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Decision Tools · Creator

What should your newsletter sponsor pay?

CPM × real opens × niche premium × placement = the per-send rate to actually send a sponsor. Plus 4-send packages and dedicated-send pricing derived from the same base.

Your newsletter
%
$

$20–$50 general · $80–$150 B2B/finance/tech.

0.5 footer · 1.0 mid · 1.5–2.0 dedicated.

0.9 general · 1.0 niche · 1.25 senior decision-makers.

Per-send rate

$270

6,750 opens × $40 CPM × 1.0 × 1.00

Monthly revenue (sold out)

$1,080

4 sends fully booked

4-send package (10% bundle)

$972

Higher conversion than per-send

Dedicated send

$486

1.8× per-send rate

Per-send range to quote
Three honest scenarios, not one fake number.

Conservative

$230

Realistic

$270

Aggressive

$351

Conservative = first sponsor in a category. Aggressive = waitlist, renewals, proven CTR receipts.

Reality check
🚀Aggressive

Underpriced for the audience. Push CPM 30–50% on the next sponsor — niche newsletters routinely under-quote.

Biggest lever
The one variable that moves your result the most.
Package / dedicated upsell

Per-send rate is healthy. Move existing sponsors to 4-send packages or 1-send dedicated upgrades for 15–40% revenue lift.

The math
No black box. Here's exactly what we did.
  • Opens = subscribers × open rate %
  • Per-send rate = (opens ÷ 1000) × CPM × placement × audience quality
  • Monthly revenue = per-send rate × sends per month
  • Package (4 sends) = per-send × 4 × 0.9
  • Dedicated send = per-send × 1.8
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Common questions

What CPM should newsletters charge?▾

$20–$50 per 1,000 opens for general newsletters. B2B/finance/tech with high-intent readers: $80–$150 CPM. Hobbyist or general-interest trends lower.

Open rate vs subscriber count — which matters?▾

Open rate is the real number. 30k subs at 50% open beats 100k subs at 15% open every time. Sponsors buy attention, not your dashboard vanity metric.

Should I charge per send or per campaign?▾

Per send works for predictable cadence. Campaign / package pricing (4 sends + 1 dedicated) lets you raise effective CPM 20–40%.

When can I raise rates?▾

Anytime you have a waitlist, when an existing sponsor renews, when CTR proves out, or when audience quality changes (more buyers, more decision-makers).

What CTR should sponsors expect?▾

0.5–2% CTR on mid-issue placement is normal. Dedicated sends 2–5%. Below 0.3% you're underdelivering and renewals will collapse.

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