☕ The in(box) crowd
Inside the rise of the brand newsletter.
Marketing Brew <[email protected]>
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Morning Brew promotes the Marketing Brew Summit, offering 25% off tickets with code CAMELCASE. The brand also discusses the trend of brands creating editorial newsletters, highlighting benefits such as building community and increasing sales. Morning Brew features examples of successful newsletters from brands like M.M.LaFleur and Shopify.
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The copy
598 words · about 3 min to read
September 02, 2026
View Online | Sign Up | Shop
Presented By
Sponsor Logo: Spotify
It’s Wednesday. Happy hump day. You’ve survived Monday and Tuesday, and now you deserve a treat: use code CAMELCASE for 25% off tickets to the Marketing Brew Summit, Sept. 30 in NYC. Grab your ticket and coast into Thursday.
In today’s edition:
One (1) new message 📨
Stronger than yesterday 💪
Zero to hero 🛍️
—Katie Hicks, Alyssa Meyers, Layla Ilchi
BRAND STRATEGY
You’ve got mail
An envelope with a computer cursor clicking on it, representing an email newsletter.
You’re either in(box) or you’re out.
In recent years, an increasing number of brands have been creating editorial newsletters on platforms like Substack and Beehiiv. Some, like American Eagle and Madewell, have grown quiet since launching, while others, like The RealReal and Shopify, continue to publish content regularly. The marketers behind some of these newsletters tell us that there are a range of benefits that a sustained newsletter strategy can provide, including building community and increasing sales.
But not every brand is built to operate a newsletter, Carrie Marks, head of lifestyle at Substack, told us.
“It’s really, really important that the brand has a strong editorial point of view and has something interesting that they want to say,” Marks said. “You really have to be doing something a bit different, a bit more intimate, a bit more conversational on Substack that you’re doing on other platforms.”
Inbox zero-to-50: Women’s apparel brand M.M.LaFleur began producing its newsletter, The M Dash, a year after its launch in 2013 as a way to build community and brand awareness, Maria Costa, senior director of marketing at M.M.LaFleur, told us. The newsletter, which features articles ranging from style guides to in-depth profiles, now has more than 80,000 subscribers on Substack, and while the look of the product has “evolved, the core of it has not changed,” Costa said.
“We can only hit [our customer] with so many mass marketing emails before she’s like, ‘I literally can’t stand hearing from you,’” Costa said. “But if we give her something new and interesting to read about, she stays engaged, and she might be more open to opening that marketing email.”
Continue reading here.—KH
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Sponsored By Spotify
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Come ready to take notes. RSVP here.
SOCIAL & INFLUENCERS
Train for anything
Strava is about so much more than just showing off how fast you are—it’s for flaunting your strength to your friends, too.
The app has been beloved by runners for years, and as that community has grown, so has Strava’s business. Major brands now turn to the platform to build out their sports and other marketing initiatives, and last year, the company grew internally with the acquisition of the personalized training app Runna.
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- Wed, 2 Sep 2026 13:01:46 -0400 (EDT)
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