Mastering LinkedIn® Newsletters in 2024 - Algorithm update 3 of 6

New Data Reveals What Actually Works

Author

Esther Partridge-Warner
November 1st, 2024 • Estimated Reading Time: 4 minutes

Hi!

Earlier this week I gave you the background to Just Connected’s latest LinkedIn® algorithm report (if you missed it you can read it here)

This latest research reveals a stunning 28% increase in newsletter authors over the past 10 months. This surge signals a significant shift in how professionals and businesses communicate on the platform. But with this growth comes increased competition making it crucial to understand what drives newsletter success.

Let's turn these insights into impact.

Key Business Impact:

  1. Well-structured newsletters can boost views by 40% and engagement by 25%

  2. Strategic use of cover images increases click-through rates by 30%

  3. Optimal word count falls between 600-900 words, with longer content seeing diminishing returns

  4. Publishing every two weeks outperforms weekly frequency for engagement

  5. Video inclusion, surprisingly, leads to 15% less engagement

Table of Contents

Strategic recommendations based on the data

Content Structure and Length

- Keep articles between 600-900 words

- Use clear headings and short paragraphs

- Each additional 100 words beyond 1,200 reduces reach by 8%

- Include 3-5 images per article for optimal engagement

- Incorporate approximately 3 hyperlinks per article

- Use 2 strategic tags for better visibility

- Despite popular belief, avoid video content in newsletters (15% engagement decrease)

- Prioritise high-quality cover images for better click-through rates

Timing and Frequency

- Publish every two weeks for optimal engagement

- Focus on Tuesday through Thursday for maximum reach

- Target 8:00-10:00 AM local time for best results

- Engage with comments within the first 2 hours of posting

EXAMPLES

Successful Newsletter Structure Example

Title: "Weekly MarTech Insights"

- Compelling cover image

- Brief executive summary (100 words)

- 3 main insights (200-250 words each)

- 2-3 relevant images

- Key takeaway section

- Call to action

Total: ~800 words

Content Series Example

"Tool of the Month" series showing 15% better engagement:

- Consistent monthly feature

- Standard format: Problem → Solution → Implementation

- Real-world case studies

- Actionable tips

- Reader discussion prompt

SUMMARY

The data clearly shows that LinkedIn® newsletter success in 2024 relies more on strategic execution than volume. For business leaders, the key is finding the sweet spot between consistency and quality. The 28% growth in newsletter authors indicates a massive opportunity, but also highlights the need for differentiation through excellent execution.

Ready to leverage these insights? Start by auditing your current newsletter strategy against these benchmarks. If you haven't started a newsletter yet, now is the perfect time. Begin with a bi-weekly schedule, focusing on well-structured, scannable content between 600-900 words. Monitor your engagement metrics over the first three months, paying special attention to posting time and comment engagement within those crucial first two hours. 

Remember: In the increasingly crowded LinkedIn® newsletter space, success comes not from posting more, but from posting smarter.

Are you ready to transform your company's LinkedIn® presence?  My new book A to Z: Everything You Need to Know about LinkedIn for Business Owners & Leaders provides a complete framework for turning these insights into action. This book is an essential guide for anyone looking to grow their online presence. I guide you through the best ways to use LinkedIn™ step by step. This book is designed to be used in a non-linear way, to provide a unique, personalised learning experience that adapts to your specific needs and interests.

Don't let your newsletter become invisible. Let's make your brand stand out.

Pre-order my book today at onlinemediaworks.co.uk

Best wishes

Esther