Let me tell you a quick story. A few months ago, I sent a single email. Just one. A week later, my bank account was $400 richer.
That email wasn’t a job application or a winning lottery ticket. It was a pitch for a sponsored post in my Substack newsletter. And it completely changed how I thought about making money from my writing.
If you’re a content marketer, a writer, or a creator with a growing newsletter, you’re probably sitting on a goldmine you haven’t fully tapped into yet. You pour your heart into creating amazing content, building a community, and hitting “publish” every week. But what if that effort could also lead to a new, meaningful income stream?
That’s what this post is all about. Forget complicated theories and vague advice. I’m going to walk you through the exact, step-by-step process I used to land my first Substack sponsor. We’ll cover everything from getting your newsletter “pitch-ready” to the word-for-word email template that worked for me.
Ready to turn your newsletter into more than just a passion project? Let’s dive in.
Why Substack Sponsorships Are a Game-Changer for Content Marketers
Before we get into the “how,” let’s talk about the “why.” Why are newsletter ads so powerful right now?
Think about your own inbox. It’s a personal, curated space. When you let a newsletter in, you’re giving it your attention in a way you just don’t on a noisy social media feed. An ad on Instagram is like a billboard you drive past at 60 mph. A sponsorship in a newsletter you love is like a recommendation from a trusted friend.
For content marketers, this is huge. It means you can offer brands something incredibly valuable: direct access to a niche, engaged audience that already trusts you. These aren’t just random eyeballs; they are people who share a common interest and value your opinion.
Successful content partnerships are a win-win-win:
- You get paid for your hard work.
- The brand gets its message in front of the right people.
- Your readers discover a cool product or service that’s actually relevant to them.
When done right, a sponsorship feels less like an ad and more like a valuable piece of content.
The Pre-Pitch Checklist: Getting Your House in Order
You wouldn’t ask someone on a date without brushing your teeth first, right? The same logic applies here. Before you even think about reaching out to potential Substack sponsors, you need to make sure your newsletter is ready for company.
Step 1: Know Your Numbers (and Your Audience)
As content marketers, we live by data. It’s time to apply that same mindset to your newsletter. Log in to your Substack dashboard and get familiar with three key metrics:
- Total Subscribers: This is your list size. But don’t get discouraged if it’s not in the thousands!
- Open Rate: This is the percentage of subscribers who open your emails. This is a powerful indicator of engagement. An open rate of 40% or higher is fantastic.
- Click-Through Rate (CTR): This is the percentage of people who clicked a link in your email. This shows your readers are taking action.
Here’s the secret: a small, engaged audience is often more valuable than a huge, passive one. A sponsor would much rather pay to reach 500 people who hang on your every word than 5,000 who never open your emails.
Step 2: Define Your Niche and Value Proposition
Take a moment and answer these questions honestly:
- Who exactly reads my newsletter? (e.g., “Junior content marketers at tech startups,” “Freelance graphic designers,” “Hobbyist bakers.”)
- What problem do I solve for them? What value do I provide?
- Why would a brand want to connect with my specific audience?
For my newsletter, I knew my audience was made up of other writers and marketers looking for practical tools to improve their workflow. This clarity was my superpower. It meant I could confidently tell a brand, “My readers are your ideal customers.”
Step 3: Create a Simple Media Kit
Don’t let the fancy name scare you. A media kit is just a one-page document that acts as your newsletter’s resume. It makes you look professional and saves you from typing out your stats over and over again.
You can create one for free using Canva or even a simple Google Doc. Here’s what to include:
- Your Newsletter’s Name and Logo: The basics.
- A Short “About Me/Us”: A one-paragraph summary of who you are and what your newsletter is about.
- Audience Profile: A quick description of who reads your newsletter.
- Key Stats: Your total subscribers and average open rate. Be honest!
- Sponsorship Options: What are you selling? A classified ad? A main feature? A dedicated email? Start simple with one or two options.
- Pricing: How much does it cost? (We’ll get to pricing later).
- Contact Information: Your name and email address.
Save it as a PDF, and you’re ready to go.
Step-by-Step: How to Find the Perfect Substack Sponsors
Okay, your house is in order. Now it’s time to find the perfect brands to invite over. This is where strategy trumps luck.
Method 1: Start with Brands You Already Use and Love
This is, by far, the best place to start. What tools, products, or services are part of your daily life? Make a list.
My first successful pitch was to a software company whose product I genuinely used every single day. Why did this work? Because my recommendation would be 100% authentic. Readers can smell a fake endorsement from a mile away. When you promote something you actually love, the copy writes itself, and the trust you’ve built with your audience remains intact.
Method 2: Become a Sponsorship Spy
Who is already spending money on newsletter ads in your niche? The answer is your hot-lead list.
Subscribe to 5-10 other newsletters that are similar to yours. See who is sponsoring them. These companies are already convinced of the value of newsletter advertising. They get it. This means your pitch won’t be a cold education; it will be a relevant business proposal.
Create a simple spreadsheet to track what you find:
- Newsletter Name
- Sponsor’s Name
- Sponsor’s Website
- A link to the ad
This is your treasure map to potential partners.
Method 3: Use Your Content as Bait
Want to warm up a potential sponsor? Mention them organically in your newsletter *before* you ever pitch them.
Did you use a cool tool to create a graphic? Mention it and link to it. Did you read an insightful book? Recommend it. After you publish, share the post on Twitter or LinkedIn and tag the company.
This puts you on their radar in a positive, non-salesy way. When you eventually slide into their inbox with a pitch, they might just recognize your name.
The $400 Pitch: Deconstructing the Email That Worked
This is the moment you’ve been waiting for. I’m going to break down the exact structure of the email I sent. Feel free to adapt this for your own use. It’s not about copying it word-for-word, but understanding the psychology behind why it works.
Part 1: The Subject Line: Clear and Intriguing
Your subject line has one job: get the email opened. Avoid anything spammy or vague.
My subject line: Partnership Idea: [My Newsletter Name] x [Brand Name]
Why it works: It’s professional, direct, and collaborative. It frames the email as an “idea” rather than a “demand.” It shows you’ve already thought about them specifically.
Part 2: The Opening: A Genuine, Personalized Compliment
Do not start with “My name is…” They don’t care about you yet. Start by talking about them. Show you’ve done your homework.
My opening:
“Hi [Contact Name],
I’m a huge fan of [Brand Name] and have been using it to [achieve a specific task] for the past year. I especially loved your recent [mention a specific blog post, feature, or campaign they launched]. The focus on [mention a value they have] really resonates.”
Why it works: This immediately proves you’re not a robot sending a mass email. You’re a real user and a fan. In just two sentences, you’ve built a connection.
Part 3: The Bridge: Connecting Your Audience to Theirs
This is the most critical part of the pitch. You must connect the dots for them and explicitly state why a partnership makes sense.
My bridge section:
“I run [My Newsletter Name], a weekly newsletter for over [Number] content marketers and creators. We focus on sharing actionable tools and strategies to help them work smarter.
Our audience is your ideal customer profile, and they trust our recommendations. With an average open rate of [Your Open Rate]%, our content gets seen by a highly engaged group of industry professionals.”
Why it works: It clearly states who you are, who you reach, and why that audience is valuable to *them*. Using the open rate is a power move that adds credibility.
Part 4: The Ask: A Clear and Simple Offer
Don’t be shy, but be specific. Tell them exactly what you have in mind.
My ask:
“I’d love to explore featuring [Brand Name] as a sponsored partner in an upcoming edition of the newsletter. A typical sponsorship includes a 150-word feature at the top of the email, including a link and a call-to-action of your choice.
This is a great way to get your product in front of a targeted audience that is actively looking for solutions like yours.”
Why it works: It’s a concrete proposal, not a vague “let’s work together.” They know exactly what they would be buying.
Part 5: The Close: Making It Easy to Say ‘Yes’
End with a clear, low-friction call to action.
My close:
“Would this be something you’re open to exploring? I’ve attached a simple media kit with more details on our audience and pricing.
Let me know what you think!
Best,
[Your Name]”
Why it works: It attaches the media kit for them to review on their own time and asks a simple yes/no question. It’s not pushy and makes the next step feel easy.
After You Hit ‘Send’: The Art of the Follow-Up
What if you send your perfect email… and hear nothing but crickets?
Don’t panic! People are busy. Inboxes are flooded. A lack of response is not always a ‘no.’ It’s often just a ‘not right now.’
Wait 5-7 business days. Then, send a polite, short follow-up by replying to your original email.
Simple follow-up template:
“Hi [Contact Name],
Just wanted to gently bump this in your inbox in case it got buried. We’d love to explore a potential content partnership to introduce [Brand Name] to our audience of content marketers.
Let me know if this is something you’d be interested in discussing.
Thanks!”
Sometimes, that little nudge is all it takes. For my $400 deal, they replied to my follow-up email! Polite persistence pays off.
Your Turn to Land Your First Substack Sponsor
Building a revenue stream from your Substack isn’t some far-off dream reserved for writers with tens of thousands of subscribers. It’s an achievable goal that starts with a single, well-crafted pitch.
Let’s recap the roadmap:
- Get your house in order: Know your numbers, define your niche, and create a media kit.
- Find the right partners: Start with brands you love and spy on your competitors.
- Craft a personalized pitch: Make it about them, connect the dots, and present a clear offer.
- Follow up politely: Don’t give up after the first try.
The journey from zero to your first $400 (or $50, or $1,000!) is a series of small, intentional steps. The most important one is the first one.
So, here’s my challenge to you: Who is one brand you would absolutely love to feature in your newsletter? Take ten minutes today, find a contact, and draft your pitch using this framework. You might just be one email away from your own success story.
