👋🏻 Welcome back to Newsletter Examples, where I highlight the formats, strategies, and best practices of leading newsletters to help you improve your newsletter.

Today, I examine how lifestyle brand Huckberry transformed the boring marketing email into a voice-y, magazine-style newsletter that caters to its audience’s thirst for adventure. Total examples: 5. Total reading time: 3 minutes.

💥 Quick note about today’s issue: Some of you have asked for examples of what you shouldn’t do in your newsletter—not just what you should. So I’ve added ✅s and ❌s to show newsletter examples I like/don’t like. Lemme know what you think!

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Example 1: Crush the welcome email ✅ 

Huckberry has one of the most effective welcome emails of any newsletter I subscribe to.

Example 2: Keep it short & simple ❌

Huckberry should stick to its promise in its welcome email: sharing 5 interesting things in every issue. Instead it often includes a dozen sections.

Example 3: Create killer subject lines ✅ +❌

Example 4: Act like a magazine ✅

Example 5: Expand beyond text ✅

Hope you enjoyed this week’s examples. I’ll be back next week with a new set!

☮️ -Brad

P.S. Today’s my birthday! 🎂 Make me feel better that I’m not off celebrating on one of Huckberry’s epic adventures by getting your buddies to sign up for this email. Also, if you wish me a happy birthday, I’ll send you a free gift—a slide deck loaded with more tips on how to create an effective newsletter 💌.

ICYMI: Links to recent issues

🔉 How The Hustle thinks about voice
🏅 How Yahoo Sports AM reimagined the sports page
👟 How The Kicks You Wear became a community hub for sneakerheads
💒 How Marriage Minute became a must-read for marrieds
🎒 How After School capitalizes on youth trends