What Are Advertising Newsletters?
Advertising newsletters are email publications that include paid spots for brands, products, or services. These aren’t the same as promotional emails you send from your own company, which is referred to as email marketing. Instead, you’re placing an ad inside a newsletter that someone else has built.
Advertising Newsletters vs. Email Marketing
It’s easy to get confused and think advertising in a newsletter is the same thing as doing email marketing, but there’s a big difference.
Email marketing is when you build your own list of contacts and send them messages. You control everything: the content, the timing, the offers. But building and maintaining a strong email list takes a lot of work, and it can be slow to grow.
Newsletter advertising is different because you’re essentially borrowing someone else’s audience. Instead of spending months, or even years, building your own list of email subscribers, you can jump right in and get your brand in front of people who have already engaged with and are opening the newsletters.
While both email marketing and newsletter advertising are effective, if you want to reach a specific group of people quickly, newsletter advertising can be a huge shortcut.
Why Newsletter Advertising Works
There are a few simple reasons why newsletter advertising has gotten so popular and why it tends to work so well.
Readers Are Already Engaged
When someone opens a newsletter, it's because they want to. They're not mindlessly scrolling like on social media; they're actively choosing to read. That attention carries over to the ads, too, giving you a better chance of being seen and an action being taken.
Trust Makes a Big Difference
People trust the newsletters they subscribe to. They feel like they have a relationship with the writer or brand behind it. When your ad shows up in a trusted newsletter, some of that trust rubs off on you, too. That can make a big difference in how people react to your message and, ultimately, whether they click your ads.
It's Easier to Reach Niche Audiences
Newsletters often have really specific audiences, whether it's new parents, tech professionals, fitness enthusiasts, or local community members. That makes it easier to tailor your messaging and images to speak directly to the kind of people you want to reach, without wasting money on broad advertising that reaches people who aren't interested.
Types of Ads You'll See in Newsletters
Not every newsletter ad looks the same. In fact, there are a few different styles you might run into depending on where you advertise. The best one for you depends on your goals, your budget, and the style of the newsletter you're advertising in.
Sponsored Content
Sponsored content feels like part of the newsletter itself. Whether it's an article, a short note, or a featured story that talks about your brand, this type of content is written in the same voice as the rest of the newsletter. Because it blends in naturally and looks less ad-like, sponsored content often gets higher engagement.
Display Ads
This is a more traditional type of ad that you likely often see at the top of websites. Display ads are typically graphic banners placed at the top, middle, or bottom of the newsletter. These are good for brand recognition or quick promotions, but they need to involve strong, eye-catching graphics to capture the attention of the reader so they don't just skim over them.
Solo Sends
A solo send is when a publisher sends an entire email just about your brand. It's a bigger commitment and usually costs more, but you know that you're getting the full attention of your audience.
Simple Mentions or Text Ads
Sometimes your ad is just a few lines of text and a link. These ads are short, direct, and can work really well if you have a clear, strong offer.
How Newsletter Advertising Works
Thinking about giving newsletter advertising a try for yourself? Here’s a brief overview of how the process works.
Finding the Right Fit
The first step is figuring out which newsletters are a good match for your brand and your goals. This isn’t just about finding newsletters with the biggest audiences, it’s about finding the right audience. Some newsletters are very broad, covering big topics like business news or entertainment, while others are hyper-focused, like newsletters about organic gardening, startup investing, or dog training. The goal is to find a newsletter that your potential customer is most likely to subscribe to.
Working Out the Details
Once you find a newsletter you want to work with, the next step is hashing out the details of the partnership.
This usually includes:
- Placement: Where will your ad show up in the newsletter? Top placements generally get more attention, but middle or end placements can also work, depending on how engaging the content is.
- Format: Will your ad be a banner graphic, a text placement, a full sponsored article, or something else?
- Frequency: Are you buying a one-time placement, a bundle of multiple placements, or an ongoing sponsorship?
- Pricing: Newsletters might charge per send, per thousand impressions (CPM), or a flat rate based on reach and engagement.
Some newsletters have a set menu of options and prices. Others might be open to custom arrangements, especially if you’re willing to commit to a longer campaign.
Creating Your Ad
Once everything’s lined up, it’s time to create the ad itself. This is where a little extra thought can really pay off.
Your ad should feel like a natural part of the newsletter. If the tone of the newsletter is casual and fun, your ad should match that energy. If the newsletter is serious and data-driven, a playful ad might feel out of place.
You’ll also want to focus your ad on a single, clear message. Don’t try to cram too much into a small space. Think about what the reader should do next after seeing your ad, whether it’s clicking to learn more, signing up for something, or making a purchase.
Running the Campaign
After your ad is finalized and approved by the publisher, it’s time for it to go live.
Depending on the agreement you’ve made, your ad might appear in one edition of the newsletter, or it might run across several issues over time. Some newsletters will give you a “proof” version before it’s sent so you can see exactly how your ad looks in context. Others might just confirm the schedule and move forward.
Tracking the Results
When the campaign is done—or sometimes while it's still running—you'll want to see how your ad performed.
At a minimum, most newsletters will give you a report showing:
- Open rate: What percentage of subscribers opened the email.
- Click rate: How many people clicked on your ad or link.
- Deliverability: Confirmation that the email was actually delivered to the list.
It’s also smart to track performance on your side. If you used a special link with tracking parameters like UTM codes, you can see exactly how many visitors came from the ad, how long they stayed, and what actions they took on your site.
If your goal was sales, signups, downloads, or another action, you’ll want to tie your results back to those outcomes whenever possible.
After you’ve collected the data, take some time to review:
- Did the newsletter deliver the type of audience you expected?
- Did your ad get the engagement you hoped for?
- What could you tweak next time to get even better results?
Sometimes a campaign might not be a home run right away, but you’ll almost always learn valuable lessons that can make your next ad even stronger.
Common Newsletter Ad Mistakes
Even though newsletter advertising sounds simple, there are a few easy mistakes to watch out for.
Picking the Wrong Newsletter
It doesn't matter how great your ad is if you're showing it to the wrong crowd. Make sure the newsletter's audience matches who you want to reach.
Being Too Salesy
Readers don't want to be sold to aggressively when they're enjoying their favorite newsletter. Focus on being helpful and interesting first, and the sales will follow.
Ignoring Mobile Readers
Keep in mind that more than half of all emails are opened on phones. If your ad doesn't look good on a small screen, you're going to miss a lot of potential customers.
Forgetting to Follow Up
Sometimes it takes more than one ad to make an impression. If you're serious about newsletter advertising, plan for a few placements and build relationships with the publishers you work with.
How to Find the Right Newsletter to Advertise In
Finding the right place to advertise is just as important as what you say in your ad. You could have the most brilliant creative in the world, but if it’s landing in front of the wrong audience, it’s not going to deliver the results you’re hoping for.
Know Your Audience First
Before you even start searching, it's important to get crystal clear on who you want to reach.
Think about your ideal customer. What are their interests? What problems are they trying to solve? Where do they hang out online? When you have a strong picture of your audience in mind, it becomes much easier to spot newsletters that naturally align with them.
Research Carefully
Once you know who you're looking for, it's time to dig into the options.
Look beyond just the size of a newsletter's subscriber list. A massive audience doesn't mean much if they're not engaged—or if they're not your people. Instead, focus on things like:
- Engagement rates: High open rates and click-through rates usually mean the audience is paying attention.
- Content and tone: Does the way the newsletter communicates fit your brand's style? You want your ad to feel natural, not forced.
- Audience alignment: Are the topics, themes, and values of the newsletter a good match for your product or service?
It can help to actually subscribe to a few newsletters you’re considering. Read a couple of issues. Get a feel for the pacing, the voice, and the kind of conversations happening there.
Ask for the Data
Most professional newsletters will have some form of media kit available. This usually includes useful information like:
- Audience demographics (age, gender, location, interests)
- Email frequency (how often they send)
- Average open and click rates
- Advertising options and rates
Don’t be shy about asking for the numbers. A good publisher will be happy to share them—it shows that you’re serious about making smart choices.
Test Before You Scale
Even with all the right research, it's hard to predict exactly how an ad will perform until you try it. That's why it's smart to start small.
Ask if you can negotiate a test placement or a short-term package. This gives you a chance to evaluate:
- How well the audience responds
- Whether the tone and format are a good fit
- What kind of return you're getting for your investment
If the test goes well, you can confidently scale up your efforts. If it doesn’t, you’ll have valuable insights to guide your next move.
Ready to Kick Off Your Own Newsletter Advertising Campaign?
Newsletter advertising offers something that’s becoming increasingly rare in digital marketing: a real, personal connection with readers who are already paying attention. When done right, it can deliver incredible results, boosting brand awareness, driving qualified traffic, and growing your business in a sustainable way.
If you’re ready to make newsletter advertising part of your growth strategy, reach out to Beasley Digital Media today. We’ll help you find the right fit, craft the perfect message, and turn readers into loyal customers.