If that looks interesting, you’re probably wondering how to find sponsors or advertisers and what to charge.
Some newsletter authors do it themselves, essentially reaching out to potential sponsors. And there are a number of ad and sponsoring platforms that newsletter authors can use to find advertisers, arrange deals and run the campaigns. The main ones are:
LiveIntent - a large programmatic ads platform for newsletters
Paved - newsletter sponsoring platform with a focus on tech
BuySellAds - a mix of sponsoring and ads
upstart.me - smaller sponsoring platform created by a newsletter author
So what’s in it for authors in terms of payments? The answer is, of course, it depends. The ranges are largely dependent on list size and open rate, but also for example type of audience (e.g. highly specific B2B versus more general B2C). As an initial guidance, some ranges I have seen are:
- $0,50 - $2,00 CPM for programmatic newsletter ads
- $0,05 - $0,10 per unique open per issue for sponsoring
An interesting example are the classifieds that Ann Friedman offers in her amazing newsletter
. Ann is very transparent about her pricing, which comes down to about half a cent per unique open:
I’ve got 40,000 subscribers and a 45% open rate. The Classifieds are like old-fashioned newspaper ads, but wrapped in the loving embrace of GIFs and links, and delivered via email. Rates start at $75 for 140 characters.