Marketing
LinkedIn Newsletters
How to reach around 800 million people with a single newsletter. Kind-of.
LinkedIn’s newsletter feature has become an essential tool for professional networking, although its rollout has been somewhat slow and selective. Initially launched in 2020 for influencers, it was later made available by invitation only, demonstrating LinkedIn’s intention to make the feature somewhat exclusive. The platform has announced ongoing rollout plans but has been vague about a completion timeline.
The feature allows users to publish newsletters to a broader audience, not limited to their direct connections. These newsletters are distinct from standard LinkedIn articles. While articles are excellent for sharing insights, newsletters are designed for regular content distribution. They give your first-tier connections a push-notification and provide a mechanism for them to subscribe to your future newsletters.
LinkedIn’s social dynamic has evolved to become more personable, though it remains a professional networking platform at its core. With 810 million users, the platform offers a broad audience mainly comprised of business professionals. Therefore, the answer to “Who is a LinkedIn newsletter for?” is straightforward: anyone looking to reach out to a professional audience.
There are crucial differences in the reach between LinkedIn posts, articles, and newsletters. Posts are usually seen only by your first-tier connections and have a short lifespan. Articles have a more extended reach as they get ‘pushed’ to a wider audience, but there’s no mechanism for subscribers to receive future articles. Newsletters, however, notify all your first-tier connections and offer them an option to subscribe, creating an opted-in, GDPR-compliant list of subscribers.
This feature is particularly powerful for lead generation, offering a way to engage an audience that actively wants to read your content. While you must tread carefully with the tone of your content, LinkedIn historically outperforms other social platforms in lead generation.
To start publishing newsletters, you’ll need to activate ‘Creator Mode’ in your LinkedIn dashboard. However, there are prerequisites for access to the feature: you must have at least 150 connections, have a history of original content creation, have engaged on the platform in the past three months, and have a clean record of adhering to LinkedIn’s Professional Community Policies.
In summary, LinkedIn’s newsletter feature provides a powerful tool for regular, targeted content distribution. Its unique ability to capture a static audience of subscribers sets it apart from posts and articles, making it a game-changer for professionals on LinkedIn.
The above is a summary of the article, LinkedIn Newsletters, the full version of which is available to read at The Marketing Alliance: themarketingalliance.co.uk
About the author, Clive Wilson
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