the full email
Scroll inside the email to read it all.
Seasonal
27. Promise Gluten Free
Sells gluten-free bread
Subject line
“One loaf, endless cozy breakfasts all season long.”
From the email
“It's soft and golden on the inside with a crackly, caramelized top that tastes like a cinnamon roll, and it's ready in about 10 minutes.”
Layout
Fall is here!, a full recipe with ingredients and steps, three more ideas, then four breads.
Sent with
SendGrid
Archived
Really Good Emails, 2026
What it does well: The full recipe is in the email, so it's useful without a click. Every ingredient line starts with the store's own loaf.
See the full email
Curated picks and gift guides
A short, opinionated list: our favorite lamps, our top gear, gifts in one color. Someone at the store did the choosing.
Scroll inside the email to read it all.
Curated picks
28. Den
Sells vintage furniture and lighting
Subject line
“Sunday Smalls”
From the email
“It’s finally cooling off (good news), but it’s also getting darker earlier (bad news).”
Layout
A Sunday Smalls masthead, a first-person note on shorter days, eight lamps on one green backdrop, then the showroom.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: A weekly series with a name, a reason (it's getting dark earlier) and one category. The matching backdrops make eight products look like one collection.
See the full email
Scroll inside the email to read it all.
Curated picks
29. Altitude Sports
Sells outdoor clothing
Subject line
“Canadian brands? 👀”
From the email
“Like us, these brands are proudly Canadian.”
Layout
A Canadian brands hero, one line of why, eight brand tiles, then the membership pitch and store promises.
Sent with
Bloomreach
Archived
Really Good Emails, 2026
What it does well: It curates by brand, not by product, around one thing the store and its readers share. Each tile is a logo on a photo, so it reads at a glance.
See the full email
Scroll inside the email to read it all.
Curated picks
30. ALSO
Sells electric bikes
Subject line
“Essential gear: our top picks.”
From the email
“If we only recommended one item from the Gear Shop, this would be it.”
Layout
A loaded bike, The right gear for every ride, then four picks, each with a photo and a few lines.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
What it does well: The store admits it plays favorites and ranks one item first. Each pick says what problem it solves, not just what it is.
See the full email
Scroll inside the email to read it all.
Curated picks
31. Goody
Sells gifts
Subject line
“Your fall color forecast is here 🎨”
From the email
“This season’s gifts call for berry with a chance of mustard.”
Layout
Give fall a little color, then four color rows (mustard, pumpkin, olive, berry) of three gifts each, then an advice column.
Sent with
Customer.io
Archived
Really Good Emails, 2026
What it does well: Sorting gifts by color is a fresh way into a gift guide. The Dear Goody advice column asks readers to write in, which feeds the next issue.
See the full email
How to write a store newsletter
Five habits the newsletters above share.
Pick one type
Choose one of the six types above and stick to it for the issue. A drop, a lesson and a sale in one email blur together.
Write the subject as a question or a promise
“More hair in the drain?” and “Pick the Suna motto” say what's inside. Answer it in the first line.
Give before you ask
Put the story, tip or picks first and the products after. Gantri's founder letter has no product at all.
Give the series a name and a day
Den's Sunday Smalls and Touchland's monthly forecast set a habit, so readers look for the next one.
Send each click to one page
Link to a page with the products from the email, not the homepage, so the reader lands on what they just read about.
Stuck on the subject line? The free email subject line generator writes them from real store emails, and the email template generator drafts the body.
Replo drafts the newsletter and builds its page
Replo doesn't send email. Your email app does that; Replo does the work around it.
Best selleris back on the stoveYou asked us to tell you the moment it came back. The new batch landed this morning and ships this week.PFAS-free ceramicOven-safe to 550°FLifetime warranty
Pan Pair$155 · 8″ + 10″ pans
Everyday Duo$215 · Pan + Dutch ovenSunday · sundaycookware.comUnsubscribe · View in browser
A drafted email in Replo, ready for you to review and send from Klaviyo.
Draft your next newsletter and the page it opens
Tell Replo what this issue is about. With Klaviyo connected, it drafts the newsletter for you to send, and builds the page each link opens.
More email examples from real stores
Email marketing for online stores
The six flows to run first, and which app to send from.
Abandoned cart emails
Twelve real cart emails and the three-email sequence they fit.
Welcome emails
Eight real welcome emails and the three-email series they fit.
Post-purchase emails
Eight real emails stores send after an order, from delivery to refill.
Win-back emails
Eight real win-back emails, from a reminder to a last goodbye.
Browse abandonment emails
Eight real emails to shoppers who viewed a product and left.
Back in stock emails
Eight real restock emails and how a waitlist alert works.
Email subject line generator
Free subject lines modeled on real store emails.
Frequently asked questions
- What is an email newsletter?
- A regular email a store sends to everyone on its list, with something worth reading: a new product, a story, a how-to or a short list of picks. It differs from a promo email, which sells a sale, and from a flow email, which sends itself when a shopper does something.
- What should a store's newsletter include?
- One idea per issue, a subject line that says what it is, the useful part first and the products after, and one button to a page that matches. The 31 examples above follow that order more often than not.
- How often should a store send a newsletter?
- Pick a pace you can keep and name it. Den sends Sunday Smalls on Sundays, Dusen Dusen calls theirs Dusunday, and Touchland sends a monthly forecast. A steady day matters more than how often you send.
- Should every newsletter have a discount?
- No. None of the 31 newsletters on this page leads with a discount code. They give a reason to open first: a story, a lesson, a vote or a new product. Save codes for sale emails, so readers don't learn to wait for one.
- Which app do stores send newsletters from?
- 23 of the 31 newsletters here went out through Klaviyo, as Really Good Emails lists them. The rest used Bloomreach, Mailchimp, Braze, Iterable, Customer.io, SendGrid or Amazon SES.
- Can Replo send my newsletter?
- No, your email app sends it. With Klaviyo connected, Replo drafts the newsletter for you to review and send, and builds the page each link opens, with the products from the email on your brand.
