Almost exactly a year ago today, we wrote about LinkedIn’s dissolution of the Lead Accelerator program. Since writing that piece, some of the things we hoped would happen did, while others are still in the works. One big development has been LinkedIn’s somewhat quiet introduction of the Sponsored InMail campaign type to the general marketing public. (Historically, this offering was exclusively offered by LinkedIn through their Lead Accelerator program.) In this follow-up, we’ll help introduce this newest addition to your LinkedIn Advertising repertoire.
Sponsored LinkedIn InMail Campaigns
Sponsored InMail Campaigns allow advertisers to deliver personalized messages directly to your audience’s LinkedIn inboxes. Your message will only be delivered to a user when they are actively on LinkedIn.
These campaigns are targeted the same way as as Direct Sponsored Content (DSC) and Text Ads. In fact, if you have a saved audience from a previous campaign, you can select that audience for your InMail campaign.
The budgeting and bidding process is also extremely similar to DSC and Text Ad campaigns. The biggest difference is that InMail campaigns use Cost Per Send (CPS) bidding. This means that instead of paying for opens, or clicks to your destination URL, you’ll pay each time LinkedIn delivers a message.
LinkedIn Advertising InMail Fields
Sponsored InMail messages are made up of several fields, some required and some optional:
- Subject (Required) – A short, personal topic description. It’s essentially the same thing as an email subject.
- Message Text (Required) – The meat and potatoes. For best results, try crafting a personal and personalized message that clearly states what you are offering and the next steps for the user.
- Call To Action Button (Required) – You have 20 characters to add a custom CTA that will link to your destination URL. Be clear and direct.
- Summary (Optional) – A brief sneak peek at your body message. This is entirely optional and will not show up on mobile devices.
- Customized Fields (Optional) – You have the ability to add custom fields for First and Last name into your message. Although optional, this should absolutely be explored since it’s a powerful way to personalize your message by addressing the user individually. Be careful not to overuse this feature in your message though to avoid coming off as “spammy” and insincere.
- Custom Terms & Conditions (Optional) – LinkedIn automatically includes terms and a link to unsubscribe. If you’d like to replace this with your own terms, conditions or disclaimer, you have that option.
- Banner Ad (Optional) – You have the option to upload one 300×250 companion banner that will show up on the right rail next to your message. We recommend uploading an image because if you don’t, LinkedIn could serve another banner ad to the user, distracting from your message.
Not only do Sponsored InMail Campaigns provide us with an exciting, new way to engage with audiences on LinkedIn, but this also reminds us that there are some exciting things in the hopper for LinkedIn. Could re-marketing, custom audiences, or a more useful interface be up next?