How Deliverability Impacts Newsletter Sponsorships

Mar 14, 2023

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Creators are always looking for a way to earn income through their efforts, which traditionally evolves into sponsorship or brand deals. Of course, creators want to earn this extra income, but they struggle to keep their audiences happy; no one likes to feel like they’re being sold to when reading their favorite newsletter. Is there an option that balances the needs of creators, audiences, and sponsors alike?

One solution is newsletter sponsorship. Creators spend a long time crafting relationships with their audiences to keep them loyal and engaged, and this can pay off for them in the long run once they’ve amassed a following with consistent open rates. Brands with similar target audiences strive to work with creators who have already built their readers’ trust.

In this episode, Alyssa and Melissa discuss what newsletter sponsorship is and how to use it to your advantage. Together, they delve into how newsletter sponsorship differs from email marketing, how sponsorship impacts your deliverability, and why newsletter sponsorship is mutually beneficial for all parties involved.

Key Takeaways

[04:27] - What is newsletter sponsorship?
[07:21] - What is the ConvertKit Sponsor Network and who is the target audience?
[10:26] - How newsletters differ from email marketing.
[15:14] - What sponsors are looking for when they pay to appear in a newsletter.
[18:10] - How will your newsletter’s deliverability change once you start introducing sponsorship?
[23:30] - Why newsletter sponsorship is mutually beneficial for everyone involved.
[26:40] - What to do when you experience deliverability issues with a sponsor.

Quotes

[12:21] “Another thing that's really awesome about newsletters and sponsors and brands is that you can really clearly help brands find out where they should go to find new customers.” ~ @alyssa_dulin

[20:13] - “The more you can encourage replies and that one-to-one feel in your newsletters, the better chance you have of moving those back to the primary inbox.” ~ @mel_lambert_

[21:24] - “I do recommend making sure that the ad still sounds like it's coming from you, that it visually matches your branding, and then, also, that the copy matches your branding.” ~ @alyssa_dulin

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