This just arrived in my inbox. This personalized email from LinkedIn sported a subject line reading “David, thanks for publishing on LinkedIn!” Who’s not going to read that?
4 Reasons Why You’ll Open LinkedIn’s Thank You Email
- If you’ve recently published a post on LinkedIn, you’re going to open it because you figure it has something to do with that recent post.
- If you haven’t posted for a while, like myself, you might think that LinkedIn screwed up and thinks you did publish something when you did not. In which case, you’ll open the email to find out.
- Or, you might wonder if LinkedIn mistakenly posted something on your behalf. In which case, you must open the email to find out.
- Or maybe LinkedIn is thanking you with a tangible benefit, which is not uncommon. In which case, of course, you’ll open it.
The email links to a post by LinkedIn’s executive editor, Daniel Roth, discussing the milestone of 1 million LinkedIn posters.
It’s a clever way of generating PR buzz because the people who publish on LinkedIn are far more likely, by virtue of being a content creator, to talk about LinkedIn’s milestone themselves (guilty, as charged). This is a variation on a tactic LinkedIn has used before.
[Tweet “1 Million LinkedIn Posters & How The Company Used Email For #PR”]
LinkedIn Email Marketing Case Study
During February, 2013, LinkedIn used the network’s internal email system to announce that they had surpassed 200 million members and did so by taking advantage of its users vanity by congratulating select users for being among the top 1$ or 5% most-viewed profiles for the previous year. Here’s the case study I compiled for the email marketing campaign:
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