Email done well: LinkedIn
Yesterday I received a very welcome example of intelligent email marketing. After noticing I never opened its content-focused ‘Today’ newsletter, LinkedIn informed me it was going to unsubscribe me ‘to keep my inbox tidy.’ I had to opt-in again to keep them coming.
It’s good news because those emails did annoy me a bit. But it’s also good because it shows the extent to which LinkedIn understands how to treat its users. I’m impressed: impressed enough to write this blog, in fact.
But it made me think how many other companies would be brave enough to adopt this approach. I can’t help but feel most would rather continue bombarding users until they took matters into their own hands...