LinkedIn offers two main types of targeted ads – InMail ads and message ads. While they share some similarities, there are important differences between the two.
The main difference is that InMail ads send private messages to LinkedIn members’ inboxes, while message ads appear in members’ LinkedIn Message streams. InMail ads are more prominent and disruptive, while message ads are less intrusive.
InMail Ads
InMail ads on LinkedIn allow advertisers to send private messages directly to LinkedIn members’ inboxes. These messages have open and clickthrough rates that are significantly higher than regular LinkedIn messages.
Some key features of LinkedIn InMail ads:
- Appear in recipients’ Message tabs just like regular InMail messages.
- Enable sending personalized messages to targeted prospects.
- Higher open rates compared to regular LinkedIn messages.
- Ability to include rich media like images and videos.
- Click tracking allows measuring of ad performance.
InMail ads are best used when you want to:
- Reach and engage passive prospects who may not be following your company.
- Contact key decision makers and executives.
- Send targeted, one-to-one messages.
- Generate leads from your ideal customer profiles.
Some downsides of InMail ads include:
- Higher cost per send compared to regular messages.
- Limit on number of messages that can be sent to each recipient.
- Could be seen as interruptive by some recipients.
Message Ads
LinkedIn message ads enable sending sponsored messages to LinkedIn members that appear in the Messaging section – separate from the InMail inbox. They act like targeted status updates.
Key features of LinkedIn message ads:
- Appear in recipients’ Message streams.
- Lower cost per send compared to InMail.
- Higher visibility than regular LinkedIn messages.
- Target prospects based on profile data and engagement.
- Track clicks and reactions to optimize campaigns.
Message ads work well for:
- Driving traffic to your website, blog, events etc.
- Promoting content to relevant audiences.
- Building awareness and reach for your brand.
- Engaging followers and existing prospects.
Potential cons of message ads:
- Lower open rates than InMail.
- Easy to overlook in busy message feeds.
- Limit of 300 characters per message.
- Less personalization options.
Key Differences
Here is a summary of the main differences between LinkedIn InMail and message ads:
| Factor | InMail Ads | Message Ads |
|---|---|---|
| Placement | InMessage inbox | Messaging feed |
| Open rates | Higher | Lower |
| Cost per send | Higher | Lower |
| Message length | Up to 600 characters | Up to 300 characters |
| Personalization | Highly personalized | Less personalized |
| Use cases | One-to-one outreach, generating leads | Brand awareness, traffic generation |
Which Should You Use?
The best type of LinkedIn ad for your purposes depends on your goals and target audience. Here are some guidelines on when to use each:
- Use InMail ads when you want to engage and convert individual prospects, especially passive ones, with highly personalized messaging.
- InMail ads work well for targeting senior or executive-level prospects and decision makers.
- Use message ads for broader awareness and traffic campaigns aimed at audiences already engaged with your brand or content.
- Message ads can help expand your existing LinkedIn network by reaching similar audiences.
- Combine both ad formats as part of a multi-channel prospecting and pipeline strategy.
Do some testing with both InMail and message ads to see which delivers the best results based on your goals and budgets. Look at open rates, clickthrough rates, conversion rates, and cost per result to guide your LinkedIn advertising strategy.
Tips for Success
Here are some tips to get the most out of LinkedIn InMail and message ads:
- Personalize messages with the member’s name and company to increase engagement.
- Segment your audience and tailor content to their interests and pain points.
- A/B test different subject lines, content, and calls-to-action.
- Focus on quality over quantity – highly targeted campaigns perform better.
- Track performance closely and optimize based on results.
- Follow up InMail or message sends with tailored content.
- Integrate ads with your other prospecting efforts for multi-channel nurturing.
With smart targeting, relevant messaging, and performance tracking, LinkedIn’s advertising options can become an invaluable part of your lead generation and recruitment strategy.
