For newsletters
Keep every newsletter slot sold
Newsletter sponsorships are sold issue by issue: a primary slot, a few secondary spots, the occasional dedicated send. Sponsor Trove keeps every sponsor and conversation in one pipeline, so next month's issues are sold before this month's go out.
What newsletter sponsors buy
Newsletter ads are sold by placement and number of sends, often priced per thousand subscribers or opens.
Primary sponsor
The top placement in an issue, usually with a short written ad and a link.
Secondary and classified spots
Smaller placements further down, an affordable way for new sponsors to test.
Dedicated sends
A whole email about the sponsor, sent to your list, usually at a premium.
Sponsorship runs
The same placement across several issues or a whole month, often at a better rate.
Sponsored content and series
Sponsored deep-dives, guides or a recurring section.
Bundles
Placements across several newsletters, or combined with a podcast or events.
Who sponsors newsletters
Newsletter sponsors want a focused audience that already trusts you:
- Software and SaaS companies
- Fintech and investing products
- Courses, education and job platforms
- Direct-to-consumer brands
- Agencies buying for several clients
- Other newsletters, for cross-promotion
The newsletter ad sales calendar
Most newsletters sell a month or a quarter ahead, and many sponsors book in runs.
- 4–8 weeks ahead: See which issues are open, and offer renewals to current sponsors first.
- Ongoing: Pitch new sponsors with your latest subscriber count and open rates.
- Before each send: Collect copy, links and approvals for each placement.
- After each run: Share clicks and results, and offer the next run.
How Sponsor Trove helps
Know who opened your media kit
Share your media kit as a link. You'll see which brands opened it and came back, and every reader becomes a deal automatically.
- See who opened it and when
- Each reader becomes a deal automatically
- Your newsletter's logo and colors on the link
Every sponsor and run in one pipeline
Each sponsor is a deal tagged with what they bought. Group deals by month or quarter, set a revenue goal, and see what's still open.
- Package, amount and owner on every deal
- A goal for each month or quarter
- Sales help on the same board
Book the next run before this one ends
Set a follow-up on every sponsor near the end of a run, and on every brand that asked for rates. One click shows everyone due today.
- Follow-ups with dates and owners
- One click shows everything due today
- Quiet deals flagged automatically
Sponsor emails, on the deal
Connect Gmail and every email with a sponsor or agency lands on the deal, so the copy, approvals and back-and-forth are in one place.
- Read-only, and only emails with your sponsors
- Everyone at a sponsor's company is matched
- See who's waiting on a reply
Questions
What should a newsletter media kit include?
Your subscriber count, open and click rates, who your readers are (roles, industries, interests), placements and prices, example ads and past sponsors.
How do newsletters price sponsorships?
Commonly per thousand subscribers or opens (CPM), or as a flat price per placement. Dedicated sends and primary slots are priced highest, and runs are often discounted.
Sponsor Trove talks about events. Does it work for a newsletter?
Yes. Create an "event" for each month or quarter of issues, each with its own revenue goal.
Can you move our sponsors from a spreadsheet or Notion?
Yes. We'll bring them into Sponsor Trove for you, free.
Related guides: Sponsorship prospectus tracking · Following up on a sponsorship proposal