Newsletters were once the domain of email marketing, but LinkedIn is taking steps to modernize it for the age of social media.
The introduction of LinkedIn Newsletters is an extension of Featured Pages articles introduced last year, which allows companies to create and publish long-form content.
The goal of Articles for Pages is to provide better engagement with followers and invite conversations. The newsletter extends this idea by providing subscriptions to recurring articles of a similar theme.
Companies on LinkedIn can serialize articles on specific topics, and companies can subscribe to those articles in the form of newsletters.
The whole process of getting started with newsletters is easy and not only does it help increase engagement with followers, it expands your viewership beyond the main platform.
How do LinkedIn newsletters work?
You can create a LinkedIn newsletter in three simple steps:
- Create: Start writing an article on and select “Create newsletter”
- Publish: When you publish your newsletter, it will be posted to your feed and LinkedIn will notify your followers
- Performance review: View analytics for each newsletter sent and quickly assess the number of subscribers
When someone reads articles posted by your LinkedIn Page, and wants to be updated with similar content, they can subscribe to it as a newsletter.
When new articles are created under this thread, subscribers receive a one-time automatic notification. From there they can sign up to receive email and in-platform notifications when new content is posted.
LinkedIn has already found success with newsletter early adopters like news publisher Insider and video-meeting company Zoom.
Zoom saw 10 percent of its followers subscribe to its LinkedIn newsletters within the first 24 hours. Insider was part of a beta program for the new feature and within 24 hours it gained 820,000 subscribers.
LinkedIn has long allowed people and companies to create and publish a wide variety of content on their Pages, from status updates and short content to long-form content for Pages articles.
Threaded content is a tried and tested way to keep customers engaged in standard blogs and newsletters.
to me Hubspot.com, 4 out of 5 marketers, would rather give up social media than email marketing. LinkedIn newsletters offer the best of both worlds.
Similar to email marketing, LinkedIn members build a subscriber base. It targets specific types of customers based on the threaded topic.
Unique to LinkedIn
LinkedIn is a social media platform designed for businesses. The ability to engage and increase followers and subscribers to member pages via newsletters and page articles is a boon for businesses and professionals looking to expand their reach.
Articles and newsletters are only open to Eligible Pages and Creators. This includes a core audience of 150+ followers, experience creating original content, and following professional community policies.
It’s too early to tell if the program will be popular with existing members, but the early success with newsletters looks promising and adds another tool for LinkedIn members to engage with followers.
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