If your business already uses an email newsletter, adding a LinkedIn newsletter to your strategy isn’t just a smart move—it’s a growth opportunity. LinkedIn newsletters can take your message beyond your existing audience, reaching followers of your company page and millions of professionals on the platform.
Unlike standard LinkedIn posts, newsletters notify subscribers via LinkedIn and their email inbox. This dual-channel approach maximizes visibility. For instance, a LinkedIn post might only reach 6% of your followers, while a newsletter can notify 100% of its subscribers, ensuring greater exposure.
By effectively integrating your email and LinkedIn newsletters, you can maximize visibility, build deeper connections, and grow your audience across channels.
LinkedIn newsletters are a goldmine for generating intent-based leads already interested in your expertise. By publishing consistent, high-quality articles under a newsletter, you attract an audience that actively wants to receive your content. These subscribers aren’t just casual followers—they’re professionals signaling their interest in your industry insights. Once someone subscribes, you can review their profiles, including job titles and industries, providing valuable context for personalized follow-ups. This approach allows you to build relationships with prospects who are already warmed up, making sales conversations smoother and more productive.
To amplify your efforts, consider pairing your LinkedIn newsletter with polls. After publishing an article, create a LinkedIn poll that connects directly to its topic. For example, ask your network a question like, “Would you like to learn [specific insight]?” and invite those who vote “Yes” to read your article. This simple interaction extends your article’s visibility and identifies engaged leads. Since LinkedIn lets you see who voted, you can immediately follow up with personalized messages, delivering the promised content while fostering deeper connections. This one-two combo—newsletter plus poll—qualifies leads efficiently while demonstrating your value upfront.
Why Add LinkedIn Newsletters to Your Strategy?
Reach Beyond Your Email List
Email newsletters are excellent for nurturing relationships with your existing contacts. However, their reach is often limited to your current subscribers. A LinkedIn newsletter allows you to expand beyond your email list, engaging your LinkedIn page followers and attracting new subscribers who discover your content on the platform.
LinkedIn amplifies your first newsletter by notifying all your page followers and connections, ensuring maximum visibility for your launch.
Engage a New Audience
LinkedIn newsletters notify subscribers via in-platform alerts and emails, giving you direct access to professionals who may not yet be on your email list. Combining this with your email strategy creates two distinct but complementary communication streams.
Leverage LinkedIn’s Professional Context
LinkedIn is a platform where users actively seek professional insights. Newsletters here allow you to showcase thought leadership and build credibility in a context where your content is highly relevant.
How to Combine LinkedIn and Email Newsletters
Step 1: Align Content Across Channels
Your LinkedIn newsletter can adapt and repurpose content from your email newsletter, offering bite-sized, actionable insights while directing readers to subscribe to your email for deeper dives, special offers, or exclusive updates.
Example:
Use your LinkedIn newsletter for industry trends, summaries, or key takeaways.
Include a call-to-action (CTA) encouraging LinkedIn subscribers to sign up for your email newsletter for expanded content, exclusive reports, or offers.
Step 2: Use LinkedIn to Capture New Leads
Think of LinkedIn as a top-of-funnel tool for growing your email subscriber base. Include links in your LinkedIn newsletters that encourage subscribers to join your email list for benefits like:
More frequent updates.
Access to exclusive webinars or eBooks.
Special promotions unavailable elsewhere.
Step 3: Cross-Promote Strategically
Promote your LinkedIn newsletter in your email campaigns to drive current subscribers to LinkedIn. Highlight benefits like enhanced visuals, access to LinkedIn-exclusive discussions, or shorter, more frequent updates. Conversely, promote your email newsletter in your LinkedIn content, ensuring both audiences understand the unique value of subscribing to both.
Key Benefits of Integrating LinkedIn and Email Newsletters
Broadened Reach
With LinkedIn, your content can reach your page's followers and their extended network when subscribers engage with your posts. This expands your visibility far beyond your existing email contacts.
Increased Engagement
LinkedIn newsletters allow multimedia integration—embedding videos, images, and even GIFs—creating visually compelling content that email alone may not fully support.
Valuable Insights
LinkedIn provides audience analytics, including job titles, industries, and locations. Use this data to refine your email strategy or create segmented campaigns targeting these new audiences.
Maximized Content Value
Repurposing email content for LinkedIn means you’ll get more mileage out of your existing material while reaching new audiences without doubling your workload.
Two-Touch Communication
Combining the two channels ensures consistent, reliable communication with your audience. If one medium underperforms for a subscriber, the other serves as a backup, keeping your content in front of them.
A Real-World Example of Success
Consider this: a marketing agency publishes a LinkedIn newsletter highlighting trends and industry shifts. They link to their email newsletter within the content, offering readers a comprehensive monthly report with exclusive tools and templates. This approach helps them convert LinkedIn subscribers into long-term email subscribers while maintaining visibility across both platforms.
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By combining your email and LinkedIn newsletters, you’re not just doubling your channels—you’re amplifying your reach and reinforcing your brand as a trusted source of industry insights. Start integrating today, and watch your audience and influence grow.