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Maximize Your Messaging
with LinkedIn
Yohanna Andom & Meghan Galvin
April 17, 2019
Today’s Speakers
Yohanna Andom
LMS PMM
Meghan Galvin
Sr. CSM
Agenda
1 Poll Questions
2 Messaging Landscape
3 Product Features
4
5
Customer Success Stories
Q&A Session
Let’s get started.
We’re going to begin with our
poll questions.
Q1. What is your
preferred method of
communication in your
personal life?
a) Text Messaging
b) Phone calls
c) Video Chatting (ie
FaceTime, Skype, etc)
d) Email
e) Other
Q2. What is your
preferred method of
communication in your
professional life?
a) In-person meetings
b) Phone calls
c) Messaging tools ( ie
Slack, Jabber, Teams)
d) Email
e) Other
Messaging Landscape
Trends we’re seeing in the messaging space
The popularity of
messaging apps continues
to increase in the market
Almost half of the US population
uses a messaging app
Mobile messaging apps
They’re fun, typically free, easy to use and offer more features than traditional email or text
Traditional channel New channels
LinkedIn Messaging is growing too
This further validates people’s preference for more personal interactions
ü Send messages to 610+
professionals globally
ü Real time delivery
ü Mobile-optimized
ü Uncluttered, professional
content
ü Overlay display will make your
messages even more
conversational
Sponsored InMail is LinkedIn’s native messaging product
New Campaign Manager - ad format selection
Branding Direct Response
Brand awareness
Product education or launch
Customer loyalty
● Luxury goods & services
● Automotive & marine
● Airline & hotels
● Financial services
Event & webinar
registration
● Invitations
● Industry events
● Webinars &
webcasts
● Newsletter sign up
Program & certification
enrollment
● MBA, Post-grad,
executive education
● Online course,
certifications
Content distribution,
education, demo
● Whitepaper
download
● Webinar/ podcast
recording
● Demos/ Trials
● infographics
Lead Generation
● Use Lead Gen Forms
to generate high-
quality leads at scale
● Use Matched
Audiences to
retarget with SI. This
multi-product
strategy saves SC
campaigns with high
CPLs.
● Can include Privacy
Policy
How to use Sponsored InMail
Awareness for high consideration Campaign-based programs for timely leads
Product Features
Key product features
2. Efficient Price Floors
Pricing is based on an
auction, but we’re
always monitoring our
price floors and auction
dynamics to ensure
advertisers get the most
out of their budget.
GDPR Compliance
As with the rest of our
products, Sponsored
InMail is GDPR
compliant, allowing for
expanded use of the
product.
1. F-caps
We set frequency caps
from one Sponsored
InMail every 45 days to
ensure your message
doesn’t get lost in the
clutter.
How our customers use
Sponsored InMail
Their story
• Objective -Drive leads for MBA
program
• Challenge - Very specific target
audience & difficulty with other
messaging tools
• LMS Products Used- Sponsored
Content & Sponsored InMail
• Results
• Open Rates =58%
• CTR= 6%Case study: Here
Their story
• Objective Generate leads for it’s flagship
model of the Audi A8
• Challenge - Very specific target
audience across 9 markets in the Middle
East
• LMS Products Used- Video Ads &
Sponsored InMail
• Results – Exceeded Lead Gen Targets
• Open Rates =66%
• CTR= 5.7%
Case study: Here
Their story
• Objective: Engage active members to
increase interest in a photography contest
(Urban Photographer of the Year)
• Challenge - Very specific target audience
of photography professionals & enthusiasts
• LMS Products- Sponsored InMail
• Results – Exceeded Lead Gen Targets
• Open Rates =54%
• CTR= 28%
Case study: Here
Resources you can
use to get started
Use these templates to
help your clients spark
ideas on how to use
Sponsored InMail
Templates by Objectives
Use this to see exactly
how individual companies
used Sponsored InMail to
address their unique
challenges
New Case Studies
Visit our landing page
You can find more resources and
case studies here.
Here are some best practices
to follow as you get started.
Make your messages
interactive.
Additional hyperlinks in the body lift CTR by 21%.
2 is better than 1.
Advertisers gained 37% higher Sponsored InMail
click-through rates when running Sponsored
Content to the same audience on the same day.
Always be on!
Members opened Sponsored InMail the most on
Tuesdays, but they actually click on Sponsored
InMail the most during weekends.
Body texts under 500 characters have 46%
higher CTR
Keep your messages short & sweet.
Q&A
Thank you

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Maximize LinkedIn Messaging with Sponsored InMail

  • 1. Maximize Your Messaging with LinkedIn Yohanna Andom & Meghan Galvin April 17, 2019
  • 2. Today’s Speakers Yohanna Andom LMS PMM Meghan Galvin Sr. CSM
  • 3. Agenda 1 Poll Questions 2 Messaging Landscape 3 Product Features 4 5 Customer Success Stories Q&A Session
  • 4. Let’s get started. We’re going to begin with our poll questions.
  • 5. Q1. What is your preferred method of communication in your personal life? a) Text Messaging b) Phone calls c) Video Chatting (ie FaceTime, Skype, etc) d) Email e) Other
  • 6. Q2. What is your preferred method of communication in your professional life? a) In-person meetings b) Phone calls c) Messaging tools ( ie Slack, Jabber, Teams) d) Email e) Other
  • 7. Messaging Landscape Trends we’re seeing in the messaging space
  • 8. The popularity of messaging apps continues to increase in the market Almost half of the US population uses a messaging app
  • 9. Mobile messaging apps They’re fun, typically free, easy to use and offer more features than traditional email or text Traditional channel New channels
  • 10. LinkedIn Messaging is growing too This further validates people’s preference for more personal interactions
  • 11. ü Send messages to 610+ professionals globally ü Real time delivery ü Mobile-optimized ü Uncluttered, professional content ü Overlay display will make your messages even more conversational Sponsored InMail is LinkedIn’s native messaging product New Campaign Manager - ad format selection
  • 12. Branding Direct Response Brand awareness Product education or launch Customer loyalty ● Luxury goods & services ● Automotive & marine ● Airline & hotels ● Financial services Event & webinar registration ● Invitations ● Industry events ● Webinars & webcasts ● Newsletter sign up Program & certification enrollment ● MBA, Post-grad, executive education ● Online course, certifications Content distribution, education, demo ● Whitepaper download ● Webinar/ podcast recording ● Demos/ Trials ● infographics Lead Generation ● Use Lead Gen Forms to generate high- quality leads at scale ● Use Matched Audiences to retarget with SI. This multi-product strategy saves SC campaigns with high CPLs. ● Can include Privacy Policy How to use Sponsored InMail Awareness for high consideration Campaign-based programs for timely leads
  • 14. Key product features 2. Efficient Price Floors Pricing is based on an auction, but we’re always monitoring our price floors and auction dynamics to ensure advertisers get the most out of their budget. GDPR Compliance As with the rest of our products, Sponsored InMail is GDPR compliant, allowing for expanded use of the product. 1. F-caps We set frequency caps from one Sponsored InMail every 45 days to ensure your message doesn’t get lost in the clutter.
  • 15. How our customers use Sponsored InMail
  • 16. Their story • Objective -Drive leads for MBA program • Challenge - Very specific target audience & difficulty with other messaging tools • LMS Products Used- Sponsored Content & Sponsored InMail • Results • Open Rates =58% • CTR= 6%Case study: Here
  • 17. Their story • Objective Generate leads for it’s flagship model of the Audi A8 • Challenge - Very specific target audience across 9 markets in the Middle East • LMS Products Used- Video Ads & Sponsored InMail • Results – Exceeded Lead Gen Targets • Open Rates =66% • CTR= 5.7% Case study: Here
  • 18. Their story • Objective: Engage active members to increase interest in a photography contest (Urban Photographer of the Year) • Challenge - Very specific target audience of photography professionals & enthusiasts • LMS Products- Sponsored InMail • Results – Exceeded Lead Gen Targets • Open Rates =54% • CTR= 28% Case study: Here
  • 19. Resources you can use to get started
  • 20. Use these templates to help your clients spark ideas on how to use Sponsored InMail Templates by Objectives
  • 21. Use this to see exactly how individual companies used Sponsored InMail to address their unique challenges New Case Studies
  • 22. Visit our landing page You can find more resources and case studies here.
  • 23. Here are some best practices to follow as you get started.
  • 24. Make your messages interactive. Additional hyperlinks in the body lift CTR by 21%.
  • 25. 2 is better than 1. Advertisers gained 37% higher Sponsored InMail click-through rates when running Sponsored Content to the same audience on the same day.
  • 26. Always be on! Members opened Sponsored InMail the most on Tuesdays, but they actually click on Sponsored InMail the most during weekends.
  • 27. Body texts under 500 characters have 46% higher CTR Keep your messages short & sweet.
  • 28. Q&A