{"id":30024,"date":"2026-04-20T11:38:40","date_gmt":"2026-04-20T19:38:40","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=30024"},"modified":"2026-04-20T11:39:54","modified_gmt":"2026-04-20T19:39:54","slug":"the-brand-newsletter-boom","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/the-brand-newsletter-boom\/","title":{"rendered":"The brand newsletter boom","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

It\u2019s not just you: more and more brands, from fashion to CPG, are starting up email newsletters.<\/p>\n\n\n\n

Driven in part by the rise of platforms like Substack and in part by the collapse of search-engine discovery traffic, newsletters are having a moment.<\/p>\n\n\n\n

Celebrities are starting them up, but so are major brands like<\/a> Madewell, American Eagle, Rare Beauty, The RealReal, and countless more.\u00a0\u00a0<\/p>\n\n\n\n

Challenger brands, like the non-alcoholic drink brand Ghia, have particularly set themselves apart with dynamic email newsletters that include recipes, founder updates, and musings on the state of the drinks business.<\/p>\n\n\n\n

For leading brands, newsletters have become a profound way to engage a dedicated audience. If you can get a one-time shopper into your newsletter pipeline, you can gain their loyalty and upsell them on new products.<\/p>\n\n\n\n

A good newsletter also puts a halo on your brand. Even if you can\u2019t beat your competitors on price, readers who have regular touchpoints with your brand will understand why your products are worth the premium.<\/p>\n\n\n\n

But how do you know if newsletters are actually worth your effort\u2014and, more importantly, how do you attribute sales back to them?<\/p>\n\n\n\n

The different types of brand newsletters<\/strong><\/h3>\n\n\n\n

Newsletters are a pretty vast category. At the most sophisticated, brands use their newsletters to offer the origin stories of new products, or to dish out personal updates from their founder.<\/p>\n\n\n\n

This more in-depth content approach works especially well if you\u2019re a founder-led brand, where the personal touch of the CEO is part of your selling point.<\/p>\n\n\n\n

If you don\u2019t want to get so personal, you don\u2019t have to, of course.<\/p>\n\n\n\n

You can also devote your newsletter to highlighting use cases for your product. Say you\u2019re a food or cookware brand\u2014maybe you want to create a recipe guide for certain holidays or seasons.<\/p>\n\n\n\n

What if you don\u2019t want to devote as much time to written content? <\/strong>Even if you aren\u2019t putting out full-blown essays in your newsletter, you should still have some kind of email offering.<\/p>\n\n\n\n

Forget the detailed updates. Use your newsletter to highlight major sales events or discounts (such as on Prime Day) or new product launches from your brand.<\/p>\n\n\n\n

Or, if you want, use email to push new upsells or cross-sells to your customer base.<\/p>\n\n\n\n

How do I measure the value of an email newsletter?<\/strong><\/h3>\n\n\n\n

Here\u2019s where Intentwise comes in. We\u2019ve talked before about how our Commerce Observability platform allows leading brands and agencies to see a full portrait of their marketplace performance across channels.<\/p>\n\n\n\n

And yes, that even includes newsletters.<\/p>\n\n\n\n

The thing is that customer emails are a valuable first-party data source in the world of marketplace commerce.<\/p>\n\n\n\n

On your DTC site, you can easily map out the purchase behavior of your email subscribers. With an email address on file, you\u2019ll be able to see who purchased from you, who added to cart, and who visited a product page.<\/p>\n\n\n\n

Are your emails doing a good job of driving cross-sells? That data is right at your fingertips.<\/p>\n\n\n\n

And it doesn\u2019t end with your DTC site\u2014you can also tie your email subscribers back to purchase behavior on Amazon.<\/p>\n\n\n\n

Through Amazon Marketing Cloud, you can upload your first-party data, and match your customers to Amazon\u2019s shoppers<\/a>.<\/p>\n\n\n\n

This matching process is incredibly useful for seeing how shoppers who buy from your DTC site or receive your physical mailers interact with your brand on Amazon. It is also useful for tracking the value of a newsletter.<\/p>\n\n\n\n

Upload your email list to Amazon, and you\u2019ll be able to see to what extent your newsletter subscribers are buying from you on Amazon\u2014as well as what specifically they\u2019re buying.<\/p>\n\n\n\n