Why Your Open Rate Doesn’t Matter to Advertisers (And What Does)

As a publisher, you probably know your average open rate by heart. You might even lead with it in sponsor decks. And sure, it’s a nice number. But here’s the truth:

Advertisers don’t care about your open rate as much as you think.

Why? Because opens don’t equal impact. They’re a signal, not a result. What advertisers really want to know is:

➡️ Did someone see their brand?
➡️ Did they click?
➡️ Did they do anything?

If your pitch stops at “We have a 52% open rate,” you’re underselling your value. Here’s what actually matters to sponsors, and what you should focus on instead:It’s a timely move. And it could be a meaningful one.

1. Clicks and Click-Through Rate (CTR)

Clicks are the closest thing to proof that your audience took action. If your newsletter drives consistent, high-quality traffic to other brands, you’re already outperforming most digital ad placements.

✅ Share total unique clicks, not just CTR
✅ Break down what readers clicked (main link, CTA button, inline mentions)
✅ Compare sponsor content performance to your baseline

2. Audience-Brand Fit

Open rates can’t tell a sponsor who your readers are. But you can. Are they founders? Designers? CMOs? Side hustlers, with disposable income?

• Paint a clear picture of your audience.

• Include testimonials or sponsor results: “We got 320 clicks and 6 demo requests.”

• Use UTM data (if available) to track where traffic goes

3. Engagement Beyond the Click

Some newsletters spark replies. Others get shared in Slack channels or forwarded to teams. That kind of engagement is gold—make sure advertisers are aware of it.

• Quote reader replies that reference the ad or product

• Mention forward rates (if tracked) or signs of viral lift

• Highlight return sponsors and why they came back

The takeaway? Open rate might get your foot in the door, but it won’t close the deal. Advertisers want performance, alignment, and proof that your audience actually pays attention.

So next time you pitch a brand, don’t lead with “Our open rate is great.”

Lead with: “Here’s what our readers do—and how your brand fits in.”

Want to connect with advertisers who care about results, not vanity metrics? Try Wellput and get matched with sponsors who value what really matters.