InMail and sponsored InMail are two messaging features offered by LinkedIn to help users connect with other members. While they share some similarities, there are key differences between the two.
InMail Overview
InMail allows LinkedIn members to directly contact any other member on the platform, even if they’re not connected. With a basic LinkedIn account, users get a limited number of InMail credits per month that they can use to message other members.
Here are some key things to know about InMail:
- Lets you message any LinkedIn member without needing to connect first
- Receive a limited number of monthly InMail credits with free LinkedIn account
- Can purchase additional credits if you want to send more InMails
- Messages go to the recipient’s LinkedIn inbox like a normal message
- Higher response rates than traditional LinkedIn messages
- Often used for initial outreach and making new professional connections
Overall, the main benefit of InMail is being able to directly contact people you’re not connected to already. This lets you expand your network more quickly by introducing yourself to new prospects, leads, and potential connections.
Sponsored InMail Overview
Sponsored InMail is a type of targeted advertising message on LinkedIn. With sponsored InMails, you pay to have customized messages sent to specific LinkedIn members based on their profile data and activity.
Here are some key things to know about sponsored InMails:
- Target InMails based on member demographics, interests, company, role, etc.
- Appear in recipients’ LinkedIn inboxes like regular messages
- Identified as ads with a sponsored label
- Pay per InMail sent based on target criteria and message complexity
- Often used in sales prospecting campaigns
- Can reach LinkedIn members outside of your network
The main advantage of sponsored InMail is the ability to accurately target prospects at scale. You can reach your ideal customers directly in their inbox based on professional criteria.
Key Differences
While InMail and sponsored InMail both allow sending customized messages to LinkedIn members, there are some important differences:
InMail | Sponsored InMail |
---|---|
Sent directly from your account | Sent through LinkedIn ads platform |
Limited number of monthly credits | Pay per message sent |
Manually select recipients | Target groups of recipients |
Higher response rates | Lower response rates |
For one-to-one outreach | For large prospecting campaigns |
In summary, InMail is best for personalized, individual outreach and building connections while sponsored InMail works better for high volume prospecting and targeting specific demographics.
InMail Use Cases
Here are some of the most common use cases for regular InMail messages:
- Reaching out to a potential business connection or partner. InMail provides a way to introduce yourself and start a relationship.
- Following up after meeting someone at an event. Continue the conversation and keep the new relationship going.
- Contacting prospective clients or leads. InMail can help advance new business opportunities and sales.
- Reaching out to a potential hiring manager. Make a direct connection during your job search.
- Messaging subject matter experts. Gain insight and advice by contacting thought leaders.
Overall, InMail creates new opportunities by letting you easily contact professionals outside of your current network. The personal, one-to-one nature makes it ideal for building relationships.
Sponsored InMail Use Cases
Here are some examples of how companies can leverage sponsored InMails for marketing and sales:
- Lead generation and sales prospecting. Target and contact key buyer personas at target companies.
- Promoting webinars or events. Invite engaged prospects to upcoming marketing activities.
- Driving content downloads. Promote new offers and gated assets to your audience.
- Raising brand awareness. Connect with professionals interested in your industry or offerings.
- Recruiting. Source and connect with high quality talent prospects.
- Remarketing. Follow up and nurture prospects who previously engaged.
The customized, targeted nature of sponsored InMail makes it a versatile channel for many marketing and sales objectives.
InMail Tips and Best Practices
Here are some tips for getting the most value from your regular InMail messages:
- Personalize each message with the recipient’s name and why you want to connect.
- Keep the message brief but make it meaningful – highlight common connections or interests.
- Follow up if you don’t get an initial response – try sending one or two more messages.
- Use a warm, helpful tone and avoid sounding too promotional.
- Thank recipients when they do engage and move the conversation forward constructively.
- Focus on quality over quantity – target recipients carefully for the best response rates.
Sponsored InMail Best Practices
To maximize your results with sponsored InMails, keep these tips in mind:
- Target recipients carefully based on job title, industry, company, skills, and interests.
- Keep subject lines short, personalized, and compelling.
- Write concise copy focused on what’s most relevant to the recipient.
- Use dynamic content to personalize scaled messages.
- A/B test different calls-to-action and offers.
- Segment your audience for more tailored messaging.
- Track open and click-through rates to optimize your campaigns.
InMail vs Sponsored InMail: Which Should You Use?
Deciding whether InMail or sponsored InMail is better for your needs depends on your specific goals:
- Use regular InMail if you want to establish direct, one-on-one connections and build relationships.
- Leverage sponsored InMail for broad prospecting campaigns focused on leads and sales.
- InMail has higher response rates but lower reach, while sponsored InMail provides more scale.
- Combine both strategies to cover relationship building and lead generation.
Evaluate the size of your target audience, your goals with messaging, and budget to determine the right mix for your needs.
Conclusion
InMail and sponsored InMail both offer ways to effectively reach your ideal prospects and connections on LinkedIn. While InMail is better for personalized outreach at scale, sponsored InMail enables targeted, high volume campaigns. Using the right approach for your goals and audience can drive more qualifed connections and opportunities.