✅ Proven ways to find newsletter sponsors that keep coming back!
Finding the right sponsored content-audience-fit is key to effective newsletter sponsorships.
Which begs the question: how can newsletter publishers and brands actually find good partners to work with?
In our experience, there are a few best practices to get this right.
Here’s how publishers and brands can find their ideal newsletter sponsorship matches 👇
For Newsletter Publishers 📧
Want to find sponsors that'll resonate with your audience?
Start by looking at your past successes.
If certain types of brands have performed well with your audience before, that's your goldmine.
Head somewhere like LinkedIn and look for similar companies in the same vertical.
Then, reach out to people in senior marketing positions at these companies, like head of growth/digital/affiliate marketing.
When reaching out, lead with your wins:
Share case studies from similar brands (if you have them) or links to past newsletter editions with those brand sponsors
Include testimonials from past sponsors
Offer generalized performance metrics you’ve delivered other brands in the same category (Note: Never share specific metrics without permission from previous sponsors)
The expected number of clicks and conversion rates for their ad category are especially good metrics
Another great way to build relationships with potential brands?
Lower the barrier to entry for new sponsors.
Consider offering:
Secondary sponsorship positions at a lower price point
Split tests to a percentage of your audience at a higher CPM (but lower total cost for the brand)
These options make it easier for brands to validate your audience fit before committing to larger campaigns…
While lowering their risk associated with running a campaign.
For Brands 🎯
Finding the right newsletters takes work, but reaching engaged, loyal readers is worth it.
Here are a few great resources to help you find relevant newsletters:
Who Sponsors Stuff (this is a great tool for newsletter publishers, too!)
Passionfroot has a directory of newsletters sorted by content category
These are extremely useful because ultimately…
Your #1 goal is to find relevant newsletters that reach your audience.
To properly test newsletter sponsorships as a channel, you'll want to:
Test at least 10-20 newsletters minimum
Ideally, expand to 20+ for more comprehensive data
Track which newsletters, formats, and audiences perform best
When testing newsletter sponsorships, ask about segment tests or secondary ad placements (not the primary sponsorship).
This lets you test out the newsletter while limiting your initial spend (and risk).
Pro-tip for newsletter publishers and brand marketers: Make sure you’re following best practices around collaborating on content and the creative itself (check out our previous newsletter on how to do that, here.)
Like we said at the start…
Finding the right content-audience-fit is crucial for sponsorship success.
At Wellput, we've simplified this process by building a network of pre-vetted newsletters and quality brands.
Are you a marketer and want to skip the manual outreach and testing?
Try Wellput risk-free to get matched with relevant sponsors who align with your goals.
We handle the introductions, negotiations, and relationship management - so you can focus on what you do best.
Are you a newsletter publisher, ready to find your next brand sponsor?
