Newsletter Sponsorship Calculator

Price a newsletter sponsorship from subscriber count, open rate and a target CPM.

About Newsletter Sponsorship Calculator

Newsletter inventory is priced on opens rather than subscribers, because an unopened email reaches nobody. Revenue per subscriber per year is the figure to track, since it shows whether the list is monetising as it grows. Pricing on list size rather than opens overstates the audience by the whole unopened share, which is usually more than half.

Formula

Newsletter Sponsorship

Slot price = opens ÷ 1,000 × target CPM

opens: Subscribers times open rate, the audience a sponsor actually reaches
CPM: Price per thousand opens

Worked example

With the default values below, Newsletter Sponsorship Calculator returns Price per Sponsor Slot of $367.50. Change any input above and every figure here is recalculated in your browser.

Inputs used

Subscribersminimum 0: 25,000
Average open rateaccepts 0–100 %: 42 %
Target CPM on opensminimum 0: 35
Sponsor slots per issueaccepts 1–10: 2
Issues per monthaccepts 1–30: 4

Results

Price per Sponsor Slot: $367.50
Monthly Sponsorship Revenue: $2,940.00
Opens per Issue: 10,500
Annual Sponsorship Revenue: $35,280.00
Annual Revenue per Subscriber: $1.4112

Step by step

1Values used
2Newsletter Sponsorship
3Price per Sponsor Slot= 367.50
4Monthly Sponsorship Revenue= 2,940.00
5Opens per Issue= 10,500
6Annual Sponsorship Revenue= 35,280.00
7Annual Revenue per Subscriber= 1.4112

Assumptions and limits

The result is derived only from the 5 inputs listed above. Anything not among them is not part of the calculation.
In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
Figures are rounded for display to 4 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Frequently Asked Questions

How is Newsletter Sponsorship calculated?

Slot price = opens ÷ 1,000 × target CPM Newsletter inventory is priced on opens rather than subscribers, because an unopened email reaches nobody. Revenue per subscriber per year is the figure to track, since it shows whether the list is monetising as it grows.

Why does Newsletter Sponsorship matter?

Pricing on list size rather than opens overstates the audience by the whole unopened share, which is usually more than half.

What values do I need to enter?

This calculator takes 5 inputs: Subscribers, Average open rate, Target CPM on opens, Sponsor slots per issue, Issues per month. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.