LinkedIn Newsletter, how it works and how to exploit it

Until a few years ago, when social networks surpassed a critical mass of subscribers and spread all over the world, no one would have bet on the future of newsletters.

They looked like an obsolete tool, almost from another era. But, now, perhaps as a result of a disenchantment and a more mature and aware phase of the Internet, email marketing is going strong.

And a professional who already has or is building a community around it, almost certainly, as well as a blog , has its own newsletter.

That’s why it’s no surprise that LinkedIn , the leading professional network, wanted to implement the Newsletter feature for its members.

This publishing option is currently active by invitation only, but will gradually be extended to all users.

What are LinkedIn newsletters?

First of all, they don’t compare to the email-based “newsletters” we’re used to.

As the authors of a LinkedIn Newsletter, we are encouraged to regularly publish an article on a professional topic that interests us and that we know well.

Other LinkedIn members can subscribe to our newsletter and receive updates when we publish a new article.

What are the advantages of creating a Linkedin Newsletter?

In his guide, Linkedin explains:

You can take advantage of LinkedIn newsletters to regularly talk about a professional topic you are passionate about. Members can subscribe to your newsletter to be notified of new articles you post, allowing you to create and grow a regularly engaged audience.

Starting a newsletter on LinkedIn means engaging your audience from the moment you post. LinkedIn makes it easy to invite all of your connections or followers to subscribe when you create a newsletter.

Also, after publishing each newsletter article, push, in-app and email notifications are sent to all your subscribers to facilitate viewing.

You will get real-time feedback and comments from your readers and you can understand how your content works with analytics.

The LinkedIn newsletter can serve a variety of purposes, depending on our role or position.

With the LinkedIn Newsletter we can:

  • Strengthen our personal brand ;
  • Inspire our community;
  • Update subscribers on developments in our business;
  • Produce in-depth analysis.

How to create a newsletter on LinkedIn

PLEASE NOTE: At the moment this feature is by invitation only and Linkedin does not accept activation requests (however, as we said, this feature will soon be active for all LinkedIn users worldwide).

Alternatively, in the meantime, you can use Linkedin Pulse and publish articles individually.

Anyone who has received an invitation and has this function can create a newsletter on Linkedin following this procedure.

  1. Click Write an article at the top of the home page. You will be directed to the publishing tool.
  • Click Create newsletter .
  • Add a title, a description, a publication cadence and a logo for the newsletter and click Done .
    • By default, your connections and followers will be invited via a notification to subscribe to your newsletter.
    • Subscribers will be notified and an email when you write a new newsletter article. You can deselect this option if you do not want to invite your connections and followers to subscribe to your newsletter.
    • Once you have created a newsletter, you will see the title of the newsletter in the top corner right of the page. If you don’t see the title of the newsletter, click on the drop-down menu and select the newsletter you want to write in.
    • You can now write the first article for your newsletter.
      • You can publish up to one article every 24 hours.
    • When the article is ready for publication, click Publish at the top of the screen.
    • A window will appear to add more information. You can comment on what this specific newsletter article is about, ask your readers questions and @ mentions, or add #hashtags. When you click Publish, the newsletter will also be shared in the feed.
    • Once your first article is published, a page of your newsletter is automatically created with an overview of your newsletter , your profile information and a list of articles in the newsletter.
    • You can use your newsletter page to preview your newsletter and share or deactivate it.
    • Share your newsletter article on other social channels to increase audience engagement.

    Important : authors can create and manage only one newsletter at a time. If you delete your newsletter, you will be limited in the ability to create a new one.

    Publish a new article in your LinkedIn Newsletter

    To publish a new article in the newsletter:

  1. Click Write an article at the top of the home page. You will be directed to the publishing tool.
  • You will see the title of your newsletter next to the Publish button. If you do not see the title of the newsletter, click on the drop-down menu and select the newsletter you want to write about.
  • When the article is ready for publication, click on Publish at the top screen.

Edit or delete a LinkedIn Newsletter

To edit or delete a LinkedIn newsletter:

Switch to the publishing tool (via Write an article on the desktop home page) where the newsletter was originally created and locate the newsletter you want to edit or delete.

  1. Click on the Edit icon to the right of the newsletter name.
    1. In the pop-up window that appears you can change the title, description, the publication cadence and the newsletter logo.
  • Click Delete newsletter in the popup window to delete the newsletter. If you delete your newsletter, you will be limited in the ability to create a new one.

Best practice to write your LinkedIn newsletter

Linkedin has also indicated some recommended procedures to optimize our Linkedin Newsletter as much as possible. Here are best practices to help us create an engaging newsletter and reach a wider audience.

  1. Choose a name for your newsletter that describes a clear theme your audience can understand.
  • Upload a logo for your newsletter to increase engagement (300×300 pixels recommended).
  • Upload a cover photo for each single article of your newsletter (744 x 400 pixels recommended). Try to avoid Clipart or other generic stock images. Images with faces and people tend to engage the audience more.
  • Choose a clear title for each newsletter article that will help your audience understand what it’s about your article.
  • You could get more engagement by adding a few lines of comments or asking a question in a post when you share your newsletter. In your post description, you might also ask members to subscribe.
  • Maintain your chosen newsletter posting cadence so your subscribers can interact with your content on a regular basis. .

How to grow a LinkedIn newsletter

Alice Greschkow gives us some useful tips to increase the number of subscribers and the engagement of readers of our LinkedIn Newsletter.

Choose an intuitive name for the newsletter

LinkedIn doesn’t allow long headlines, so you should choose a name that lets people know immediately what to expect.

Choose a rhythm that suits you

When creating a newsletter, you need to choose a publication pace, eg. monthly or weekly. It is advisable to be consistent with the times to build loyalty and not confuse your subscribers.

If you don’t have a large following, a weekly pace is a good way to start. First, it allows you to get into writing if you miss the routine. Secondly, because a lot is happening on LinkedIn, you’ll need to regularly calibrate the style and tone to create a lasting impression.

Choose a topic that you can explore from various angles

If you want to work on your personal brand, you will need a field of expertise relevant to a career-oriented audience like LinkedIn’s.

Create value for the reader: LinkedIn may reward you

When you reach out to people who have an interest in your topic, they probably already have some experience. Give them something fresh and develop a coherent topic.

LinkedIn has editors who select quality articles. If your article includes a new idea or a different view on a topic, they can highlight your topic – this will automatically generate traffic and a wave of comments.

Learn from community feedback

There are many interesting people on LinkedIn who can give you a lot of ideas for your professional development and your field of interest.

After developing a newsletter, you will collect a lot of feedback: some will be fundamental, others will be kind.

But chances are you’ll come into contact with other experts along the way you didn’t know before, maybe because they don’t do personal marketing, maybe because they’re just getting started. Learn from them. They have a lot to offer.

Why a-professional should use a LinkedIn Newsletter

As we saw at the beginning of this article, the potential that the LinkedIn newsletter offers to a professional is many.

Even those who already have a successful newsletter should seriously think about creating one on LinkedIn , for the following reasons.

  • The LinkedIn newsletter is part of the ecosystem of the largest professional network in the world. Consequently, if there is the possibility of having some of your content highlighted or an important visibility, the game is worth the candle.
  • A traditional newsletter arrives ONLY in the inbox of subscribers. The LinkedIn newsletter, on the other hand, also sends an in-app and push notification when a new article is published.

If you use already the LinkedIn newsletter and you want to tell about its strengths and weaknesses or your personal experience, leave a comment.

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