The newsletter format lends itself well to LinkedIn, a platform where long-form content thrives under the right conditions.
In this article, I will go through the entire process of creating a LinkedIn newsletter, as well as arm you with tips and best practices so you can make it successful.
Let's jump in!
LinkedIn Newsletter Access Criteria
To see if you have access to LinkedIn the newsletter feature, you will first have to turn on the Creator Mode inside the Creator Hub. To open your Creator Hub click on this link.
Next, read a short explainer on what Creator Mode is and click the "Next" button. In the window that follows, you will see which Creator Tools are available to you. As you can see, my profile still doesn't have the Newsletter enabled.
If you see this, don't worry. The newsletter feature is slowly being rolled out to members and company Pages, so if you don't have it yet, you will get it within a few weeks.
The access criteria for the newsletter is the same as for other features inside the Creator Mode, so if you have those enabled, it's just a matter of time when the newsletter will be unlocked for you too. The access criteria are:
- More than 150 connections/followers
- Recent shares of original content of any type (text, images, videos, articles, documents, etc.)
- A history of abiding by LinkedIn's Professional Community Policies
How to Create a LinkedIn Newsletter
Once the newsletter feature is enabled for your profile or company Page, creating one is extremely easy.
Step 1: Navigate to your LinkedIn Feed and click "Write article."
Step 2: Once you're in the article writing tool, click the "Create a newsletter" button, and you can start working on your first LinkedIn newsletter.
How to Open Your Newsletter to Subscribers
Once you publish your first newsletter, a page for your newsletter will be automatically generated. Everyone who visits this page can learn more about the newsletter and see past editions.
Users don't have to be signed in to LinkedIn to see or share the page, but they have to sign in to subscribe to the newsletter. Users can also leave reactions or comments on any past newsletters.
For your newsletter to get subscribers, you must first enable the Subscribe button. To do this, click on the "Share" button at the top of your newsletter page and select who you want to share the newsletter with. Those users will then have the Subscribe button at the top of the page when they visit it.
How to Subscribe to Other Newsletters on LinkedIn
There are three ways to discover and subscribe to other people's newsletters on LinkedIn.
First, others can invite you to join their newsletter. You will see the invitation in your "Pending invitations" section at the top of the My Network tab.
Second, you can look for the recommended newsletters in My Network tab. LinkedIn will recommend newsletters that fit:
- Your interests
Third, others from your network can share newsletters in posts. These posts will pop up in your feed, and you can choose to subscribe to the newsletter inside.
LinkedIn Newsletter Tips and Best Practices
LinkedIn newsletters are a fantastic way to keep your network engaged and informed, but only if they're done right. Here are some tips and best practices to ensure your LinkedIn newsletters are top-notch and can be utilized in your LinkedIn content strategy.
Keep it short and sweet
LinkedIn users are busy professionals who appreciate concise content that gets to the point. So, make sure your newsletter is clear and concise, with a strong focus on the most important information.
Keep your design clean and simple
When it comes to newsletters, less is usually more. Stick to a clean, simple design that's easy to read and won't overwhelm subscribers.
Send exclusive content
One of the best ways to encourage people to sign up for your newsletter is by offering exclusive content they can't find anywhere else. This could be in the form of discounts, early access to new products or services, or behind-the-scenes looks at your business.
Keep your subject lines short and concise
LinkedIn users appreciate subject lines that are short, sweet, and to the point. Avoid using all caps or excessive punctuation, and ensure your subject line accurately reflects your newsletter's content.
Write compelling copy
Once you have someone's attention with a great subject line, it's important to write compelling copy that keeps them engaged. Write in a clear, concise style and focus on delivering value to your readers.
Add a call-to-action (CTA)
Make sure to include calls-to-action (CTA) to encourage readers to take the next step. This could be signing up for your email list, registering for an event, or downloading a white paper or e-book.
Go beyond the update
Your LinkedIn newsletter should be more than just a regurgitation of your latest news and updates. Instead, use it as an opportunity to share interesting industry news, insights, and perspectives.
A/B test your content
A/B testing is a great way to see what type of content resonates best with your audience. So, try testing different headlines, images, and even content lengths to see what gets the most engagement.
LinkedIn members appreciate newsletters that are delivered on a regular schedule, so make sure you publish yours consistently. This could be weekly, bi-weekly, or monthly.
Timing is important
Schedule your LinkedIn newsletter to go out at a time when your readers are most likely to be online and engaged. LinkedIn users are most active during the weekdays, so consider sending your newsletter mid-week (Tuesday/Wednesday/Thursday) for the best results.
Monitor your analytics
Keep an eye on your LinkedIn newsletter analytics to see how your readers engage with your content. This data can help you improve future issues of your newsletter by tailoring the content to better suit your readers' needs.
There are a variety of LinkedIn newsletters available. They can be really broad, like the Digital Marketing newsletter which covers "Latest news and advice/education surrounding digital marketing, websites, SEO, social media and more!"
Or they can be narrower and more focused like Fiverr Tips For Gig Ranking which covers, well, pretty much what the title says.
Or they can be less focused and casual but still with an underlying thread that connects the many topics they cover, like New World Same Humans newsletter.
As you can see, there are very few rules, if any. You can create a newsletter on many different topics and your audience will find it as long as the content is interesting and consistent over a long period of time.
Best Ways to Build Your LinkedIn Newsletter Subscriber List
Is your LinkedIn newsletter struggling to gain traction? Understanding email newsletters and how to grow them won't necessarily mean you'll be successful with LinkedIn newsletters. They're quite different. Here are several tips on how to expand your LinkedIn newsletter subscriber list:
- Use relevant keywords in your profile so that people searching for those terms will find you and learn about your newsletter.
- Connect with as many people as possible on LinkedIn. The more connections you have, the more potential subscribers you’ll have for your newsletter.
- Seek out groups to join on LinkedIn. Many groups allow you to post content, including information about your newsletter.
- Host a contest or giveaway and promote it through LinkedIn. Make signing up for your newsletter one of the requirements to enter the contest.
- Use targeted LinkedIn ads to promote your newsletter. You can target ads based on factors like location, job title, or company size.
- Leverage LinkedIn’s Publishing Platform to write long-form articles. As with LinkedIn Pulse articles, you can include a CTA in your published pieces urging readers to sign up for your newsletter.
Q: Why can't I create a newsletter on LinkedIn?
A: One, make sure you fulfill the access requirements of having 150 connections/followers, have recently published original content on LinkedIn, and have a history of abiding by LinkedIn policies. Two, LinkedIn newsletters still aren't rolled out for all the users. Three, you can only have one newsletter up and running, and if you delete it, you might not be able to create another one.
Q: How to create a newsletter for a company page?
A: Navigate to your Page Admin view and click on the Edit pencil of the Newsletter section at the bottom of the right-hand sidebar. There, you can set the Title, Publishing Frequency, Description, and Logo for your company newsletter.
Q: Where are my LinkedIn newsletters?
A: You can find newsletters you are subscribed to in "My Network" under "Newsletters" in the left-hand sidebar.
Q: What are the LinkedIn newsletter recommended image sizes?
A: For the logo, the recommended image size is 300x300 pixels. And for the newsletter articles, a cover photo recommended size is 1280x720 pixels.
LinkedIn newsletters are an excellent feature for connecting thought leaders with their audiences. They also offer an opportunity to build relationships with potential and current customers by providing valuable content that they will appreciate and find helpful.
But before you start creating one, there are a few things you need to know. In this article, I've outlined the basics of creating a LinkedIn newsletter, as well as some tips and best practices for ensuring it is successful.
I've also included some examples of effective LinkedIn newsletters so you can get an idea of what works (and what doesn't). And finally, a newsletter is nothing without subscribers, so I've listed helpful tips to help you build your subscriber list on LinkedIn.