Sponsored InMail Tips + examples

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    07-Aug-2015
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Transcript of Sponsored InMail Tips + examples

  1. 1. Best Practices + Real Examples LinkedIn Sponsored InMail
  2. 2. 2 1 Use targeting on LinkedIn to deliver the right message to the right person at the right time
  3. 3. 3 Your audience should be at the center of your content Dont 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
  4. 4. 4 2 Create a compelling inbox preview to drive opens
  5. 5. Consider the context of your message and the members experience 5 Your Campaigns 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.
  6. 6. 6 Tips for boosting open rates Limit the subject & description lines to 3-8 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
  7. 7. 7 3 Develop personalized content that will resonate with your audience
  8. 8. 8 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?
  9. 9. 9 Adopt these best practices to craft compelling LinkedIn Sponsored InMail campaigns.
  10. 10. 10 4 Optimize your content for mobile engagement
  11. 11. 11 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 helps to 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
  12. 12. 12 5 Create a simple landing page with a clear path to conversion
  13. 13. 13 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 the ones required Use unique tracking codes in the URL to measure lead generation results
  14. 14. Sponsored InMail Examples
  15. 15. Inviting subject line and personal message drives high quality registrants for an exec event Use Case: Event Invitation Goal: Registrants Performance: Open Rate 51% | CTR: 21% Why this worked: 1. Personal invitation that feels genuine and mentions the sender in the first person 2. Attention grabbing subject line with a supporting description 3. Consistent message with clear member benefit 1 2 3
  16. 16. 16 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 Use Case: Membership Growth/Community Goal: Brand Awareness Performance: Open Rate 45% | CTR: 5% Why this works: 1. Clear member benefit: helping YOU advancing your career 2. Description provides additional context 3. Message coming from a company sets clear expectations 1 2 3
  17. 17. 17 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 thats easy to read 3. CTA with clear value for the member
  18. 18. 18 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
  19. 19. 19 Use Case: Education program Goal: Program Registration, lead generation, brand awareness Performance benchmarks: Open Rate: 31% Overall CTR: 4-5% Why this worked: 1. Personal message 2. Using a body link 3. Quote testimonial 4. Clear call to action that ties into the content
  20. 20. Use Case: Networking invitation Goal: Lead Gen Performance: Open Rate 45% | CTR: 5% Why this works: Clear call to action body link Limited formatting for easy reading Short but clear and actionable subject
  21. 21. 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 Summary 10 tips to improve performance 21 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, youll miss out on valuable audiences 9 Do not try to trick the member, its bad experience 10 Dont use mailto: not all members have mail service set up on their device