LET'S GET STRATEGIC
LinkedIn Newsletters: Best Practices for Success
by Linda Pophal
LinkedIn suggests that LinkedIn Newsletters are one of the most effective features for content distribution, and they’re certainly growing in use by both individuals and companies. Do they really offer value and in what way? I sought input from LinkedIn experts who are using LinkedIn Newsletters—some with a large following and some just starting out—to get their insights, best practices, and actionable tips on how to make the most of this platform to grow and engage with a LinkedIn audience.
WHAT’S REQUIRED?
Starting a LinkedIn Newsletter is relatively straightforward, according to Lorraine K. Lee, who was editorial leader for LinkedIn Newsletters when they were first introduced and currently runs the newsletter Career Bites, which has more than 50,000 subscribers. “Anyone can start one! You just need an idea and ideally a regular cadence for publishing so people know what they can expect from you,” she says. The technical requirements are minimal, such as:
- Creator Mode turned on for your LinkedIn profile
- At least 150 connections or followers
- A history of following LinkedIn’s community guidelines
- A clear topic focus and publication schedule
As Nancy Sanchez-Louwagie, senior director of marketing at The Planet Group (TPG), emphasizes, “Don’t wait, just do it.” It’s easy to get bogged down by trying to follow too many rules or best practice recommendations, she admits, but overthinking can mean that you’ll never actually get your newsletter launched. Sanchez-Louwagie leads the marketing strategy and branding efforts for Launch Consulting, TPG’s digital consultancy. As part of these efforts, Sanchez-Louwagie manages a LinkedIn Newsletter—Navigating AI—which has nearly 14,000 subscribers, representing about 18% of the page’s followers. There are a lot of benefits to creating a LinkedIn Newsletter, she says, but a few drawbacks as well.
THE PROS
LinkedIn Newsletters offer several distinct advantages. “When you create a newsletter, a notification gets sent to all your followers and connections, meaning this is a unique opportunityto grow your audience quickly in this one moment,” explains Lee. Sanchez-Louwagie notes that for B2B companies, LinkedIn Newsletters are particularly valuable: “Most of our target audience lives within LinkedIn. So as a B2B tech consulting company, it really fits our demographic.”
Bob Hutchins, CEO at Human Voice Media, describes his newsletter as “a form of permission marketing inside a platform built around professional identity. That level of intentionality makes the connection warmer, more personal.” Hutchins’ newsletter, Bob Hutchins—The Human Voice, has 7,000 subscribers.
Other advantages to creating a newsletter include the following:
- Building authority and expertise in your field
- Higher engagement compared to regular posts or articles
- Content that appears in both subscribers’ feeds and inboxes
- Easier discovery because LinkedIn is actively promoting newsletters
THE CONS
“The one bad thing about [hosting a] newsletter in LinkedIn is that we can’t really target it,” Sanchez-Louwagie shares. There’s no ability to segment out certain types of subscribers to send them a more personalized message. There are some competitive considerations as well. “Let’s say a bunch of competitors subscribe to our newsletter. You can’t segment them to say ‘do or don’t send,’ ” Sanchez-Louwagie says. “If you subscribe to a newsletter, you get the newsletter.”
Additional disadvantages include the following:
- Limited analytics on engagement beyond basic metrics
- Requires consistent commitment to maintain audience interest
- Platform dependence on LinkedIn
- Limited design and formatting options
Lee knows that LinkedIn is working on adding more analytics and features to make the newsletter product more robust. Despite some potential drawbacks and the relatively new availability of this option for sharing content, some newsletter managers are gaining traction.
BEST PRACTICES AND ADVICE
Those who are successfully using LinkedIn Newsletters to build awareness and achieve goals point to some best practice strategies to help meet business aims and drive engagement.
Content Strategy and Testing
Sanchez-Louwagie’s team has transformed its newsletter through testing different formats. While the most popular one, for now, contained only a single article, the team has since expanded to a curated approach that includes what she calls “cosmic clicks and curated AI resources” featuring blogs, case studies, videos, and tips. This evolution reflects continuous testing to find what works. “Test the articles, test one with a video, test the topics, and then stick with the winners,” Sanchez-Louwagie advises.
Research Topics People Care About
Before investing time in content creation, conduct research. Sanchez-Louwagie recommends doing some SEO research to see what people are searching for and then covering those topics in your newsletter. “Make sure that people are interested in what you have to say first, before you put that time in,” she adds.
Repurpose Content (Appropriately)
When it comes to repurposing content from other channels such as blogs, most experts agree it can work—with adaptation. “I currently duplicate my email newsletter on LinkedIn to reach more folks; some people will prefer to read their newsletters on LinkedIn and don’t want another email,” Lee states.
PROMOTION
These experts agree that publishing is just the beginning. Sanchez-Louwagie emphasizes active marketing: “Promote your newsletter through multiple channels. Share it as a regular post and through email, and remind your clients about it. Don’t just publish and expect people to find it on their own—you need to actively promote it and make it easy for them to subscribe.” Other tips include the following:
- Pin your newsletter announcement to the top of your profile.
- Mention new subscribers by name to show appreciation and create visibility.
- Share each new edition as a regular LinkedIn post with a brief teaser and call to action.
- Include your newsletter link in your email signature.
- Cross-promote on other social platforms.
- Add a Subscribe button to your website or blog.
- Create microcontent pulled from each installment to spark interest.
- Ask thought-proving questions at the end of each installment to encourage comments and shares.
The most effective newsletter promotion strategy combines consistency, multichannel visibility, and genuine community engagement rather than relying on a single promotional tactic.
GEN AI: PROCEED WITH CAUTION
Marie Incontrera, CEO of Incontrera Consulting—whose newsletter, Your Big Idea, has more than 4,000 subscribers—advises this: “Gen AI can help brainstorm ideas, generate rough drafts, and accelerate the writing process. But human editing, emotional resonance, and personal experience are what make newsletters succeed.” Audiences are increasingly sensitive to generic AI-driven content, Incontrera warns. “I always recommend using gen AI for support, not for replacement—your unique voice is your biggest asset, and authenticity is non-negotiable.”
CONCLUSION
For the best results when using LinkedIn Newsletters, Incontrera says that newsletter editors should:
- Deliver real value—Teach something, inspire, or tell a memorable story.
- Show up consistently—Pick a rhythm (e.g., weekly, biweekly) and stick to it.
- Build conversation—Invite engagement instead of broadcasting.
- Include clear next steps—Whether it’s joining a webinar, booking a call, or simply commenting, ask readers to engage.
- Respect the platform—Long-form storytelling works best when it’s adapted thoughtfully for LinkedIn readers.
Sanchez-Louwagie encourages experimentation to find what works best for you: “I’m huge on experimenting and trying new things—little by little, you find out if the lemon’s worth the squeeze.” Incontrera says, “Done well, a LinkedIn Newsletter isn’t just a distribution tool—it’s a powerful engine for visibility, authority, and long-term business growth.” |
LINDA POPHAL (