How to Start a LinkedIn Newsletter: A B2B Guide

To start a LinkedIn newsletter, click the "Write article" button on your homepage. In the publishing editor, choose your personal profile or a company page you manage as the author. Then use the "Create newsletter" option to set the newsletter's name, description, publishing frequency and logo. When you publish the first edition, your followers and connections get a notification inviting them to subscribe. The feature is free. Eligibility criteria change from time to time, but the feature is generally available to accounts that have a minimum number of followers, have recently shared original content on a regular basis and haven't violated LinkedIn's policies.

For B2B companies, the newsletter is one of LinkedIn's most underused formats, yet it has some of the highest potential. A regular post stays visible in the feed for a few hours and then disappears. A newsletter edition, by contrast, reaches subscribers through an in-app notification and, in most cases, by email as well. In B2B markets, buying cycles can last for months and decision-makers won't come to the table until they trust you, so this regular touchpoint is extremely valuable. In this guide, we explain how to set up a newsletter step by step, how to choose its name and format, how to grow your subscriber base and how to turn your newsletter into sales opportunities.

What does a LinkedIn newsletter offer B2B companies?

A common mistake is to think of a newsletter as a "long post." The real difference lies in how it's distributed. With a regular post, the algorithm decides who sees it. With a newsletter, subscribers are notified directly whenever a new edition is published. For B2B companies, this has several practical benefits:

• Something close to an owned audience: Even though you can't export your subscriber list, every edition reaches people who have voluntarily said "yes" to you. This audience is far more qualified than a group of random followers.
• Access to the inbox: LinkedIn can also deliver newsletter editions to subscribers by email. Corporate email newsletters often risk landing in spam, so this is a significant advantage.
• Positioning as experts: Regular weekly or biweekly analysis positions your company as "the team that knows this subject" in your industry. That reputation also helps warm up your sales team's cold outreach.
• Search visibility: Because newsletter editions are published in LinkedIn article format, search engines can index them, and they can drive organic traffic over the long term.
• Material for sales conversations: Every edition is a piece of valuable content your sales team can send to prospects with a note like, "This week we published an analysis that's directly relevant to your industry."

Should you launch from a personal profile or a company page?

This is the most important decision to make at the start. Both options are possible, and you can use both at once.

Company page newsletter

A company page newsletter carries your corporate voice. It works well for industry reports, product updates, customer success stories and market analysis. Its main advantage is continuity: even if someone leaves the team, the newsletter and its subscribers stay with the company. Page admins can also manage the newsletter together. The downside is that corporate content usually gets less engagement than personal content.

Personal profile newsletter

A newsletter launched under the name of a founder, CEO, sales director or technical expert usually gets higher open and engagement rates. People prefer following people to following companies. In B2B, an expert voice that offers opinions, shares experience and comments on the industry is the fastest way to build trust. The risk is that the newsletter stays tied to that one person.

Our practical recommendation

If you're a B2B company with limited resources, we recommend starting with a newsletter on a personal profile. A monthly or biweekly newsletter from the founder's profile, or from your most visible expert's profile, often gains subscribers faster than one launched from a company page. Once your company page has reached a certain level of maturity, you can add a corporate version as a second newsletter. To make content creation by your employees more systematic, take a look at our article on how B2B companies can structure employee advocacy on LinkedIn.

What are the requirements for starting a LinkedIn newsletter?

LinkedIn updates the eligibility criteria for its newsletter feature from time to time. So rather than giving an exact number, it's more accurate to share the general framework. These are the criteria that have stood out in the past and today:

• Follower threshold: Personal profiles and company pages typically need a minimum of around 150 followers and connections.
• Recent activity: You need to have shared original content in the last few months. In other words, you need to create your own posts rather than only reposting other people's content.
• Policy compliance: The account must not have violated LinkedIn's Professional Community Policies.
• Permissions for company pages: The person creating the newsletter needs sufficient admin permissions on the page.

If you don't see the option to create a newsletter on the "Write article" screen, you most likely don't meet one of these criteria. In that case, focus first on posting regularly and growing your followers. If your company page is still below the threshold, our guide on growing your LinkedIn company page followers is a good place to start.

How to start a LinkedIn newsletter: Step-by-step setup

Setting up on desktop is the smoothest option. The steps below apply to both personal profiles and company pages.

1. Go to your homepage and click the "Write article" button below the post creation box.
2. Choose the author. Your own name appears at the top of the editor. You can select a company page you manage from the dropdown menu.
3. Click "Create newsletter." This option appears near the author selection field or in the editor's top menu.
4. Enter the newsletter title. The title has to be short. The character limit is tight, so aim for a clear name of 2–4 words.
5. Write the description. There's a short description field. Use it to explain in one sentence who the newsletter is for and what value it offers.
6. Choose the publishing frequency: daily, weekly, biweekly or monthly. This is shown to subscribers as what they can expect.
7. Upload a logo. Use a square image that stays legible even at a small size. The logo appears in notifications and on the newsletter page.
8. Click "Done" to create the newsletter. At this point, the newsletter has been set up, but it hasn't been announced to anyone yet.
9. Write the first edition. Prepare your first article with a cover image, an edition title and the body text.
10. Publish. When the first edition goes live, your followers and connections receive a notification inviting them to subscribe.

Once the newsletter has been created, you can edit its title, description, logo and frequency in the newsletter settings. Still, changing the name can confuse subscribers, so choose it carefully from the start.

How should you choose the newsletter's name, description and logo?

These three elements form the shop window where people decide, within a few seconds, whether to subscribe.

Name: Short, topic-focused and memorable

Your newsletter name doesn't have to repeat your company name. It's more effective for the name to convey the value readers will get. A few made-up examples:

• For a logistics software company: "Supply Chain Notes"
• For an industrial automation firm: "The Factory 4.0 Newsletter"
• For a B2B SaaS company: "The SaaS Growth Desk"
• For a founder's newsletter: "B2B Sales with [Name]"

What to avoid: corporate, inward-looking names like "Company X News," overly generic phrases ("The World of Marketing") and abbreviations whose meaning is unclear in your industry.

Description: Who is it for, and what is it about?

You can write a good description using this formula: [Frequency] [format] on [topic] for [target audience]. For example: "Practical biweekly analysis on efficiency, automation and cost management for operations managers at manufacturing companies." This sentence helps the right people recognize themselves as the newsletter's audience.

Logo: It has to be legible at a small size

Logos appear very small in notifications, so avoid images with a lot of text. A simple icon in your brand colors works well, as does a professional portrait photo for personal newsletters.

Why is the first edition so critical?

When you publish your newsletter's first edition, LinkedIn sends a subscription invitation to your followers and connections. A large share of your subscriber base usually forms in this first wave. So treat your first edition as your strongest piece of content, not as a "test post."

Tips for your first edition:

• Clearly explain what the newsletter promises. Why should readers stay subscribed? What will they get, and how often?
• Deliver value immediately. Don't just introduce the newsletter. Offer a concrete analysis, checklist or framework in the first edition. For example, an HR software company could start with something readers can use right away, such as "7 questions you can use to measure employee engagement."
• Choose your publishing time carefully. Publish during business hours when your target audience is active on LinkedIn. You can apply the approach from our article on the best time and day to post on LinkedIn to your newsletter as well.
• Prepare your team in advance. Having employees share and comment on the edition right after it goes live increases its visibility in the first few hours.

How should you structure a strong B2B newsletter edition?

Planning every edition from scratch isn't sustainable. A fixed template speeds up production and helps readers build a reading habit. Here's a template that works well for B2B companies:

1. A short intro (50–100 words): The topic of this edition and why it matters to the reader.
2. The main content (600–1,200 words): A problem, an analysis and a suggested solution. Make it easy to skim with subheadings, bullet points and, where needed, tables.
3. A practical takeaway: A concrete section such as "3 steps you can take this week."
4. Brief industry notes (optional): A 2–3 bullet summary of recent developments, with your commentary.
5. A single, clear call to action: Downloading a report, registering for a webinar, requesting a demo or simply an engagement prompt such as "What's your experience with this? Share it in the comments."

Cover image and title

Each edition has its own title and cover image. These are the first things people see in the feed and in notifications. Use a concrete benefit or an element of curiosity in the title. "Why Do Digitalization Projects in Manufacturing Stall in Their First Year? 4 Reasons" is a much stronger title than "Thoughts on Digitalization in Manufacturing." Use a fixed template for your cover images as well, to keep your branding consistent.

Don't skip the SEO settings

Before publishing, the article editor gives you fields to enter an SEO title and description. Filling these in with your target keyword helps the edition perform better in search engines.

How often should you publish?

The golden rule for choosing a frequency is this: start with the lowest frequency you can sustain. Promising a weekly newsletter and then missing an edition in week three does far more damage than publishing monthly and staying consistent.

• Weekly: Suitable for companies that have a content team and operate in a fast-moving industry. It means around 50 editions a year and requires significant resources.
• Biweekly: The most balanced option for most B2B companies. It keeps you visible while leaving time to add depth to each edition.
• Monthly: Ideal for in-depth reports, data analysis or founder opinion pieces. It's a safe starting point for teams with limited resources.
• Daily: Rarely makes sense in B2B. We don't recommend it, except for specialized models built around news and data feeds.

Making the newsletter part of your overall content plan is the most effective way to stay consistent. Set your edition topics at least one quarter in advance and plan them alongside your regular posts. You can add newsletter editions as a separate column in the structure from our guide on building a LinkedIn content calendar for B2B.

How can you grow your newsletter subscribers?

After the first wave of invitations, growth depends on your own active effort. These methods work:

• Promote every edition with a separate post. After publishing an edition, share a post that summarizes the main idea in 3–5 bullet points and includes the link to the edition. A post that offers value on its own drives more engagement than just sharing a link.
• Make it visible on your profile and page. Mention the newsletter in your personal profile headline and "About" section. Add it to your company page description.
• Involve your employees. When your sales, marketing and expert teams share the newsletter with their own networks, your reach multiplies.
• Cross-promote on other channels. Add a call to subscribe to your email signatures, the blog posts on your website and the final slide of your event presentations.
• Grow your network. New connections are potential subscribers. Regularly connecting with decision-makers in your target audience directly fuels subscriber growth.
• Add subscription reminders within editions. Include a brief reminder at the end of each edition for people who read a shared edition but haven't subscribed yet.

How can you turn your newsletter into sales opportunities?

For B2B companies, a newsletter is as much a demand generation tool as a brand awareness tool. You can't export your subscriber list, but you can channel their interest toward sales:

• Use gated content. At the end of an edition, offer a more comprehensive report, template or checklist and send readers to a download page. This turns a newsletter reader into an identifiable lead.
• Track engagement. People who like, comment on and share your editions are sending warm signals. Your sales team can reach out to them with a personalized message that references the relevant edition: "I saw your comment on last week's edition about inventory costs. Are you seeing something similar on your end?"
• Build a bridge to webinars and events. Go deeper into a topic you covered in an edition with a live session, and promote registration in the newsletter.
• Create a content library for your sales team. Tag past editions by topic. Sales reps can then use the edition that matches a prospect's problem in their follow-up messages.

When you use your newsletter as a demand generation channel, aligning your outbound sales processes with it strengthens your results. If you're looking for support in this area, take a look at the approach of our sister company SAAS Corner, which provides outbound and lead generation services for B2B SaaS companies.

How do you measure newsletter performance?

LinkedIn provides analytics both for the newsletter as a whole and for each edition. These are the main metrics to track:

• Subscriber count and growth rate: Your net weekly or monthly subscriber growth. Sudden drops can point to a problem with your content or frequency.
• Edition views: How many times each edition was read. Dividing this by your subscriber count gives you a rough "read rate."
• Engagement: The number of reactions, comments and shares. Comments in particular show that your content is sparking discussion.
• Demographics: The breakdown of readers by job title, industry and company size. This is where you can see whether the newsletter is reaching the right decision-makers.
• Website traffic and conversions: Visitors who come to your site from the newsletter and how many of them convert.

For that last metric, you need to add UTM parameters to every link in your newsletter. Otherwise, your newsletter traffic gets lost among your general LinkedIn traffic in your analytics tool. We walk through the setup step by step in our article on measuring social media traffic with UTM parameters. For example, a structure like `utm_source=linkedin&utm_medium=newsletter&utm_campaign=issue-12` clearly shows which edition led to which conversion.

When reporting, look at three-month trends rather than focusing on a single edition. Which topics get read the most? Which types of titles drive the most engagement? Which editions send traffic to your site? The answers to these questions should shape your content plan for the next quarter.

How much does it cost?

The LinkedIn newsletter feature is completely free. You don't pay LinkedIn anything to start a newsletter, publish editions or send notifications to subscribers. A Premium membership isn't required either.

The real cost is content production. For a biweekly newsletter of 800–1,200 words, plan for roughly the following workload:

• Topic research and drafting: 3–5 hours
• Gathering expert input or information from internal sources: 1–2 hours
• Editing, cover image and approval process: 2–3 hours
• Post-publication promotional post and comment management: 1 hour

That adds up to roughly 7–11 hours of work per edition. If your in-house team doesn't have this capacity, it makes sense to outsource content production partly or entirely. If you also want to promote the newsletter with sponsored content, that will require an additional ad budget.

Common mistakes

• Turning the newsletter into a corporate bulletin board: Content like "We opened a new office" or "We attended a trade show" interests the company, not the reader. Save that kind of news for regular posts.
• Publishing inconsistently: Failing to stick to the promised frequency quickly erodes subscribers' interest.
• Selling in every edition: If readers are hit with a sales message every time, they'll turn off notifications. A healthier ratio is roughly one promotion-focused edition for every 4–5 value-focused ones.
• Going overboard on length: Nobody reads a 3,000-word edition on mobile. It's better to split an in-depth topic into two editions.
• Neglecting promotion: Publishing an edition and waiting isn't enough. Every edition should be backed by at least one promotional post.
• Not measuring: A newsletter without UTM and analytics tracking can't prove its value to management.

Frequently asked questions

Why can't I see the option to start a LinkedIn newsletter?

Your account most likely doesn't meet LinkedIn's current eligibility criteria. These criteria typically include a minimum follower threshold, recent original content and no policy violations. For company pages, the person creating the newsletter also needs sufficient admin permissions.

Can I get the email addresses of my LinkedIn newsletter subscribers?

No, LinkedIn doesn't let you export your newsletter subscriber list or their email addresses. To move the relationship to your own channels, you can direct readers within your editions to offers that require sign-up, such as reports, templates or webinars. That way, interested readers share their contact details of their own accord.

Can a company publish newsletters from both a personal profile and a company page?

Yes, personal profile newsletters and company page newsletters are independent of each other and can run at the same time. For many B2B companies, the ideal setup combines a personal newsletter that carries the voice of the founder or an expert with a page newsletter for corporate content. The key is making sure the two newsletters don't repeat each other in topic or tone.

Should I choose a LinkedIn newsletter or an email newsletter?

They're not alternatives but complements. A LinkedIn newsletter helps you gain subscribers quickly and build visibility within the platform, but you don't own the list. An email newsletter, on the other hand, is built on a list that's entirely under your control. The healthiest approach is to use your LinkedIn newsletter as a channel that feeds your email list.

Conclusion

Technically, starting a LinkedIn newsletter takes just a few minutes. The real work begins afterward. You need to choose the right author, define a name and promise your audience can identify with, produce value-driven editions at a sustainable frequency, and measure and improve every edition. When it's set up well, a newsletter allows B2B companies to build regular, trust-based contact with decision-makers. Over time, this contact evolves into a demand channel that turns into sales conversations.

If you want to build your newsletter strategy from scratch, improve your existing newsletter's subscriber and engagement performance, or integrate your newsletter into your overall LinkedIn strategy, the Social Media Corner team would be happy to help. Get in touch with us to talk about your goals.

Related Posts

• Best Time and Day to Post on LinkedIn for B2B
• How to Grow Your LinkedIn Company Page Followers
• B2B Employee Advocacy: How to Do It on LinkedIn
• How to Build a LinkedIn Content Calendar for B2B

Our Services

• Social media management for SaaS companies
• Social media management for e-commerce
• Social media management for restaurants and cafes