Extend your LinkedIn reach with every email: Insights from Exclaimer

LinkedIn is a critical platform for B2B marketing. It influences 52% of buyer decisions, yet your posts often don't reach the audiences that matter. The average organic reach for a company page is under 9%. Content teams invest time in building brand presence, but too often that content isn’t seen. 

Exclaimer’s recent webinar explored a practical solution to this challenge: turning everyday emails into an owned channel for content distribution. The session introduced our new LinkedIn Social Feeds integration, which allows organizations to display their latest three LinkedIn posts in employee email signatures automatically. 

Below, we break down what was discussed and how both marketing and IT teams can apply it. 

1. The visibility gap on LinkedIn is growing 

LinkedIn is still an essential social media platform for B2B decision-makers. However, many brands are struggling to maintain visibility despite investing heavily in content and campaigns.  

Simply put, the LinkedIn algorithm prioritizes personal profiles over company pages, meaning only 5–7% of your followers may see your posts. As a result, company pages often fail to stand out in user feeds, with content receiving limited engagement and having a short lifespan. 

This challenge is amplified by the sheer volume of content being published. Every brand is competing for the same attention, making it increasingly difficult to connect with the right audience. Even with a clear strategy and high-quality content, you can't guarantee that it'll reach its intended audience. This ends up leaving marketing teams frustrated and unable to maximize ROI. 

2. Email is an overlooked but effective content channel 

Each employee sends hundreds of emails every month. These messages go directly to customers, prospects, and partners. That makes email a highly targeted and underused space for distributing content. 

By embedding LinkedIn posts into signatures, organizations can promote social content to audiences who are already engaged, without additional tools or workload. 

3. What the LinkedIn integration enables 

The LinkedIn Social Feeds feature is available to customers on the Exclaimer Pro plan. It automatically adds the three most recent posts from a company LinkedIn page to employee email signatures. The feed refreshes throughout the day with no manual updates. 

Posts display only when they meet LinkedIn’s eligibility criteria. For example, they must include images or videos and be published by the connected company page. This ensures visual consistency across devices and supports content that's most likely to drive engagement. 

Setup is straightforward. IT teams can enable the integration with a few clicks and manage feed placement through the central signature editor. 

This makes it easy for marketing to surface high-value content in day-to-day email communications while giving IT full control and minimal administrative overhead. 

Using LinkedIn’s official API, the feature meets Exclaimer’s platform requirements for security and reliability and has gone through full pre-release testing. 

4. What Exclaimer learned from internal testing 

In 2024, Exclaimer tested the LinkedIn Social Feeds feature across what was then a 250-person team. During that period: 

• Over 7,000 clicks were generated from email signatures to LinkedIn posts 

• One post alone saw 20% of its traffic come from the email channel 

• The LinkedIn feed drove 65% of all email signature engagement 

What made this so impactful was the quality of the audience behind those clicks—customers, prospects, and partners already connected to the business. Business email became a direct channel to deliver social content to the right people. Even better, it required no complexity, no extra tooling, and minimal IT involvement. 

5. Use cases that drive value 

The LinkedIn Social Feeds feature supports several high-impact use cases that help teams reach the right audiences and measure real outcomes. 

a. Focused reach over follower counts 

Instead of chasing superficial metrics, this feature helps organizations grow a relevant LinkedIn audience. By placing company content in the emails sent to customers, prospects, and partners, teams increase visibility among the people who are already engaging with the business. This helps attract the right followers, which are those most likely to convert and stay engaged. 

b. Social content that reflects your brand 

The integration supports a wide range of content styles. Some of Exclaimer’s most engaged posts have not been polished videos or branded graphics. Instead, they’ve been employee-written posts, relatable updates, and informal stories. Sharing this type of content through email adds personality and trust. It connects the recipient with the people behind the brand, not just the logo. 

c. Visibility into engagement 

Teams can track exactly how social content is performing through the Social Feeds Analytics dashboard. This gives insight into how much engagement comes from business email and who is engaging. Rather than just offering a general click count, you can see activity straight from people who matter most to your business. 

d. A scalable way to grow reach 

LinkedIn rewards content that gains traction with new audiences. When someone engages with a post they received through an email signature, that post becomes visible to their connections. This creates a ripple effect, helping posts reach more people without relying on paid amplification. 

6. Practical setup tips and content recommendations 

The LinkedIn Social Feeds feature is simple to deploy, but teams can get more from it by following a few best practices. 

a. Keep signature design focused 

Avoid adding too much content to the signature. Although the platform supports multiple elements, clutter can reduce visibility. Keep layouts balanced and avoid pushing the LinkedIn feed too far down. Placing it near the top helps ensure the posts are seen and clicked. 

b. Align content with campaign goals 

The feed reflects your last three LinkedIn posts. That means you don't need to choose between promoting a blog, an event, or a new white paper. All three can be displayed at once, helping to surface multiple campaign messages in a single email. This allows marketing teams to match their social content with broader campaign objectives. 

c. Use content that performs 

Posts that focus on people and culture tend to drive strong engagement. Employee takeovers, customer stories, and team updates often perform better than static graphics or formal announcements. 

This type of content works in email because it feels personal. When recipients see it in the context of a direct communication, it reinforces trust and drives action. 

d. Format content for the channel 

Content should be designed for how users consume it. Short-form formats like carousels and videos work well. They allow audiences to engage without needing to leave the platform or navigate away from the email. 

Social posts should reflect the goals of your wider marketing strategy while remaining easy to engage with. 

7. Benefits for both IT and marketing teams 

This new integration has benefits for both IT and marketing teams alike. 

For marketing teams: 

• Increase the visibility and lifespan of LinkedIn content without manual promotion. 

• Support lead generation, recruitment, and brand awareness strategies. 

• Track engagement and adjust social calendars accordingly. 

For IT teams: 

• Maintain secure, compliant email signatures without increasing administrative overhead. 

• Avoid performance issues by using LinkedIn’s trusted API integration. 

• Manage the rollout centrally with minimal impact on infrastructure. 

Key takeaways 

• LinkedIn organic reach continues to decline, limiting visibility for branded content. 

• Email is a reliable, direct distribution channel that complements LinkedIn strategy. 

• Exclaimer’s LinkedIn integration adds three recent posts into signatures, updated automatically. 

• Internal testing showed strong engagement results with thousands of clicks and high post-level interaction. 

• Both IT and marketing benefit from a centralized, low-maintenance solution. 

• Available now on Exclaimer Pro plans. 

See our LinkedIn integration in action 

If you’re using Exclaimer Pro, you can activate the LinkedIn Social Feeds feature through your platform dashboard. 

Upgrading from a Starter, Standard, or legacy plan unlocks this feature, as well as CRM integrations, signature scheduling, audience targeting, and advanced analytics. Reach out to our sales team for more details. 

And if you're not already using Exclaimer, book yourself an online demonstration to start enhancing the reach of your LinkedIn content.