The hidden math behind what makes a newsletter sponsorship successful
Why do promising sponsorship campaigns often fail to convert into long-term deals?
The problem isn't necessarily your copy, your audience, or your niche.
It's sample size.
Let's break this down with a real-world example 👇
Imagine you're working with a sponsor with a target Cost Per Acquisition (CPA) of $500.
This means they're willing to spend $500 to acquire one customer. Your newsletter charges $3 per click (CPC).
Simple math shows that to get one conversion, you'd expect to need:
$500 ÷ $3 = 167 clicks
But here's the crucial piece: one conversion isn't enough data to judge performance, and it could have been due to random chance.
In this scenario, it would be better to deliver at least 200-300 clicks…
That way, an advertiser can gather enough data to determine whether your newsletter is truly performing or if the results are just statistical noise.
What does this mean for smaller publishers?
You need to structure your sponsorship packages differently. Consider:
Offering multi-placement packages upfront
Including the sponsorship in your welcome series
Extending the campaign flight dates
Setting clear expectations about what success looks like
And/or pricing your packages based on guaranteed total clicks rather than the number of placements
This approach helps both you and the brands sponsoring your newsletter:
They get enough data to make an accurate assessment, and you get enough time to prove your newsletter's value.
Of course, the other benefit is you need to do less hunting and more farming; keeping the brands you already have a relationship with engaged over extended periods means less reliance on sales.
You can fill the occasional available inventory slot with companies like Wellput.
We help you keep your premium inventory filled with quality sponsors, so you can focus on delivering results without worrying about where your next sponsor is coming from.
Want to start landing bigger, better sponsorship deals?
Try Wellput risk-free.
See you in next week’s Newsletter Sponsorship Insider for more strategies to monetize your newsletter.
