Struggling to price sponsorship opportunities for your newsletter? You're not alone. Whether you're just starting out or managing a larger operation, knowing how to price effectively can make all the difference.
From indie newsletters charging $100 per ad to major players like Bloomberg commanding thousands, pricing varies widely. Most newsletters fall somewhere in the middle, but the key to success lies in balancing value, strategy, and flexibility.
Pricing your first ad
We spoke with four newsletter operators about their first sponsorship deals and how they approached pricing.
Here’s what they shared:
As you can see, most publishers started with a conservative price range for their first ad. After running several successful sponsorships, all the creators we spoke with eventually raised their rates.
Learn more: 5 Lessons from Running My First Newsletter Ad
4 factors that influence prices
The cost of a newsletter ad campaign depends on several factors. Understanding these can help you set competitive and strategic pricing for your ad slots.
Here’s a closer look at the key elements that impact newsletter sponsorship pricing.
1. Ad type
Most importantly, the type of newsletter ad that you’re selling impacts the price. There are 3 main ad types in newsletter advertising:
Sponsored email
A sponsored email is an ad that appears alongside organic newsletter content. It’s a relevant blurb about a product or service recommended by the author.
Dedicated email
Also known as a list rental, allows advertisers to temporarily reach out to an audience outside of their own. Dedicated emails are typically pricier due to exclusivity.
Dynamically inserted ads
Also known as programmatic ads, these automated placements deliver small payouts per click. They’re a great option for larger newsletters (50K+ subscribers) looking to fill unused ad slots efficiently. On Paved, you can try these ads by joining our Ad Network.
2. Ad placement
Newsletter ads can appear in different positions, which affects when readers will see them—along with the price advertisers are willing to pay.
In sponsored emails, ads are usually placed in 3 main areas:
Primary sponsorship
The main sponsorship—typically featured at the top of a newsletter—is usually more expensive. Anything that appears “above the fold” of an email is prime ad space since it doesn’t require any scrolling.
Secondary sponsorship
Secondary sponsorships are typically placed in the middle of a newsletter. Since readers will have to scroll, these typically command a lower price than primary sponsorships.
Classifieds
Also called link ads, classifieds are often placed at the end of a newsletter. Since readers may lose interest or move on before reaching the bottom, these ads are considered lower-priced placements.
3. Audience interests and demographics
The makeup of your subscriber list directly impacts your revenue potential. One of the biggest advantages of newsletters is their ability to reach diverse audiences across various niches and industries, making them a top choice for advertisers targeting specific groups.
Advertiser demand is very important. For example, a newsletter for CEOs will fetch bigger demand--and higher rates--than one for college students.
If you're not sure where to start, browse the Paved Marketplace to check what other newsletters in your audience niche charge for sponsorships.
4. Newsletter readership size and demographics
The size and quality of a newsletter’s audience are big factors in how much ads cost. Larger audiences usually come with higher prices because they offer more reach and exposure for advertisers.
But audience quality matters too. A smaller newsletter with great click-through rates can be just as valuable, especially if it targets a specific niche.
For example, a company selling VPN software might rather pay extra to reach an industry-focused audience than spend money on a general-interest newsletter with a bigger but less relevant audience.
Example sponsorship rates
On the Paved platform, you’ll find sponsorships in the range of $150 to several thousand dollars.
Here's a sampling of popular newsletters and their prices.
Publication | Primary Sponsorship Cost | Subscribers | Newsletter CPC Estimate |
$6,000 | 302,689 | $47.87 - $64.76 | |
$250 | 250,000 | $2.17 - $2.94 | |
$795 | 110,000 | $7.95 - $10.75 | |
$2,429 | 85,000 | $4.73 - $10.13 | |
$295 | 41,000 | $3.47 - $4.69 | |
$135 | 10,626 | $3.85 - $5.21 | |
$900 | 10,000 | $1.22 - $1.65 |
In a study of the most re-booked sponsorships on Paved, the average newsletter cost-per-click was about $5.00. However, we found plenty of outliers with both higher and lower prices.
Strategic pricing tips
Strategic pricing strategies—like offering discounts for unsold inventory or setting premium rates for high-demand dates with Custom Pricing—can help you stay competitive and boost revenue.
Paved offers two built-in pricing tools to help you crush your sponsorship goals.
1: Turn on Smart Pricing for special offers
Newsletters with Smart Pricing are 7x more likely to get booked. Last quarter, 62% of all sponsorships went to newsletters using this feature.
How Smart Pricing works:
Set a minimum and maximum price range for your sponsorship. We'll adjust pricing based on market demand, offering strategic discounts for unsold slots.
For example, Hometalk, one of the largest newsletters in the world, uses Smart Pricing to strategically adjust discounts. Their ad rates are lower for unsold inventory in upcoming weeks, ensuring no opportunity goes to waste.
Learn more:
2: Set Custom Pricing for specific dates
With Custom Pricing, you can set exclusive rates for specific dates and sponsorship placements—ideal for high-demand events like Black Friday and Cyber Monday. Use this feature to stay competitive and maximize your revenue.
How Custom Pricing works:
Choose the day you'd like to edit on your Availability Calendar, and set a custom price. It's as simple as that.
Learn more: How to Set Up Custom Pricing
