Want to take your LinkedIn ad campaigns to the next level with Sponsored InMail? Similar to LinkedIn InMail, LinkedIn Sponsored InMail is a direct way to target specific audiences with personalized messages right into their LinkedIn inbox. Get tips and tricks for boosting performance and getting the most out of your Sponsored InMail campaigns. Candace Kim, Product Marketing Manager will also demo how to set up an InMail campaign. We'll walk through: • Step-by-step set up of a Sponsored InMail campaign • New best practices for developing the personalized InMail content your audience craves • Upcoming features and enhancements to boost your ROI

1. Take Your LinkedIn Ad Campaigns to
the Next Level with Sponsored InMail
Candace Kim
Product Marketing Manager

2. We’ll cover…
1. Step-by-step set up of a Sponsored
InMail campaign
2. New best practices for developing
the personalized InMail content your
audience craves
3. Upcoming features and
enhancements for Sponsored InMail
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3. Be the most effective platform
for marketers to engage
with professionals
LinkedIn Marketing Solutions’ mission
Be the most effective platform
for marketers to engage
with professionals

4. Market to Who Matters:
Target the Right Professional
Audiences
Rich demographic data
Job Function, Seniority, Company Name,
Geo, Industry
Interest-based targeting
Group Membership, Skills, Field of Study
Persona targeting
Job Searchers, Opinion Leaders, Mass Affluent,
Business Travelers
Your own audience data
Target account lists, website retargeting,
contact targeting

5. Organic:
Build your brand and content
On your Company Page
Showcase Pages
Through long-form posts
On Slideshare
Market to Who Matters:
Engage Them with Content
Paid:
Reach a targeted, and broader audience
In the LinkedIn Feed
In the LinkedIn Inbox
Early in the purchase process
Through other native ad formats

6. LinkedIn Sponsored InMail
Send timely, convenient, and relevant private messages to
the people that matter most to your business

7. Unique product, uncluttered environment,
and effective results
Mobile-optimized
design for easy clicks
Persistent call-to-action
button remains on top of
content while user
scrolls
Real-time delivery
ensures timely reach
Sponsored InMail
messages are only
delivered when
members are on
LinkedIn
Uncluttered
professional context
Strict delivery frequency
caps ensure your
message gets maximum
mindshare
Flexibility to tailor
your content
Send a personalized
message that will
resonate most with your
target audience

8. How to Set Up a
Sponsored InMail campaign

9. Pre-recorded demo

10. Sponsored InMail Best Practices

11. You’ve launched your first Sponsored InMail campaign.
What now?
Here’s what you can do to take
your Sponsored InMail campaign to the next level…
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12. Keep your message short and sweet
Did you know that the average human
attention span is 8 seconds?
Be concise, personal, and relevant. Body
texts under 500 characters have 46%
higher CTR.
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13. Use friendly, low-pressure calls-to-action (CTA)
Commitment is hard
Members don’t want to commit
to signing up. Nip that fear in the
bud with breezy CTAs such as
“try” or “free.”
Top performing CTAs
1
2
3
4
5
Try
Free
Today
Click
Apply
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14. Create 1 or 3 word calls-to-action (CTA)
There is no in-between
CTA buttons with 1 or 3 words have
13% higher click-through rates.
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15. Add hyperlinks in your body text
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Make your message
interactive
Additional hyperlinks in the
body lift CTR by 21%.

16. Keep your Sponsored InMail campaign running during weekends
Don’t miss a beat.
Always be on.
Members click on Sponsored
InMails the most during weekends.
They open Sponsored InMails the
most on Tuesdays.
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17. 17
Boost your Sponsored InMail performance by
running Sponsored Content in parallel
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.

18. 18
Roadmap

19. Sponsored InMail
Recently Released
• Conversion Tracking │ (Q2 2017)
Track how many times members converted after clicking on — or even just
viewing — your ads
• Matched Audiences │ (Q2 2017)
Better engage the audiences that matter most through: Website Retargeting,
Contact Targeting, and Account Targeting
• Smarter opt-out options for LinkedIn members │ (Q2 2017)
Provide you more reach - members can now opt-out from receiving InMails
from specific advertisers rather than all InMails

20. CTA redesign
More prominent CTA on desktop
to drive even more clicks
Expected July 2017
Upcoming release for Sponsored InMail

21. Lead Gen Forms
Collect even more quality leads
from your Sponsored InMail with
seamless pre-filled forms
Expected Q3
Upcoming release for Sponsored InMail
jstein@abc.com

22. API Externalization
Set up, manage, and report on your
Sponsored InMail campaigns more
efficiently via our partners
Expected Q3
Upcoming release for Sponsored InMail

23. Cheat sheet for driving ROI
Take a multi-product approach
Use Sponsored Content to boost Sponsored InMail CTR by 37%
from your Sponsored InMail campaigns on LinkedIn
Look out for upcoming enhancements & features
More prominent CTA design on desktop
Lead Gen Forms is coming to Sponsored InMail by Oct 2017*
Timing is everything
Weekend performance is strong. Leave campaigns on during weekends.
Easy ways to enhance your content and creatives
Use friendly, low-pressure CTA keywords such as “Try,” “Free,” and “Today”
Use CTA buttons with 1 or 3 words
Keep your body text under 500 characters
Add hyperlinks in the body text to lift CTR by 21%
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*Pending product readiness

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