June 2, 2023

The power of landing pages for your newsletter.

👋 Hello newsletter enthusiasts,

So… You want to launch a newsletter. But where do you start?

Do you go with beehiiv? Substack? A “plug-and-play” type situation?

Or maybe you already have a website with helpful articles, but want to launch a newsletter to help distribute the content.

Either way, one crucial aspect to consider is your newsletter’s landing page.

Let’s explore newsletters with varying subscriber counts, focuses and Email Service Providers (ESPs). Whether you have 0, 100 or over 1,000,000 subscribers, there are valuable insights to be gained.

🐾 Thank you for reading, stay pawsome.

🔑 Key observations

  • Newsletter-first design: Consider adopting a newsletter-first approach in your content distribution strategy, where the newsletter takes precedence over traditional website content. This prioritization ensures that your newsletter remains the primary focus for engaging with your audience.
  • Craft concise and appealing taglines: Develop taglines that effectively convey the value proposition of your newsletter in a concise and engaging manner. Examples like Morning Brew's tagline, "Become smarter in just 5 minutes," highlight the quick and effortless knowledge gain.
  • Use clear and compelling call-to-action (CTA): Encourage readers to take action by using strong and action-oriented CTAs. Common CTAs like "Subscribe" or "Try it" prompt readers to engage with your newsletter.
  • Emphasize unique selling points: Highlight the distinctive features and benefits of your newsletter to differentiate it from others in the market. Showcase what makes your content unique, such as sprezza’s focus on independent menswear or theDONUT's commitment to delivering impartial and not sensationalized information. This emphasis on uniqueness helps gain and retain subscribers who resonate with your specific offering.
  • Test, measure, analyze: Recognize that what works for one newsletter may not work for another. It's essential to focus on your newsletter's unique value proposition and target audience. Regularly test different strategies, measure their effectiveness, and analyze the results to refine your approach and align it with your specific goals and audience preferences. This iterative process ensures continuous improvement and maximizes the impact of your newsletter.

Landing page land

Let’s take a moment to examine the various landing pages side-by-side and discover some unique characteristics.

The Newsletter Newsletter

Observation #1: Your home page can also be your newsletter’s landing page

The Newsletter Newsletter

In the examples above, it's interesting to note that the landing page doubles as the home page, with a strong emphasis on signing up for the newsletter.

There aren't many distractions or navigation options, directing the focus towards subscribing.

Observation #2: Add a Subscribe CTA or a Newsletters shoutout in the navigation bar

Alternatively, you might choose to include a prominent "SUBSCRIBE" call-to-action (CTA) in the top right-hand corner, consistently displayed across the site. This CTA can direct readers to a dedicated landing page or display a pop-up.

The Newsletter Newsletter

Observation #3: The power of pop-ups

And let's not forget the classic pop-up, a powerful tool to encourage sign-ups.

The Newsletter Newsletter

Pop-ups can be displayed when a user intends to exit the site, after a certain amount of time or exclusively for new or returning users.

Observation #4: New and traditional approaches

Some companies choose to promote articles alongside their newsletter content.

For instance, Morning Brew and The Daily Upside resemble traditional newspaper homepages like The New York Times and The Washington Post in their design approach.

The Newsletter Newsletter

Observation #5: Highlighting newsletters within articles

If you have articles on your website you can consider highlighting your newsletter throughout the content.

Consider strategically placing "house ads" within your articles, promoting your own content on your own platform. These "house ads" can encourage readers to subscribe by highlighting relevant content found in the newsletter or related topics.

The Newsletter Newsletter

Observation #6: Showcase "today's issue" or example newsletter send

In contrast, some companies don't display articles on their website but offer access to the "latest issue" or "today's issue."

This strategy, utilized by TLDR and 1440, entices readers to subscribe to get the full content experience.

It also allows potential readers to preview what they can expect by signing up.

The Newsletter Newsletter

Observation #7: Exclusive content with a newsletter subscription

Alternatively, some newsletters may require readers to sign up to gain access to exclusive content.

Examples like 8am and The Newsette don't provide direct links to "today's issue" or feature an archive or article section like Morning Brew.

Subscribing to their newsletter becomes the gateway to their valuable content.

Observation #8: Tailor your approach to your unique newsletter and audience

The key takeaway here is that different companies employ various approaches.

Some establish websites featuring articles available in the newsletter, while others keep all the content exclusive to the newsletter itself.

You might also consider going with a platform like beehiiv or Substack.

These platforms simplify the process by creating web archives for newsletter content. This means you can publish content both on the web and via email, with the archive readily available.

The Newsletter Newsletter

Remember your newsletter and your audience are unique. Continuously test, iterate, and analyze to discover the best strategies that resonate with your specific goals and audience preferences.

Newsletter-first approach

In the examples we've examined, across a variety of industries, niches and subscriber count, the newsletter takes center stage, capturing readers' attention right from the start.

This differs from "traditional" news sites such as The Washington Post and The New York Times, where newsletters are not as prominently featured, but the original content is.

We will point out that The New York Times has sprinkled applicable newsletter mentions in drop-downs from their homepage.

The Newsletter Newsletter

Over the years, bigger media companies like The New York Times, have taken notice of the growing popularity and effectiveness of newsletters in engaging readers.

Their newsletter offerings have expanded over the years and continue to cover a variety of topics from Politics to Business to Cooking and more.

Newsletters have proven to be an awesome communication tool.

Plus, they can be really fun and awesome.

Interestingly, some sites, like TLDR and The Newsette, opt for a minimalist approach and don't even include a navigation bar.

This design choice directs the focus on signing up for the newsletter.

This newsletter-first approach signifies a shift in how companies engage with their audience, placing the newsletter at the forefront of their communication strategy.

By emphasizing the newsletter as a primary source of valuable content, these companies have carved a distinct niche in the digital media landscape.

Tagline, capturing the essence

Let's explore the taglines or descriptions that accompany the newsletters and how they effectively convey the value proposition to potential subscribers.

Many newsletters prioritize highlighting the unique benefits readers will gain by subscribing to their content. These taglines emphasize the value proposition and the positive impact on readers' lives.

Some taglines mention the time commitment required to read the newsletter, appealing to time-conscious individuals who seek concise yet insightful content. Phrases like "in just 5 minutes" or "in 20 seconds" communicate the efficiency and convenience of accessing valuable information.

Personalization is another aspect highlighted in certain taglines, targeting specific audiences with tailored content. For instance, taglines may speak to "ambitious, badass, strong women" or focus on the world of "independent menswear."

The word count of taglines varies, with some being concise and straightforward, while others provide more details about the newsletter's content and target audience.

Some have a short and sweet tagline, accompanied by a brief description.

Here are some examples:

Morning Brew:

  • Tagline: "Become smarter in just 5 minutes.”
  • Brief description: “Get the daily email that makes reading the news enjoyable. Stay informed and entertained, for free."


  • Tagline: "Get Smarter About Tech in 5 min.”
  • Brief description: “TLDR is the free daily newsletter with links and TLDRs of the most interesting stories in startups 🚀, tech 📱, and programming 💻! Join 1,000,000 readers for one daily email."

The Newsette:

  • Tagline: "The Newsette is for {ambitious, badass, strong} women.”
  • Brief description: “News from beauty to business and beyond - plus an inspiring interview - delivered with a cheeky twist to your inbox daily, for free."


  • Tagline: "All your news. None of the bias.”
  • Brief description: “We scour 100+ sources so you don't have to. Culture, science, sports, politics, business, and more—all in a five-minute read. Join over 2 million daily readers. 100% free, unsubscribe anytime."

The Daily Upside:

  • Tagline: "Get More Than News. Get Insights.”
  • Brief description: “Our daily email brings you the most important and engaging stories in business. For free."


  • Tagline: "Join the bite-sized daily newsletter read by 1000s of creators.”
  • Brief description: “Read it in just 20 seconds. Success stories, growth hacks, healthy gems, and good advice. 7 days a week. No junk ever."


  • Tagline: "😀📰 Impartial, trustworthy news that's actually enjoyable to read.”
  • Brief description: “No jargon, bias, or sensationalized info not worthy of your time. Join 110,000+ other readers and get fast, witty updates from DC to Wall Street to Silicon Valley, for free.👇"

Enjoy Basketball: "A FREE 3x weekly basketball newsletter without the hot takes. Stay in the know alongside 40,000+ Enjoyers of the game."

sprezza: "A newsletter exploring independent menswear, WTF style means, drops, review products, and the business of retail."

The Bear Cave: "Exposing Corporate Misconduct."

Most taglines aim to capture attention quickly, using concise and impactful language to convey the essence of the newsletter's value proposition.

Subscriber count and tagline

Based on our analysis, we didn't find a clear pattern or direct correlation between subscriber count and tagline. Newsletters with varying subscriber counts exhibit different tagline focuses.

However, it's worth noting that Morning Brew and TLDR, which have some of highest subscriber counts, both emphasize becoming smarter in a short amount of time. This suggests that concise and insightful content resonates with a larger audience.

The variety in tagline approaches indicates that there isn't a one-size-fits-all solution.

Crafting a compelling tagline involves understanding the target audience, emphasizing unique value propositions, and tailoring the messaging to capture readers' attention effectively.

Tagline word count, finding the balance

When it comes to taglines, there is no strict word count to adhere to.

Similarly to subject lines or other areas of email and newsletters, there are ranges or guardrails, but oftentimes it depends on your goals, design and continuing to iterate and test.

Some taglines are concise and to the point, effectively capturing the main idea in just a few words. These succinct taglines aim to quickly communicate the time commitment and the core topic of the newsletter.

The examples above showcase taglines and descriptions of varying lengths.

The shorter ones capture the essence of the newsletter's value proposition in a concise manner, while the detailed ones provide additional context and information about the content and target audience.

The word count in taglines depends on the desired level of detail and the messaging strategy of each newsletter.

Concise taglines capture attention quickly, while more detailed taglines provide additional context and information.

Finding the right balance is essential, ensuring that the tagline effectively conveys the newsletter's value proposition while being concise enough to grab readers' attention in a brief interaction.

Encouraging action: Crafting effective CTAs

Subscribe? Join? Sign up?

There are various ways to approach crafting a CTA to motivate potential readers to sign up.

CTAs typically utilize action-oriented verbs to prompt readers to subscribe or take a specific action.

The most commonly used CTA across the analyzed newsletters is "Subscribe."

This straightforward and widely recognized term effectively communicates the desired action.

Examples of CTAs and their unique approaches:

  • The Newsette: "Try it" - Invites readers to give the newsletter a try, creating a sense of curiosity and encouraging exploration of the content.
  • theDONUT: "Personalize My DONUT Experience ->," allowing readers to customize their content experience, enhancing personalization and user engagement.
  • 8am vs. The Daily Upside: Both use "Subscribe," but 8am highlights the quick reading experience, while The Daily Upside emphasizes the value of insights, catering to different reader preferences.

Although there isn't a clear correlation between subscriber count and the choice of CTA, "Subscribe" remains a widely effective and commonly used CTA across newsletters.

However, some newsletters explore alternative CTAs to stand out and engage readers in a more personalized manner.

By employing compelling and action-oriented CTAs, newsletter operators can motivate readers to take the desired action and subscribe to their newsletters.

Customizing CTAs to align with the unique value proposition of the newsletter can further enhance engagement and attract the target audience's attention.

It's important to experiment with different CTAs and monitor their impact on conversion rates to optimize their strategies and drive subscriber growth.

📣 Shoutout to the 12 newsletters we featured

Want us to deep dive on a newsletter? Or maybe feature your newsletter in an upcoming newsletter? Email us.

🎾 Fetchworthy Finds

  • Wordpress has entered the newsletter arena.
  • We’re big fans of newsletters, but we also strive to support Creators. If you’re a Creator, have you heard of the Cre8tor Hub? They help creators grow their brand.
  • Sprinkler parkour at its finest.

🐶 Pawsitive vibes

💌 Thanks for joining the pack of newsletter enthusiasts! Keep on reading, writing and sharing your newsletters with the world.

Also want to shoutout folks that have been sharing their feedback with us. Thank you!

Thank you Roslyn and The GIST!

If you missed The GIST deep dive, check it out here.

🎉 Have a great weekend!

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