Hey there,

I stumbled across something that made me stop scrolling.

Des Brown from Email Expert Africa just dropped a masterclass on LinkedIn email growth that had me taking notes.

Here's a guy who's been in the digital trenches for 13+ years.

Commercial Lead at one of Africa's premier digital agencies.

Certified email specialist. And here's the kicker - he's grown almost 80% of his newsletter audience through LinkedIn.

Not through fancy funnels. Not through expensive ads. Through LinkedIn.

While most of us are posting into the void hoping someone notices, Des figured out the actual system.

Des cracked the code on something different. Something that actually works.

This isn't theory. This is a proven system from someone who's actually done it.

Ready to learn from one of the sharpest email minds I've encountered?

Here's how Des views LinkedIn as a great opportunity for your email list:

Des:

LinkedIn isn’t just for job hunting and humblebrags. It’s one of the most underrated channels for growing a high-quality, high-intent newsletter audience. And if you’re already showing up there, it’s time to make that visibility work harder for your email list.

And let’s be real: growing a newsletter is tough.

You can have the best email strategy in the world, but without the right audience, it’s like shouting into the void.

The trick?

Attract the right people - people who’ll actually open, click, and care. And while channels and trends will always shift, the psychology behind why someone signs up for your emails stays pretty steady: people opt in when they know they’ll get something valuable in return.

So today, let’s unpack three underrated, but wildly effective, ways to grow your email list using LinkedIn as your springboard.

These aren’t the tired “add a link in your bio” tips. They’re strategic, specific, and tested.

Let’s get into it.

1. Using strategic DMs to grow your email audience

DMs (Direct Messages) are often a controversial thing in many circles. They get a bad rep, mostly because of the somewhat cringy or unpersonalised, bot-run DMs, often sent on LinkedIn.

They can, however, still be effective (even on LinkedIn), and we often forget that DMs exist on various digital channels.

Let's begin with LinkedIn.

If we consider our Email Advice in Your Inbox, we've grown almost 80% of our newsletter audience through LinkedIn. Yes, all of our posts feature a link to our newsletter in some way, but of the LinkedIn-based sign-ups we receive, almost 75% of those are through DMs.

This requires a solid strategy (which we'll cover shortly), but for this to be effective, you have to do some legwork. You also can't afford to be apprehensive or shy to ask.

Before asking folks to join your email list or newsletters, you’ll need to ensure that your LinkedIn profile looks good. Pop your newsletter link in your profile and make sure there's enough info to tell visitors what value you add to their network.

If you ask someone to join your list, they expect to be signing up for something that adds value to their inbox. This begins with the value you create within your LinkedIn profile.

There are a ton of LinkedIn experts to follow - Here's somewhere to begin finding their newsletters.

On to your DM strategy, here's a framework you can use to do this yourself:

Step 1: Make it a little personalised

Always say hi, and make sure you've mentioned their name (this shows you aren't likely some bot, or that your approach isn't generic and lazy):

"Hi [Name]," isn't that hard to type.

Step 2: Offer friendship

You want to build a relationship in some way, in as short a timeframe as possible. Let them know it's great to be connected and that you're excited to learn more from them:

" It's great to connect! Looking forward to learning more from you here 🙂".

It's polite and shows you care about being part of their network.

Step 3: Get to it

Don't keep them reading for too long. Get to the ask. Here's where you shoot your shot, state the value your emails will bring them and pop them a link:

"You're in the [industry] field, and I write emails about [your value]. It would be great to hear what you think of my/our insights in my [frequency] newsletter.

If you find this interesting, simply hit this link to join us: [your landing page link].

State your value succinctly and stick to why it matters to them. To get this right, it's going to be crucial to connect with the right types of connections. Use LinkedIn's search filters to get this right.

Step 4: Tell them their choice is respected

If you let your connections know that signing up is also not okay, should they not see the value, you'll illustrate your sincerity, keeping them as part of your network:

"If you aren't keen, that's perfectly okay! I'd still love to be connected".

Step 5: Greet them well

Make your greeting memorable and even quirky, if you wish. Don't be cringy either, but find a good balance. Here's what we often use:

"I hope you have the best day,

[name]

[newsletter link]"

Even saying something punny works. Make sure it matches the tone of your message and doesn't push the boundaries.

Tailor your message well and try different iterations of this framework. You can judge your industry and the level of person you're dealing with to make your message resonate better.

Get started.

Bonus Tips:

• Keep the message concise and scannable.

• Proofread carefully before sending (especially names and spelling).

• Personalise each message as much as possible for better engagement.

• Track your results and adjust your approach accordingly.
  
  

Use good link-tracking software to make sure you're monitoring how effective your strategy is. I recommend the guys at linkshortener.io (we use their brilliant tool).

Remember: Don't spam connections. This framework is designed to build relationships and provide value, ultimately leading to a natural signup for those interested in your content.

This strategy isn't limited to LinkedIn. You can apply this framework to various channels, including Instagram, Facebook, Reddit, X, and even P2P chat.

Also, don't be annoying in the inbox. If you send a message or two and get ghosted, then leave it alone.

Incessant follow-ups are desperate, and they don't make good friends.

2. Free Resources That Attract Your LinkedIn Audience

If you’re showing up on LinkedIn, but you’re not giving your audience an easy way to continue the conversation with you off-platform, you’re leaving email subscribers on the table.

Let’s fix that.

One of the smartest ways to drive newsletter signups from LinkedIn? Give away a useful resource (but only if they opt in). Think templates, swipe files, cheat sheets, Notion boards, Canva kits, or even a spicy spreadsheet. Something that solves a real problem your ideal reader has.

But don’t just drop the link in a random post and hope for the best. Here’s a better way:

• Pin it to your LinkedIn profile banner and feature section

• Reference it in your content (especially when you're storytelling)

• Mention it in thoughtful comments and DMs when it's contextually relevant

• Turn it into a lead magnet carousel post (bonus if it's branded well)
  
  

And here's the kicker: once someone grabs your freebie, guide them into a welcome sequence that gives them more of your vibe and value. This is where casual scrollers become loyal subscribers.

Oh, and tier it up if you want to go fancy. Give something no-strings-attached in your posts, and then tease a deeper vault of resources that requires a newsletter sign-up.

This creates a beautiful loop: value upfront → curiosity → email opt-in → deeper relationship.

Remember: LinkedIn is full of lurkers waiting for a reason to raise their hand. Make your resources that reason.

Resources also play on the principle of reciprocity. Giving something before expecting something in return carries a lot of relationship value.

Don't underestimate the power of creating. It's why your audience follows you, after all.

Bonus tip: Share your newsletter and the value it adds to the inbox in all of your resources!

This is a great way for folks engaging with your content or resources to have access to and exposure to your newsletter. Your resource may just be what nudges them to decide to join your list.

If you don't ask, you won't receive, will you?

So now you’ve got people sliding into your list because of the value you’re offering. Nice. 

But what if you could double that impact by teaming up with someone else doing the same? Let’s talk collaboration.

3. Collaborate and build partnerships

If you’re trying to grow your newsletter alone, you’re missing out on the magic of collaboration.

There are tons of newsletter creators, founders, and marketers who are just like you, building trust, creating value, and looking for smart ways to grow. The best part? They’re often open to sharing audiences if it’s a good fit. That’s a win-win.

Let’s bring this to LinkedIn.

If you’re already posting content or newsletters on LinkedIn, start by identifying people in your niche (or a complementary one) whose audience overlaps with yours.

Here's how to turn those mutual interests into newsletter growth:

• Comment regularly on their posts with useful input, not just “great post .”
  
  

• Share or reframe one of their ideas in your voice and tag them (great for reach and rapport).
  
  

• DM them with a soft pitch for a mutual spotlight or cross-promo—think “I'll feature your freebie in my newsletter if you do the same.”
  
  

• Cross-post parts of your email content as LinkedIn carousels or text posts and tag your collab partners.
  
  

And it’s not just limited to creators. Brands can absolutely do this, too.

Run mutual ads or shout-outs, co-host a webinar, bundle your resources, or do a good ol’ list swap—just make sure your audiences align. There’s no point sending your B2B marketing tips to an audience that came for wedding planning templates.

Want to take it further?

Platforms like SparkLoop and Beehiiv’s network make it super easy to find other newsletter owners who are ready to partner up. But you don’t have to wait for tech…LinkedIn is already your playground. Go start the conversation.

Because when two people bring value to each other’s audiences, everybody wins—including your email list.

Our 3 key lessons

1. Go where your audience already is (and meet them with value)

Your ideal subscribers are hanging out on LinkedIn, scrolling, commenting, and looking for insights. Use that moment of attention wisely. 

Whether it’s a resource drop, a well-timed DM, or a punchy post that links back to your newsletter, make it easy for them to opt in.

2. Create with generosity, not just growth in mind

Free tools, templates, or guides aren't just list bait—they're trust builders. When you give away something genuinely helpful, especially on a platform like LinkedIn where visibility is high but depth is rare, you stand out. 

Reciprocity follows naturally.

3. Grow faster by teaming up

Audience growth doesn’t have to be a solo mission. From casual collabs on LinkedIn to co-created resources and cross-promotions in newsletters, the best way to scale reach is through smart partnerships.

Just make sure your audiences align and your value exchange is clear.

A little something to help you grow before you go

You might already be dabbling with one or two of these tactics, but if you aren’t leaning into LinkedIn, creating value-first resources, or teaming up with others in your space, now’s the time.

Growth doesn’t have to be overwhelming. It just needs to be intentional.

So start with one of these strategies this week. Reach out to someone. Repurpose a great post into a lead magnet. Drop your link where it matters. Your next 100 subscribers are already watching—give them a reason to click.

And if you’re ready to move faster?

Grab the Email Database Growth Playbook - it’s packed with real-world tactics, extra tools, and a few juicy ideas we didn’t cover here. Plus, you’ll be joining a free newsletter community built just for email senders.

Power to you,

Des “Email List Builder” Brown

Sabahudin "Always Learning" Murtic