For Brands

Test premium newsletter audiences without the rate card risk.

Wellput is a managed service that places newsletter sponsorships on a dynamic CPC model. Test across dozens of premium and niche audiences, find the ones that resonate for your brand, then concentrate spend on what's performing best.

Get a proposal

Brands reaching highly engaged newsletter audiences.

Whether the goal is customer acquisition or wide reach for a big moment, these brands run their campaigns through Wellput.

Masterworks
Noom
HubSpot
Nike
Talkspace
L.L.Bean
Sleep Number
AARP
Momentous
Constant Contact
Cash App
Cornbread Hemp
Sundays for Dogs
T-Mobile
Wildgrain

The problem

Buying premium newsletter inventory is risky and expensive

1

Rate card pricing

A single placement runs into five figures. You commit a big budget to one send and hope it works.

2

Audience fatigue

Repeat sends in the same newsletter burn out fast, forcing cancellation or renegotiation.

3

Hit or miss performance

Premium audiences do not convert for every brand. You pay rate card up front and only find out after the send.

What Wellput does

Managed service access to premium and niche newsletter audiences

Newsletters have reader attention, loyalty, and influence. A brand can borrow all three, and pay only when a reader clicks.

Premium publisher access

Test campaigns across a growing roster of premium newsletter publishers without sourcing each deal individually.

CPC, not rate card

Pay per click, not per send. Dynamic CPC pricing improves performance over time, so you are not committing big budgets up front and hoping the placement works.

Test, then concentrate

Test across premium newsletters plus dozens of niche titles, find what works, and concentrate budget there at a cadence the newsletter can sustain. Testing continues throughout, so the program keeps growing.

The math

The same $25K, thirty times the data

Traditional buying

$25K = 1 send

Rate card on a single premium newsletter sponsorship.

  • One audience tested
  • One creative tested
  • One shot to make it work

Wellput

$25K = 30+ audiences tested

Across premium and niche newsletters.

  • 30+ audiences tested
  • Multiple creatives tested
  • Optimized spend as winners emerge

Don't take our word for it

An outside look at Wellput

An independent review of how advertisers run and scale newsletter sponsorships through Wellput.

The process

How spend shifts

Spend shifts from Discovery to Optimized automatically. As newsletters prove viable, more of your budget concentrates on what resonates at CPC rates designed to hit your performance goal.

Discovery

Low-risk viability tests across a mix of premium and niche targeted newsletters, using engagement signals to optimize quickly.

Goal: find which audiences convert for your brand.

Optimized

Concentrate spend in the premium and niche newsletters that proved viable in Discovery, at optimized CPC pricing.

Goal: hit your performance goal, on average, across the viable audiences.

How pricing works

Performance moves the price

1

Max CPC bid

During Discovery, each publisher's CPC is set based on audience fit and historical performance, up to your max.

2

Performance moves the rate

After testing, CPC tracks actual results. Strong performance lifts the rate and weak performance brings it down.

3

Sustainable cadence

Publishers are motivated to choose the right brands and mail at a cadence that keeps performance high, avoiding offer burnout.

The loop repeats every send. No renegotiation and no manual rebalancing, so fatigue self corrects.

Two ways to run

Start with a moment, or build a channel

Flight concentrates a campaign around a single moment, timed to a launch, promotion, or event. The ongoing program tests dozens of audiences and concentrates spend in the ones that convert. Both are fully managed and both price on CPC.

Key moments

Flight

Made for your biggest moments.

Flight delivers a concentrated newsletter campaign over a defined window, timed to a launch, promotion, or event. Our managed team stands up a full multi publisher campaign, so your message lands with a targeted, engaged audience while the moment counts.

Seasonal sales Special offers Product launches Announcements
Budget
$5K minimum
To launch
About two weeks lead time
Duration
2+ weeks, flexible up to months
Pricing
CPC, dynamic
Momentum
Top performers can run again mid campaign, inventory permitting
Reporting
100% transparent by newsletter and creative
Get a proposal
Ongoing optimization

Recurring

Build newsletters into a scalable marketing channel.

Test across premium and niche audiences, find the ones that convert for your brand, then concentrate spend where you resonate at CPC rates designed to hit your performance goal. Less than rate card on a single premium send.

30+ audiences tested Multiple creatives Ongoing optimization
Investment
$25,000, three month commitment
Monthly budget
$5K to $15K, billed monthly
Cancellation
Two weeks' notice, anytime
Pricing
CPC, dynamic
Momentum
Winning audiences repeat as budget shifts from Discovery to Optimized
Reporting
100% transparent by newsletter and creative
Get a proposal

Both are fully managed, including publisher outreach, booking, creative, optimization, and transparent click and reach reporting throughout.

Questions

Brand questions, answered

Why is buying premium newsletter inventory risky? +
Premium newsletter sponsorships are sold on a flat fee pricing model, where a single placement can cost five figures. You commit a large budget to one send before knowing whether your creative resonates, the audience converts, or your landing page is optimized. You only learn whether the placement worked after you have already paid.
How is Wellput different from buying a sponsorship directly? +
Wellput places sponsorships on a dynamic CPC rather than a rate card, so you pay per click instead of per send. Instead of one five figure placement in one newsletter, the same budget tests across 30 or more premium and niche audiences, and spend then concentrates in the audiences that convert for you.
How does the Discovery and Optimized process work? +
Discovery runs low risk viability tests across a mix of premium and niche targeted newsletters, using engagement signals to optimize quickly. Optimized then concentrates spend in the newsletters that proved viable, at optimized CPC pricing, with the goal of hitting your performance goal on average across viable audiences. Budget shifts from Discovery to Optimized automatically.
How does dynamic CPC pricing work? +
During Discovery, each publisher's CPC is set based on audience fit and historical performance, up to your max CPC bid. After testing, CPC tracks actual results, so strong performance lifts the rate and weak performance brings it down. Publishers are therefore motivated to choose the right brands and mail at a sustainable cadence, so audience fatigue self corrects without renegotiation.
What is Flight? +
Flight is our campaign offering built around a specific moment. When a product launch, promotion, or seasonal event needs wide reach in a defined window, we place your message across a curated set of newsletters matched to your audience. Our managed team handles outreach, booking, and creative, so a full multi publisher campaign is ready in about two weeks. Flight starts at a $5K minimum, prices on CPC so you pay when readers engage, and runs for two weeks or longer. It is built for seasonal sales, special offers, product launches, and announcements.
How is Flight different from the ongoing program? +
Flight is built around a single moment such as a product launch, promotion, or seasonal event, running over a defined window and starting at $5K. The ongoing program is a $25,000 three month engagement that tests 30 or more audiences and concentrates spend in the ones that convert, building newsletters into a sustained acquisition channel. Both are fully managed and both price on a dynamic CPC model.
What does an engagement cost? +
A typical engagement is a $25,000 three month commitment, with a monthly budget of $5,000 to $15,000 billed monthly. That is less than rate card on a single premium send and tests 30 or more audiences. Pricing is dynamic CPC. The service is fully managed, and you can cancel with two weeks' notice.
How does Wellput compare to other newsletter sponsorship platforms? +
Most alternatives are self-serve marketplaces or platform ad networks that price on flat rates and leave the optimizing to you. Wellput is a managed service on a dynamic CPC that tests across audiences and concentrates spend where it converts. See the side-by-side breakdowns on our comparisons page.

Let's find the premium audiences that convert for your brand.

Share your landing pages, performance goals, target audience, and past and current sponsorships. We will put together a proposal with examples of premium and niche audiences that fit.

Get a proposal Join as a publisher