How to get more B2B newsletter sign-ups

If you want to reduce your reliance on algorithms and ad budgets, start by building a channel you own.

Indhold

Skab en kanal, du selv ejer Opret dit nyhedsbrev på LinkedIn Brug retargeting fra Meta Driv trafik til LeadInfo

Build a channel you own—instead of paying for access

Ads are getting more expensive, and organic reach is less predictable than before. Yet many B2B companies still invest most of their marketing budget in channels they do not own—and therefore in visibility that disappears when the budget stops.

That makes them more dependent on algorithms than they actually want to be.

If you want to reduce that dependency while strengthening your commercial foundation, it is not about finding yet another channel, but about building one you control.

When a decision-maker signs up for your newsletter—or email flows in general—they have actively opted into the relationship. You gain a direct channel that is not affected by changing algorithms or rising ad prices.

In a B2B context where decision-making processes are long and relationships are built over time, that is a significant advantage.

Here, we explain how you can systematically get more B2B newsletter sign-ups—by combining LinkedIn, retargeting, and active use of data.

Create your newsletter on LinkedIn

If your target audience is on LinkedIn—as is often the case in B2B—it is almost a no-brainer to create your newsletter there.

For example, we have gained just under 450 subscribers to our LinkedIn newsletter in only 4 months.

Part of the explanation lies in the mechanics: When you publish your first newsletter, your followers receive a notification about it. That provides a natural acceleration at the start.

After that, it is “only” those who have actively subscribed who are notified when you publish something new. In return, they receive both a notification on LinkedIn and an email from LinkedIn with the content.

In practice, that means two exposures per publication—without you paying for distribution.

Growth naturally levels off after launch, but it does not stop. New subscribers continue to come in as you publish, get shared, and expand your network. Over time, you build an active audience that has said yes to hearing from you again.

See our newsletter on LinkedIn.

Use Meta retargeting as a low-cost way to promote your newsletter

Meta is often ruled out in B2B because the platform is associated with B2C. That is an oversimplification.

Because yes; Meta is rarely the right place to reach cold B2B audiences.
But for retargeting, it is both effective and significantly cheaper than, for example, LinkedIn.

Our recommendation is therefore clear: Use Meta exclusively to reach those who have already shown interest.

This could be people who have:

Visited your website
Visited your social media
Interacted with your content

Relevance is high here. And when relevance is high, the cost per sign-up typically drops accordingly.

In our own setup, that approach means we continuously get 5–10 new newsletter sign-ups per week via retargeting alone. The average price for these is DKK 35.

Use your emails to drive traffic and gain real insight in Leadinfo

A newsletter should not only be an information channel. It should be a deliberate way to drive targeted traffic to your website.

When you link to specific pages such as cases, services, or thematic blog posts, you create not just clicks but trackable behaviour.

If you use Leadinfo, you can see which companies visit your site—and this is where the value of owning your channel and your data really becomes clear. Not in the number of sign-ups, but in understanding the customer journey and the ability to activate it strategically.

It is incredibly valuable knowledge for your sales team, who can use it to identify the most qualified and warm leads—and as a natural way to reach out to those companies.

Here you can read more about how you can use Leadinfo for B2B lead generation.

However, the above requires that you remember to UTM-tag your links in both newsletters and ads. Otherwise, you lose track of where the traffic is actually coming from.

You can build your UTM tags with our UTM builder here.