Inspiration: LinkedIn Captures Attention with Relevant Content

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This email from LinkedIn is a pleasant surprise from the static, everyday emails that come into your inbox that you can’t relate to. This email is one of the best emails we’ve received recently (maybe even ever!)

LinkedIn email with images on

What’s not to love about this email? For starters, how amazing is it to open an email and see a bunch of smiling faces looking back at you? And to make it even better—imagine knowing ALL of those faces! This email is great because it is unique to everyone who receives it; using customer data to drive relevancy in a non-creepy way can be difficult, but LinkedIn pulls it off brilliantly. What is more relevant that knowing every person in the email? Even the subject line was personalized with the name of a contact in my network!

The infographic, “Why do users become disengaged with your email,” shows us that 25% of people unsubscribe from emails because they find the content irrelevant; the content in this email is certainly relevant to each individual subscriber, so it is likely to be more engaging as well!

Image size and placement help to lead the eye

Another great aspect of this email is its organization. I love the different sizes of the images and the combination of text and images. My eyes were drawn to look at the entire email—left, right, up and down.

I also really like the headline of this email: “Who’s started something new? We’re halfway through the year and 68 people you know have already changed jobs.” The statistic is unique to each reader (another point for relevancy!), and it definitely made me curious—I wanted to see which of my connections were the 68 who had changed jobs.

The email looks great with the images off too!

LinkedIn email with images off

Although you (clearly) can’t see your connection’s faces with the images off, you can still see their names via the ALT text, so even with the images off, readers are engaged and will find the content relevant to them.

The headline and call to action button are still visible even with the images off. LinkedIn’s use of a bulletproof button and live text in this email mean that these elements are present regardless of whether or not the images are on.

Missed opportunities?

Even with all these positive features, I found some room for improvement. For example, the reply-to address is messages-noreply@linkedin.com. As Justine stated in an earlier post, “Get your email opened: First impressions make an impact,” a “no-reply” email address can “appear unfriendly, uncaring and may even negatively affect your delivery rates.” Although subscribers probably wouldn’t have any questions about this email, it would still be nice for them to have the option to respond to the sender.

LinkedIn no-reply

Additionally, there is not hosted/online version of the email. Since many email clients block images, providing a link to hosted/online version of an email combats the issue that subscribers would not be able to view your email.

Trust and clarity in calls to action

You might argue that the main purpose of any email is to lead readers to the call to action and get them to click, convert or buy. For this email, one of the calls to action was a “See more” link near the bottom. When I clicked on the link, I was a little surprised about the webpage that popped up:

Grant Access to LinkedIn application

While I was expecting to be taken to a page on the LinkedIn site (perhaps similar to the grid in the email), instead I was asked to log into my account and grant access to an “application.” In the email there is no mention of where this link will bring you, and truth be told this felt a little “off”. With so many phishing scams going on, building trust with your subscribers is huge. For an otherwise FABULOUS email, this click-through was a bit of a buzz kill.

What do you think of this email? Its smart use of data to drive dynamic content and potential to engage make it one of my favorites!