Select the right sender
Sponsored InMail should come from a credible person whom your audience will trust.  It’simportant that the sender be contextually relevant to your message. Senders who have a professional photo drive higher open rates.

Keep your target audience top of mind
When selecting targeting for your ad, think about the persona of your buyer. You’ll want to make sure your ad and what you’re offering resonate with your audience. Members like to feel as if they aren't being mass-marketed, so make it personal. The sender plays an important role in representing your brand and influencing the reader's experience with your Sponsored InMail message. We recommend using A/B testing senders - learn more about senders here.

Select an optimal audience size: For Sponsored InMail the best practice is stay within the range of 100,000, but this really depends on who you’re trying to reach. Members can only receive one Sponsored InMail every 60 days, so it’s unlikely the same member will receive your message twice within a short period of time.

We recommend using seniority instead of age in your targeting, as age targeting can reduce your audience size over 50%.

Put your audience at the center of your message
Members like to feel as if they aren't being mass-marketed, so make it personal. Design your InMail as a conversation starter and adopt a conversational, enthusiastic tone.

Keep subject lines short for high impact
Subject lines with a clear value or opportunity to connect work best. Also, consider using a custom greeting.  To insert a custom greeting insert your salutation like hello, hi, dear and add %FIRSTNAME%, %LASTNAME% to dynamically insert the member's first name and last name.

Keep your message concise
Humanize your message with conversational language and aim to keep your copy fewer than 1,000 characters.  Messages with less than 500 characters can increase your CTR up to 50%.Avoid coming across as overbearing or “salesy.” Focus on how the member would benefit from the conversation — not how it benefits you.

Use a clear call to action (CTA) and add a relevant body hyperlink
CTA buttons with 3 words or less perform best. Try top performing CTAs like “try”, “free”, or “today.” Additionally, including a hyperlink in your message can boost CTR by 21%. Always include a 300x250 banner image with your InMail.