How to Nail Sponsorship Placement
When it comes to newsletter sponsorships, publishers and sponsors are often given one chance to get it right.
Sponsors typically run only one ad in most publications, hoping for the best possible results. Strategic placement can benefit everyone involved by boosting sponsor performance, increasing publisher revenue, and improving the reader experience.
Here’s how to balance placement with presentation for maximum impact.
Premium Positions, Higher ROI
The top of your newsletter–what readers see immediately–is prime real estate. It’s often referred to as the "primary placement,” and comes right after your intro but before your main content.
Why this works:
Reader attention is highest at the beginning, maximizing visibility
Sponsored content feels integrated, enhancing reader trust and sponsor performance
Unique clicks are often 2–3x higher than other placements, improving results for sponsors and revenue for publishers
But know this → Premium placement typically means higher costs. While it will likely generate the most engagement, a sponsor may not have the budget for it. This is where a secondary placement can come in. They are usually further down in a newsletter (either in the middle or at the end of the content), but these placements cost less for the sponsor, and can still be quite effective when integrated into the newsletter correctly.
Matching Your Content Style
The most effective sponsor content blends seamlessly into your newsletter's overall style and format.
Across almost all industries, ads mirroring the tone and editorial content of the newsletter perform better because they feel less intrusive and more natural to readers.
To Recap:
Integrating sponsors into your content that feels native to the reader is key. If the sponsor purchased a few ads in a bundle or package, you could offer to experiment across your primary and secondary placement options to optimize sponsor performance, which can lead to great renewal campaigns.
Plan your placements strategically—prioritize premium spots for sponsors seeking maximum visibility, and consider lower placements for cost-conscious clients.
Balancing ad placement, style, and cost effectively boosts sponsor satisfaction, reader engagement, and your revenue potential.
See you next week,
Craig
P.S. Want to attract high-quality sponsors who value smart placement and are willing to pay for results? That’s exactly why we built Wellput. 👉 Try Wellput today
