Tools
The Email Tech Stack Behind Today’s Most Successful Newsletters
, Community Leader
Aug 8, 2025
4 minutes
Most readers never think about how a newsletter reaches their inbox. They see the subject line, skim the content, maybe click a link. But behind every successful newsletter in 2025 is an invisible engine, a layered system of tools designed to maximize speed, personalization, and deliverability. For SaaS founders, product managers, and editorial teams, understanding this engine is no longer a technical curiosity. It is a strategic advantage.
A System Built for Scale
Morning Brew, one of the most studied names in modern email publishing, did not succeed through content alone. While their witty tone and sharp writing attract readers, their tech stack is what keeps those readers coming back. After early experiments with Mailchimp, the team moved to Campaign Monitor. The results were clear. Open rates increased from around 22 percent to almost 50. Delivery into the primary inbox reached 99 percent.
Campaign Monitor became the foundation of their large-scale delivery process. But it was only the beginning.
Personalization at the Core
As Morning Brew’s audience expanded, so did the need for smarter segmentation. The team added Iterable, a platform focused on AI-powered engagement. It allowed them to fine-tune delivery times, test subject lines, and adjust frequency based on real-time behavior. According to internal estimates, Iterable brought in over 15,000 new subscribers and helped reduce operational costs by about 100,000 dollars.
This shift toward personalization changed how Morning Brew operated. Email became less of a broadcast channel and more of a dynamic product shaped by user behavior.
Sanity and Sailthru Behind the Curtain
For content creation, Morning Brew uses Sanity, a headless CMS that separates editorial work from email delivery. Each morning, writers and editors prepare the day’s stories, add visuals, and structure the issue inside Sanity. There is no need to format content manually for email. The system is built for fast-paced teams.
Once the issue is ready, it flows into Sailthru. This tool manages testing, targeting, segmentation, and final delivery. Sailthru may not be widely known outside publishing circles, but it handles the operational weight behind the scenes.
Together, Sanity and Sailthru create a streamlined workflow. Writers focus on story. Editors focus on clarity. No bottlenecks, no duplicated work.
A Modular Approach to Publishing
Morning Brew does not rely on one single tool to manage everything. Instead, their stack is modular. Campaign Monitor focuses on delivery. Iterable supports behavioral logic. Sanity manages editorial workflows. Sailthru handles execution.
This approach is becoming more common among high-performing teams. Tools are chosen not for branding but for how well they fit together. Flexibility and control become more important than simplicity.
Lessons for Non-Media Teams
Even outside media, this model is gaining influence. SaaS companies and startups are building their own newsletter stacks. They want clean workflows, reliable data, and better performance.
Starting with an all-in-one tool may seem easier. But limitations show up quickly. Formatting becomes restrictive. Personalization lacks depth. Growth slows. Modular systems require more setup but offer more freedom long term.
The Invisible Advantage
From the outside, a great newsletter looks effortless. But what readers do not see is the infrastructure that powers it. Every decision about platforms, workflows, and integrations affects the final product.
Morning Brew’s example shows that technology shapes trust. Readers open their emails not just because the content is good, but because the system behind it is consistent. In 2025, email is not just a communication channel. It is a product. And like any good product, it depends on the systems that support it.
