The truth about newsletter CTR (and how to boost yours)
Think 0.2% CTR is bad? Not if you’re doing it right.
I recently wrote up a LinkedIn post about newsletter sponsorship click-through rates. The data shows that on average, 0.2% of subscribers click on a sponsorship in a newsletter.
That's unique clicks (excluding bots and duplicates) divided by total subscribers multiplied by 100.
If you have 100,000 subscribers, you might expect 200 unique clicks on sponsorships in each newsletter edition.
Many publishers inflate metrics by counting total clicks or using clicks divided by opens instead of total audience. This transparency gap hurts everyone in the ecosystem.
The real challenge isn't reporting inflated numbers but delivering genuine results that keep sponsors coming back. Here’s how to do that 👇
Position for Maximum Visibility
Where your sponsored content appears dramatically impacts performance:
Premium placements within editorial content capture more attention
Native mentions within relevant discussions feel less intrusive
Strategic and intentional positioning creates natural content flow
Publishers who thoughtfully integrate sponsored content, rather than isolating it, find their audience more receptive to the sponsored content.
Align Creative with Your Authentic Voice
Your readers subscribed for your perspective, not generic marketing copy. Consider the following:
If possible, request to write sponsor content yourself instead of using the provided ad copy
Maintain your usual tone, style, and formatting throughout
Tell micro-stories about how the product created real value for you
And how it can create value for your readers
Use language that feels natural to your newsletter
When sponsored content maintains your authentic voice, readers stay engaged rather than scrolling past obvious advertisements.
Create Urgency Through Specificity
Generic calls-to-action rarely inspire immediate action:
Limited-time offers create natural motivation to click now
Specific CTAs outperform vague "learn more" buttons
Add concrete benefit statements adjacent to links
When appropriate, use numbers to quantify benefits
Test different approaches to find what resonates
The most successful publisher-sponsor relationships involve collaboration on creative strategy that serves both audiences authentically while delivering measurable results.
Want to fill your premium inventory with quality sponsors who value transparent metrics and authentic partnerships? Try Wellput today, where we connect quality newsletters with brands that understand how to drive genuine engagement without misleading metrics.
