Newsletters are the magic glue keeping publishers and readers connected. With conventional media habits going the way of floppy disks and mobile-first readers ruling the roost, newsletters have become the modern-day homing pigeons, delivering curated gems straight to readers’ inboxes.
Washington Post, a heavyweight in journalism with a digital swagger to match, has cracked the code on newsletters. They have wide newsletter varieties to cater to different audiences. This blog dives into their newsletter playbook, spilling the beans on what makes it click.
From editorial brilliance to layouts that would make a designer blush, this article will unpack the Washington Post’s formula and tips newsrooms can use to make their newsletters shine. Ready to turn those bland updates into inbox rockstars?
As we know, most popular news websites have newsletters catering to audiences on various subjects. But why the Washington Post?
With over 70 newsletters catering to topics as varied as politics, health, and sports, the Post is like a buffet for the curious mind. Their newsletters are custom-tailored to suit readers’ interests.
From the political junkie who lives for Capitol Hill updates to the fitness enthusiast looking for the latest health tips, there is a newsletter waiting to slide into the reader's inbox like a trusted friend.
If you struggle to find the right newsletter, the Washington Post has you covered with their fun quiz, "Let's Find Your Newsletter Match." It takes the guesswork out of subscribing, so you always get content that interests you.
How do they manage this balancing act of tradition and trendsetting? The answer is high editorial standards with modern engagement techniques.
The Washington Post does not just deliver news; it creates an intense, refreshing experience and exactly what the reader needs to get through the day. They use conversational tones, sprinkle in a dash of personalization, and top it all off with engaging visuals and layouts that scream accessibility. Let us see how they blend legacy, innovation, and reader-first thinking perfectly in their newsletters.
The Washington Post would be a top contender if newsletters were a competitive sport. They have mastered keeping readers informed and engaged with over 70 newsletters tailored to diverse interests. Among these, The 7 shines as a morning must-read, setting a gold standard for concise, impactful news delivery.
The newsletters from the Washington Post are written for every reader. Among these, The 7 shines as a morning must-read, setting a gold standard for concise, impactful news delivery.
This diverse portfolio ensures that the Post has something for you, no matter your passion—politics, health, or staying informed.
The 7 is the spotlight and my favorite among readers compared to all other options. The 7, as the name indicates, receives in your inboxes the 7 most important news of the day with an engaging starting. When I got the 7 in my inbox, I felt like someone was talking to me. The reader can listen to it as a podcast.
It’s perfect for readers on the move, offering seven must-know stories in under three minutes—yes, three minutes! Talk about efficiency. But what makes it a fan favorite?
For starters, it’s concise and curated. Instead of overwhelming you with lengthy articles, The 7 gives you the day’s news in bite-sized, impactful summaries. It’s like the news version of a perfectly brewed espresso—short, intense, and just what you need.
Then there is the visual charm. Its sleek layout, striking images, and intuitive design make it informative and a delight to scroll through. If you are curious, The 7 has links to related articles and multimedia features that let you dive deeper—only if you want to.
What else to learn? It has a friendly, conversational tone. No jargon, no intimidating headlines—just approachable, engaging news that is easy to digest.
Structure
The premise is simple: 7 things to know today. Each item is numbered and bite sized so you can skim. The “countdown” or “listicle” format separates it from longer form newsletters that require you to scroll through multiple topics without clear signposts.
Multi-Format Engagement
The “Listen to this briefing” call to action is unusual. It encourages subscribers to consume the content in audio form—perfect for busy mornings or commutes. Most newsletters just give you text and images, so offering an audio option helps The 7 stand out.
Strong Imagery
Where many email roundups would use small thumbnail images or embedded social media posts, The 7 uses larger, direct images beneath each headline to give you visual context to the story. It is like a mini news site, not a plain text bulletin.
Simple CTAs and Navigation
Besides the audio briefing button, the “Read Online” link at the top is clean and doesn’t clutter the main content with too many CTAs. The design forces the user’s attention to the 7 stories themselves, not a bunch of ads or subscription prompts.
Memorable Branding & Marketing
The short, punchy tagline “Get caught up” fits a morning briefing perfectly: it promises the reader a quick, essential update. The authors’ headshots (and byline links) add a human touch, which can encourage repeat engagement by building familiarity and trust.
The topics covered range from lifestyle and sports to technology, politics, world views, and must-read pieces. These subscriber-only email newsletters contain valuable, tailored content to match your interests. If you are not a subscriber yet? No problem! Sign up and receive newsletters with a preview of the article in your inbox. After reading the preview, the user can decide whether to subscribe.
There is a comic series newsletter that introduces you to people with jobs that didn’t exist a generation ago. It is called ‘The shifts’. There are editor opinion newsletter series with personalized round-ups and analyses that help readers to have a view on every subject related to their interests.
The Washington Post always prefers a conversational tone.
“Good morning. It’s Wednesday, Jan. 15, and soon, you won’t be able to run into Starbucks just to use the bathroom — the company has updated its policies. Now let’s get to the news.”
This was the introduction of one of their morning news stories, and we saw how conversational the tone was. Even the subscription confirmation page they send you while you subscribe to any newsletter will send a conversational confirmation mail to make you wait to receive the interesting newsletter.
The large, bold newsletter title and concise tagline tell potential readers about the newsletter. They establish the theme and set expectations right away. The short intro paragraphs, bylined by the editor and illustrator, let readers see the style and focus of the newsletter.
The mockup of how the newsletter looks on a phone reminds readers they will be consuming this content primarily via email on mobile. Clean typography and ample white space help readability on small screens.
The sign-up button is placed front and center, with a quick description of the frequency (“Twice per week”) so users know exactly what they are getting into. This frictionless design—clear CTA (call to action) and minimal clutter—makes it easy to convert. You may not be careful of these factors, but these are important in newsletters.
Each newsletter features one or two unique authors. When you preview a newsletter on the sign-up page, you will find an author profile, including insights into their message, their goals for the newsletter, and what you can expect to gain from it.
From a design perspective, it is polished and playful. Each newsletter tile has its illustration or collage. Still, they are all in the same general style: simple shapes, limited color palettes, and often a mix of photography with simple graphic elements. That way, each newsletter stands out while feeling part of the Washington Post newsletter family.
Furthermore, Each newsletter has its own visual “thumbnail,” so you can spot it at a glance. When scanning a list of multiple newsletters, a quirky or memorable design helps you find the one you want faster.
Although each design differs, they share similar typography, color blocking or collage motifs that tie back to the Washington Post style. It’s a way to differentiate each newsletter’s theme (sports vs. lifestyle vs. politics).
For instance, A user’s guide to aging has a warm, introspective illustration, it’s about reflection. 'Game Break' has a black background and confetti-like design, and it’s fun.
On a practical level, strong visuals are a marketing tool. Pretty or unusual artwork grabs your attention in a crowded inbox and can improve open or sign-up rates. It makes the newsletters feel handcrafted and curated, not just a feed of information.
Here is how these apply to The Washington Post’s newsletters—and why they are good principles for any newsletter program:
1. Use Newsletters as a Gateway Attract and Nurture Readers:
The Post has many free newsletters to give potential subscribers a taste of the work. This builds a relationship with casual readers and encourages them to invest more. We show off our editorial chops by delivering great journalism for free in newsletter form. Over time, that value can get readers to subscribe for more or deeper coverage.
Use newsletters as a “front door”—let readers sample your best journalism in a bite-sized format. Once they trust the quality, they will become paying subscribers.
2. Offer Variety to Cater to Different Interests: The Post has newsletters by theme—politics, sports, culture, local, and even silly ones like “Game Break.” So there is something for almost every reader, whether they want breaking political news or weekly book recommendations.
Meet readers where they are with niche topics and varied frequency. It drives subscription and retention because people choose newsletters that match their interests and schedules.
3. Invest in Design and Functionality Mobile Optimization: Most people read emails on their phones. The Post’s newsletters often have bold headers, clean typography and short sections that work on smaller screens.
A mix of strong images, navigable sections and accessible colour contrast makes the newsletters look good and inclusive. Clear calls to action—like “Read more” or “Listen to this briefing”—don’t overwhelm readers.
Treat your newsletter like a product. It needs thoughtful design, fast load times and a cohesive, brand-consistent look to make a professional impression—especially on mobile.
4. Experiment and Iterate Test Different Formats: The Post has tried comic-based newsletters (Shifts), bullet-point briefings (The 7) and thematic roundups (Post Local). Each format is for different content and audience.
Experimentation can reveal the right tone—casual and chatty for daily roundups vs. more formal or analytical for deep journalism. They might also try new features like audio segments or interactive polls.
Be nimble. Gather feedback, look at open and click rates and use that data to refine your design and editorial decisions.
5. Mix Free and Premium Build Trust with Free Content: Free newsletters like “For You” or “The Post Most” prove the newspaper’s chops. Readers get used to the Post’s great reporting and are more likely to pay for more.
6.Drive Revenue with Premium Newsletters: Some newsletters—like subscriber-only series or investigative projects—can be behind a paywall or a perk of subscription. This way, you offer a clear value-add that allows casual readers to upgrade.
Use the “freemium” approach—give readers enough free to hook them, then present paid or exclusive newsletters to convert them into long-term fans.
The Washington Post is an excellent example of how to use newsletters well. They provide an entry point for new readers with curated content and guide those who like the content to deeper (paid) engagement. Try these principles, a variety of topics, great design, targeted experimentation, and free vs. premium content—and you will build a stronger, more profitable newsletter strategy.