Close New Sponsors, Even When Times Are Tough
Advertisers (like the rest of us) get cautious when the economy wobbles. Budgets shrink and approval cycles get longer, making it intimidating to try closing new sponsorship deals.
But sponsors still need to grow and see results. They just want proof and flexibility before they commit.
If you position your sponsorships as a low-risk, high-intent channel, your newsletter will stand out as the lucrative option during a recession.
Here’s how to win them over, even when budgets are tight. 👇
Show Sponsors the Real Value
Sponsors want to see exactly what they’re getting when every dollar counts. Make it easy for them:
Share audience details that match their ideal customer. Think job titles, industries, or interests.
Offer short, punchy case studies or anonymized results from past campaigns to build trust.
Set clear goals for each campaign, like leads or sales, not just opens or impressions.
Solve Recession-Specific Problems
Understand how recessions change your sponsors' priorities, then position your newsletter accordingly:
Customer retention becomes more valuable than acquisition. Showcase how your audience represents their existing customers.
Competitors may reduce marketing spend. Frame sponsorships as an opportunity to gain market share while others pull back.
If possible, create bundles across multiple issues at discounted rates, establishing predictable costs that sponsors can budget for.
Make Testing Easy
Marketers under pressure to prove ROI need fast wins. Help them get there:
Offer short-term test campaigns (1–2 sends), or consider launching "test and scale" packages where sponsors start small and can expand based on results.
Recommend the ad format that’s worked best for similar goals.
Write the copy for them, using proven structures.
The easier you make it to say yes, the faster you’ll close.
Reframe Newsletters as a Smarter Channel
Advertising in a newsletter is "meeting your buyer where they are.” When subscribers are reading a newsletter, they’re likely in the mindset that they’re going to learn something.
Therefore, they’re more inclined to book demo calls, start free trials, or learn more about a topic.
Scrolling through social media doesn’t offer that same opportunity of intent.
Compared to paid social or display ads, newsletters offer:
Higher intent audiences
Lower acquisition costs
Less competition for attention
Position your newsletter as a focused, efficient channel that delivers results without the noise of crowded platforms.
Marketing doesn’t stop during a recession. It just gets more selective.
If you can speak the language of performance and make it easy to test, you’ll stand out—and close more deals.
P.S. Want help pitching your newsletter to brands that care about results? That’s exactly what we do at Wellput. We match publishers with sponsors looking for performance. Try Wellput today.
