> For the complete documentation index, see [llms.txt](https://adly-news.gitbook.io/adly.news-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://adly-news.gitbook.io/adly.news-docs/02-newsletter-owners/11-cross-promotions.md).

# Cross-Promotions

Cross-promotions let newsletters partner with other newsletters to grow their subscriber bases. Instead of a business paying for ad space, one newsletter pays another to feature them — earning money for every verified new subscriber they drive.

## How It Works

### For the Sponsoring Newsletter (Advertiser)

The sponsoring newsletter wants to grow their audience. They create a cross-promotion campaign specifying:

* **Cost per subscriber** — How much they'll pay for each verified new subscriber
* **Target newsletters** — What kind of newsletters they want to partner with
* **Campaign dates** — When the promotion should run

### For the Publishing Newsletter (Publisher)

The publishing newsletter features the sponsoring newsletter in their emails. They earn money for every reader who clicks through and subscribes to the sponsoring newsletter.

## The Cross-Promotion Flow

```
Sponsoring newsletter creates a CPS campaign
         ↓
Publishing newsletters browse and apply
         ↓
Sponsoring newsletter reviews applications
         ↓
Sponsoring newsletter approves & pays escrow
         ↓
Publishing newsletter receives tracking link with email merge tag
         ↓
Publishing newsletter features the ad in their email
         ↓
Readers click through → tracked via /x/ route with subscriber email
         ↓
Platform verifies new subscribers via ESP API
         ↓
Publisher earns cost-per-subscriber for each verified subscriber
         ↓
After booking completes, unspent escrow is returned
```

## Creating a Cross-Promotion Campaign

1. Navigate to **Cross-Promo** in the sidebar
2. Click **Create Campaign**
3. Fill in your campaign details:
   * **Title** — A clear name for the campaign
   * **Cost per subscriber** — How much you'll pay per verified new subscriber
   * **Date range** — When the promotion should run
   * **Description** — What your newsletter is about and why readers would subscribe
   * **Ideal partner description** — What kind of newsletters you want to cross-promote with
4. Click **Create Campaign**

The platform will automatically reach out to newsletters that match your target audience.

## Applying to Cross-Promotion Campaigns

1. Navigate to **Campaigns** in the sidebar
2. Look for campaigns marked with a per-subscriber price (Cross-Promo)
3. Click **View Campaign** to see details
4. Click **Apply** and include a message about why your audience is a good fit
5. Wait for the sponsoring newsletter to review your application

## The Escrow System

When a sponsoring newsletter approves your application, they pay an escrow amount upfront:

1. **Escrow calculation**: Estimated subscribers = your subscriber count × open rate × click rate. The escrow amount = estimated subscribers × cost per subscriber.
2. **Payment**: The sponsoring newsletter pays the escrow amount (any platform earnings balance is applied as a credit first).
3. **Earning**: As your readers click through and subscribe, you earn the per-subscriber rate for each verified new subscriber.
4. **Completion**: After the booking completes, the publisher is paid for verified subscribers (minus the 13% platform fee) and any unspent escrow is returned to the sponsoring newsletter's earnings balance.

## Tracking Links

When a cross-promotion booking is confirmed, you'll receive a tracking link that includes an email merge tag specific to your ESP:

| ESP              | Merge Tag                        |
| ---------------- | -------------------------------- |
| Beehiiv          | `{{email}}`                      |
| Kit / ConvertKit | `{{ subscriber.email_address }}` |
| EmailOctopus     | `{{EmailAddress}}`               |
| Ghost            | `{{email}}`                      |

The tracking link format is: `https://adly.news/x/<trackingId>?e=<merge_tag>`

When you include this link in your newsletter, each reader's email is captured on click. The platform then verifies with the sponsoring newsletter's ESP whether that reader actually subscribed.

## Subscriber Verification

The platform verifies subscribers directly with the sponsoring newsletter's ESP:

* Only **new** subscribers count — existing subscribers are not counted
* Verification happens automatically via ESP API integration
* Last-click attribution is used within a 3-day window
* Both the sponsoring and publishing newsletters can see verified subscriber counts in their booking details

## Viewing Your Cross-Promo Campaigns

Navigate to **Cross-Promo** in the sidebar to see:

* **Your campaigns** — Campaigns you've created to grow your audience
* **Pending applications** — Applications from newsletters wanting to promote you
* **Approved bookings** — Active cross-promotion partnerships

## Messaging

Both the sponsoring and publishing newsletters can communicate through the built-in messaging system. Conversations appear in **Messages** just like regular booking conversations.

## Payments

Cross-promotion payments work the same as other bookings:

* **Publishers** earn per verified subscriber, minus the 13% platform fee
* **Sponsors** pay the escrow upfront; unspent amounts are returned to their earnings balance
* All payments are processed through Stripe

## Tips for Success

### As a Sponsor (Growing Your Audience)

* Set a competitive cost per subscriber for your niche
* Write a compelling description of your newsletter
* Be specific about what kind of partner newsletters you're looking for
* Respond quickly to applications

### As a Publisher (Earning from Cross-Promos)

* Apply to campaigns that genuinely match your audience's interests
* Place the cross-promo link prominently in your newsletter
* Write authentic copy about why your readers would enjoy the sponsoring newsletter
* Use the tracking link exactly as provided — the email merge tag is essential for attribution

***

[Start cross-promoting on adly.news →](https://adly.news/newsletter/cross-promo)


---

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