Email Newsletter Examples: 8 Formats Small Businesses Can Copy

The hardest part of a newsletter is not the design; it is deciding what to say every month. These eight formats give you a repeatable shape. Each example below is written for an imaginary business so you can see the structure, then swap in your own content. For the basics of setting up, see our guide to creating an email newsletter.

1. The single useful tip

Best for: trades, services and anyone whose customers ask the same questions.

Example subject: "Why your radiator is cold at the top (and the 5-minute fix)"

• One short problem-and-solution article
• A photo showing the fix
• "Still not working? Book a service visit" button

It works because it is genuinely useful even to readers who never need you that month.

2. The monthly round-up

Best for: shops, cafés and venues with lots of small news.

Example subject: "May at the Corner Deli: new cheeses, Sunday hours and a tasting night"

• Three or four short items, each with one line and a link
• One featured photo
• Dates for the diary at the bottom

3. Behind the scenes

Best for: makers, restaurants and small brands with a story.

Example subject: "How we make 400 croissants before 7am"

• A short story with three photos
• An introduction to one team member
• A soft link to the product

People buy from businesses they feel they know. This format builds that familiarity without a hard sell.

4. The seasonal guide

Best for: anything with seasons: gardening, outdoor activities, heating, fashion, travel.

Example subject: "Your October garden: 5 jobs before the first frost"

• A short checklist
• Products or services matched to each job
• A booking or shop button

5. Customer questions answered

Best for: professional services such as accountants, physiotherapists and solicitors.

Example subject: "Your questions: when is the self assessment deadline, and what if I'm late?"

• Two or three real questions with short answers
• A link to a fuller article on your website
• "Ask us your question" reply prompt

Replies to this format are valuable: they tell you what to write next and often turn into enquiries.

6. The project spotlight

Best for: builders, designers, photographers and anyone with visual work.

Example subject: "Before and after: a tiny kitchen made twice as useful"

• Before and after photos
• Three lines on the problem, the solution and the result
• "Planning something similar?" button

Always ask customers' permission before featuring their home or project.

7. The curated list

Best for: businesses whose customers value your taste: bookshops, wine merchants, gift shops.

Example subject: "Five books our staff couldn't put down this month"

• A numbered list with one-line reasons
• A photo of each item
• Links to buy or reserve

8. The thank-you and look ahead

Best for: the end of a year or season, or a business milestone.

Example subject: "Thank you for a brilliant first year, and what's coming next"

• A short, personal note from the owner
• Two or three highlights
• One thing to look forward to

Making any format work

• Rotate formats so the newsletter does not feel repetitive.
• Keep one main button per issue.
• Sign it from a person.
• Check clicks to see which formats your readers prefer; our guide to email metrics explains how.