Stop tracking the wrong newsletter metrics 🚫
Most newsletter publishers obsess over vanity metrics - subscriber count, open rate, and yes, even click-through rate.
They look impressive in your media kit, but they might be leading you astray.
Take Click-Through Rate (CTR), for example.
Everyone talks about it. Everyone optimizes for it. But it might be a false signal.
Why? Different newsletter formats naturally drive different CTRs.
A curated roundup with 30 links will always have a higher overall CTR than a thoughtful long-form essay with two links.
That doesn't make it more valuable to sponsors. You're comparing apples to oranges.
Want to book more successful sponsorships? Stop obsessing over your overall CTR, and laser-focus on a metric that actually matters:
Ad CTR - it’s your regular CTR formula, but only counting clicks on sponsored links.
It’s simple, but this single shift in focus changes everything.
First, it helps you optimize what actually matters to sponsors. The higher your Ad CTR, the better your sponsored placements perform, and the longer sponsors stick around.
Second, it gives brands confidence. When you can show them specific Ad CTR data, they know exactly what to expect.
Think about it: A 5% overall CTR sounds great, but what if only 0.1% of subscribers click sponsored links?
The best publishers we work with don't waste time comparing their overall CTR to industry benchmarks.
They experiment and track how different placements, formats, and copy affect Ad CTR specifically.
Because ultimately, that's what turns one-time sponsors into long-term partners.
So, start tracking Ad CTR today - experiment a bit, and use the insights you gather to set clear expectations with new sponsors.
And keep reading Newsletter Sponsorship Insider each week for more strategies on turning your newsletter into a thriving business.
See you next time,
Craig
PS: Even if you're already doing the hard work of tracking and optimizing Ad CTR, you still need a steady stream of sponsors who value publishers that focus on the metrics that matter. That's why we built Wellput.
We help data-driven publishers keep their premium inventory filled with quality sponsors.
Want to stop leaving money on the table? 👉Join Wellput today.
