LinkedIn sponsored InMail allows you to directly reach LinkedIn members that you are not connected to. It is a form of sponsored messaging that appears in the recipient’s LinkedIn inbox, similar to how email works. Sponsored InMail can be a powerful way to generate leads and connect with your target audience on LinkedIn.
What is LinkedIn sponsored InMail?
LinkedIn sponsored InMail is a type of sponsored content that allows you to send messages directly to LinkedIn members you are not connected with. When you send a sponsored InMail, it will go into the recipient’s inbox just like a normal LinkedIn message. The main differences are:
- You can send InMails to members you are not connected to.
- InMails have high inbox placement and are prominently displayed.
- You pay per InMail sent based on how many profiles you want to reach.
Sponsored InMail was introduced by LinkedIn in 2013 as a way for brands, companies, and sales professionals to engage with prospects and targets that would otherwise be hard to reach. It provides a way to cut through the noise and get your message in front of the right people.
How does LinkedIn sponsored InMail work?
Targeting options
With LinkedIn sponsored InMail, you have several targeting options to ensure your messages reach the right audience. You can target by:
- Job title
- Company
- Industry
- Seniority level
- Groups and interests
- Skills
- Location
You can get very granular with your targeting to make sure you are only reaching people that fit your ideal customer profile. This targeting ensures your InMail spend goes further.
Compelling messages
When sending InMails, you will want to craft compelling messages that capture attention and generate engagement. Some best practices include:
- Personalizing the message with their name, company, role, etc.
- Communicating clear value in the subject line and first sentence
- Keeping the message concise – 1-2 paragraphs is ideal
- Using a strong call-to-action to drive a reply
Treating an InMail like a cold email that provides value and relevance will lead to higher open and response rates.
Inbox placement
Sponsored InMail stands out by appearing prominently at the top of the LinkedIn inbox. It will be one of the first messages seen, which drives open rates. LinkedIn designed the inbox algorithm to put sponsored messages above regular conversation threads to ensure visibility.
Measuring performance
LinkedIn provides robust analytics on InMail campaigns. You can view key metrics like:
- Deliverability rate: Percentage of targeted InMails successfully delivered
- Open rate: Percentage of delivered InMails opened
- Click-through rate: Percentage of opened InMails that drive a click
- Response rate: Percentage of InMails that receive a reply
These metrics allow you to continuously optimize your targeting, messaging, and overall InMail strategy.
Benefits of LinkedIn sponsored InMail
There are several unique benefits to using LinkedIn InMail for lead generation and outreach compared to other approaches:
Direct access to your audience
InMail provides direct access to your target audience on LinkedIn that you otherwise wouldn’t be able to reach. You can engage and build relationships with your ideal prospects.
Professional context
Messages are sent within the professional context of LinkedIn. People are more receptive to receiving relevant business messages compared to personal email.
Higher response rates
Well-crafted InMails tend to see higher response rates than cold emails. Recipients see them as valuable business outreach on a professional network.
Built-in targeting
LinkedIn’s depth of profile data allows you to laser target prospects based on job role, company, skills, and more to increase relevancy.
Inbox visibility
InMails have premium inbox placement putting your message right in front of recipients.
Measurable results
InMail campaigns provide deliverability, open, click, and response metrics allowing ongoing optimization.
LinkedIn InMail use cases
Here are some of the most common and effective use cases for LinkedIn sponsored InMail:
Lead generation
InMail is perfect for sourcing new leads for your sales pipeline. You can reach prospects at targeted companies that your reps want to connect with.
Event promotion
Drive registrations and awareness for upcoming webinars, conferences, and other events. Target attendees by industry, role, and geography.
Content promotion
Share your latest gated assets like eBooks, whitepapers, and reports with prospects via InMail. Add a strong CTA to download.
Recruitment outreach
Engage with passive job candidates that you want to hire for open roles. Send job descriptions, showcase your employer brand, and promote openings.
Relationship building
Start meaningful conversations and build relationships with prospects at target accounts to generate sales pipeline.
Thought leadership
Position yourself and colleagues as industry experts and thought leaders by sharing perspectives, insights, and advice.
Tips for success with LinkedIn InMail
To drive the best results from your LinkedIn InMail campaigns, keep these proven tips in mind:
Target accounts and titles strategically
Align your InMail targets with current sales goals and priorities. Outreach to contacts at companies you want to land or expand business with.
Personalize each message
Avoid copy/pasting generic InMails. Include the recipient’s name, company, job title and customize each message.
Focus on value and relevance
Make sure every InMail provides clear value for the recipient. Establish relevance right away in your message.
Keep it short and scannable
Get to the point quickly. Recipients should get your key message by skimming the InMail in 15-20 seconds.
Write compelling subject lines
Summarize the value proposition or use curiosity to encourage opening. Subject lines over 50 characters see lower open rates.
Send InMails one-to-one
Only send your message to one person at a time. This significantly boosts open and response rates.
Follow up strategically
To warm up cold prospects, plan 3-5 touch points over time combining InMail, LinkedIn messages, and emails.
Monitor and optimize performance
Review InMail metrics regularly. Double down on what’s working and refine lower performing messages.
Combine with other tactics
Use InMail together with content sharing, LinkedIn ads, and social selling for the best results.
Conclusion
LinkedIn InMail represents a game changing opportunity for directly engaging your prospects and targets at scale on LinkedIn. With the right targeting, compelling messaging, and integration into your broader sales and marketing strategy, it can become an invaluable component of your lead generation toolset.
To fully master InMail, continuous testing and optimization based on performance data is key. But those who leverage InMail effectively reap outsized rewards in the form of increased pipeline and new customer acquisition.