Your LinkedIn newsletter lands in your customer's inbox — but is it part of your company's email marketing strategy?
27. januar 2025
What actually is a LinkedIn newsletter?
A LinkedIn newsletter is basically an article you publish on LinkedIn. The article has its own separate URL on LinkedIn's domain, and when you publish a new one your subscribers automatically get an email notification.
In practice it therefore works as an email marketing channel – but with one significant difference:
It is LinkedIn sending the email, not you or your company.
When your subscribers receive an email about your LinkedIn newsletter, LinkedIn is the sender, and the recipient has to read the newsletter (your article) on LinkedIn
You can share your expertise and build relationships both generally via LinkedIn and via a LinkedIn newsletter.
And right now (January 2025) it looks as though LinkedIn is giving extra visibility to those people – and even companies – who choose to spend time publishing articles on LinkedIn as a LinkedIn newsletter.
But why is LinkedIn giving their users' newsletters so much visibility right now?
They have an interest in more people creating and sharing content on their platform. The more content is shared, the more time users spend on LinkedIn – and the greater the advertising revenue they can achieve.
That is why LinkedIn is currently giving their newsletters:
High organic reach. The newsletters reach more people than you might expect – and that is of course a big advantage for you.
Visibility with your audience. LinkedIn prioritises newsletters in users' feeds and through notifications.
A simple setup. It takes no technical know-how to get started with a newsletter on LinkedIn.
Imagine LinkedIn is a webshop. Your posts, articles and newsletters are like products on the shelves of their store.
The more products there are in the store, the more customers it attracts. And the more people who come past the store, the greater the chance LinkedIn can sell advertising space and other premium services.
Today LinkedIn offers you both shelf space and exposure through their emails entirely free – but it is probably only a matter of time before they start charging for the visibility you get.
So should you prioritise creating a LinkedIn newsletter?
If the exposure you get out of the effort makes sense for you and your company right now, then yes.
In January 2025 I launched a LinkedIn newsletter myself, titled "Loyalitet i indbakken", which is about email marketing and loyalty.
In the first 3 days after I published the first article I gained 192 subscribers on LinkedIn – without doing anything else at all. And they are, note, very relevant people who signed up.
I can see the subscribers, but it is NOT my mailing list.
See my first newsletter article on LinkedIn here
My LinkedIn newsletter comes out every 2 weeks, and if you are logged in to LinkedIn you can subscribe with a single click.
If you do, you will also get a notification when my new articles are published on LinkedIn.
But is the LinkedIn newsletter part of our own (and your) email marketing strategy?
No! It is social media marketing.