Best Practices + Real Examples

LinkedIn Sponsored InMail

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1 Use targeting on LinkedIn to deliver the right message to the right person at the right time

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Your audience should be at the center of your content

Don’t overtarget seniority if your message is not intended for C-Suite audience

Avoid hypertargeting, it may work against your campaign performnace if the message is too general

Tailor the message to ensure relevance with your target audience

Personalize your message for your audience so the recipients can relate to the contnet

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2 Create a compelling inbox preview to drive opens

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 Consider the context of your message and the member’s experience

Your Campaign’s Impact Starts with the Preview

Sender

Company vs. individual member

Subject Line

Short, impactful subject lines lead to

higher opens.

Description

The description adds more detail to

your subject line.

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Tips for boosting open rates

Limit the subject & description lines to3-8 words

Include a clear call to action or benefit in the subject

Content, context and call to action determines whether sender is company or an individual

Inbox preview should be consistent with the message and landing page

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3Develop personalized content that will resonate with your audience

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Create Member Value and Drive Leads

You need to GIVE value to GET value. Focus the message on the member benefit not the company/product.

Create a sense of urgency. Use the last sentence to segway into your call to action.

Tailor the message to ensure relevance, the member needs to understand why they are receving this message and why its relevant

Include a clear call to action and align it to the context of your message.

Keep it short, under 1,200 characters. Read your message out loud and see if it feels too long. Does it hold up interest?

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AdoptthesebestpracticestocraftcompellingLinkedInSponsoredInMailcampaigns.

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4 Optimize your content for mobile engagement

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On Average 30-40% of Opens Happen on Mobile

Keep the message short and concise to avoid overwhelming the member with content(under 1200 characters)

Include a clickable link in the message body helpsto get a higher CTR on mobile

Avoid using too much formatting and spacing.Plain text and up to 3 bullets works best

Make sure your landing page is mobile responsive and build your form to only capture information you need

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5 Create a simple landing page with a clear path to conversion

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Once the member clicks on your message, delight them with an experience on your website that will convert

Keep the message on your landing page consistent with your Sponsored InMail.

Design the landing page with clear focus on where the the user should take action

Create a seamless experience, have more on your page than just a lead form.

Consolidate form fields to only theones required

Use unique tracking codes in the URL to measure lead generation results

Sponsored InMail Examples

Inviting subject line and personal message drives high quality registrants foran exec event

UseCase:EventInvitationGoal:RegistrantsPerformance:OpenRate51%|CTR:21%

Whythisworked:

1.Personalinvitationthatfeelsgenuineandmentionsthesenderinthefirstperson

2.Attentiongrabbingsubjectlinewithasupportingdescription

3.Consistentmessagewithclearmemberbenefit

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“Well over 97% of our members are on LinkedIn and use it to network, so it made sense that we could seek potential new members on LinkedIn”

UseCase:MembershipGrowth/CommunityGoal:BrandAwarenessPerformance:OpenRate45%|CTR:5%

Whythisworks:

1.Clearmemberbenefit:“helpingYOU”advancingyourcareer2.Descriptionprovidesadditionalcontext3.Messagecomingfromacompanysetsclearexpectations

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Use Case:Content Distribution

Goal: Lead Gen

Performance benchmarks:Open Rate 51% | CTR: 16%

Why this worked:

1. Content is relevant to the target audience

2. Well written message that’s easy to read

3. CTA with clear value for the member

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Use Case:Content Distribution

Goal: Lead Gen

Performance benchmarks:Open Rate 32% | CTR: 10%

Why this worked:

1. Content is relevant to the target audience

2. Clear, tangible member benefit

3. Engaging sneak-peek graphic banner

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Use Case:Education program

Goal: Program Registration, lead generation, brand awareness

Performance benchmarks:Open Rate: 31% Overall CTR: 4-5%

Why this worked:

1. Personalmessage

2. Usingabodylink3. Quotetestimonial

4. Clearcalltoactionthattiesintothecontent

UseCase:NetworkinginvitationGoal:LeadGenPerformance:OpenRate45%|CTR:5%

Whythisworks:• Clearcalltoactionbodylink• Limitedformattingforeasyreading• Shortbutclearandactionablesubject

1 Check your target audience against your message. Does it resonate?

2 Read the message out loud. Is the message to long?

3 Keep body copy under 500 characters.

4 Only include (1) body hyperlink. Too many links dilutes effectiveness.

5 Is it clear to the member what action should be taken and why?

Sponsored InMail Best Practice Summary10 tips to improve performance

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6 Do not hyperlink the signature unless you want to drive traffic to your profile

7 Do not INCLUDE ALL CAPS or symbols this make the message feel like spam

8 Do not hyper target campaigns, you’ll miss out on valuable audiences

9 Do not try to “trick” the member, it’s bad experience

10 Don’t use mailto: not all members have mail service set up on their device