Marketing strategy

How Newsletter Sponsorships Can Improve Your Marketing Strategy

How Newsletter Sponsorships Can Improve Your Marketing Strategy

This post was sponsored by Paved. The opinions expressed in this article are those of the sponsor.

Online advertising is one of the most popular and effective ways to increase brand awareness, traffic to your site, and overall revenue.

However, despite the increase in popularity, the pool of potential customers online is beginning to dwindle.

Paid social networks have become saturated with competitors, making it more difficult to achieve profitable earnings.

Consumers are starting to use ad blockers to reduce timeline clutter, while others are turning away from social media altogether.

Luckily, there’s a new way to bypass ad blockers and meet highly qualified leads: sponsored ads in newsletters.

Sponsored newsletter ads can help reach millions of people at the right time in the customer journey.

What is newsletter sponsorship?

Newsletter sponsorships are paid advertisements that are placed in existing, high-performing, high-engagement, and active newsletters or mailing lists.

By connecting to verified email publications that have a large subscriber base, proven open rates, and high click-through rates, you can be sure to reach millions of qualified candidates with just one job posting. newsletter or newsletter sponsorship.

What is the benefit of newsletter sponsorship?

When you sponsor a newsletter relevant to your product, you have the opportunity to send your message directly to an existing and qualified community.

Think of newsletters like podcasts and think of newsletter sponsorships like podcast sponsorships.

In podcast sponsorships, the host delivers the message of their approved sponsor directly to their existing community. These established podcast listeners will likely be interested in the ad content.

In newsletter sponsorships, the owner of the email publication sends your message directly to their mailing list.

Since you’ve chosen a relevant business to partner with, these recipients will likely be interested in your ad.

Screenshot of Morning Brew’s daily newsletter, November 2021

How sponsored ads in newsletters outperform social media ads

Social media is an essential component of many companies’ marketing strategies.

In fact, Facebook’s May 2020 State of Small Business Report found that 160 million businesses use the tech company’s social media apps every month.

Features like customer analytics and targeted ads have increasingly allowed small businesses to compete with established businesses, making social media advertising a top choice for new brands.

However, the increase in the number of users also leads to an increase in challenges that make it harder to capture qualified leads.

Paid social media challenges

Despite the popularity of social media ads, they are not a perfect solution.

The main disadvantages of social media advertising, from the growing popularity of ad blockers to ad blindness and distrust of social media, are making it more difficult for businesses to get a return on high investment.

Ad Blockers

As marketers, we love good advertising. However, most consumers do not share our passion.

In fact, many dislike ads so much that they will literally pay to avoid them.

Nearly 42.7% of Internet users say they use ad blockersaccording to a 2021 Hootsuite report.

The problem:

  • You can devote your time and budget to creating an engaging Facebook campaign, and it can be blocked by at least half of your target audience.

Advertising blindness

Have you ever run a social media campaign that got a lot of impressions but hardly any engagement?

There’s a reason for that: ad blindness.

Ad blindness refers to the phenomenon in which consumers ignore banner-type information.

This often happens unconsciously as users seek to avoid distractions.

The problem:

  • On a subconscious level, many users pick up patterns to identify which posts are advertisements. Then, when browsing, they will automatically scroll through marketing posts in their feed.


59% of consumers expect information on social media to be grossly inaccurate, a 2020 study from the Pew Research Center found.

Ongoing misinformation and privacy issues on social media platforms have caused consumers to revoke their trust in these digital spaces.

The problem:

  • Many consumers may approach social media ads with some skepticism.

How do newsletter sponsorships solve these problems?

Newsletter sponsorships are like social media ads, only better: they are digital, highly targeted and effective at all stages of the customer journey.

However, newsletter sponsorships, like advertisements in newsletters, make up for areas where social media advertising falls short.

They offer a more personalized and trustworthy alternative, excelling in direct reach, relevance, and credibility.

Direct reach

Newsletter advertisements cannot be blocked by ad blockers.

On top of that, they are delivered straight to the inbox of their target audience.

Whether you run a dedicated email sponsorship or a small placement in an existing newsletter, your audience will be more likely to interact directly with your brand.

By launching a newsletter sponsorship campaign, you will have a better chance of attracting the attention of your potential customers.


Newsletter subscribers are a group of enthusiasts. After all, who else would want to receive a newsletter on the same topic on a daily or weekly basis?

When you manage newsletter sponsorship, you can reach your target audience exactly where they are.

Is your target audience made up of travel enthusiasts looking for deals on flights and hotels? If so, you could sponsor a Zoomcake newsletter.

Are you advertising a product that helps customers relax before their nightly routine? Partner with sleep kingdom to reach subscribers wishing to sleep better.

Whatever your niche, you’ll likely find a newsletter community to match it.

By identifying the common interests of your target audience, you can drive awareness of your brand to more engaged readers.

You’ll reach more qualified leads and they’ll get access to great offers or product recommendations – it’s a win-win scenario.


It’s no secret that newsletters have a huge advantage over other media channels when it comes to consumer trust.

A survey by Mantis Research revealed that 60% of adults subscribe to at least one email newsletter, while online-only media only achieved a 55% trust rating among consumers.

When you manage a newsletter sponsorship, it’s almost like the publisher personally recommending your brand to their readers.

Rather than appearing as a random, standalone ad, you’ll be able to borrow the trust the newsletter has built with its audience.

How You Could Reach Millions With Just One Newsletter Ad

Launching your referral newsletter campaign is similar to developing any marketing plan.

To create a newsletter referral campaign, you must:

  • Identify your goals.
  • Choose your partner(s).
  • Design your creation.
  • Analyze the performance of your ad.

1. Identify your goals

Having a goal in mind is crucial to building a successful campaign. Start by thinking about what you want to get out of it.

Do you want to boost your notoriety? Drive traffic to your blog? Gain qualified leads?

Once you have an idea, decide on clear parameters and KPIs. How much traffic do you want to drive? How many leads do you want to earn?

Structure your goal using the acronym SMART: Specific, Measurable, Achievable, Realistic and Time-bound.

2. Partner with successful companies

Choose the right partner to run a successful referral campaign with. When selecting a company to work with, focus on three key areas:

  • Assess: Pay attention to ad value through metrics like cost per click (CPC).
  • Niche: Get the most qualified leads by making sure your ad is placed in front of people whose interests match your target audience. Find a post in the same area or one that is directly adjacent.
  • Demographic: Finally, you’ll want to make sure the reader demographics match your target audience.

To gather the information you need, you can request a media kit from each of your potential partners while you do your research.

Alternatively, you can use a directory like the Paved Market to search for newsletters by category and to find performance statistics and pricing information.

3. Design your ad creative

Your design guidelines may vary depending on the newsletter you are sponsoring.

Some will offer a range of options depending on your price, from a single block of text to a dedicated email.

4. Analyze your ad performance

Once you have launched your newsletter sponsorshipyou will want to track your results.

Keep an eye on stats like opens and clicks to gauge your engagement.

You can even calculate cost per acquisition (CPA) by combining your referral engagement metrics with your landing page conversion rate.

The Paved platform simplifies this step by tracking your performance metrics right from the start of your sponsorship. This way, advertisers can check their results in real time without disturbing the publisher.

Easily Launch Your Campaign – Join a Sponsored Newsletter Marketplace

You can register as an advertiser on Cobblestone to launch your newsletter sponsorship campaign.

Image credits

Featured Image: Image from Paved. Used with permission.