What Businesses Look for in Newsletter Partnerships

Want to attract more advertisers to your newsletter? Understanding what businesses actually look for when choosing newsletter partnerships will help you position yourself as an attractive advertising opportunity.

We've talked to hundreds of businesses seeking newsletter advertising. Here's what matters most to them.

The Top 5 Factors Businesses Evaluate

1. Audience Alignment

This is the #1 factor. Businesses want to reach their ideal customers, and they'll pay premium rates for perfect audience fit.

What they're looking for:

• Clear audience demographics (age, location, profession)
• Specific interests and pain points
• Purchasing power and decision-making authority

How to improve: Write a detailed audience description on your newsletter profile. Don't just say "tech professionals"—say "engineering managers and senior developers at mid-size SaaS companies looking to improve their team's productivity."

2. Engagement Metrics

Raw subscriber numbers matter less than engagement. A highly engaged audience of 5,000 is often more valuable than a disengaged list of 50,000.

Key metrics businesses evaluate:

• Open Rate: Above 35% is excellent, above 50% is exceptional
• Click-Through Rate: Above 3% signals strong audience trust
• Reply Rate: Do readers actually respond to you?

How to improve: Focus on list hygiene. Remove inactive subscribers. Send content your audience actually wants to read.

3. Professional Presentation

First impressions matter. When a business visits your newsletter's public page, they're evaluating whether you're "brand-safe" and professional enough to associate with.

What they notice:

• Quality of your writing and design
• Consistency of your publishing schedule
• Your website and social media presence
• Previous advertisers and testimonials

How to improve: Invest in good design. Write clear ad package descriptions. Feature logos of past advertisers if you have them.

4. Clear Advertising Options

Businesses appreciate when newsletters make it easy to understand their options and pricing.

What helps:

• Multiple ad package options (primary sponsor, secondary, classified)
• Clear pricing (or at least minimum rates for bidding)
• Detailed specifications (image sizes, copy length, etc.)
• Straightforward booking process

How to improve: Create 2-3 distinct ad packages with clear names and descriptions. Be transparent about what's included.

5. Trust and Authenticity

Businesses want to partner with newsletters where their message will be presented authentically. They're not just buying ad space—they're borrowing your credibility with your audience.

What builds trust:

• Your personal voice and authentic recommendations
• Selective about advertisers (you don't promote everything)
• History of successful partnerships
• Clear disclosure practices

How to improve: Be selective about who you work with. When you do promote a product, explain why it's relevant to your readers.

Red Flags That Turn Businesses Away

Understanding what NOT to do is equally important:

• Inflated or unclear metrics: If your numbers don't add up, businesses notice
• Poor communication: Slow responses or unclear processes
• No audience information: "I write about stuff" isn't helpful
• Inconsistent publishing: Gaps in your schedule raise questions
• Too many ads: If every issue is wall-to-wall sponsored content, your recommendations lose credibility

How to Position Your Newsletter

Based on what businesses want, here's how to make your newsletter more attractive:

Create a Compelling Profile

Your public newsletter page should answer:

• Who reads this newsletter?
• Why do they read it?
• What results have past advertisers seen?
• How can I book an ad?

Showcase Your Best Metrics

Lead with your strengths. High open rate? Feature it prominently. Engaged audience in a valuable niche? Make that clear.

Offer a Smooth Experience

Make it easy for businesses to:

• Understand their options
• See pricing or minimum bids
• Contact you with questions
• Book and pay for ads

Build Social Proof

As you work with advertisers:

• Ask for testimonials
• Track and share results
• Build a portfolio of brands you've worked with

The Bottom Line

Businesses are looking for newsletters that can deliver real results to the right audience. By understanding their perspective and optimizing your presentation accordingly, you'll attract more—and better—advertising partnerships.

Ready to connect with businesses looking for newsletter advertising? Create your free profile on adly.news and start receiving inquiries from brands that match your audience.