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Sponsored InMail drives stronger results than traditional email marketing by delivering personalized messages to active LinkedIn members in an uncluttered, professional context. Learn how to leverage the strengths of this unique ad format.
Craft compelling messages
- Keep your message concise. Body text under 500 characters has a 46% higher CTR (click-through rate).
- Be personal and relevant. Sponsored InMail allows you to personalize your message to a targeted audience, so use it to your advantage.
- Make your message interactive by adding hyperlinks. Messages with links in the body text have been shown to lift CTR by 21%.
- Refer to Sponsored InMail ad specs for more detailed information to guide your ad creative.
Drive them to action
- Feature a clear CTA (call to action), so your audience knows how to act on their interest.
- Use friendly, low-pressure language in your CTA. The top 5 performing CTAs for Sponsored InMail are:
1. Try
2. Free
3. Today
4. Click
5. Apply
- Try CTAs that are 1 or 3 words. These word lengths for CTA buttons show a 13% higher CTR.
Reach the audience you want
- Be specific with ad targeting, but not so specific that you narrow your audience. Choose location and two other targeting criteria to start, and follow ad targeting best practices.
- Keep campaigns running all week long. Sponsored InMails have the highest open rates on Tuesdays and get the most clicks on weekends.
Measure and optimize
- Install the LinkedIn Insight Tag on your website to track conversions from your Sponsored InMail campaigns.
- Define how to measure success for your business. Campaign Manager has robust reporting capabilities. Put them to good use by identifying your key metrics.
- Turn your Sponsored Content into Sponsored InMail and run both at the same time. Marketers gain 37% higher Sponsored InMail click-through rates when running Sponsored Content to the same audience on the same day.
- Learn how to create, manage, and optimize Sponsored InMail campaigns with this in-depth video course.