Tag Archives: linkedin

LinkedIn: No greater email marketing #fail than over-writing your customers preferences

I just got this  email from LinkedIn  Subject Line “A change to your DMA: Direct Marketing Association (UK) Limited digests” – the 3rd such email I have had this week about a group I belong to.
In it they tell me that they are going to ignore my mailing preferences and unsubscribe me from the group digests of which I get 1 a week a frequency selected by ME! I have now been forced to go and re-subscribe to the weekly digests of groups that I want to hear from 3 times this week. Do LinkedIn really think that is a good use of my time?

Just in case anyone was wondering, while I am not really a FB kind of person I definitely am an UBER LinkedIn user.

- I am a paid subscriber and highly active – I post, place jobs, recommend stay in touch connect etc.
- I have several thousand connections
- I check my page multiple times a day and use it as my primary vehicle for maintaining my business network. I have my preferences set exactly the way I want them for some groups – no email, others weekly and some daily
- I get 10 or more emails a day from linked in and open about 1 in 3 on my desktop and 80% of them on my mobile
- I click on at least one a day and some days 3 or more
- I save all my emails I currently have 2900 in my Linked in folder of which less than half 1427 are “unread”
- I regularly search for old messages or invites and click on them

So how on earth can a bunch of engineers and/or too clever by half marketers come to the conclusion that they know what I want better than me?
The irony is by stopping the DMA group weekly digest, they are going to reduce the chances of me ever visiting again! I wonder how the DMA and other group managers feel about that.

I can’t understand why having gone to the trouble of asking me to set my preferences LinkedIn should choose to expressly ignore the stated preference from a highly engaged – dare I say knowledgeable – paying subscriber. Surely that is as bad as spamming after all what is so different about these 2 scenarios?

1) I use LI preference centre choose to receive 1 email a week – after 3 months LI decide to unsubscribe me for not visiting the group.
2) I use LI preference centre and choose to receive 1 email a week – after 3 months LI decide to send me daily digests or 3rd party emails from partners they think I should hear from

LinkedIn are insulting their members’ intelligence one would think that someone like me would know how to both unsubscribe or hit the spam button. So if I haven’t done either of those things, it’s probably because…I DON’T WANT TO!

Social Media and Mobile Integration – Making Interactivity even more important

Recent research from TNS revealed the number of mobile web users visiting social networking sites grew from 30% to 46% globally, highlighting that mobile phones are a crucial part of any social media activity, and will continue to do so (click here for press release). Just like Smartphone users ability to access their emails, they don’t have to rely on or be restricted to their home or work computer to access their Facebook, Twitter or LinkedIn account and carrying a mobile in your pocket is a lot easier than carrying a laptop on your daily commute.

Mobiles are making online content even more accessible than ever before. This provides opportunities for such industries such as leisure, travel and tourism, where the target audience are frequently out and about. Hotel companies such as Hilton, Marriot, and Holiday Inn have created a large social media and mobile presence. People can use these social media sites to book rooms, read and post reviews, and interact with other hotel visitors. They can also connect to that brand at any time which fits in to their daily routine and don’t have to be strapped to a computer to do so.

Therefore, if a customer or prospective customer of your brand posts or tweets a question to your social media site it is the same principle them calling your customer service team for advice. Your social media page would be seen as a 24 hours, 7 days a week online customer service channel, even more so with mobile users logging in at different times than usual. Social media should not just be used for brands to promote new products; it is a way for your audience to communicate to your brand too, otherwise known as ‘Interactivity’.

With the amount of company information available on the internet increasing, customers are contacting brands with more complex questions and expecting a quicker response than ever before. So track of all your points of contact, including your social media page. Regularly update and monitor your pages for queries and questions, and respond to them as quickly but efficiently as possible. Interact in a personal and humanised way, so refer to them by their name when answering their questions. Encourage interaction on your profile too. I noticed an example of this on BBC Good Food’s Facebook page encourages people to ‘like’ a post if they found a blog offering seasoning tips useful. On another occasion for their page to reach 30,000 likes, they asked followers to share a post to help them reach the 30,000 mark (the post included cake recipes as a thank you!).

Finally, take advantage of mobile apps. Advertise these on your social media site and allow them to be downloadable. BBC Good Food did this on with their ‘Good Food for Friends’ application, by advertising on their Facebook page and can be downloaded straight from the page. Make use of the opportunities mobiles have to integrate online, including email and social media activity, with offline, so incorporate QR codes and SMS into your campaign to allow a multi-channel approach. This way you will have a great integrated and interactive campaign.

Join our LinkedIn Email Marketing Interest group

The email marketing council has recently created a LinkedIn group for those that work within email marketing and its related disciplines and who are interested in the work of the Email Marketing Council. Members of this group include individuals that are employees of corporate member companies of the DMA as well as non members.

You are welcome to join the group and participate in discussions:

Join here