How to build an off-platform newsletter audience through LinkedIn.
The Carta Data Minute (great newsletter, check it out) is officially 100 weeks old!
Every Thursday, 24,386 subscribers receive a drop of Carta insights in their inbox. Short, sweet, thought-provoking (I hope).
We don't do much promotion for it outside of this feed. So it's a pretty clean example of how to move folks from followers here to subscribers over there.
So why create a company insights newsletter at all? Three reasons:
1. Great place to speak to your target customers (and hear from them) without selling, which they will appreciate.
2. Conversion from newsletter to event attendee is 8-10x a cold email. Worthwhile.
3. Moving a rented audience from social to an owned audience on a newsletter allows for all sorts of education and awareness opportunities for your products.
I'll dig into some key points along the timeline and drop some tactics at the end.
𝗦𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝗼𝘂𝘁 - 𝗟𝗮𝘁𝗲 𝗝𝘂𝗹𝘆, 𝟮𝟬𝟮𝟮
Hooray we started!
Quickly turns to "damn this kinda sucks". Multiple weeks of single-digits new subscribers. Didn't have my writing or my promotion dialed in.
𝗝𝗮𝗻 𝟮𝟵, 𝟮𝟬𝟮𝟯
Over 1,100 new subs that week off of a single viral LinkedIn post.
𝗠𝗮𝗿𝗰𝗵-𝗦𝗲𝗽𝘁, 𝟮𝟬𝟮𝟯
Clear NMF (newsletter-market fit).
𝟮𝟬𝟮𝟰
Steady, if unspectacular, growth. Probably need to try some new strategies.
𝗖𝗼𝗺𝗽𝗮𝗻𝘆 𝗡𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 𝗚𝗿𝗼𝘄𝘁𝗵 𝗧𝗮𝗰𝘁𝗶𝗰𝘀
Start a waitlist that folks can join before you send the first newsletter - much better to send to at least a few real people on week 1.
Newsletter 𝗻𝗲𝗲𝗱𝘀 to be weekly. Monthly or even every two weeks just is not enough habit formation. Another reason why Insights is a useful function, given it creates things to talk about.
Include a link (not clickable) in every graphic you post on LinkedIn. Include a link (actually clickable) in the body of 𝘀𝗼𝗺𝗲 of your posts. Which ones? That's the nuance. I'd say maybe 30%, including some that you think will get large reach. Links do limit reach so this is a delicate balance.
QR codes at the beginning or end of presentations you give in the wider world generate solid new subscribers!
Open rates: 50% okay, 55% good, 60%+ great
Unsubscribes: Should hover between 0.1%-0.4% every send
25% of our subs came from the top 10 weeks. You can't predict the spikes!
Write as a human not a worker. If you're excited about the content the audience will be as well.
DISCLOSURE: This communication is on behalf of eShares, Inc. dba Carta, Inc. ("Carta"). This communication is for informational purposes only, and contains general information only. Carta is not, by means of this communication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services nor should it be used as a basis for any decision or action that may affect your business or interests. Before making any decision or taking any action that may affect your business or interests, you should consult a qualified professional advisor. This communication is not intended as a recommendation, offer or solicitation for the purchase or sale of any security. Carta does not assume any liability for reliance on the information provided herein. © 2026 Carta. All rights reserved. Reproduction prohibited.
