Suzanne Lucas Questions Mailchimp’s Text Message Push for HR Webinars

In a recent LinkedIn post, Suzanne Lucas discusses her reservations about being pushed to use text messages for HR webinar reminders, questioning the value and appropriateness of this communication channel for her audience. Lucas, a recognized voice in the HR and business community, expressed her frustration with the persistent offering of text message functionality by Mailchimp, even for events like HR webinars.

Lucas directly addressed the platform, stating:

“Dear MailChimp, There’s a lot I like about your product. It works well for my mailing lists, but no one, and I truly mean no one, wants me to send them a text message to remind them to register for an HR webinar.”

Questioning the High Click-Through Rate

The core of Suzanne Lucas’s critique centers on the interpretation of engagement metrics. While platforms like Mailchimp may highlight high click-through rates for text messages, Lucas argues that this metric is misleading in the context of unsolicited or unwanted communications.

According to Lucas:

“Yes, I understand that the clickthrough rate for the text messages is through the roof. That is because people will be clicking to unsubscribe.”

This perspective challenges the conventional wisdom that a high click-through rate is always indicative of positive engagement. In Lucas’s view, for certain types of communication, a high click-through rate on a text message could signal annoyance and a desire to opt-out rather than genuine interest.

Prioritizing Community Trust Over Superficial Metrics

Suzanne Lucas emphasizes the importance of maintaining the trust and positive relationship with her community over chasing potentially inflated metrics. She posits that the perceived benefit of text message engagement, as promoted by service providers, comes at the expense of user experience and could alienate the very audience businesses aim to reach.

As Suzanne Lucas points out:

“Thanks, Suzanne, who would rather have a 1 percent email open rate than send text messages to my treasured community.”

This statement underscores a strategic preference for proven, less intrusive communication channels when dealing with a professional audience. Lucas suggests that while email might have lower open rates, it offers a more respectful and established method for professional outreach, particularly for event invitations and reminders. The implication is that forcing a less suitable channel, like text messaging for HR webinars, can damage the sender’s reputation and the relationship with their audience.

The Role of Platform Recommendations

Lucas’s post also implicitly questions the guidance provided by marketing platforms. She wonders why Mailchimp continues to push a feature that she believes is inappropriate for her specific use case and audience. This raises a broader point about the need for marketing technology providers to offer more nuanced advice tailored to different industries and communication goals, rather than a one-size-fits-all approach.

In conclusion, Suzanne Lucas’s LinkedIn post serves as a critical commentary on the application of marketing technology and metrics. She advocates for a more thoughtful approach to communication, prioritizing audience respect and long-term relationship building over potentially misleading engagement data.