If you’ve been hanging out on LinkedIn lately, you’ll know the mood. Impressions are down, content is delayed, and it feels harder than ever to get consistent reach.
At the same time, email newsletters continue to prove they’re reliable. And then there’s the newcomer to the party – Substack, which seems to be the flavour of the month.
So the big question is: where should you focus your attention and time?
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.
Why LinkedIn Newsletters Still Win for Me
Let’s start with my favourite: LinkedIn newsletters.
- They’re indexed by Google, so I’m building visibility far beyond the platform, including all tools like ChatGPT referencing them.
- Every subscriber gets notified when I hit publish. That means I’m not at the mercy of a feed that’s increasingly unpredictable.
- Growth is almost effortless. LinkedIn automatically invites my new connections, adding 250–300 subscribers a month without me lifting a finger.
Right now, I’m sitting at approximately 10,500 subscribers and growing steadily. My open rates hover around 35–42%. For B2B content, I’m very happy with that number.
What I also love is the flexibility. I can embed podcasts, YouTube videos, images and even a book promo. Readers get a richer experience than they would in a single post.
PRO Tip – Learn more about the pros and cons of LinkedIn newsletters versus email newsletters from this previous episode.
The Email Newsletter Experiment
Back in February, I launched my first email newsletter. Six months later, I’ve grown it to 458 confirmed subscribers, with another 120 stuck in limbo because of double opt-in rules. They’ve asked to join, but unless they click confirm, I can’t add them. And no, I can’t chase them automatically. It’s frustrating, but it’s standard practice.
So why bother? Because, unlike LinkedIn, email is an audience I own. If my LinkedIn account got shut down tomorrow, I’d still have that list. It’s a safety net and an asset I control.
Here’s the trade-off:
- LinkedIn is easy to grow, but I don’t own the list.
- Email is harder to grow, but it gives me long-term independence.
My email open rates sit around 60%. That’s much higher than LinkedIn, but it’s also a smaller, more engaged audience. Both have their place.
I use MailerLite and have found it really easy to use. Louise Deed helped me get it all set up. If you are looking for someone to help connect with her.
Substack and the Fear of Missing Out
Now let’s talk about the shiny new toy. Substack seems to be everywhere on LinkedIn right now. Every fourth post I see is someone announcing their brand-new Substack. I’ll admit it: I got FOMO and registered my name too. At the very least, it stops someone else from grabbing it. (https://substack.com/@michellejraymond)
Here’s what makes Substack appealing:
- No algorithm between you and your readers
- Easy to publish posts, videos and newsletters in one spot
- Built-in options to charge subscribers directly
It’s attractive, especially when you’ve poured hours into LinkedIn without seeing a cent.
But here’s the danger. Platforms come and go. Substack may be the flavour of the month, but will it still be here in five years? Who knows? Maybe it will end up like Clubhouse, or it could be as big as TikTok.
So before you leap, ask:
👉 Is my audience already there?
👉 Do I have the bandwidth to create and manage another channel?
👉 Am I doing this because it’s strategic, or just because of FOMO?
While I can’t report back much more than setting up my account, I’ll follow up in a few months with an update on what I’ve discovered. Feel free to send Substack tips for me to share.
PRO Tip – Regardless of which strategy you choose, don’t spread yourself too thin!
The Untapped Power of LinkedIn Subscribers
Here’s the piece hardly anyone uses, and it’s where LinkedIn newsletters really shine.
Subscribers aren’t just passive readers. LinkedIn lets you see exactly who subscribed and whether they’re 1st, 2nd or 3rd degree connections.
This is a goldmine. I regularly:
- Spot B2B marketers, social media managers and business owners in my audience
- Send a personal thank you message
- Start a genuine conversation around what drew them in
Because they already know and trust my content, these conversations often turn into warm leads. It’s not cold outreach. It’s relationship-building.
PRO Tip – If you’ve never checked your subscriber list, make that your homework. You’ll be surprised at the opportunities sitting right there.
One Feeds the Other
Here’s how I make it all work together. I use my LinkedIn newsletter to promote my email newsletter. If someone enjoys one, chances are they’ll sign up for the other.
- LinkedIn is the discovery engine.
- Email is the owned channel.
PRO Tip – Together, they strengthen my reach and resilience. I get the best of both worlds without doubling my workload.
Final Thoughts
So, should you focus on LinkedIn newsletters, email newsletters, or Substack? Here’s the truth. It’s not about which is “best” or even what I personally like most.
The real question is: which helps you build a consistent connection and community with your audience?
Pick the platform that feels authentic to you, aligns with your goals, and that you can deliver on consistently. Excellence in one channel will always beat being average in three.
So tell me, do you have a newsletter yet? And if not, what’s holding you back?
Want to work with me? Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
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.
