No, a message ad and an inMail on LinkedIn are not the same thing. While they share some similarities in allowing you to directly contact other members, there are important differences between the two.
What is a LinkedIn message ad?
A LinkedIn message ad, also known as a sponsored inbox message, is a form of advertising on LinkedIn that appears in a member’s inbox, similar to an email. With a message ad, you can reach LinkedIn members who fit your target audience but you are not already connected to.
Message ads allow you to customize the content, including text, images, gated content offers, and call-to-action buttons. They also allow targeting options based on criteria like location, industry, job title, and interests.
When you run a message ad campaign, your message will be delivered to the inboxes of your target audience. They can view the message in their inbox and engage with it the same way they would an inMail.
What is LinkedIn inMail?
InMail is LinkedIn’s internal messaging system that allows you to connect with anyone on LinkedIn, whether you are connected to them or not. With a LinkedIn premium account, you get a number of inMails each month to use.
InMail messages appear in the LinkedIn inbox of the recipient, similar to an email. You can use inMails for a variety of purposes – messaging someone you are not connected with, following up with connections, introducing yourself, etc.
The key difference between inMail and regular LinkedIn messaging is that your inMail goes directly to the recipient’s inbox rather than a ‘Messages’ folder they may not check as frequently.
Key Differences Between Message Ads and inMail
While message ads and inMail both allow you to directly contact LinkedIn members, there are some important distinctions:
- Delivery method – InMail is sent directly from your account to another member. Message ads are delivered through LinkedIn’s advertising platform.
- Targeting – Message ads allow advanced targeting options to reach your ideal audience. InMail can only be sent to individual connections.
- Cost – Sending inMails requires a premium LinkedIn account. Message ads are paid for just like other LinkedIn ads.
- Frequency – The number of message ads you can send is unlimited. InMail sends are capped based on your account.
- Opt-in – Members opt-in to receiving message ads by being on LinkedIn. InMail needs to be individually sent to specific people.
Benefits of LinkedIn Message Ads
Here are some of the unique advantages of using LinkedIn message ads versus inMail:
- Targeting capabilities – You can target message ads based on member demographics, interests, company details, and more. This allows you to reach your ideal audience even if you are not connected.
- Broader reach – Based on your targeting and budget, you can reach thousands of prospects with a message ad campaign. InMail reach is limited by individual sends.
- Automation – Message ads can be automated based on actions members take on your website. InMail requires manual sending.
- Testing – You can A/B test different content and offers with message ads to optimize performance. Testing options are limited with InMail.
- Cost per result – With message ads, you only pay when recipients engage with your message. InMail costs per send regardless of results.
Benefits of LinkedIn InMail
Here are some of the advantages InMail offers compared to message ads:
- Direct communication – InMail allows you to communicate directly with connections. Message ads come from your company, not you.
- Relationship building – InMail can help strengthen relationships by facilitating 1:1 conversations. Message ads are better for broad outreach.
- Sender credibility – Messages directly from your profile may have more credibility than an ad.
- Response tracking – You can see if your InMail was read and responded to. Message ad engagement tracking is more limited.
- Less competition – InMail goes exclusively to the recipient. Message ads may get lost amongst other messages.
When to Use Each Type of Message
Taking into account their differences, here are some best practices on when to use message ads vs InMail:
- Use message ads when you want to reach a large targeted audience for lead generation or brand awareness.
- Use InMail when networking with individual prospects or for one-to-one communication.
- Use message ads if you want to automate messaging based on prospect actions or integrate with ads.
- Use InMail to follow up after connecting with someone or when you lack shared connections.
- Use message ads when you want to A/B test content for maximum engagement.
- Use InMail when you have a very targeted, limited audience in mind to reach.
Tips for Using Message Ads and InMail
To maximize the impact of your message ads and inMails, keep these tips in mind:
- Personalize messages with the recipient’s name and company when possible.
- Keep subject lines and introductions short, clear and engaging.
- Focus on how your message benefits the recipient rather than just promoting your company.
- Write conversational copy rather than overly formal or verbose text.
- Include a specific call-to-action so recipients know what to do next.
- Follow up any successful message ad or InMail conversations by connecting.
- Track open and response rates to optimize your messages over time.
Conclusion
In summary, while message ads and inMail have some similarities, they serve different use cases. Message ads are best for broad awareness and lead gen campaigns. InMail is better for one-to-one outreach and networking. Using both strategically can expand your reach and help accomplish different marketing and sales objectives on LinkedIn.
The key is to experiment with both types of messages to see what works for your goals and audience. Take advantage of the unique targeting and automation capabilities of message ads while also building relationships with targeted inMails. With the right combination, you can effectively engage both prospects and existing connections.