More brands are adopting branded newsletters on Substack to engage consumers directly and creatively. Companies like Rare Beauty, Saie, and Loftie are leveraging this platform to share storytelling elements, behind-the-scenes content, and other lifestyle features that resonate with audiences, moving away from conventional email marketing. This shift is gaining traction as brands seek organic outreach alternatives amidst evolving social media dynamics. Experts predict that this trend will continue as interest in direct communication with consumers grows, especially following successful brand launches on the platform.
"It's inspiring to look at how other brands are doing it and what their unique points of view are," said MacKenzie Kassab, who authors Rare Beauty's newsletter and serves as brand's director of creative strategy. "I don't think anyone's doing exactly the same thing."
Erika Veurink, a writer who pens the Long Live newsletter on Substack, said she saw a spike in inquiries from brands around February, when luxury resale marketplace The RealReal launched their Substack. 'I had so many intro calls,' she said. 'It felt like every CMO was saying, 'We should have a Substack.'"
Collection
[
|
...
]