Top 10 Email Newsletters for Marketers (Q1 2023)

If you’re like me, you’re constantly looking for ways to improve your marketing expertise. One of the most effective ways – beyond using LinkedIn – is to subscribe to email newsletters written for marketers.

The issue: every marketing agency, course creator, and freelancer has their own email list, which makes finding high-quality newsletters hard. That’s why I’ve curated 10 of the best for you to review. I’ve burned through dozens of low-value newsletters over my career, so I hope my experience can help you learn faster and spend less time unsubscribing.

How This List Was Curated

Email newsletters are highly personal. Your inbox feels private in a way that social media doesn’t – which makes selecting your favourite newsletters a matter of personal taste.

So that’s the criteria I used for curating this list. Rather than trying to measure newsletters against a quality framework like the kernel–chaff rubric, I’ve included the 10 newsletters that I most frequently open.

To help you work out how helpful my suggestions will be for you, here’s some information about my email tastes:

• I generally prefer shorter emails over longer emails. I read them when I check my inbox (normally before work in the morning and at ~2 p.m.), so I don’t want to spend 10 minutes reading a single piece of content.
• I subscribe to marketing emails to improve my craft, not be entertained. I don’t want news, memes, songs, or other unrelated content.
• I don’t want beginner-level emails. They’re not relevant to me.
• I like clutter-free emails. I find GIFs, images, and fancy designs annoying.
• I prefer emails without ads. I don’t have a problem with people monetising their content, but it’s also just another thing I have to scroll past.
• I don’t like curated emails. I’d prefer to subscribe directly to the original sources.

1. The Arete Letter

I admit it – The Arete Letter is our newsletter, so I’m a little bit biased. But it also happens to be one of the easiest ways to improve your tactical marketing knowledge, which is why I’ve put it at the top of this list.

Every issue is broken down into a three-part structure:

• Problem (an issue I see marketing teams struggling with)
• Solution (a practical, resource-efficient solution to the problem)
• Implementation (a step-by-step guide to action the solution, complete with a difficulty score and a list of required software)

I generally talk about topics relating to content creation, copywriting, SEO, email marketing, and marketing operations. (You can read past issues here.)

Pro

Every issue of The Arete Letter gives you a tip you can actually execute. There are no theoretical discussions or vague guides – the ‘Implementation’ section breaks each solution down in a step-by-step format.

I also like to think that the tips I give are non-obvious. I create from client scenarios that I encounter and try to avoid the clichéd bits that influencers post on LinkedIn, so (hopefully) you’ll be able to learn tactics that you aren’t already using.

Contra

I try to keep each issue as cognitively light as possible. That means short sentences, one problem/solution, and no fluff or promotions. If you like your newsletters long, humorous, or packed with lots of third-party content, The Arete Letter might not be for you.

View Past Issues

2. Ariyh

Ariyh is a rare beast in marketing – recommendations that are based on literature rather than anecdotes or vendor whitepapers. I followed Thomas McKinley, Ariyh’s founder, for a while on LinkedIn before succumbing to curiosity and subscribing.

And I’m glad I did. Each week, Ariyh delivers a specific insight derived from a peer-reviewed paper. It cites the paper’s research date, relevant channels, and whether it applies to B2B or B2C. Most emails I’ve received focus on B2C (especially e-commerce), but the insights are generally applicable to B2B as well.

The typical format is:

• Recommendation (what you should do)
• Findings (what the research actually said)
• Why It Works (the rationale behind the recommendation)
• Limitations (any issues with the study or findings)
• Companies Using This (real-world examples of the recommendations being implemented)
• Steps to Implement (a guide to implementing the recommendations)

Pro

The fact that Ariyh leverages scientific research shouldn’t be a massive differentiator, but it is. Too often, marketing decision-making is based on personal experience (“This worked at my last company, so let’s do it here too.”), competitor/market activity (“But it worked for Apple!”), or decade-old industry statistics with highly questionable research methods. Ariyh only uses recent, high-quality studies, and it’s incredibly refreshing.

I also love the clean, easily navigable layout. Useful recommendations aside, my favourite part is the Limitations section. Literature is often condensed and generalised as it trickles down into practice (“X was true in this limited study, therefore it must be true always!”). Ariyh flags any drawbacks, which is useful for teams that are thinking about implementing the recommendations.

Contra

None. Ariyh is an excellent newsletter, and it seems to report the findings of the papers it cites (which all seem high-quality) accurately.

Sign up to Ariyh

3. VeryGoodCopy

VeryGoodCopy is the personal newsletter of Eddie Schleyner, one of the world’s top SaaS copywriters. One thing I particularly like about Eddie: he’s not obsessed with formulas and easy psychological tricks. A lot of his advice focuses on the technical side of writing – something that’s sadly lacking in the copywriting education space.

Eddie’s emails often draw inspiration from historic figures, like copywriter Bob Stone and reporter John McLemore, and his own life. His style: evocative vignettes, rendered in pared-back, Hemingwayesque prose that feels more like a novelist’s work than a copywriter’s. Each one concludes with a takeaway, but it’s not always concrete – don’t expect actionable tips in every email.

If you want an engaging read that delivers timeless insights about writing, VeryGoodCopy is for you.

Pro

Eddie comes across as a writer first and a marketer second – he’s clearly an excellent copywriter, but his love of language seems to transcend its utility in business. That makes his work deeply enjoyable to read.

I also appreciate how he interweaves marketing lessons from the greats of the 1900s with personal anecdotes. It’s not a style that would work for most newsletters, but Eddie’s understated copy always keeps me engaged.

Contra

VeryGoodCopy’s design is a bit too cluttered for my liking. There are a lot of images, different-sized fonts, colours, GIFs, and ads, which often feel distracting to wade through. I personally think a more streamlined layout would be better-suited to Eddie’s no-fluff writing.

Sign up to VeryGoodCopy

4. Audience Research

Audience Research is the newsletter of Sparktoro, an excellent audience research tool headed up by Rand Fishkin, Casey Henry, and Amanda Natividad. It’s a world away from the typical self-promotional company email – Rand and Amanda are two of the most prominent marketers in the world, and their newsletter delivers consistently solid insights.

Most emails follow a tri-tiered structure: three audience research tips, followed by three resources (articles or videos that the team likes), followed by three screenshotted social media posts.

Pro

Rand and Amanda are genuine thought leaders. I follow them both on LinkedIn as well, so I get double coverage when they break stories about Google’s malfeasance or coin terms like zero-click content. That alone makes Audience Research worth reading.

Contra

I like my emails clean and straightforward, so I sometimes find Audience Research a little too heavy. Certain emails seem to over-explain basic concepts like attribution or give an excessive number of examples. I’m sure this is intentional – the newsletter probably caters to a range of readers, but that broadness of scope means it sometimes loses me.

I’ve also noticed that the three ‘audience research tips’ aren’t always related to audience research – or even tips. This is a pretty minor quibble, but I can’t say I get as much value from sections like ‘Marketers’ early reaction to Threads’ as I do from sections like ‘Yes, people still use hashtags. Here’s how to use them to find marketing opportunities.’

Sign up to Audience Research

5. The Menu

Amanda Natividad makes it onto this list twice – The Menu is her personal newsletter. Amanda’s culinary background (she previously worked as a test kitchen cook) gives The Menu a unique twist. One of her sign-up promises is “one original recipe without backstory”, a nod to the 3,000-word essays that dominate the cooking SERPs, and you can normally find a recipe at the bottom of each email.

Her other two promises: one thought on marketing or creating, and four helpful links. The Menu runs a lot longer than Audience Research, but there’s a fluidity to Amanda’s personal style that makes it engaging. (Besides, you do sign up for personal ‘thoughts’, not concrete tips or quick hacks.)

Pro

The Menu reads more like a collection of mini-essays than a traditional newsletter. I don’t normally like wordy emails, but the unfiltered, long-form perspectives of someone as accomplished as Amanda are worth subscribing for.

The length also creates room for nuance – something that often gets lost in listicles and social soundbites. (Consider this line from the July 8 issue: “I can’t speculate as to whether Threads will eventually kill Twitter. Predictions from company outsiders like myself aren’t useful anyway.” LinkedIn armchair strategists, take note.)

Contra

None. You get what is promised – intelligent thoughts, engaging writing, and tasty-looking recipes.

Sign up to The Menu

6. Smart SEO Newsletter

Smart SEO Newsletter is one of my newest subscriptions. It comes from the keyboard of Kristina Azarenko, a technical SEO consultant who I’ve been following on LinkedIn for a few years.

Technical SEO sits at the intersection of marketing and web development, which can make it challenging for people from pureplay marketing backgrounds to grasp. That’s why I appreciate Kristina’s straightforward, highly tactical emails – she knows technical SEO can be complex, so she delivers actionable tips sans jargon or backstory.

(At the time of writing, I’ve only received two emails from Kristina, so I’ll hold off on pro and contra points until I have a few more to analyse.)

Sign up to Smart SEO Newsletter

7. Leading Thoughts

Leading Thoughts is the brainchild of Erin Balsa, founder of Haus of Bold and host of the excellent Notorious Thought Leader podcast. It’s a somewhat unstructured newsletter that normally combines a unique lede and personal anecdotes with more straightforward marketing messages and (occasionally) external resources.

Expect quirky, casual language and insights designed for B2B SaaS marketers.

Pro

I consider Erin a ‘thought leader’ in B2B SaaS marketing – on The Notorious Thought Leader and on LinkedIn, she takes a zero-tolerance approach to ambiguity and fluff. (The opening question of each TNTL episode is “What the fuck is thought leadership?”) In email format, she’s got room to unspool without being constrained by guests or character counts.

I also like the fact that she includes anecdotes from her time in the trenches as a CMO. They’re always interesting to read and give Leading Thoughts a layer of credibility that many other newsletters lack.

Contra

While I always enjoy Erin’s perspectives on marketing, Leading Thoughts often feels too meandering. I don’t like to wade through unnecessary analogies to get to meaty ideas, even though Erin is an entertaining writer.

It also feels a touch too quirky at times (although, granted, I’m not a marketer who likes their “information served with a side of whimsy”).

Sign up to Leading Thoughts

8. Sharp Pen Media

Sharp Pen Media’s newsletter, written by CEO Joe Zappa, is long. The four emails from June 1 to July 6 averaged 1,232 words – and that doesn’t include the 5,500-word whitepaper that arrived in my inbox on June 21. But, if you like strategic content that’s geared towards CMOs at SaaS companies, it’s definitely worth signing up for.

Pro

I’ll be honest: I don’t agree with some of Joe’s perspectives on content marketing. (One of my biggest bugbears is the idea that you need to have worked in journalism or hold a PhD to be a great content writer.) But that’s exactly why I subscribe – I like reading thoughtful, detailed takes that run counter to my own beliefs, and I appreciate that Joe has a clear perspective on what comprises good content.

Contra

The main reason I don’t always open Sharp Pen Media’s newsletter is the length. I know that’s a matter of taste. Some readers probably enjoy the density. But I generally go through my emails at the start of the day and in the afternoon – I don’t want to spend that time reading an article-length newsletter.

Sign up to Sharp Pen Media

9. Why We Buy

Why We Buy is one of those newsletters that makes me think “I should read this more often” every time I open an issue. It’s pop psychology for marketers, and, while it lacks the scientific credentials of Ariyh, I always enjoy the analyses provided by Customer Camp’s Katelyn Bourgoin.

Each issue deconstructs a brand success story or cognitive effect/bias. Buyer psychology is inherently interesting, and Katelyn does a great job explaining how to use specific techniques in your own marketing.

Pro

Why We Buy always contains useful information. If you open an issue, you’ll almost certainly learn something. Katelyn also uses images to illustrate her points effectively (rather than for aesthetic impact), and leverages clean, clear prose to keep you engaged.

Contra

I’m honestly not sure why I don’t open Why We Buy more often. (Perhaps Katelyn could tell me.) I think it’s probably the frequency and the length – there’s a lot of content packed into each email, and the weekly cadence can feel a bit overwhelming.

But don’t let my hesitancy put you off. At the time of writing, close to 55,000 people subscribe to Why We Buy – chances are, you’ll get a lot of value out of it.

Sign up to Why We Buy

10. 3-2-1: Marketing Examples

If you’re familiar with Harry Dry’s excellent newsletter, you’re probably wondering why it’s at the bottom of this list. The main reason: it hasn’t been active. In fact, Harry only announced that Marketing Examples was back on 27 July (as I was writing this article).

The newsletter follows a ‘3-2-1’ format: three copywriting tips, two examples of marketing done well, and one Tweet. Its Spartan writing style is complemented by sleek, clean visuals – the perfect format for email skimmers like myself.

Pro

I love how minimalist Marketing Examples’ copy is. An example of a copywriting tip: “2/ Remedy for a stuffy tube ad: Write a situation.” (colon is mine). The result is an easy-to-read, easy-to-process newsletter that you don’t need to set time aside for.

It’s also worth noting that the tips in Marketing Examples are almost always highly actionable and non-obvious. And the fact that you can see each of those tips showcased in the wild? Well worth subscribing for.

Contra

None. Bar the occasional typo, Marketing Examples is pretty close to a perfect newsletter.

Sign up to 3-2-1: Marketing Examples

Summary

Ultimately, everyone’s newsletter subscription list is going to look different because personal taste varies. This list was put together based on my preferences – shorter emails that deliver genuine value and non-obvious information.

In order of how frequently I open them, the top 10 marketing emails that you should consider subscribing to are:

1. The Arete Letter
2. Ariyh
3. VeryGoodCopy
4. Audience Research
5. The Menu
6. Smart SEO Newsletter
7. Leading Thoughts
8. Sharp Pen Media
9. Why We Buy
10. 3-2-1: Marketing Examples

Maybe some of the above aren’t to your taste. If that’s the case, the best way you can find valuable new email subscriptions is to read widely, listen to podcasts, and be active on LinkedIn. Once you find a company or creator with interesting insights, give their newsletter a go – you can always unsubscribe.