Trying to appeal to everyone often means connecting with no one because standing out means going deep, not wide. That’s why vertical newsletters are gaining serious momentum. 

This article breaks down what vertical newsletters are, why they are rising fast, and how to create one that grows and thrives in a niche market. 

Whether you are a creator, marketer, or founder, you will get clear strategies, real examples, and practical steps to master your niche with a newsletter that people genuinely want to read.

Table of Contents

• What Is a Vertical Newsletter?

• Why Are Vertical Newsletters Getting More Popular?

  • 1. People Want Content That Actually Gets Them

  • 2. We’re Drowning in Information, so Curation Is King

  • 3. Brands Want Fewer Clicks, More Conversions

  • 4. It’s Easier To Build Authority When You Stay in Your Lane

  • 5. More Creators, More Platforms, More Demand

  • 6. Email Still Delivers ROI That Other Channels Can’t Touch

• 4 Real Examples of Successful Vertical Newsletters

  • 1. Chartr: Data Storytelling for Business-Minded Readers

  • 2. TLDR AI: Daily AI News for Tech Professionals 

  • 3. Milk Road: News With Personality 

  • 4. Punchline: Satirical Takes on Politics and Culture

• Finding Your Focus: How To Pick A Niche That’s Worth Building Around

  • Start With What You Know or What You’re Obsessed With Learning

  • Make Sure There’s a Clear Audience

  • Look for a Content Gap You Can Fill

  • Test Earning Potential Early

  • Make Sure You Won’t Get Bored in 3 Months

• How To Create A Vertical Newsletter That Stands Out

  • Step 1: Name It Like You Mean It

  • Step 2: Set the Rhythm: Will You Curate, Teach, or Interview?

  • Step 3: Make Your Newsletter a Habit for Readers

  • Step 4: Help, Don’t Just Hype

  • Step 5: Set the Stage for Your First Send

• 5 Common Pitfalls To Avoid When Creating Vertical Newsletters

  • Waiting Too Long to Launch  

  • Switching Things up Too Often

  • Overloading With Information  

  • Forgetting To Build a Feedback Loop  

  • Sending Emails Without Reviewing the Mobile Experience

• Conclusion

What Is a Vertical Newsletter?

A vertical newsletter is a newsletter that focuses on a specific niche or industry. Instead of covering broad topics like “marketing” or “health,” it dives deep into one area, like AI tools for marketers or plant-based nutrition for athletes. The goal is to deliver content that feels highly relevant to a specific group of readers.

Think of it like this: a vertical newsletter goes narrow and deep, while a horizontal newsletter goes broad and shallow. 

This focus makes vertical newsletters feel more relevant, personal, and valuable, especially in a world where people don’t want to waste time scrolling through things that don’t apply to them.

Why Are Vertical Newsletters Getting More Popular?

It’s not just a trend. Vertical newsletters are growing fast for good reason. Here’s what’s driving the rise and why now might be the best time to start one:

1. People Want Content That Actually Gets Them

Readers don’t have the time or patience for broad newsletters that throw in a little bit of everything. They want content that understands them. 

A founder building a SaaS product doesn’t want general business tips; they want SaaS growth tactics, user onboarding ideas, and maybe some funding news. That’s what a vertical newsletter delivers.

Open rates across newsletters hit 37.67% in 2024, a sign that when the content fits the reader’s needs, they open and engage. 

The more specific you get, the stronger the connection and the more likely readers are to stick around.

2. We’re Drowning in Information, so Curation Is King

The average person sees hundreds of marketing messages and content pieces every single day. On top of that, 63% of adults face cyber threats at least once, so it’s no surprise that people are getting pickier about what they click on. 

That’s why trusted sources matter more than ever; people aren’t just looking for more information, they want better filters. 

A well-curated vertical newsletter not only filters out noise but also helps readers feel confident that they are getting accurate, valuable insights, without the risk of misinformation or security concerns.

3. Brands Want Fewer Clicks, More Conversions

Advertisers are done with vanity metrics. They don’t want reach, they want relevance. 

A newsletter with 5,000 subscribers who are all HR leaders is more valuable to an HR tech company than a general newsletter with 50,000 people who may or may not care.

That’s why niche newsletters often command higher CPMs and direct sponsor deals. When a brand knows exactly who they are reaching, their ad spend goes further, and they return for more.

4. It’s Easier To Build Authority When You Stay in Your Lane

When you focus on one space, you naturally go deeper, and that depth builds your credibility. 

Whether you are analyzing weekly AI releases or sharing plant-based performance nutrition tips, your audience sees you as a specialist, not just another content creator. 

SEO strengthens that positioning. When you consistently use the keywords that resonate with your niche audience, it becomes easier for the right people to find you and recognize your authority.

This trust pays off. People are more likely to share your newsletter, recommend it to peers, or even pay for premium content when they see you as a go-to in your niche.

Here’s an excellent example from Golf Cart Tire Supply. Their email list delivers helpful content like from the “Golf Cart University,” where they offer maintenance tips, seasonal tire recommendations, and accessory guides just for golf cart owners.

5. More Creators, More Platforms, More Demand

Newsletter platforms are scaling fast because the creator economy is shifting toward audiences. 

In just a few years, beehiiv went from 402 million emails sent in 2021 to 15.6 billion in 2024. That’s not just growth, it’s a movement.

This tells us people are actively reading. That’s great news for anyone who wants to carve out a niche and grow an engaged audience without relying on noisy social platforms.

6. Email Still Delivers ROI That Other Channels Can’t Touch

Email might be old-school, but it still beats most platforms when it comes to returns. 

The average ROI sits at around $42 for every $1 spent. Vertical newsletters perform even better when they are tied to premium content, affiliate offers, or high-value sponsorships.

4 Real Examples of Successful Vertical Newsletters

Let’s break down a few standout examples across different industries and note what you can take away from each one.

1. Chartr: Data Storytelling for Business-Minded Readers

Chartr takes business, tech, and economic data and turns it into beautifully visualized, bite-sized stories. It’s trusted by busy professionals who want to understand big shifts in the world without reading 10 articles. Every issue feels polished and purposeful.

What Makes It Work:  

• Visual-first format grabs attention  

• Tone is smart, but still digestible  

• Consistent rhythm: 3–4 visual stories per issue, weekly

Takeaway: 

Make your content skimmable and insightful. Even technical topics feel lighter when you pair them with clean visuals and plain-language breakdowns that save your reader time.

2. TLDR AI: Daily AI News for Tech Professionals 

TLDR AI curates the latest in artificial intelligence: research papers, product launches, funding news, and policy shifts into daily, easy-to-read summaries. It speaks directly to engineers, developers, and startup founders who want to stay updated without wasting time scrolling news feeds.

What Makes It Work:

• Bullet-style updates get to the point  

• Focused on high-signal, fast-moving topics  

• Arrives daily and consistently builds reader habit

Takeaway:  

Focus on signal over noise. In fast-moving industries, smart curation with sharp summaries saves your audience time and makes them come back for more.

3. Milk Road: News With Personality 

Milk Road covers serious crypto news but wraps it in humor and memes, making complex financial and blockchain updates fun to read. It’s designed for everyday investors, not crypto diehards, making the space feel more approachable.

What Makes It Work:

• Consistent daily drops with a relaxed tone  

• Mixes memes, market insights, and commentary  

• Doesn’t take itself too seriously but still delivers value

Takeaway:  

Don’t be afraid to show your personality. A strong voice can set you apart, especially in niches that feel stiff or overly technical.

4. Punchline: Satirical Takes on Politics and Culture

Punchline is a newsletter for people who like their news with a heavy dose of sarcasm. It delivers original headlines, social media-style quips, and biting commentary that taps into current events through the lens of comedy.

What Makes It Work: 

• It fully commits to its satirical voice  

• Use cultural moments to stay fresh  

• Includes reader-submitted jokes to boost engagement

Takeaway:  

If your niche has a strong tone, own it. Whether you go serious, funny, or irreverent, be consistent to keep your audience coming back because they know what to expect.

Finding Your Focus: How To Pick a Niche That’s Worth Building Around

Choosing a niche isn’t just about what sounds cool. It’s about finding a space where your ideas, skills, and interests meet real demand. The sweet spot? A topic you won’t burn out on, and one people actually care about.

Here’s how to find it:

Start With What You Know or What You’re Obsessed With Learning

You don’t need to be an expert yet, but you do need a genuine interest. Passion gives you the stamina to show up every week, especially when growth feels slow. If you are excited to dig deeper and share what you learn, that energy will come through, and readers will notice.

Make a list of 3–5 things you love talking or reading about. Then ask yourself: Would I enjoy writing about this every week for a year?

Make Sure There’s a Clear Audience

A niche is only valuable if people are actively searching for it. You want to find a group with shared needs, questions, or frustrations. The more specific, the better. Think “email marketing for SaaS startups” instead of just “marketing.”

Here is what you need to do: 

• Search your idea on Google Trends to see interest over time 

• Browse Reddit, Facebook groups, or Slack communities to see what people are discussing  

• Check Substack Discover to see how crowded or underserved your niche might be

• Work with a web design agency to build a pro-looking landing page to make that first impression count

Look for a Content Gap You Can Fill

Don’t try to reinvent the wheel, but do find a wheel that’s missing some spokes. 

Can you explain things more clearly? Add humor? Curate better? Go more niche? Sometimes it's not about creating new content, it's about presenting it better.

To do this, pick 3–5 newsletters in your niche and subscribe. Read a few issues and ask:  

• What’s missing?  

• Is it too broad, too dense, too bland?  

• How would I do this differently?

Test Earning Potential Early

Even if money isn’t the goal right now, you will thank yourself later for choosing a niche that opens doors. Can this audience support sponsors, buy your future course, or use affiliate tools you believe in? The key is buying intent.

So do this:  

• Search "[your niche] + tools" or "[your niche] + software" on Google  

• Visit marketplaces to find affiliate programs  

• Browse job boards or agency sites serving that audience. If businesses are spending money there, it’s a good sign

Make Sure You Won’t Get Bored in 3 Months

You will need to show up consistently, especially early on when you are building trust. If you are picking a niche just because it’s trending or profitable, it might fizzle out when motivation dips. You want a topic you are curious about, one that evolves, challenges you, and keeps you coming back.

Brainstorm your first 10–15 newsletter ideas. If that feels easy and exciting, great. If it feels like a stretch, it might not be the right fit.

How To Create a Vertical Newsletter That Stands Out

Once you've nailed your niche, it's time to build something that people actually want to read (and share!). Here’s how to make yours stand out from day one:

Step 1: Name It Like You Mean It

Your name is the first thing people see. It sets the tone. It doesn’t need to be clever but it should be:

• Easy to remember

• Say out loud

• Ideally, hint at what your newsletter is about

A great name makes your niche obvious and makes people curious enough to click.

Brainstorm 10–15 names. Test a mix of descriptive (like Crypto Weekly), creative (Milk Road), or brandable (Chartr). Then check for domain and social handle availability using Namechk or Panabee.

Step 2: Set the Rhythm: Will You Curate, Teach, or Interview?

Your format is how your content looks. Some newsletters round up news and tools. Others go deep on one topic. Some include interviews, while others blend tips, commentary, and links. There’s no perfect format, just one that fits your voice, topic, and time.

You can consider:  

• Curation: Weekly roundup of the best tools or news for fast-moving industries where readers want quick, trusted updates

• Deep dives: A focused breakdown of one topic when people need things broken down in plain English

• Q&A: Answering community questions if you’re getting frequent questions and want to stay reader-focused

• Interviews: Insights from niche experts and fresh voices your audience can learn from

If you have the idea but not the time to handle content, formatting, or promotion yourself, you don’t have to go at it alone. Find specialists who can handle everything from content strategy to weekly production so you can focus on growth.

Step 3: Make Your Newsletter a Habit for Readers

Your newsletter is a relationship, and like any good one, it thrives on consistency. Use a voice that reflects your personality, keep the format predictable, and show up at the same time every week (or biweekly). Readers appreciate knowing what to expect.

To do this: 

• Choose a publishing day (like every Tuesday) and stick with it  

• Decide how long your newsletter will be—500 to 800 words is a solid start  

• Write like you’re talking to one person, not a crowd

Voice test: Read your draft out loud. If it sounds like a robot wrote it, loosen it up.

Step 4: Help, Don’t Just Hype

People unsubscribe from fluff. To keep your readers hooked, give them something they can use, whether that’s a new idea, a link worth saving, a tool to try, or a fresh perspective they didn’t expect. You’re not just sending emails, you’re building trust.

So include at least one thing that’s actionable or thought-provoking. Then ask yourself: If I were reading this, would I save it, share it, or apply it?

You can also add a “Don’t Miss” or “Bookmark This” section for something genuinely useful every week.

Step 5: Set the Stage for Your First Send

You don’t need to build everything from scratch. beehiiv is designed for creators like you so you can write, design, send, and grow your newsletter all in one place. Plus, it gives you built-in analytics, referral tools, and even earning options when you are ready.

First, you need to create your beehiiv account. Then choose a simple layout that reflects your niche and start building your newsletter content from there.

Don’t wait for it to be “perfect.” Publish your first issue, share it with a few friends, and improve as you go.

Pro Tip: 

If you are hosting your own newsletter platform or using custom infrastructure, make sure your email list, content, and user data are backed up securely. 

Platforms like Veeam, Datto, and Axcient specialize in disaster recovery and backups. See this Infrascale review to compare them to see what suits your setup.

5 Common Pitfalls To Avoid When Creating Vertical Newsletters

Even with a strong niche and great intentions, it’s easy to fall into traps that stall your progress or disconnect you from your audience. Here’s what to watch out for as you build:

Waiting Too Long to Launch  

Trying to perfect every detail before hitting send usually means one thing: you never send it. The first version of your newsletter doesn’t need to be perfect. It just needs to exist. 

You don’t need a huge list, a fancy layout, or even a fully finished website to begin. You will improve faster if you publish and learn as you go.

Switching Things up Too Often

It’s normal to evolve your niche, but when you shift from “no-code tools” to “productivity hacks” overnight without context, readers get confused—or leave. A sudden pivot feels like a bait-and-switch. 

Also, constantly changing your format, tone, or schedule makes it hard for readers to build a habit around your content. If you're evolving, bring your readers along. Let them know what’s changing and why it still matters to them.  

Overloading With Information  

You don’t need to include everything you know in every issue. If readers feel overwhelmed, they will tune out. Give them just enough to spark curiosity or action and save the rest for next week.

Forgetting To Build a Feedback Loop  

If you’re not asking what’s engaging or resonating with people, you are merely guessing. Encourage replies, run quick polls, text surveys for faster response, or simply ask, “Was this helpful?” once in a while. 

Feedback helps you stay aligned with what your readers actually want. You can even start virtual team-building games with incentives to keep them engaged. 

Sending Emails Without Reviewing the Mobile Experience

Over 40% of newsletter opens happen on mobile, but many creators only check how their issue looks on their desktops. Long paragraphs, broken links, or phone layout issues can ruin the experience.

Before sending, preview your issues and fix them on mobile. Keep paragraphs short and links easy to tap.

Why Trust Me: Christian Cabaluna is an SEO content writer with 5+ years of first-hand experience. When he isn't writing in his favorite coffee shop, Christian enjoys reading (especially about psychology and neuroscience), cooking, watching documentaries, camping in the mountains, and catching beautiful sunsets.

Conclusion

The future of content isn’t louder—it’s sharper. When you help people solve real problems, spot new ideas, or stay ahead in their world, you become part of their routine. That’s how long-term growth starts, one clear, consistent issue at a time.

When you're ready to turn that focus into something real, beehiiv gives you the space and structure to do it, from writing your first issue to growing a niche audience that actually wants what you’re building.

Start building your vertical newsletter today and make it the one your audience looks forward to.