How To Sell a Newsletter: 5 Lessons From Profitable Publishers

Recently, we shared a series of interviews with publishers who sold their newsletters. Now, we’re talking about what we learned from their stories, from launching the publication to closing the deal.

In this blog:

Need to catch up on the full series? Check out the interviews here:

How to sell a newsletter

What does it take to sell a newsletter? Check out these 5 key lessons from successful publishers.

1. Before you sell, get creative with list growth

Whether you’re building an email empire or planning an exit strategy, growing a loyal subscriber base is a key step to success. In fact, your audience size and engagement are two of the main factors in your newsletter’s valuation.

However, there’s no one strategy you can employ to guarantee a boost in subscribers. The publishers we interviewed found success through a variety of methods. In the end, it’s all about what works best for your newsletter.

Newsletter ad swaps
Newsletter sponsorships aren’t only for advertisers. Many up-and-coming publishers run their own placements in similar publications to promote their newsletters and gain subscribers. After all, who’s more likely to sign up for your list than someone who already subscribes to another newsletter in your niche?

A newsletter ad from Morning Brew

The Email School’s Juris Kristobans gained his first few hundred subscribers through placing ads in other newsletters. Many of those readers converted their friends, who ended up being some of the newsletter’s best readers.
Community engagement
A disappointing realization for many newsletter creators is that you can’t grow your newsletter alone. In other words, creating high-quality, innovative content is rarely enough to build a significant following. That’s why many creators start by promoting their publication in their own network, then expanding the circle.

When promoting his newsletter, publisher Jeff Possiel leveraged his relationship-building experience to drum up interest. He partnered with and acquired LinkedIn groups to attract more subscribers to his newsletter and online community.
Content marketing
If there’s one strength all publishers have in common, it’s content creation. So, you can use this to your advantage. One of the best ways to promote your newsletter is through cross-promotion in different content mediums. This strategy can take the form of blog posts, social media, or even gated content.

Andrew Kamphey of Influence Weekly found that one of the best decisions for his newsletter was creating the Influence 100. This ranked list highlighted the most influential marketers in a given year. The first edition doubled Kamphey’s subscriber count from 250 to 500. The following year, it added another 700 readers.

Cover photo from Andrew’s Influence 100 feature

Creator Derick Sozo Ruiz also advocated for content-based newsletter growth, crediting his Medium blog as an effective source of organic marketing. He referenced his article Top 7 Web Development Contract Templates as a key factor in promoting growth.

2. Remember that newsletters aren’t the only thing you can sell

A newsletter is a powerful medium for a variety of purposes, from engaging communities to promoting new products. However, it’s important to recognize the value of other channels as well.

In addition to two standalone newsletters, Jeff Possiel also sold his brand, Leadership Think Tank. The acquisition deal included a LinkedIn group and newsletter, fetching a hefty six-figure sum. Launching a community is just one option, but the possibilities are endless.

Building a presence across several channels isn’t only a value-add for potential buyers– it can also help grow your following along the way. Savvy publishers may expand their brand through a variety of mediums, including podcasts, YouTube videos, and social media accounts.

3. Software tools and platforms can work to your advantage

Selling your newsletter can be a daunting process, but you don’t have to navigate it on your own. There are plenty of tools and platforms to help you through each step, from finding a buyer to transferring the assets.

For listing your newsletter, most of the publishers we spoke to recommended using a marketplace like Flippa or IndieMaker, or even a newsletter-specific solution like Duuce. In addition to connecting publishers with interested parties, these platforms also offer resources to help with pricing and marketing your newsletter.

A few of our featured publishers also talked about using Escrow.com to safely and securely execute the exchange. While this platform charges a small fee for the service, many find that it’s worth the peace of mind, especially when dealing with a buyer they met online.

4. Keep an eye out for potential buyers

While listing your newsletter on a marketplace is a great first step to reaching potential buyers, it’s not the only way. Look for people in your network who may seem interested, and be open about your intentions to sell. After all, you might find the right match when you least expect it.

After listing his newsletter on Duuce, Derick Sozo Ruiz found a buyer on Twitter. Through Twitter search terms like “sell newsletter” and “buy newsletter,” he connected with Paul Metcalfe, who ultimately bought and later sold RemoteLeads.

“Check out multiple sources. Just like how jobs exist in multiple places, your ideal seller might be on a different website.” Derick Sozo Ruiz

5. Feeling burnt out? Selling isn’t the only option

There are plenty of great reasons to sell your newsletter. Maybe you need more time to focus on another project. Maybe you want to see it grow under someone else’s guidance. Maybe you could use some extra cash.

However, selling your newsletter is a major decision, and not one to be taken lightly. Try to avoid making a rash decision because you’re tired. First, consider your other options: take a break, get a co-writer, or alternate with curated editions. Keep in mind that every writer goes through a slump at some point. If you still want to sell after considering your alternatives, it may be time to start looking for a buyer.

Monetize your newsletter before it’s time to sell

You don’t need to undergo an acquisition to turn a profit from your newsletter. With Paved, you can partner with top brands to start monetizing today. Join the Marketplace and the Paved Ad Network to start running sponsorships in your newsletter.