LinkedIn Content Strategy for Email Marketing Consultants | Netwarm
LinkedIn playbook · Case study
LinkedIn content strategy for email marketing consultants: how a Dutch martech advisor reached 39 marketing, CRM and email leaders in 4 weeks
We read the reactions on 11 posts from a Dutch email marketing and martech advisor. 353 people, 39 marketing, CRM and email leaders. Here is what brings buyers, what brings peers, and the 5 posts we’d publish next.
Max Sawyer · Netwarm··11 min read
The creator in this case studyA Dutch email marketing and martech advisor
Followers16,611
Posts~2–3 a week
These numbers are from 22 October. Your audience has already moved.
New marketing, CRM and email leaders turn Hot every week and others go quiet. Run your free scan to see today’s version, with the names.
SellsEmail marketing and eCRM consulting, martech and email platform selection advice, and a newsletter
PeriodSep 22 – Oct 22
Ideal client: marketing, CRM, ecommerce and email leaders at brands who are choosing, renewing or migrating an email or marketing automation platform.The challenge: The advisor is one of the best-known names in email marketing, and the audience shows it: almost 6 in 10 people who react work in email and martech themselves. A chart joke got 464 reactions; a post on the Salesforce and Braze deal got 82. Which posts reach the marketing and CRM leaders who hire a martech advisor?
Key takeaways
1 in 9 readers is a buyer.39 marketing, CRM and email leaders reacted in 4 weeks: 11.0% of the 353 people who reacted. 58.9% are email and martech peers: consultants, freelancers, specialists, and vendor sales and partner teams.
Event and industry posts bring 2x the share of jokes.Posts about events, awards and industry friends reached 11.5% buyers, jokes and memes 5.8%. The one martech news post reached 12.3%, and the most buyers of any post.
5 of them came back.5 marketing, CRM and email leaders reacted to 2 posts or more. Two of them reacted to 3 of the 11.
01
Who actually reads you, and what the LinkedIn algorithm changed
The advisor posted 11 times between 22 September and 22 October: judging the Edge Awards and the trip to London, the Salesforce and Braze deal, a Black Friday tips thread, meetups with industry friends, and a few jokes.
The LinkedIn algorithm shows a post to the people who reacted to the last ones, then to people like them. In a niche where everyone knows everyone, that means other email people first. Reach can’t tell them apart from a head of CRM at a brand. Who reacted can. We sorted every person who reacted by role.
11posts in 4 weeks
353people reacted
39marketing, CRM and email leaders
5came back 2+ times
Audience by roleThe 353 people who reacted, by roleFree
Almost 6 in 10 people who react work in email and martech: consultants, deliverability specialists, freelancers, and the sales and partner teams of email platforms. They are the community, and they rarely hire an advisor.
The 39 buyers are CMOs, marketing and CRM leaders, email marketing managers and founders. About 36% work in email, CRM or martech roles, and about half work in SaaS and tech.
SeniorityAll people who reactedFree
Founder, owner, C-level20.4%
Director, VP10.8%
Manager10.8%
Independent7.6%
Other50.4%
IndustriesMarketing, CRM and email leaders onlyNetwarm
SaaS & tech48.7%
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Core audience2 marketing, CRM and email leaders engaged 3+ times · 0 engaged 5+ timesNetwarm
5 marketing, CRM and email leaders came back to 2 posts or more. Two of them reacted to 3 of the 11 posts.See your regulars
Engager company sizeEveryone who reacted, by company sizeNetwarm
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See which company sizes your marketing, CRM and email leaders work at.See company sizes
02
What to post on LinkedIn to reach marketing, CRM and email leaders
Most consultants judge a post by its reactions. An advisor who sells to marketing and CRM leaders should judge it by who reacted.
We tagged each of the 11 posts by topic, then measured the share of marketing, CRM and email leaders among the people who reacted.
Your topicsWhat your 11 posts were aboutFree
11posts
Jokes and memes4
Events, awards and industry friends3
Questions to the community3
Martech news and analysis1
Topics that attract marketing, CRM and email leadersShare of each topic’s reactions from marketing, CRM and email leadersNetwarm
Martech news and analysis12.3%
Events, awards and industry friends11.5%
Questions to the community10.9%
Jokes and memes5.8%
One topic brings 2x the share of buyers of another. See which.See which topics
Event and industry posts bring 2x the share of marketing, CRM and email leaders that jokes do (11.5% vs 5.8%). The martech news post did best of all: 12.3%, and 10 buyers, the most of any single post.
Posts that brought the most marketing, CRM and email leadersShare of marketing, CRM and email leaders in each post’s reactions1 of 5 open
#1Lets bundle our knowledge: #BlackFriday is coming, big days for #emailmarketing.17.9%
#2Looking very much forward to 2 days of London and the Bloomreach edge event15.7%
#3It is Big news week in #MarTech land. Salesforce buys Braze for $5.6Billion.12.3%
#4Always great to meet longtime #emailmarketing industry friends11.8%
#5Honored to be a judge for the Edge Awards this year.9.2%
For comparison, the chart crimescene joke had 464 reactions, more than the other 10 posts together, and reached 7% marketing, CRM and email leaders. Single-post shares are indicative: most posts had fewer than 60 reactions.
6 rules for LinkedIn engagement from marketing, CRM and email leaders
These rules come from what worked on the advisor’s own profile, and from the best-performing posts by email marketing and CRM consultants over the last 3 months.
1
Turn martech news into the buyer’s questions. An acquisition, a price change, a new inbox feature. Buyers in a selection or a renewal want to know what it changes for them. List their questions, then answer one.On this profile: the Salesforce and Braze post brought 10 buyers, the most of any post. Across the niche: Beth O'Malley’s email updates post got 406 likes.
Post from the rooms your buyers are in. Judging awards, speaking, meeting people at an event. It shows buyers where the industry meets, and that the advisor is in the room.On this profile: the London event post brought 16% marketing, CRM and email leaders. Event posts average 11.5%.
Ask the community, then bundle the answers. A question that invites tips from practitioners brings comments from the whole niche, and the buyers read along. Then turn the answers into something useful.On this profile: the Black Friday tips thread brought 18% buyers, the highest share, and over 100 comments.
Tell the client conversation as a dialogue. What the client asked, what you said, why. A selection call or a renewal question shows buyers how an advisor thinks.Across the niche: Matthew Gal’s "you don’t need 30 emails" dialogue got 90 likes.
Write about the buyer’s war story. Buyers react to stories they lived: a migration that went wrong, a domain reputation lost in a week. Tell one from the brand’s side, with the numbers.Across the niche: a marketing director’s domain reputation story got 69 likes and 20 comments, with every number in it.
Keep jokes for reach, then follow with substance. Jokes travel through the email community. Most of the people they bring are peers, but the algorithm will show the next post to them. Make the next one a selection or news post.On this profile: jokes and memes reached 5.8% buyers. The chart crimescene had 464 reactions and 7%. Across the niche: Kate Reeves’s Sunday reminder got 1,150 likes.
When marketing, CRM and email leaders read: the best time to post on LinkedIn for email marketing consultants
We compared the share of marketing, CRM and email leaders by the day each post was published (Amsterdam time). With 11 posts and fewer than 3 posts in most 2-hour slots, there is no hour to compare yet.
Share of marketing, CRM and email leaders by posting dayAmong the people who reacted to each postFree
6.5%
Mon
11.6%
Tue
9.7%
Wed
10.6%
Thu
Tuesday brought the highest share (11.6%, on 4 posts), then Thursday (10.6%). Monday was lowest (6.5%), with the chart joke. No posts went out on Friday or the weekend.
Put the news and selection posts on Tuesday and Thursday. Posting 3 times a week, every week, would give the algorithm more chances to show the buyers the next post.
05
5 posts ready to publish to target marketing, CRM and email leaders
Each post follows the rules above, in the advisor’s voice. Swap in your own details before posting: the real story is what makes it land.
1Ready to postMartech analysis
The renewal questions after an acquisitionRule 1: turn martech news into the buyer’s questions. Modelled on the Salesforce and Braze post (10 buyers, the most of any post).
Hook
Your martech vendor just got bought. Here are the 5 questions to ask before you renew.It has been a busy few weeks in #MarTech land. And every time a platform changes owners, the same thing happens in my calls.The press release says: nothing will change for customers.The customer asks: so what will change?Here is the list I go through with clients who are in a selection or up for renewal:1. Roadmap. Which features were promised for next year, and are they still on it?
2. Price. Is there a price lock, and for how long? What happens at the next renewal?
3. Contract. Can you get a shorter term, or an exit clause if the product changes?
4. Service. Who is your account team in six months? Ask for names.
5. Integrations. Which ones are "planned"? Planned is not live.None of this means you should leave. Sometimes an acquisition makes a platform stronger.But a renewal is the one moment you have leverage. Use it.What would you add to the list?
Visual · Single imageA simple checklist card with the 5 questions.Check before postingMake sure the 5 questions match the ones you really use with clients, and refer to the latest deal if there is one.
What the award winners had in commonRule 2: post from the rooms your buyers are in. Modelled on the London event post (16% buyers).
Hook
I judged a stack of marketing award cases this year. The winners had 3 things in common.And it wasn't the biggest budget or the prettiest design.1. They started with a business problem, not a channel.
Not "we want to do more with email". More like "our repeat purchase rate is dropping and we need to fix it".2. They were honest about the boring part.
Data cleanup. Migrations. Getting legal on board. The teams that showed the hard work behind the result were the most convincing.3. They measured what mattered.
Revenue, retention, time saved. Not just opens and clicks.The software selection and migration projects were my favourites, as always. (Close to my heart topics :D)A good migration doesn't make headlines. But it is often what makes the next three years of results possible.Congratulations to all the teams. And to those who didn't win this time: the work still counts.Which project are you most proud of this year?
Visual · PhotoA photo from the event or the awards stage.Check before postingUse the real takeaways from the cases you judged, without sharing anything confidential from the entries.
The Black Friday tips, bundledRule 3: ask the community, then bundle the answers. Modelled on the Black Friday tips thread (18% buyers, 100+ comments).
Hook
Last month I asked for your best Black Friday email tips. You sent over 100.So here is the bundle. The tips that came up again and again:1. Warm up your list before the big days, not during. Send to your most engaged people first.2. Tell people what's coming. An early access list does more than a countdown timer.3. Keep one simple offer. If you need a paragraph to explain the discount, it is too complicated.4. Plan the days after. Cyber Monday, the follow-up, the thank you. The sale doesn't end on Friday.5. Watch your deliverability. Big volume on a cold list is how domains get burned.6. Not everyone wants a discount. Some of the best emails were about gifting, or about not taking part at all.7. Test before, not on the day. Nobody wants to fix a broken template at 6am on Black Friday.Thank you to everyone who shared. This is what the #emailgeeks community does best.What did I miss?
Visual · CarouselOne tip per slide, with the community’s best lines quoted, names only with permission.Check before postingCheck that the 7 tips match what people really shared in the thread, and credit them only with their OK.
"We need a new platform"Rule 4: tell the client conversation as a dialogue. Modelled on Matthew Gal’s client dialogue (90 likes).
Hook
CLIENT: "We need a new email platform."ME: "Why?"CLIENT: "Ours can't do what we need."ME: "What do you need?"CLIENT: "Personalisation. Better automation. Real-time triggers."ME: "Which of those have you tried on the platform you have now?"CLIENT: "…"This is how a lot of selection projects start. And it is a fair question to ask, because switching platforms is a big project. Months of work. Data migration. New templates. Retraining the team.Sometimes the platform really is the problem. Then you switch, and you do it properly.But quite often the problem is the data, the process, or a team that never had the time to use what they already pay for.So before we look at vendors, we look at three things:1. What do you want to do in the next 2 years?
2. What is blocking you today?
3. Is that blocker the tool, or something around it?If it's the tool, we start the selection.If it isn't, a new platform will give you the same problems, with a new logo.
The acquisition checklistLead magnet built from the Salesforce and Braze post (10 buyers), offered as a one-page checklist. Modelled on Nicolas Olaya’s guide (221 comments) and Zach Schieffer’s swipe file (768 comments).
Hook
If your platform changed owners this year, read this before your renewal.Acquisitions in martech usually bring very little to customers in the first year. But they do change roadmaps, pricing, contract terms and service.And most teams only notice at the next renewal, when it's too late to negotiate.So I wrote down the checklist I use with clients who are in a selection or coming up for renewal:→ The roadmap questions to ask your account team
→ What to get in writing on price and term
→ The exit clauses worth asking for
→ How to check what "integration planned" really means
→ When it makes sense to start a selection, and when it doesn'tOne page. No sales pitch.Comment CHECKLIST and I'll send it to you.
Visual · Document previewA preview of the one-page checklist, blurred below the first section.Check before postingHave the checklist ready before posting. Share it through a Reveal link to see which marketing and CRM leaders download it.
Our pick for you: “The acquisition renewal checklist”Built from the questions the advisor already listed in the Salesforce and Braze post: one page for marketing and CRM leaders whose platform changed owners, to use before the next renewal. Offer it in post 5 with a Reveal link, to see which buyers download it.With a Reveal link, every person who downloads it is shown by name, with their role and how warm they are. Your first Reveal link is free.Create your free Reveal link
07
From reactions to clients
Content brings marketing and CRM leaders to the profile. It doesn’t say when to reach out. Most never comment, so they stay invisible among hundreds of email people who react to the same posts.
On LinkedIn, the right moment to start a conversation is when someone keeps coming back. We call that Hot: 5 or more points over 90 days, where a reaction counts 1, a repost 2, a download or a reply 4.
Hot right now0 marketing, CRM and email leaders · not contacted yetNetwarm
0 marketing, CRM and email leaders are Hot. See who to message first.See who’s Hot
First messageAn opener for each Hot person, based on the posts they readNetwarm
Hi Sarah, you reacted to the post on the Braze deal. Are you up for a renewal or a selection in the next year?Hi Tom, I saw you following the Black Friday thread. How did the big days go for your team?
A first line for each of them, ready to send.See the openers
Netwarm sends nothing for you. It tells you who and when, and you write the message. It also works inside Claude and ChatGPT: ask “Who’s Hot today?” and get the list.
08
FAQ
For this advisor, event and industry posts reached 11.5% marketing, CRM and email leaders and the martech news post 12.3%, against 5.8% for jokes. Turn industry news into the buyer’s questions, post from the events your buyers attend, and ask the community for tips.
For this advisor, Tuesday brought the highest share of marketing, CRM and email leaders (11.6%), then Thursday (10.6%). Monday was lowest (6.5%). With 11 posts, these are first signs, not rules.
This advisor posts 2 to 3 times a week. A steadier 3 posts a week gives the algorithm more chances to show buyers the next post after a joke brings reach.
Look at who reacts, not how many. A joke had 464 reactions and 7% buyers; the London event post had 53 and 16%. Group reactions by role, measure the share per post, and follow the people who keep coming back. A free Netwarm scan does this for you.
Yes. Netwarm only reads public reactions to your own posts. It never logs in as you, never asks for your password, and never messages anyone for you.
How we made this playbook
We read the public reactions on 11 posts published between 22 September and 22 October 2026, up to the first 100 people per post, and sorted the 353 people by role. Comments were not counted, so engagement figures are a floor. Most posts had fewer than 60 reactions, so single-post shares are indicative.
Niche rules come from top posts by email marketing and CRM consultants over the last 3 months. Role groups are approximate; a Netwarm scan matches people to your own ideal client.
