Wellput.io

Overview

Wellput is a newsletter advertising platform that simplifies the process of buying and selling email newsletter sponsorships through technology-driven campaign management and performance optimization. Founded by Craig Swerdloff, who previously served as chairman of the IAB Email Committee and on the board at LiveIntent, the platform works with over 200 newsletters across a dozen content categories, reaching approximately 80 million people in the United States. Wellput has facilitated sponsorships for major brands including Masterworks and connects advertisers with high-quality newsletters spanning categories like business, finance, technology, cryptocurrency, ecommerce, and more.

What differentiates Wellput from other newsletter advertising marketplaces is its emphasis on performance-based testing and optimization through dynamic cost-per-click pricing. Rather than forcing advertisers into expensive flat-fee commitments that might not deliver results, Wellput uses a data-driven approach where brands test multiple newsletters with controlled budgets, identify high performers, and then scale spending strategically with optimized CPC rates. The platform acknowledges that only about 2 out of 10 newsletters will meet performance goals at rates publishers will accept, so it structures campaigns to minimize risk during testing phases while maximizing returns on proven winners. For newsletter creators, Wellput provides access to quality brand partnerships with premium CPC rates based on audience quality rather than just subscriber count, along with seamless ad formats that blend naturally into newsletter content rather than disrupting the reading experience.

Best For

Wellput is ideal for performance-focused brands and growth marketers who want to test newsletter advertising at scale without committing large budgets upfront to unproven placements. The platform works particularly well for advertisers targeting specific niches like B2B decision makers, ecommerce shoppers, finance enthusiasts, or cryptocurrency audiences who need data-driven insights to identify which newsletters actually drive conversions rather than just impressions. Newsletter creators with engaged, targeted audiences in business, technology, finance, or specialized interest categories will benefit from Wellput's focus on quality over quantity, as premium CPC rates reward highly engaged readers rather than just large subscriber counts. The platform suits publishers comfortable with performance-based pricing and brands willing to invest in testing and optimization cycles rather than expecting immediate results from single placements.

Key Features

• Performance-Based CPC Pricing: Wellput uses dynamic cost-per-click pricing where advertisers only pay when readers actually click through to their offers, eliminating the risk of paying flat fees for sponsorships that don't deliver engagement. This performance-based model aligns incentives between advertisers and publishers, as newsletter creators earn more when their audiences engage while brands avoid wasting budget on placements that generate impressions but no meaningful actions.

• Low-Risk Testing Strategy: The platform implements an optimized testing approach that keeps budgets tight during initial campaign phases until results prove the newsletter placement delivers on performance goals. Wellput makes campaigns available to curated groups of relevant newsletters and carefully manages spend during testing, allowing advertisers to explore multiple potential partnerships without the $50,000-plus flat-fee commitments that traditional newsletter sponsorships often require.

• Data-Driven Scaling: Once Wellput identifies newsletters that meet advertiser performance goals at acceptable CPC rates, the platform doubles down on those high performers with increased budgets and optimized pricing. This scaling methodology ensures advertising dollars flow to proven placements rather than being spread evenly across all newsletters regardless of actual results, creating more efficient customer acquisition.

• Full Campaign Management: Wellput handles the entire sponsorship workflow including campaign strategy development, creative production, publisher coordination, budget management, and performance optimization, freeing advertisers to focus on results rather than operational details. This full-service approach eliminates the spreadsheet gymnastics and manual coordination typically required when managing multiple newsletter partnerships simultaneously.

• Automated Distribution With Controls: Publishers reserve advertiser campaigns through Wellput's dashboard system, which includes built-in controls that prevent overdelivery and overspending. This automated distribution ensures performance at scale without the manual coordination of schedules, delivery tracking, and budget allocation that typically consumes significant time when managing multiple sponsorships.

• Access to Premium Newsletter Network: Wellput works directly with hundreds of high-performing newsletters including well-known publications like Morning Brew, The Hustle, Milk Road, 1440, The Daily Upside, and The Peak, plus distribution access to tens of thousands more through partnerships with platforms like Kit. This extensive network provides advertisers with diverse audience targeting options across virtually any niche or demographic.

• Native Ad Formats: The platform specializes in creating seamless, engaging sponsorships that blend naturally into newsletter content rather than feeling like disruptive advertisements. These native formats maintain reader trust and engagement while delivering advertiser messages in the trusted voice of the newsletter creator, typically resulting in higher conversion rates compared to traditional banner or interruptive ad placements.

• Premium Rates for Quality Audiences: Newsletter creators earn premium CPC rates based on audience quality and engagement rather than just raw subscriber counts, rewarding publishers who maintain highly engaged, targeted communities. This quality-focused pricing recognizes that smaller newsletters with passionate, active readers often deliver better results than massive but disengaged lists.

• Curated Publisher Selection: Wellput provides advertisers with access to vetted, high-quality newsletter inventory across targeted categories, eliminating the need to manually research and evaluate hundreds of potential sponsorship opportunities. This curation ensures brands only test newsletters that match their audience targeting requirements and meet baseline quality standards.

• Flexible Partnership Structure: The platform supports various sponsorship formats including primary placements with maximum visibility, secondary placements at more budget-friendly price points, and list sponsorships as cost-effective testing entry points, allowing brands to choose placement strategies that match their awareness, consideration, or conversion objectives.

Pricing

Wellput does not publicly disclose specific pricing details, as costs vary significantly based on campaign objectives, target audiences, newsletter selection, and negotiated CPC rates between advertisers and publishers. The platform operates on a performance-based model where advertisers pay cost-per-click rates rather than flat fees, with actual per-click costs determined through testing and optimization based on what newsletters can deliver at rates that meet advertiser performance goals. Newsletter creators earn revenue based on the CPC rates negotiated through the platform and the number of clicks their sponsorships generate, with premium rates available for high-quality, engaged audiences. Wellput handles campaign management, creative production, and optimization as part of its service, though specific fees or commission structures charged by the platform are not publicly detailed. Brands interested in advertising through Wellput need to book a demo and discuss their specific goals, target audience, and performance objectives to receive customized campaign proposals and pricing. Newsletter publishers looking to monetize through Wellput should contact the platform to discuss their audience demographics, engagement metrics, and availability to be considered for their publisher network.