I just received my latest group update from LinkedIn, the Duluth Business Network. Much to my surprise and amazement, without any action from me they decreased the frequency of my group email update from daily to weekly!
While this may seen counter intuitive, consider some facts:
- I had not visited this group in a while (measurement ... yea for analytics!)
- LinkedIn decided daily emails might be just piling up, and thus could indicate rather than reading the updates I use the "delete" key on a daily basis
- Rather than risk emails that are regarded as SPAM, LinkedIn offered to decrease the frequency of my updates.
While not stated, I suspect that LinkedIn is hoping I will read a weekly update. They understand given very few "click-throughs" to the web content, even if I was reading the daily updates, no action was being taken. Thus, I had a low engagement level.
Interesting concept ... downgrade the frequency of update emails with the hope you will actually encourage the customer to engage more.
Should other social networks like Facebook, Yammer and SocialCast take a cue?
Click to enlarge the image. It shows the email I received from LinkedIn. The red callouts are mine.