Growing Your Newsletter Using LinkedIn

Growing Your Newsletter In The Garden Of LinkedIn 

Remember the thrill of hitting those big email subscriber milestones? 100, 500, 1,000 subscribers – it felt great. But then came the reality check: low open rates, fewer clicks, and a growing list of unsubscribes.

Here’s the cold, hard truth: a newsletter is only as good as its reach. It’s not about how many seeds you scatter, but how well each plant thrives.

The Prize-Hunters’ Trap

Many marketers have fallen into the trap of using tools like KingSumo to build their newsletter lists. Whilst the growth looks impressive – thousands of new subscribers practically overnight – what happens next?

• Open rates take a nosedive
• Spam warnings pop up like weeds
• Unsubscribes become a daily occurrence
• Engagement? What engagement?

The reason is simple: The list grew with people hunting for prizes – not those genuinely interested in nurturing a connection with your business or content.

Quality Over Quantity: Harnessing LinkedIn’s Power

Here’s a thought for you: 100 carefully cultivated subscribers are worth more than 1,000 randomly scattered seeds.

This is where LinkedIn comes into its own. It’s not just another social media platform – it’s premium soil for growing professional connections. But why is LinkedIn such fertile ground?

• Professional Focus: LinkedIn users are in the business mindset, actively seeking industry insights – ideal conditions for your content to take root.
• Rich Targeting Data: LinkedIn’s detailed user profiles allow for precise targeting, like selecting the perfect plants for your garden’s specific climate.
• Direct Messaging: Unlike other platforms, LinkedIn allows you to message people you’re not directly connected with (within limits), giving you more opportunities to cultivate new relationships.

Not all gardeners are born with green thumbs. They have to learn how to nurture seeds to flourish. The garden of LinkedIn is similar: here’s how to use it to grow a newsletter people actually want to read:

1. Select Your Ideal Connections: Use LinkedIn’s search features to find professionals in your target audience. Remember – send messages, not InMails. InMails in this context are like noisy tree-fellers – invasive and a bit disturbing. 
2. Craft a Compelling Message: Give this template a try: “Hey [FIRST NAME], We write a newsletter called [NEWSLETTER NAME]. It covers topics like [TOPIC 1], [TOPIC 2], and [TOPIC 3]. Here’s one of the latest issues: [LINK] If you’re interested, could we add you to our community? You can unsubscribe anytime.” Think of this as offering a sample of your finest produce.
3. Follow Up Thoughtfully: If there’s no reply, wait 2-3 weeks, then try again: “Hi [FIRST NAME], We’ve just sent out another issue on [TOPIC]. [LINK] You can join our community if you’re interested: [SIGN UP LINK] No more messages about this from us, promise.” Like tending to a delicate plant, nurture the connection without overwhelming it.

Why LinkedIn Prospecting Works

Once you’ve sent the invitation, be patient. This approach isn’t about rapidly expanding your list, but about cultivating genuine connections. You’re showing them exactly what they’re signing up for and giving them a choice to be part of your community.

It’s a different pace to viral giveaways or buying email lists, but the results are more than worth it. People who join your list this way are more likely to engage with your content, share your ideas, and potentially become loyal customers or clients.

Consider these industry averages:

• The average open rate for newsletters across industries is around 21.33%
• Highly targeted, niche newsletters can achieve open rates of 40% or higher
• Personalised subject lines can increase open rates by up to 50%

These numbers highlight why developing a list of genuinely interested subscribers is crucial. A smaller, engaged audience can yield a far richer harvest than a large, uninterested one.

Automation: Handle with Care

Once you’ve opened up communication channels through LinkedIn messaging, it’s tempting to rely on automation to do the work for you. But remember, no garden thrives on automatic sprinklers alone.

Tools like Dripify can help streamline parts of this process. But use them wisely. Over-automation can make your outreach feel as impersonal as mass-produced bouquets. The goal is to nurture quality connections, not to create a field of lookalikes.

Addressing Concerns: Is This Too Pushy?

Some might view this approach as aggressive. But let’s be real – it’s nowhere near as intrusive as those “Can I have 15 minutes of your time? Here’s my Calendly link” messages everyone loves to hate.

This method offers value upfront. It gives people a clear idea of what they’re signing up for, like offering a tour of your garden before inviting them to join a gardening club. Most importantly, it respects their time and their inbox.

The LinkedIn Prospecting Payoff

Focusing on quality over quantity yields a bountiful harvest:

• Higher open rates
• Better engagement
• Fewer unsubscribes
• A list of subscribers who are potential clients, not just numbers

In short, it creates a newsletter that people actually want to read – a thriving community rather than a neglected plot.

Next Steps for Newsletter Growth

1. Define Your Ideal Subscriber: Who would benefit most from your newsletter? What type of ‘plants’ do you want in your garden?
2. Craft a Compelling Message: Use the template above as a starting point, but personalise it. This is your unique blend of fertiliser.
3. Start Connecting: Aim for 10-20 personalised connection requests per day. Plant consistently, but don’t overwhelm your plot.
4. Track Results: Keep an eye on response rates and adjust your approach as needed. Like any good gardener, learn from what works and what doesn’t.

Remember, growing a quality newsletter list isn’t about quick wins. It’s about cultivating relationships, one connection at a time.

What’s your take on this approach? Have you tried using LinkedIn to grow your newsletter? Share your experiences in the comments!

Taylor Jackson Growth Expert