As debate rages about whether long-form writing is “back” or not, one thing is clear: email marketing is definitely on the rise again. And LinkedIn Newsletters, by their nature, sit right in that space.
But I’m noticing a pattern.
Starting a LinkedIn Newsletter sounds simple.
Just whack a few words together and hit publish, right?
Not quite.
There are a few moving parts, and a few common blockers that stop people before they even start. So I’ve broken down the process here.
1. Decide whether it’s actually valuable for your audience
First things first: is a LinkedIn Newsletter something your ideal client will actually read?
If your audience mainly lives on Snapchat or TikTok, it’s unlikely they’re settling in for deep and meaningful articles on LinkedIn.
You also need to think about your own capacity.
Just like podcasts, newsletters take effort and consistency to maintain. If you’re not ready for that commitment yet, that’s ok. Better to wait than start something you abandon after two issues.
2. Brainstorm at least 12 topic ideas
Before you begin, jot down at least 12 topics you feel confident you could write around 600 words about.
Preferably with stories.
You don’t need the full articles ready to go, but if you can only think of one or two ideas, you may find yourself scrambling by the time your third newsletter rolls around.
Shameless plug: If LinkedIn content is something you want help planning or writing consistently, you can read more about my monthly content support here.
3. Choose a name
Naming a newsletter can feel almost as painful as naming your firstborn.
(Kidding.)
The truth is, most readers care far more about the substance of your writing than the tiny name sitting in the template.
Still, this is one of the biggest barriers I see stopping people from starting.
My advice? Keep it simple and descriptive.
Mine is called “In other words…” because copywriting and a love of words that make people think differently (and more humanly) is literally what I do.
Another one I love is Kate Merryweather’s “Action-takey LinkedIn Tips.” You instantly know what you’re going to get.
Still stuck? Have a quick brainstorming session with ChatGPT.
4. Create a simple newsletter tile
You’ll also need a small tile image that sits on the front “cover” of your newsletter.
It’s quite tiny (300 x 300 pixels last I checked), and it’s always accompanied by your name, the newsletter title and the description. So don’t overthink this.
My suggestion is to keep it simple and aligned with your brand.
For me, I’m the face of The Human Element, so my face takes up most of the tile alongside my logo.
If you’re part of a larger organisation, you might prefer to feature your brand logo or a simple branded graphic instead.
5. Write a one-line descriptor
This is the short sentence that tells people what they’ll get from your newsletter.
Think of it as the promise.
What will readers learn?
What kinds of ideas will you explore?
Keep it simple and clear.
6. Decide how often you’ll publish
This goes back to step one and your capacity.
How often do you realistically want to communicate with your audience?
There’s no right or wrong answer.
I publish fortnightly.
Some people publish monthly.
And some brave souls publish weekly.
Choose something you can sustain.
7. Write your first post
Now comes the obvious part: writing.
LinkedIn Newsletters don’t have a strict word count, but they should have a bit of substance.
The point of a newsletter is to explain something, teach something or share a perspective. If readers click through and find a three-line article, they’ll feel a bit short-changed.
Aim for something thoughtful and useful.
8. Add a banner image
Each newsletter also needs a banner image, similar to a featured image in a blog post.
This image can be quite large, so think about how you use that real estate.
Because I love systems and patterns, I created a very simple colour-coded design: half image, half brand colour, with the article title and my logo.
Simple. Recognisable. Done.
9. Add a caption when you publish
When your article is ready, you’ll publish it with a caption.
Think of this the same way you would share a blog post or article on LinkedIn. Write a short caption that gives people a reason to click and read.
Your caption is the invitation.
10. Watch it grow
Here’s the fun part.
When you launch a LinkedIn newsletter, you don’t actually need to make a big announcement.
LinkedIn does that for you.
The platform automatically invites your existing network to subscribe, and when you connect with new people, it prompts them to join too.
I’ve been steadily growing my email list for five years. But when I started my LinkedIn newsletter, my subscriber list grew to four times the size of my email list almost overnight.
(Side note: still grow your email list. It’s your only truly owned data.)
Final thoughts…
Starting a LinkedIn newsletter isn’t complicated, but it does require a little forethought.
A bit of structure.
A bit of consistency.
And a willingness to share ideas that are actually useful.
The good news? Once it’s set up, it becomes one of the easiest ways to stay visible and build trust with your audience.
And if you’re still unsure whether to start one…
You probably should.
