How to Get Sponsors for Your Newsletter (Even With a Small Subscriber Base)

So, you’ve got a newsletter going. You’ve built up a loyal crew of readers, and you’re consistently putting out great stuff.

Now, that little voice in your head is probably asking:

“Can I actually land sponsors, even if I don’t have 10,000 subscribers?”

Quick answer: Yup! 

Long answer: Heck yeah, if you play your cards right.

This whole post is for every newsletter creator with a small but mighty list who’s ready to start making some money.

1. Stop obsessing over huge numbers. Sponsors care about who you reach, not just how many.

Let’s squash the biggest myth right off the bat:

You absolutely do not need a massive subscriber list to snag sponsorships.

Brands aren’t just hunting for massive reach; they’re looking for relevance.

Think about it: An incredibly niche newsletter with 800 product managers who devour every single issue? Way more valuable than 20,000 random folks who barely even skim your emails.

Sponsors really care about:

• Who your audience is

• How engaged they are

• If your content gels with their product

Inboxes are personal spaces. If you’ve earned your readers’ trust, brands will gladly pay to be a part of that connection.

2. Make your value crystal clear (like, stupid clear)

If a potential sponsor lands on your newsletter page or Crata profile, can they instantly grasp what you’re offering?

Here’s what you need to spell out:

• Who exactly reads your newsletter (get specific: roles, industries, interests)

• How often you send it out

• What kind of content you cover

• Your open rates and click-through rates (if they’re good!)

• Examples of past sponsorships or what a sample ad would look like

No fluff. No vague claims about a “high-quality audience.” Clarity builds confidence.

3. Your list size really matters way less than your niche.

Big lists are cool, for sure. But super tight niches win deals.

Here’s what we’re seeing over at Crata:

• A newsletter about climate tech with 1,200 subscribers bagged 3 brand sponsors in just one week.

• A fintech newsletter with 900 subscribers landed a monthly sponsorship deal because their audience included 200 fund managers.

So, ask yourself:

• Who exactly is reading my newsletter?

• Would a brand pay to get in front of these specific people?

If the answer’s yes, then congratulations, you’ve got ad space. Use it!

4. Make it dead simple for sponsors to say yes.

Don’t make brands play a guessing game. Offer super clear sponsorship options.

Lay out exactly what they’ll get. Keep it straightforward:

• One-time ad: $X

• Monthly sponsor slot (4 issues): $Y

• Add-ons: banner, call-to-action link, featured product, etc.

You don’t need a fancy 10-page media kit. Just make your offer obvious and easy to buy.

Even better? Set up your Crata profile and let brands book you with just a click.

5. Pricing: Don’t sell yourself short (but don’t overthink it either).

If you’re just getting started, here’s a solid starting point for pricing:

• $20 to $40 per 1,000 opens for niche newsletters.

Charge more if your audience is super hard to reach or incredibly valuable (think investors, engineers, executives).

So, if your newsletter has 500 engaged readers and typically gets 300 opens? You could reasonably charge $10–$15 per ad slot, maybe more if you’re in a hot niche or have awesome click-through rates.

Tip: Start a bit lower, get a few sponsors on board, show them the results, and then you can bump up your prices later.

6. List your newsletter where sponsors are actually looking.

Brands aren’t just going to magically stumble upon your Substack. You have to put your newsletter right where they’re actively browsing.

That’s exactly where platforms like Crata come in handy.

You can:

• Create a clean, public listing for your newsletter.

• Get discovered by brands in your specific niche.

• Accept sponsorships without any awkward cold emails or complicated pitch decks.

The best sponsors are already out there searching. You just need to show up.

Final thoughts

You truly don’t need to wait until you hit 10,000 subscribers.

Or get verified on X.

Or become the next Morning Brew.

If you’ve built a small, targeted audience that trusts you, you’re already incredibly valuable.

Now it’s time to turn that value into income. 

Sound like a plan? Join the Crata waitlist now.

Small newsletters. Big money. 

Let’s make it happen.