LinkedIn newsletters have been around since November 2021, but they're still the new kid on the block when it comes to advertising. Newsletter advertising is so new to LinkedIn that a search for "LinkedIn newsletter ads" reveals how to run ads on LinkedIn but little on how to advertise your business within a LinkedIn newsletter.
Until now!
This article covers everything you need to know about how to run ads in LinkedIn newsletters. So, let's get started.
Table of Contents
Why consider LinkedIn newsletters for ads?
In its own words: "The mission of LinkedIn is simple: connect the world's professionals to make them more productive and successful."
As such, LinkedIn writers are not targeting everyone, everywhere with their articles. Instead, they write to niche audiences within their industry or relevant related industries. So, advertising or providing sponsored content in a LinkedIn newsletter within your industry will be particularly relevant to that audience.
LinkedIn newsletter advertising is currently under-utilized. With over 80k newsletters and nearly 300 million subscribers, advertisers are largely unaware of the value, so now is the perfect time to include these ads in your marketing strategy.
How to run LinkedIn newsletter ads
1. Start a free trial on Reletter
You'll discover information and contacts for over 70,000 LinkedIn newsletters in the Reletter database, and signing up is easy. Enter your work email, then select one of three plans: Light, Standard or Business. Every plan starts with a 7-day free trial.
2. Search for your niche or topic
Type your topic or niche into the search bar and filter to LinkedIn by clicking the Platform button. That will bring up a list of newsletters in that category. For example, my search on Nutrition found 3100 newsletter titles.
3000+ newsletters is a daunting number to sort through. So, you can narrow down the field by using other filters.
3. Check out previous issues
You'll want to read a few pages before you approach the writer. Reletter links to the latest issues on the information page, or select More Issues to access the back catalog. You can read the articles on Reletter or the originals on LinkedIn.
4. Check the newsletter's stats
Reletter also shows information on reader engagement, subscriber numbers, contact details for the writer and how many issues have been published so far.
Together with the knowledge you've gained by reading back issues, all these stats give you an excellent base to decide whether to reach out to the author or keep looking.
Then, create a list (on Reletter) and add the newsletter to access our pitch templates.
5. Pitch
Reletter has several pitch templates that walk you through the email process. In this case, we would select Advertising or Sponsorship to bring up two templates: "Alleviate a pain point" and "Our audiences have a lot in common."
Alternatively, you can write your pitch from scratch in Reletter, with all the newsletter details at your fingertips.
Remember that the newsletter writer may not have run ads before; this might be the first time they have been pitched. It's a good idea to have suggestions in mind before you write so if they respond positively, you can keep the conversation going.
6. Agree on the details
Once you have agreed to sponsor or run an ad in a newsletter on LinkedIn it's time to start building the campaign specifics.
Ad placement
An ad can be placed anywhere in a newsletter. More expensive sponsorships are found at or near the top, where readers are more likely to notice them. This article covers many of the different possibilities for ads.
Ad length
Ads can be anything from a single line of text which contains a link to a landing page to a whole section of sponsored content. Newsletter LinkedIn ads often have several lines of text and may include images.
Some newsletter authors like to use ad types in keeping with the style of their newsletter. Or you may want your ad to stand out by introducing an element not usually seen in that newsletter (e.g., an image or banner.)
Who will write it
You have several alternatives:
- Write the ad copy yourself
- Hire copywriter or AI services to create the ad for you
- Provide details to the newsletter author and have them create the text.
Number of links
You'll want to include at least one link in your ad. A link generally sends followers to a landing page for a specific offer (e.g., newsletter sign-up, product purchase, lead magnet download) or your business website. However, there's no reason why you can't include one link at the top of your ad and another CTA (call to action) at the end.
Any images?
Images make an ad stand out, especially if the newsletter contains no other images. However, advertisements that include pictures or logos (aka Custom Display Ads) will likely cost more than text-only ads.
Cost
Newsletter authors have several ways to charge for ads. They are:
- Flat Fee (one charge regardless of opens, clicks etc.)
- CPM (cost per mille, or cost per thousand subscribers)
- CPO (cost per opens - how many people actually open the newsletter issue that contains your ad)
- CPC (cost per click - how many people click through to the landing page or website.)
Head to Email CPM: What Are Standard Newsletter Ad Rates? for more ad cost details.
Date and time
Will you sponsor one issue or several? Buying a package may work out cheaper per ad than buying one, but most LinkedIn newsletter writers aren't set up for package deals yet. You may both be finding your way with this.
However, whether it's one ad or several, agree on the date or dates when your ad will feature in the newsletter.
When will payment be made?
Payment will likely be upfront if you've agreed on a flat fee. However, a charge that depends on numbers (i.e., CPM, CPO or CPC) will happen after the ad has run for an agreed number of days. Either way, nail this down before the ad runs.
7. Send the content for approval
Once you've agreed on all the above, set up the ad and get approval from both parties (writer and sponsor) before the ad runs.
8. Track your results
If your ad goes to a dedicated landing page, you can quickly see how many people clicked through to your landing page and how many clicked the page's CTA. However, if your link goes to a general landing page or a business website, you can add tracking links to measure the success of your campaign. (The Campaign Monitor blog has an excellent explanation of UTM codes and how to use them.)
Final thoughts
Newsletter ads are growing in popularity because of their ability to reach such targeted audiences. However, while independent newsletter operators have embraced sponsorship possibilities, LinkedIn newsletters are currently an untapped resource.
That means you may have to explain the benefits to a newsletter author before they decide to accept sponsorship. On the other hand, you could be a ground-breaking sponsor for that newsletter. And, if it's your first time advertising, too, you'll learn and grow together.
Improve your chances of finding and sponsoring the best newsletters in your industry. Start your free trial on Reletter today.
