What is it?
Paying to appear in other established newsletters can be a great way to boost your own subscriber base.
Popular newsletters like Morning Brew, The Hustle, and The Skimm have all benefited from this strategy in the past.
A major benefit of these promotions is that you're only reaching people who are already "newsletter readers". Which is a win.
And if you're selective with your sponsorships and choose newsletters similar to yours, you know that their readers are likely to be interested in you too.
Because manually reaching out to newsletters to sponsor is very time-consuming and has an uncertain ROI, most newsletters that used to advertise directly in other newsletters have switched this spend to a SparkLoop partner program instead.
This has two major advantages:
- You can be connected with thousands of good-fit newsletters automatically
- You only pay for quality, engaged subscribers (rather than a flat fee or CPC)
The Good and the Bad
- High quality subscribers
- Can recoup cost with SparkLoop paid recommendations
- very time consuming if sourcing partnerships manually
- uncertain ROI (if not running through a platform like SparkLoop)
Examples of how to crush it
BotEatBrain -
This AI newsletter is always popping up in other places. Here they are in The Rollup.
Founder Anthony says these sponsorships have been doing really well, and he's always looking out for more.
TLDR
Here's TLDR sponsoring the bytes.dev newsletter. It works well as a partnership as they're both addressing a strictly tech-oriented audience.
Motley Fool
Motley Fool are a huge financial newsletter, so they have the budget to appear in some high profile ad spots. Here they are in Morning Brew...
And showing up again in The Hustle...
That's the two biggest financial newsletters in the world - so clearly Motley Fool are seeing a good return here to persist with this expensive strategy.
