Partnerships & loops

Newsletter swaps and cross-promotion

Trade a mention with a maker who has a similar-sized list and a nearby audience.

Cost
Free

Free to use. No paid tier is needed to list or post.

Verdict
works

Works: trade a mention with a maker of similar size and nearby audience.

Difficulty
Easy

Mostly self-serve. Sign up and post, with light checks.

Effort
Medium

About 5 to 10 hours a month.

First result
1 to 2 weeks

A rough range for one person working on it part-time.

Payoff
Spike

a burst of traffic, then it fades.

Best for

Founders with a list.

Not for

Products with no newsletter.

Pros

  • Free reach to a similar audience
  • Quick to arrange

Cons

  • Needs your own list
  • Partners vary in quality

The full guide

Last verified 2026-10-30

Links checked 2026-10-30 · No website to check: this channel works by word of mouth or offline

01What it is and who is there

A newsletter swap means two writers recommend each other's newsletters or products to their readers. Cross-promotion covers any trade of mentions: in newsletters, posts or product updates. It is free reach to an audience similar to yours. It works best with partners of similar size and a nearby topic.

02Cost and what you actually pay for

It is free. Your cost is finding partners and writing the mention.

03Is it right for you?

It fits founders with a newsletter or audience, even a small one. It fits poorly if you have no list yet. Partner fit matters more than size.

04Before you start

  • Your list size, open rate and topic.
  • A list of newsletters with nearby audiences.
  • A short description of what you offer in a swap.

05Step-by-step: how to distribute here

  1. Find newsletters with a related topic and similar size.
  2. Read a few issues.
  3. Propose a specific swap: one mention each, on agreed dates.
  4. Write a genuine recommendation, not an ad.
  5. Track sign-ups from the swap with a unique link.
  6. Repeat with partners that worked.

06What to post or submit

Swap pitch:

Hi [name], I write [newsletter] for [audience] ([size], [open rate]). Our readers overlap on [topic]. Want to swap recommendations in the next issues? I'd write a short note about why I read yours.

07Common mistakes and do-nots

  • Do not misstate your list size.
  • Do not swap with unrelated audiences.
  • Do not add readers to your list without their sign-up.

08How to measure it

  • Track new subscribers per swap and their open rates.
  • A realistic test: three swaps.

09Time budget

  • Per swap: 1 to 2 hours.

10Pair it with

11Sources

Sources