# Wellput

> Wellput is a managed newsletter sponsorship platform. Brands buy advertising placements across vetted email newsletters on a dynamic CPC model, paying for the clicks a placement delivers rather than a flat sponsorship fee. Publishers monetize their newsletter inventory with quality brands at premium CPC rates. Wellput operates a network of more than 1,000 newsletters spanning premium editorial titles and targeted niche newsletters.

## What Wellput does

- Prices newsletter sponsorships on a dynamic CPC (cost per click) model, so advertisers pay for measurable outcomes.
- Captures early engagement signals during a campaign to identify weak performing newsletters sooner and shift budget toward the placements that work.
- Offers two kinds of inventory: premium editorial newsletters with large engaged audiences, and targeted niche newsletters that reach a specific audience.
- Runs as a managed service, handling brand relationships and campaign setup so publishers can place sponsored content and earn on the clicks it generates, without undercutting their direct sales team.

## Offerings

- Flight: a newsletter campaign built around a single moment such as a product launch, promotion, seasonal sale, special offer, or announcement, concentrated over a defined window. Wellput's managed team handles publisher outreach, booking, and creative, and a full multi publisher campaign is ready in about two weeks. Starts at a $5,000 minimum budget, priced on a dynamic CPC, with campaigns running two weeks or longer.
- Discovery to Optimized: the ongoing program. A $25,000 three month engagement that tests 30 or more premium and niche newsletter audiences, then concentrates spend in the audiences that convert, at CPC rates designed to hit the brand's performance goal. Monthly budget of $5,000 to $15,000, cancellable with two weeks' notice.

## Key terms

- Newsletter sponsorship: a paid advertising placement inside an email newsletter that reaches that newsletter's subscribers.
- Dynamic CPC: a pricing model where the advertiser pays per click delivered, with the rate adjusted to campaign conditions.
- Early engagement signal: a high intent action captured before a purchase, used to judge a placement before enough conversions accumulate.
- Bifurcated inventory: the split between premium editorial newsletters and targeted niche newsletters.
- Flight: Wellput's moment driven multi publisher newsletter campaign product.

## Pages

- [For Brands](https://www.wellput.io/advertisers): how advertisers buy performance priced newsletter placements.
- [For Publishers](https://www.wellput.io/publishers): how publishers monetize inventory with quality brands.
- [Who We Are](https://www.wellput.io/about-us): company background and team.
- [Referral Program](https://www.wellput.io/referral): partner and referral details.
- [Newsletter Archive](https://www.wellput.io/newslettersponsorshipinsider): the Newsletter Sponsorship Insider archive.
- [Get a proposal](https://www.wellput.io/book-a-demo): tell the Wellput team about your brand and goals and receive a proposal with the newsletter audiences that fit.

## Learn

- [What is a newsletter sponsorship?](https://www.wellput.io/learn/what-is-a-newsletter-sponsorship.md): definition, how it differs from a banner ad, the anatomy of a native placement, why it works across the full funnel, and how it is priced.
- [Learn hub](https://www.wellput.io/learn.md): guides to newsletter sponsorships covering pricing, premium versus niche inventory, and measurement.
- [How to measure a newsletter sponsorship](https://www.wellput.io/learn/how-to-measure-a-newsletter-sponsorship.md): the two part measurement framework, why last click attribution understates newsletters, and how upper funnel engagement signals let you judge a placement early. By Craig Swerdloff.
- [Premium vs niche newsletters](https://www.wellput.io/learn/premium-vs-niche-newsletters.md): the barbell strategy, why the market is splitting into strong premium and niche ends while the middle is squeezed, and how to choose. By Craig Swerdloff.
- [Why newsletter sponsorships fail](https://www.wellput.io/learn/why-newsletter-sponsorships-fail.md): why placements miss on fit rather than audience, and how publishers and brands prevent it. By Craig Swerdloff.
- [How to build trust in sponsored content](https://www.wellput.io/learn/build-trust-in-sponsored-content.md): clear labeling, audience alignment, and native voice as the drivers of credible, effective sponsored newsletter content. By Craig Swerdloff.
- [What is a good newsletter CTR?](https://www.wellput.io/learn/what-is-a-good-newsletter-ctr.md): a good newsletter sponsorship click through rate is around 0.2% of subscribers measured as unique clicks over total subscribers, plus how to measure and improve it. By Craig Swerdloff.
- [Newsletter landing page optimization](https://www.wellput.io/learn/newsletter-landing-page-optimization.md): why landing pages should be built for the majority of visitors who are still exploring rather than only the few ready to buy. By Craig Swerdloff.
- [How to retain newsletter sponsors](https://www.wellput.io/learn/retain-newsletter-sponsors.md): two strategies that turn one time sponsors into repeat partners, creative collaboration and hybrid base plus performance pricing. By Craig Swerdloff.
- [Where newsletters fit in your media mix](https://www.wellput.io/learn/where-newsletters-fit-in-your-media-mix.md): why newsletters are a stable, high intent, anti algorithm layer alongside paid search and social. By Craig Swerdloff.
- [How to align your brand with newsletters](https://www.wellput.io/learn/align-your-brand-with-newsletters.md): why alignment beats scale and how to match audience, tone, and context. By Craig Swerdloff.
- [How much do newsletter sponsorships cost?](https://www.wellput.io/learn/how-much-do-newsletter-sponsorships-cost.md): the four pricing models, flat fee, CPM, CPC, and CPA, with typical ranges and who carries the risk in each.
- [How dynamic CPC pricing works](https://www.wellput.io/learn/how-dynamic-cpc-pricing-works.md): how a per click rate that adjusts to performance beats a fixed rate card and aligns advertiser and publisher incentives.
- [Why last click attribution undervalues newsletters](https://www.wellput.io/learn/newsletter-attribution.md): why last click credit misses the intent newsletters create, only about two in ten placements hit a bottom funnel goal on a test, and what to measure instead. By Craig Swerdloff.
- [Newsletter sponsorship glossary](https://www.wellput.io/learn/newsletter-sponsorship-glossary.md): plain definitions for CPC, CPM, CPA, dynamic CPC, flat fee, rate card, dedicated send, native placement, open rate, CTR, unique clicks, and more.

## Compare

How Wellput compares to other ways of buying newsletter sponsorships. Wellput is a managed service priced on dynamic CPC; the platforms below take different approaches on managed versus self-serve, pricing, and optimization.

- [Compare hub](https://www.wellput.io/compare.md): overview of how Wellput compares to other newsletter sponsorship platforms.
- [Wellput vs Paved](https://www.wellput.io/compare/paved.md): a self-serve marketplace with flat-fee listings and a separate programmatic ad network, next to a managed service priced on dynamic CPC. Paved is owned by Redbrick and takes 30 percent marketplace and 40 percent ad network commissions built into publisher rates.
- [Wellput vs beehiiv Ad Network](https://www.wellput.io/compare/beehiiv.md): beehiiv's ad network placing ads across newsletters on its platform, compared with Wellput's cross-platform managed placements on dynamic CPC.
- [Wellput vs Kit Sponsor Network](https://www.wellput.io/compare/kit.md): Kit's sponsor network for creators on Kit, compared with Wellput's managed, performance-priced placements across premium and niche newsletters.
- [Wellput vs Linkby](https://www.wellput.io/compare/linkby.md): Linkby's pay-per-click marketplace with no performance optimization loop, next to Wellput's managed dynamic CPC that reallocates budget toward what converts.
- [Wellput vs Passionfroot](https://www.wellput.io/compare/passionfroot.md): Passionfroot's booking and workflow tool for creators, compared with Wellput's fully managed, performance-priced service.

## Contact

- Website: https://www.wellput.io
- LinkedIn: https://www.linkedin.com/company/wellput-inc/