Should I Email My Entire LinkedIn Network?

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This is a really interesting question.

Whether you are looking for work, trying to land a new client or drum up business for any initiative, is there any way you can justify sending a bulk email to your LinkedIn contacts?

Let me just admit up front that I think of it often.  I imagine the impact of 1,382 people getting a direct message from me.  And the good things that might come from it (leads, new connections, awareness of my new initiatives).

I even went as far as exporting a .csv file of everyone whom I share a first level connection with on LinkedIn.  I have their (perhaps your) email address, first name and a bunch of other information about them (you).

With a first name, I could personalize the note and write it in the most honest and unselfish way I could muster.

But there’s something about bulk email that just smells funny.  No matter how hard you try, everyone will know you are really just selling something.  Even if the thing you are selling is what a great, unselfish person you are.

I’ve received a few of these bulk emails over the last few months.  Some offering a chance to help a great charity, some marketing an idea, a cause or services.  And I get that same feeling in my stomach each time.

But aren’t we supposed to use our network when we need help?  Why are we connecting with all these people on LinkedIn if we can’t reach out to them?

We are supposed to reach out.  And using LinkedIn is a great way.  But it is a more purposeful use of the tool that I want you to consider.

It’s the same with Twitter. 

As much as I would love to send a DM to my 14,180 followers to promote a new post or product, I won’t do it.  Because I know what it feels like to follow someone new and instantly get slapped with an auto DM saying “Hey, friend me on Facebook too!” or “Check out my latest (whatever)”.  It feels awfully short-sighted.

But I understand it. It sounds great.  And I’m not against some automation to ease the burden of communication at times.

But it isn’t a great idea.

So here’s my philosophy: you will be far more successful reaching out with a personal tweet or short LinkedIn note to targeted friends or connections (one at a time) than sending anything bulk.

If you have a network of people you’ve met while networking, you can certainly (and should) stay in touch with your network.  You can send a newsletter or email to these closer-in friends.  It’s efficient and reminds your network that you are still there. Especially if they opt in to (and opt out of) your newsletter.

I wonder whether the folks at LinkedIn struggled over whether to allow a download of 1st level connection emails.

But let me ask you.  Have you sent one of these bulk emails?  Did it work?

Did you regret it?

Or would you do it again?

Written by: Tim Tyrell-Smith
Tags: bulk | career networks | Communication | community websites | csv file | e mail | e mail spam | email | entire | human interest | Job Search | LinkedIn | linkedin open networker | new connection | online social networking | reach | shares | social information processing | spamming | tempt | web 2.0 | world wide web
Categories: Social Networking