If you’ve been thinking about adding paid sponsors to your newsletter, you’ve come to the right place!
In this article, we’ll cover:
- Types of sponsored content used in newsletters
- How to price sponsored content
- How to attract sponsors to your newsletter
- How to find sponsors for your newsletter
Types of sponsored content used in newsletters
Before you start looking for newsletter sponsors, get clear on what you want to offer. Believe it or not, ads and sponsorships aren’t the same thing. In fact, there are typically 3 formats you can use:
- Sponsorships or shoutouts usually have a prominent placement in newsletter issues. They often feature a visual, 300 words of copy and a CTA.
- Classified ads are normally text-only. They’re usually 1-2 sentences long with a single link, and often a newsletter issue will feature multiple ad slots.
- Deep Dives are when an entire issue of a newsletter is dedicated to a brand.
Depending on your newsletter, it’s possible to include multiple ads or a combination of ads and sponsorships.
Here are some things you might want to consider when choosing a format for your newsletter:
- How much do you want to charge? You can charge more for deep dives and sponsorships since they focus on one company or brand.
- How many slots do you want to include? You can have multiple ads in a single issue, whereas it’s common practise to only have one sponsor per issue.
- Where do you want the sponsorship to appear? This might be affected by the length of your newsletter issues and what you want the reader experience to be like.
- What works best for your niche or audience?
How to price sponsored content
Now that you know what you want to offer, it’s time to think about pricing.
Do you want to have set rates where you charge the same amount for sponsored content, or do you want to negotiate with brands based on their budget and goals? This will depend on many factors, including the type of sponsored content you include and what you want your workflow to look like.
Whatever option you choose, our newsletter pricing guide will give you some benchmark figures to get started.
How to attract sponsors to your newsletter
If you’re open for business, you need to tell people about it!
Set up a Passionfroot page so potential sponsors can find everything they need to know about working with you. This might include:
- An "About You" section
- Key metrics, such as the number of subscribers, open rate, and click-through rates
- The demographics of your readers
- The sponsorship formats you offer and pricing
Your Passionfroot page also doubles as a booking page. Brands will be able to see your availability and book a slot directly, so that you can monetize your newsletter with ease.
If you want more brands to reach out to you, there are a few things you can do:
- Share your Passionfroot page in your newsletter, like Ali Abdaal does in his newsletter, Sunday Snippets.
- Share your Passionfroot page on your main social media platforms.
- Add your Passionfroot page to your link in bio, or, better yet, use your Passionfroot page as a link in bio.
How to find sponsors for your newsletter
In an ideal world, brands would find you and sponsor your newsletter issues. While your Passionfroot page can help make this happen, reaching out to potential partners is a great way to build a consistent income.
Here are some simple steps for pitching yourself to brands:
- Make a list of potential brands you could work with. When researching potential sponsors, it's important to consider their target audience and how it aligns with your own. Look for companies that offer products or services that your subscribers would be interested in, and whose values align with your own. You can find potential sponsors by searching for companies in your industry, asking your subscribers if they have any recommendations, or finding newsletters similar to yours and seeing who has sponsored them. You can also consider products and services you already use and recommend.
- Find the right person to contact. Although you can reach out to brand accounts on social media, emailing the person directly involved in growth and marketing can improve your chances of a successful collaboration.
- Once you have a list of potential sponsors and their contact details, it's time to reach out to them with a personalised pitch. Your pitch should highlight the benefits of sponsors supporting your newsletter, such as access to a targeted audience, increased brand awareness, and the opportunity to align with a trusted brand. Be sure to tailor your pitch to each sponsor: why do you think your newsletter is a good fit for their target audience? Include any relevant statistics or data to support your claims, or showcase your professionalism and credibility by sharing your Passionfroot page. You can also offer competitive packages, such as multiple slots at a reduced price.
Remember, finding sponsors for your newsletter takes time and effort, but with the right approach and persistence, you can build a sustainable revenue stream and turn your newsletter into a profitable business.
If you’re interested in setting up your Passionfroot page so you can streamline the entire workflow for newsletter sponsorships, sign up for access.