Your newsletter’s media kit needs these 5 must-have elements 📊

What sponsors actually look for in your media kit…

This week, we’re answering one of the most common questions we receive from the publishers we work with:

What goes into a killer media kit?

The Basics 

Let’s start with format: Ditch the PDF, and put your media kit on a live webpage instead. 

It's easier to update and your sponsor-facing asset will always show the latest info. Plus, you can easily link to it from your newsletter footer and signup page with a simple "Advertise with us" link.

To kick off the kit, you’ll want to start with a summary of your newsletter and a little background on yourself.

This would include the newsletter's title and description, the URL where people can subscribe, a bit about your background as a writer or publisher (including a photo!), and your contact info.

Don't be afraid to use a little salesmanship! 

This part of the kit is a great opportunity to demonstrate the voice, tone and personality of the newsletter. 

Audience Demographics 

As you might imagine, advertisers will also want to know a little bit about your audience. 

Demographic info like average age, gender, location, and even household income (if you have it) will go a long way. 

It may be worth running a quick survey to your audience (and even incentivizing participation) in order to get this data for the media kit. 

Don't have exact numbers yet? Make an educated guess based on what you know about your audience. 

Just don't skip this part – it's crucial.

Engagement Metrics 

Next up are those all-important engagement metrics. 

Of course, you’ll want to include the high-level metrics like open rate (even though it's not perfect, sponsors still want to see it) and click rate.

We recommend going one level deeper, and including the expected number of unique clicks for each ad unit in your newsletter.

This gives potential sponsors a clear picture of what they can expect.

Want to give yourself a better chance of sealing the deal? Throw in some case studies or testimonials from happy sponsors.

Placement Options & Packages

Spell out your offerings (and pricing for each placement) clearly. 

What formats do you offer? 

Title sponsorships? Sponsored content?

For each option, provide the specs – word count, image requirements, the works. Include estimated clicks for each format. Potential sponsors will be impressed by that kind of specific info.

Thinking with our sales brain for a second, this is also a great opportunity to bundle multiple placement options (over multiple sends) and present them at a discount.

Of course, creating and managing all these sponsorship elements takes time – time you could be spending on creating great content. 

That's where having the right tools and support comes in handy 👇

Your Sales Secret Weapon

Creating and maintaining a professional media kit is just the first step. 

At Wellput, we help publishers like you take it further by matching you with the right sponsors, handling all the pricing negotiations, and managing ongoing relationships. 

Want to focus on creating great content while we handle the sponsorship side? 

Join Wellput today – it's free to get started, and there's zero commitment required.

And keep reading the Newsletter Sponsorship Insider for more strategies on generating revenue with your newsletter 💪