LinkedIn Newsletters: Best Practices for Success

You should be using this cost effective marketing tool

LinkedIn suggests that LinkedIn Newsletters are one of the most effective features for content distribution, and they’re certainly growing in use but individuals and companies. But, do they really offer value, and in what way?

We sought input from LinkedIn experts who are using LinkedIn Newsletters—some with a great 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 you need to know about leveraging LinkedIn newsletters

Starting a LinkedIn Newsletter is relatively straightforward, according to Lorraine K. Lee, former editorial leader for LinkedIn Newsletters when they were first introduced. “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.”

The technical requirements are minimal. You need:

• • • 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,” she advises. It’s easy to get bogged down by trying to follow too many rules or best practice recommendations, she says, 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 13,790 subscribers, representing about 18% of the page’s 77,038 followers. There are a lot of benefits for creating a LinkedIn Newsletter, she says, but a few drawbacks as well.

What are the Pros and Cons?

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 opportunity to grow your audience quickly in this one moment,” explains Lorraine K. Lee, a keynote speaker, author of Unforgettable Presence: Get Seen, Gain Influence, and Catapult Your Career, and the editorial lead for LinkedIn Newsletters when they were first released. She also has her own newsletter on LinkedIn—Career Bites—which has 50,163 subscribers.

“Anyone can start one,” Lee says. “You just need an idea and ideally a regular cadence for publishing so people know what they can expect from you.”

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 adds: “It’s 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 7000 subscribers.

Other advantages include:

• • • Building authority and expertise in your field.
    • Higher engagement compared to regular posts or articles.
    • Content appears in both subscribers’ feeds and inboxes.
    • Easier discovery since LinkedIn is actively promoting newsletters.

Despite the benefits, though, there are notable limitations to consider.

The Cons

“The one bad thing about the newsletter in LinkedIn is that we can’t really target it,” explains Sanchez-Louwagie. There’s no ability to segment out certain types of subscribers to send them 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:

• • • Limited analytics on engagement beyond basic metrics.
    • Requires consistent commitment to maintain audience interest.
    • Platform dependence—you’re building on “rented land.”
    • Limited design and formatting options.

Lee says, though, that she 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.

What Best Practice Advice Do Users Have to Offer?

Those successfully using LinkedIn Newsletters to build awareness and achieve business goals point to some best practice strategies to help achieve goals and drive engagement.

Content Strategy and Testing

Sanchez-Louwagie’s team has evolved their newsletter through testing different formats. While the most popular one, for now, was just a single article, they’ve since expanded to a curated approach that includes “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 search engine optimization (SEO) research to see what people are searching for. Then cover those topics in your newsletter.

She adds, “Make sure that people are interested in what you have to say first, before you put that time in.”

Repurpose Content (Appropriately)

When it comes to repurposing content from other channels like 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,” says Lee.

James Wilkinson, CEO of Balance One Supplements, shared specific results: “When we re-packaged our top blog post on ‘Probiotics for Gut Health’ into a 3-part blog post series with additional expert commentary and LinkedIn-specific case studies, we saw a 62% higher engagement rate than the original post.”

Promote Your Newsletter Actively

Experts agree that publishing is just the beginning. Sanchez-Louwagie emphasizes active promotion: “Promote your newsletter through multiple channels. Share it as a regular post, 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.”

Users also recommend these additional tips:

• • • 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 micro-content from each issues to spark interest.
    • Ask though-proving questions at the end of each issue to encourage comments and shares.

The most effective newsletter promotion strategy combines consistency, multi-channel visibility, and genuine community engagement rather than relying on a single promotional tactic.

GenAI for Content Creation

On using AI for content creation, experts recommend a balanced approach. Adam Yong, Founder of Agility Writer, an AI platform, suggests: “It’s a great tool to help you brainstorm, generate ideas, or speed up the writing process. But, it’s important to give that AI-generated content a personal touch and tweak it to match your brand voice.”

Marie Incontrera, CEO of Incontrera Consulting, who generates significant business from her newsletter, agrees and advises: “GenAI 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 GenAI for support, not for replacement—your unique voice is your biggest asset, and authenticity is non-negotiable.

For the best results through 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 (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.
    • Respect the platform: long-form storytelling works best when it’s adapted thoughtfully for LinkedIn readers.

Finally, Sanchez-Louwagie recommends, don’t be afraid to experiment 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.”

“Done well, a LinkedIn Newsletter isn’t just a distribution tool—it’s a powerful engine for visibility, authority, and long-term business growth,” Incontrera says.

(Note: A version of this piece originally appeared in Information Today.)