Email marketing is the most effective channel available to marketers today.

It can help keep your business top of mind, build thought leadership around your brand and generate sales.

But it also requires content, and content can be time-consuming to create.

So how can marketers like you send engaging email newsletters without spending hours creating content?

The answer is creating a curated newsletter.

In this post, we’ll show you what a curated email newsletter is and walk you through the process for setting up a curated newsletter that drives results for your business.

What is a curated newsletter?

First of all, it’s important to understand what it means to curate.

Curate: To pull together, sift through, and select for presentation.

Therefore, a curated newsletter is one that aggregates interesting and/or popular content around a specific subject. Curated newsletters find the best of the best material, and then pull it together in one place.

Often times, along with links to the contents’ external locations, the newsletter will offer a brief comment or summary about the pieces as well.

Here’s an example from Campaign Monitor customer Sitepoint:


The newsletter curates the best web design and development content from across the web and delivers it daily to subscribers in a simple, convenient format.

Why create a curated newsletter?

There are many reasons people take the curated newsletter approach. For many, it helps build their businesses by:

  • Staying top-of-mind with subscribers
  • Building thought leadership around their brand
  • Sharing interesting findings and resources

Curated newsletters are a chance for you to offer readers a vast variety of material you’ve hand selected for them. And with so much content being published on the web, a curated newsletter has serious value.

How to create a curated newsletter

1. Choose your topic

The first step in creating your curated email newsletter is to choose your topic.

Will your curated newsletter contain email marketing tips & tricks? Or will you be curating content about web design trends?

Choosing your topic is one of the most critical parts of starting a curated email newsletter, and there are 2 key things to consider when choosing your topic:

  • Audience Value – As a marketer, you likely have a target market you focus on, and that target market is likely interested in specific types of content. The value of a curated newsletter for subscribers is the convenience of having all the best content about a particular subject selected and sent directly to them, so you need to make sure the topic you choose aligns with the types of content your target market is interested in.
  • Business Alignment – The goal of starting a curated newsletter is to keep your business top of mind and to build thought leadership around your brand. You won’t achieve those goals if the content you curate isn’t aligned with the products and services your business provides.

It’s by striking a balance between those 2 considerations that you’ll find the right topic.

SitePoint does a great job of this with their curated email newsletter titled Versioning.

SitePoint sells educational resources and training to web designers and developers, and their newsletter curates the latest web design and development news into a daily email.

Not only does it provide value to their audience, who need to keep up with the latest trends to stay relevant in their jobs, but it perfectly aligns with their products and services and positions SitePoint as the go-to company for resources and education on web design and development.

2. Start building your list

Once you’ve established your topic, you need to start building your email list.

In our email list building guide, we outline a 2 part formula for attracting subscribers and building your list.

A valuable incentive + simple subscribe opportunities = large email list

Here’s an example of how SitePoint does it for their newsletter:


The subscribe page clearly presents the incentive and showcases it’s value with clever copy that shows how Versioning ‘helps subscribers keep up to date with the latest web development news so they can get back to building what they love’.

3. Gather amazing content to send your subscribers

Now that you have your topic and a growing list of email list subscribers, it’s time to start finding amazing content to send them.

You’ll likely need to read a lot of content about your chosen topic in order to find the best stuff for your subscribers, so it’ll help to setup some basic systems to ensure this is as quick and easy as possible.

Rather than spending hours manually browsing different sources, use tools like Feedly and Flipboard to help bring all that content together in one place.

These tools will pull all of your favorite sources into a customized magazine-style layout which makes it really easy to browse articles and find interesting content.

When you find something you want to include in your curated newsletter, you can use tools like Evernote or Pocket to save them for later so it’s ready to go when you’re creating and sending your newsletter.

4. Send your first curated newsletter

With your topic chosen, list built and content gathered, it’s time to send your first curated newsletter to your subscribers.

If you’re a Campaign Monitor customer, you can select from one of our newsletter templates and simply drag-and-drop your content into the email builder to create your campaign.


Once you’ve created your campaign, you can preview how it will look on both desktop and mobile devices and make sure it will look great wherever your subscribers are reading it.

Once you’ve tested your campaign, you’re ready to hit send on your very first curated email newsletter!

In Conclusion

Creating and sending a curated newsletter can be a simple way to boost your email marketing efforts and drive more sales & revenue for your business.

So take some of the tips & tools we’ve outlined in this post and start sending some curated email newsletters today!

Your turn: What are your favorite curated email newsletters? And what is that makes them so great? Share your thoughts with everyone in the comments below.

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  • Jaina

    I’ve been considering doing a curated newsletter for our B2B customers rather than the typical newsletter, we send to B2C customers, to give them more added value from us as a company. But the one hurdle I feel I’m facing is selling curated newsletters to stakeholders – newsletters that go out to a vast majority of customers with very few clicks that go back to our own websites. While I understand and appreciate the value of curated newsletters very much – they help build your brand and give your customers a real insight into being able to really help you – but how do you sell the concept to stakeholders who just see newsletters as a traffic revenue?

  • Wesley

    The question (in comments) from Jaina underscores the key missing element in this this post.

    Every version of the SitePoint newsletter (I’m a subscriber) includes a section about their content and /or products. SitePoint actively produces content as part of their customer acquisition. Their curation promotes awareness about their stuff via a resource of references to other stuff that’s relevant to their target audience.

    This post doesn’t tie curation, a tactic, to a governing strategy. Jaina, think in this context. How customer engagement through curation drive the larger content or digital strategy your organization has in place?

  • Ophelie

    Great point, Jaina. As Wesley hints at, there’s a robust strategy behind Versioning, which I can elaborate on a bit.

    Versioning is one of SitePoint’s 10 newsletters, but our only daily email. Access to someone’s inbox (and attention!) is precious, so we knew, when launching an email newsletter, that we needed to surface the best of the best, not just the best of what _we_ produce.

    Through testing, we found that readers responded best to a mix of about 80% external content to 20% SP content. Staying on top of what everyone else is writing is part of our jobs, so the amount of additional time it takes to create the email is relatively small — a half-hour or so most days, depending on the concentration of puns in the day’s email.

    Does Versioning bring a massive amount of traffic to SitePoint? It’s a nice addition, but if we were doing it for the clicks, we would have stopped by now.

    The real wins have been the incredible loyalty and feedback from our readers, and the data we gain from noticing what people click on, what they reply to, and what they send us for inclusion. That has influenced every single one of our content decisions since launching Versioning.

  • Dinesh kumar

    Much appreciated. A great follow up to this would be what’s allowed in an email.I think newsletter is a good addition to other social media channels.
    Facebook, Twitter, company’s blog, newsletter

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