The 10 best swipe files on the internet for copywriters & marketers

Behind every good marketer is a great swipe file, because the best ideas start as something you saved days, weeks, or months ago.

A swipe file turns the marketing assets you save into on-demand prompts, patterns, and proven frameworks you can pull from the moment the blank page hits.

Basically, every marketer needs one (or five).

But first…

What exactly is a swipe file?

A swipe file is a practical, searchable collection of marketing examples that gives marketers, copywriters, and business owners instant inspiration for emails, ads, landing pages, headlines, and campaigns without copying verbatim.

Why do you need one? (Even if you think you don't)

A good swipe file gives you:

1. Endless inspiration on demand

No more sitting there trying to “be creative.” Just pull up examples and start from proven angles.

2. Faster writing and design

Patterns shorten the distance between concept and execution. Headlines, CTAs, layouts—just plug in your context.

3. Better strategy

Studying winners reveals how they use proof, storytelling, offers, and structure to convert.

If you want to get better at marketing, start by studying great marketing. A swipe file makes that easy.

What should you collect in your swipe file?

Keep it simple. Start with:

1. Emails

Welcome flows, promotions, newsletters. Save standout subject lines, clean layouts, clever CTAs, good storytelling, mobile screenshots.

2. Landing Pages

Hero sections, proof placement, product shots, pricing tables, headline formulas.

3. Ads & Videos

Facebook ads, YouTube ads, short-form video hooks, scripts, angles, creative trends.

Don’t overthink it: if it made you stop scrolling, save it.

Five ways to fill up your swipe file

1. Inbox inspo: Scan subject lines, promotions, and newsletters daily, adding notable emails to your vault.

2. Copy in the wild: Capture billboards, packaging, and print ads; upload to Notion with quick context notes.

3. Save social posts: Collect hooks from social media posts and ad captions; note the angle and call to action.

4. Deep-dive ad libraries: Review active Facebook ads by brand to study variations, headlines, and offers.

5. Story bank: Jot one-line summaries of stories or hooks you hear, then research and expand when needed.

The 10 best swipe files on the internet

1. Swipe Files

Swipe Files by Corey Haines is a membership for marketers who want consistent, practical inspiration and community to ship better work ASAP. You'll find case‑based teardowns, courses, and a supportive network to accelerate your growth.

2. Marketing Examples

A popular library of real-world marketing case studies and examples across landing pages, emails, ads, and growth tactics, curated to show the strategy behind what worked.

3. Swipe-Worthy

The largest analyzed swipe file collection focused on profitable marketing and rare copywriting examples, plus an exclusive community for marketers and copywriters.

4. Really Good Emails

Really Good Emails is a categorized email gallery and toolkit covering design patterns, lifecycle flows, and best practices, with robust search and collection features.

5. Facebook Ad Library

Meta’s searchable database of active and some historical ads across Facebook and Instagram, ideal for competitive research, offer analysis, creative trends, and CTA benchmarking.

6. LinkedIn Ad Library

LinkedIn provides searchable ad transparency and account-level ad examples through its platform interfaces, useful for understanding B2B creative and messaging patterns.

7. Swipe File

A broad, multi-topic repository covering examples like pricing pages, headlines, sales pages, and more, organized for quick browsing by theme.

9. SwipeWell

A purpose-built swipe file software with a Chrome extension to save, tag, and organize marketing examples.

10. Notion

If you use Notion, you can save examples instantly with their web clipper extension.

Sharpen your swipe file with a smart tagging system

Tag your saved ads by:

1. Channel

Email, Landing Page, Ad, Video, Social Post, Print, etc.

2. Objective

Launch, Promo, Retention, Win-back, Lead Gen, Upgrade, etc.

3. Elements

Headline, CTA, Proof, Storytelling, Offer, Visual, AIDA, etc.

Proper tagging = lightning-fast retrieval later.

Filters that make searching foolproof

Filters are your best friend when you’re trying to solve a specific problem.

Examples:

• Industry: SaaS, eCommerce, DTC, Coaching, Agencies

• Audience: B2B, Consumer, Enterprise, Creators

• Lifecycle: Onboarding, Upgrade, Churn, Reactivation

• Platform: Email, TikTok, Meta Ads, Landing Page

This lets you pull only the most relevant examples when you’re building a campaign.

How to keep your swipe file alive

A swipe file works best when it becomes a habit.

Capture content daily

Anything interesting → clip it immediately.

Don’t trust your memory.

Review captures weekly

Clear your “To Review” section, add notes, and tag everything properly.

When creating:

Pull 3–7 examples → extract patterns → write from those patterns.

The only rule that matters: inspiration ≠ imitation

A swipe file is a tool for studying, not copying.

Use it to understand structures and then create your own version with your own voice for your own product.

Once you build your swipe file and keep it active, you’ll never face another blank page. Every campaign, email, ad, or landing page becomes easier, faster, and better.

Your future self will thank you every time you sit down to create.

What to capture from each example

Headline and hook: save the exact line and note the headline formula or framework (e.g., benefit-first, curiosity).

Offer and CTA: capture the core proposition, urgency devices, and the precise call to action wording.

Visuals and structure: screenshot hero sections, proof placement, and layout modules for repeatable section patterns.

How to tag files for fast retrieval

Channel tags: emails, landing page, social media posts, Videos, Print Ads, Billboard for quick channel filtering.

Objective tags: promotions, lead gen, launch, retention, win-back to align examples with campaign goals.

Craft tags: headline, call to action, visuals, AIDA, proof, offer, storytelling to find exactly what’s needed.

Filters that accelerate search

Campaign filters: industry, audience, seasonality, and platform to isolate relevant marketing campaigns.

Creative filters: media type, language, and engagement signals to surface high-signal ad examples.

Lifecycle filters: onboarding, upgrade, churn save, reactivation to match your immediate strategy.

A research workflow that works

1. Daily capture: clip interesting assets during normal browsing; don’t rely on memory or camera rolls.

2. Weekly review: clear the “To Review” queue, add notes, and promote favorites into briefs and templates.

3. Briefs from clusters: group related examples to create micro-briefs for emails, sales pages, and ad campaigns.

Landing page inspiration moves

• Collect multiple approaches to hero headlines, proof, objection handling, and pricing structures.

• Compare mobile vs. desktop to ensure hierarchy and scannability across devices.

• Note evidence patterns (logos, testimonials, data) that support the headline promise.

Ethical guidelines

• Inspiration, not imitation: repurpose frameworks and patterns but write original copy and design.

• Source context: record where and when you found each example for future reference and learning.

• Validate with tests: treat swipes as hypotheses and A/B test variants across channels.

Quick start: your first 10 saves

• 3 lifecycle emails from categories that match your audience and product stage.

• 3 competitor Facebook ads with strong offers, angles, and creative structures.

• 2 contrasting landing pages to model hero and proof placement patterns.

• 2 standout headlines to convert into reusable headline formulas and templates.

Happy researching 📝