LinkedIn offers two main options for sending targeted messages to LinkedIn members – InMail and Sponsored Messages. While both allow sending messages to LinkedIn members you’re not connected to, there are some key differences between the two.
InMail
InMail is LinkedIn’s internal messaging system that allows you to send private messages to any LinkedIn member, even if you’re not connected with them. Some key things to know about InMail:
- InMail messages go into the recipient’s LinkedIn inbox, just like a normal message from a connection.
- Recipients can reply directly back to your InMail.
- You can purchase credits to send InMails. Each InMail credit allows you to message one recipient.
- The number of InMail credits available depends on your LinkedIn account type. Free accounts get 0, Premium accounts get 15/month, Sales Navigator accounts get 25-150/month depending on plan.
- InMail messages have high response rates since they reach the recipient’s primary inbox.
- You can customize each InMail message individually before sending.
- InMail works well for targeted outreach to recruit talent or make personalized sales pitches.
Sponsored Messages
Sponsored Messages allow you to send customized messages to LinkedIn members matching your target audience criteria. Key things to know:
- Sponsored Messages go into the recipient’s “Messages” tab, not their main inbox.
- Recipients cannot reply directly back to your Sponsored Message.
- You pay based on how many people you want your message sent to, not per message sent.
- All members can send Sponsored Messages, no specific account type needed.
- Lower response rates than InMail since Sponsored Messages go to secondary inbox.
- Messages are personalized but you cannot customize each individual message.
- Good for high volume, targeted outreach campaigns.
Key Differences
Some of the main differences between InMail and Sponsored Messages are:
- Inbox placement – InMail goes to primary inbox, Sponsored Messages go to secondary “Messages” tab.
- Reply options – Recipients can reply to InMail, but not Sponsored Messages.
- Pricing model – InMail is per credit/message, Sponsored Messages is per audience targeted.
- Customization – Each InMail is customized before sending, Sponsored Messages use a single template.
- Ideal use cases – InMail for highly targeted, personalized outreach. Sponsored Messages for high volume campaigns.
InMail Pricing and Plans
InMail credits must be purchased to send InMail messages:
- Basic LinkedIn accounts get 0 InMail credits
- Premium accounts get 15 InMail credits per month
- Sales Navigator accounts get between 25 and 150 InMail credits per month depending on plan
- Additional credits can be purchased:
- 10 credits for $10
- 25 credits for $20
- 50 credits for $40
- 100 credits for $75
- Each credit allows sending 1 InMail message to 1 recipient
So for highly targeted outreach, it’s recommended to upgrade to a Premium or Sales Navigator account. For larger volumes, purchasing additional credit packs makes sense.
Sponsored Messages Pricing
Sponsored Messages pricing is based on how many LinkedIn members you want your message delivered to, not per message sent. Current pricing is:
- Minimum campaign spend: $100
- $10 CPM (cost per 1000 impressions)
- Average 10-20% InMail to Send Rate
So for example, to send Sponsored Messages to 10,000 members, it would cost approximately:
- 10,000 members targeted
- x $10 CPM
- = $100 cost
Sponsored Messages can be a cost effective way to conduct high volume outreach campaigns. But response rates are lower than InMail.
Use Cases
Due to the different features and pricing models, InMail and Sponsored Messages lend themselves to different use cases:
InMail Use Cases
- Recruiting and hiring top talent
- Making highly targeted, personalized sales pitches
- Establishing thought leadership by connecting with influencers
- Seeking expertise by messaging subject matter experts
- Conducting market research by reaching out to customers
Sponsored Messages Use Cases
- Promoting content, events, offers, or other campaigns
- Driving visitors to your LinkedIn Page, website, or landing pages
- Increasing followers and engagement for your Company Page
- Growing your audience with account-based marketing
- Establishing thought leadership by promoting content
Key Takeaways
The key differences between LinkedIn InMail and Sponsored messages are:
- InMail provides highly personalized, 1:1 messaging while Sponsored Messages are for high volume campaigns.
- InMail has higher response rates given inbox placement, while Sponsored Messages have lower response in secondary inbox.
- InMail is pay per message sent. Sponsored Messages is pay per audience targeted.
- Use InMail for targeted recruiting and sales. Use Sponsored Messages to broadcast content and offers.
So in summary, InMail is better for highly targeted communication, while Sponsored Messages work for broader campaigns. Focus your LinkedIn messaging strategy based on your specific objectives and audience.
