Sponsor pricing when I have zero proof?

Question

I run a weekly newsletter for East African founders and freelancers, around 4,200 subscribers. A few people have asked about sponsor slots. I've only done one — a friend paid $150 for a mention and it brought one signup, maybe. I have no media kit and no reliable open rate because I switched ESPs. What do I charge for a first real sponsor? I don't want to leave money on the table, but I also don't want to quote something silly and lose the ask.

Ling Ng · Answer

Before a number: what does the slot include? For 4,200 engaged subscribers, $500 minimum for a solo email is normal. Sponsors pay for attention, not list size.

Pippa Hennessy · Answer

A sponsor on a list that size killed our open rates. Watching.

Desmond Vaughn · Answer

Are the people asking after leads or visibility? If they want leads, one mention on 4,200 subscribers won't do much, and you'll have a disappointed sponsor after one issue. I spent a year trying to sell attention in a niche health newsletter; readers tuned out and it didn't convert my coaching clients either. I'd put that slot into your own course before taking sponsor money.

Eoin Ryan · Answer

Careful with the $500 minimum. I took $300 for a 'sponsored section' and the sponsor expected copy, revisions, a dedicated send, then a post in my training newsletter's Slack community. Delivery ate two weeks. Write down exactly what you'll produce before you talk price. The number follows the deliverable, not the other way round. If you can't show opens yet, say so and price the production, not the audience.

Sponsor pricing when I have zero proof?

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