The Newsletter Showdown: LinkedIn vs. Email
In the blue corner, we have LinkedIn newsletters; in the red corner, we have off-platform email newsletters. Which one is best for B2B businesses?
For years, I knew I should have a newsletter outside LinkedIn, but I kept putting it off. Now, nearly five years later, I’ve finally done it. So, is it worth it? And which is better? Let’s break it down.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
1. The Case for LinkedIn Newsletters
One of the best things about LinkedIn newsletters? They grow on autopilot. Every time someone connects with me, they get an invite to subscribe. That’s how I hit 8,500+ subscribers without even trying. LinkedIn Newsletter – subscribe here.
Here’s why LinkedIn newsletters are a game-changer:
✅ Easy to Set Up & Free to Use – No tech headaches. There is no need to pay for fancy email platforms. Just write and hit publish.
✅ First Edition Goes to Everyone – LinkedIn sends your first newsletter to all your connections and followers for free. That’s a huge head start.
✅ Google Loves Them – LinkedIn newsletters are indexed by Google, which means people searching for your topic can find your content beyond LinkedIn.
But…there’s a catch.
❌ You Don’t Own Your Audience – If LinkedIn ever changes the algorithm or removes newsletters (yes, it’s happened before), you could lose access to your subscribers overnight.
❌ Limited Analytics – You can see how many people read it, but that’s about it. No open rates, click tracking, or segmentation.
❌ No Email Magic – No automation, no personalisation, no audience tagging. Just one-size-fits-all content.
2. Email Newsletters: Full Control & Deeper Engagement
Unlike LinkedIn, with email, you own your list. No platform changes, no surprises, just a direct line to your audience.
Here’s why email still holds power:
✅ Better Data & Targeting – Open rates, click-through rates, subscriber behaviour. You see it all.
✅ Higher-Quality Subscribers – Signing up for an email newsletter takes effort. That means people actually want to hear from you.
✅ Customisation & Automation – You can segment audiences, automate follow-ups, and personalise content.
But email has downsides too.
❌ Slow Growth – Unlike LinkedIn, where subscribers come automatically, email list-building takes work.
❌ Inbox Competition – People are brutal with their inboxes. Getting noticed (and staying out of spam) isn’t easy.
3. The Best Newsletter Approach?
Do you have to choose between LinkedIn and email newsletters? Not at all. Why choose one when you can leverage both? A hybrid strategy is the real winner!
Here’s how to do it:
1️⃣ Start with LinkedIn – Use LinkedIn newsletters to grow your audience quickly and get discovered.
2️⃣ Drive Traffic to Your Email List – Add a call-to-action in your LinkedIn newsletter encouraging people to sign up for your email. https://b2bgrowthco.com/newsletter
3️⃣ Repurpose Across Both – Share key takeaways from your email newsletter on LinkedIn (and vice versa) to maximise reach.
Real Example: One of my clients had 150,000 LinkedIn followers. They launched a LinkedIn newsletter and gained 25,000 subscribers overnight, which would take years to build via email.
4. Final Verdict: Which One Should You Choose?
So, which is best for B2B? It depends on your goals.
🔵 Team LinkedIn: Want quick subscriber growth and discoverability? Start here.
🔴 Team Email: Want full control and better analytics? Build an email list.
🟢 Team Hybrid: Want the best of both worlds? Combine them for maximum results.
For me, LinkedIn newsletters will remain a core part of my strategy, however, my email newsletter is an investment in my long-term business growth.
Want insider tips and tailored coaching insights to elevate your LinkedIn game?
Cheers
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Follow B2B GROWTH CO – Get Your Business Active on LinkedIn™️ for Growth for more LinkedIn tips and strategies.
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
