Sending bulk messages to your LinkedIn connections can be a great way to share information, promote your business, or keep in touch with your network. However, LinkedIn has strict guidelines around using their platform for marketing purposes. Here are some tips on how to properly send bulk messages on LinkedIn without getting flagged for spam.
Get Clear on LinkedIn’s Rules
The first thing you need to know is that LinkedIn prohibits sending unsolicited commercial messages, advertising, or excessive promotions to connections you don’t know. Sending bulk messages is allowed if done thoughtfully and selectively. Here are some key things to keep in mind:
- Only message your 1st degree connections. Don’t message 2nd or 3rd degree connections, or group members you’re not connected to.
- Avoid messaging contacts en masse. Message no more than 50 connections per day.
- Personalize your messages with each contact’s first name.
- Only send valuable, relevant messages your connections would appreciate.
- Always include an opt-out option.
Review LinkedIn’s User Agreement and Professional Community Policies to ensure you understand and abide by their rules before sending any bulk messages.
Craft a Thoughtful Message
Take time to carefully craft your message. Make sure it provides value to the recipients. Here are some tips for writing effective LinkedIn messages:
- Keep your message concise yet personalized. Mention how you know each other if needed.
- Get right to the point. Explain clearly what you are sharing or requesting.
- Focus on how your message benefits them rather than promoting your business.
- Use a warm yet professional tone. Be helpful, not pushy.
- Proofread for typos and mistakes before sending.
Avoid generic greetings like “Dear Sir/Madam”. Use each contact’s first name to personalize your message. Test your message on a few close contacts first and ask for feedback.
Choose Your Contacts Selectively
Only send your message to carefully selected contacts who would genuinely appreciate receiving it. Here are some ways to identify who to message:
- Look at your contacts’ profiles to gauge their interests and goals.
- Focus on those in your target audience or industry.
- Consider who you have an established relationship with.
- Review who has engaged with your content before.
- Avoid messaging contacts you don’t know well or haven’t interacted with.
Segment your contacts into groups based on criteria like location, job role, company, industry etc. Message different segments selectively based on the relevancy of your message.
Follow LinkedIn’s Guidelines on Frequency
To avoid being seen as spammy, follow LinkedIn’s guidelines on daily and monthly limits when sending bulk messages:
- You can send up to 300 messages a month and 50 messages a day.
- There must be at least 4 days between each bulk mailing. Don’t send repetitive messages day after day.
- Spread out your messages in batches over days and weeks. Don’t blast message all 300 contacts at once.
- Wait for connections to respond to your message before following up. Don’t re-message contacts who haven’t responded.
Track your daily and monthly messaging volume carefully to avoid crossing LinkedIn’s thresholds accidentally.
Include an Opt-Out
Always include an easy opt-out in your messages so recipients can unsubscribe if they feel your messages are not relevant:
- State clearly they can reply “unsubscribe” if they don’t want further messages.
- Honor all unsubscribe requests promptly. Remove them from your list.
- Avoid re-messaging anyone who has opted out previously.
- Maintain an up-to-date list of people who have unsubscribed.
Making it easy to opt out shows you respect your contacts’ preferences and helps ensure your sender reputation stays strong.
Send from Your Personal Account
Send bulk messages from your personal LinkedIn account, not your Company Page. Here’s why:
- It’s easier to prove you have an existing relationship with the contacts.
- Recipients are more likely to recognize your name vs. your company name.
- You have full access to all your 1st degree connections.
- It’s simpler to merge fields like first name into personalized messages.
Your message is more likely to be well received when sent from an individual rather than a company. But make sure to identify yourself and your company clearly in the message.
Follow Up Politely
Not everyone may respond to your initial message. If you want to follow up, do it politely:
- Wait at least 2 weeks before following up with non-responders.
- Be gracious if they say they are not interested.
- Offer to remove them from your list going forward.
- Accept if the contact doesn’t respond after a follow up or two.
Avoid repeated messages if someone doesn’t respond. Harassing contacts risks your account being restricted by LinkedIn.
Track Your Messages
Keep track of your daily and monthly message volume as well as individual connections’ responses. Use a spreadsheet to monitor:
- Date and number of messages sent each day
- Your monthly total vs. the 300 message limit
- Non-responders to unsubscribe
- Opt-outs to remove from your list
Careful tracking helps you follow LinkedIn’s guidelines and keep your messaging focused and relevant over time.
Follow Up with Value
After connecting with your contacts, continue nurturing relationships by providing value:
- Share useful articles and resources relevant to their interests.
- Comment thoughtfully on their posts to keep conversations going.
- Provide tips and advice to help them achieve their goals.
- Follow up to ask how they are progressing.
- Offer to make warm introductions to others in your network.
Seek to build rapport, trust and loyalty with your connections by consistently adding value, beyond just sending bulk messages.
Review LinkedIn’s Guidelines Regularly
LinkedIn’s rules and best practices evolve over time so review their guidelines regularly. Watch for updates on:
- Definition of unsolicited messages
- Daily and monthly messaging limits
- Guidelines on following up with contacts
- Requirements around identifying yourself and your company
- Other changes to Professional Community Policies
Stay up to date on any changes to ensure your messaging strategy continues follows LinkedIn’s rules.
In Closing
With the right strategy, sending bulk messages can be an effective way to engage your LinkedIn connections and grow your network. Be thoughtful, personal, and infrequent with your outreach. Provide value, follow guidelines, and relationship-build over the long term. Done properly, bulk messaging can open up new opportunities on LinkedIn.