A critical mistake is publishing your first newsletter immediately upon creation. The optimal tactic is to launch the newsletter, wait for the platform to send subscription notifications and for followers to subscribe, and then send the first issue. This ensures it reaches the largest possible audience, avoiding the 'zero sends' pitfall of premature publishing.
Unlike typical B2B marketing which targets corporate domains, LinkedIn newsletters are delivered to the primary email address on a user's profile. This is often a long-held personal email, providing marketers a rare opportunity to access a highly-guarded inbox that is difficult to reach through other channels.
Do not launch a LinkedIn newsletter solely as a promotional vehicle for a one-time event. LinkedIn considers this a misuse of its community tools and will intervene. A marketer who tried this tactic for a conference registration was contacted by LinkedIn within 45 minutes and forced to retract it. Newsletters must offer ongoing value.
When you create a LinkedIn newsletter, the platform sends a one-time notification to all your followers, inviting them to subscribe. This unique feature bypasses the standard algorithm, offering a direct, powerful way to convert your existing audience into a dedicated subscriber list with high initial uptake (around 15-20%).