Last month on the DMA email blog I looked at how LinkedIn had made many changes to improve response from their Premium membership upsell emails. Here’s the annotated email showing the content and why it works
I’ve just had another LinkedIn email and they have added one more benefit, there are now four benefit bullets, a new first benefit “Who’s Viewed Your Profile – see the full list”.
Nothing else has changed so this is a minor optimisation this time. What else could LinkedIn do?
- Subject line. Test focus on the benefits of Premium rather than just the free. After all, free isn’t worth anything if you don’t want whats on offer for free.
- Headline. Link the headline through to the landing page.
- Benefits copy. Re-visit the copy. For example, “Search better, with premium filters and 7x more results in every search”. I don’t want more search results, I want fewer and more accurate, relevant results that give me answers quickly.
What would you do to improve this email further?