LinkedIn offers two main options for sending targeted messages to other members: Sponsored InMail and Message Ads. Both allow businesses to reach LinkedIn members who meet certain criteria, but there are some key differences between the two.
Sponsored InMail is sent directly to a member’s LinkedIn inbox, similar to a regular message they might receive from their connections. Message ads show up in the LinkedIn feed and are labeled as ads. Understanding the unique features and use cases of each can help businesses determine which option may work better for their goals.
What is Sponsored InMail?
Sponsored InMail allows you to send personalized messages directly to another member’s LinkedIn inbox. Some key things to know about Sponsored InMail:
– Sent directly to LinkedIn inbox, not the feed
– Appears just like a regular message from a 1st-degree connection
– Highly targeted based on member attributes like job title, company, location, skills, etc.
– Messages can be personalized with the member’s name, company, etc.
– Limit of 1 message per week per member from each advertiser
– Higher cost per send than Message Ads
Sponsored InMail is best for sending targeted, personalized messages to engage high-value prospects. The inbox delivery mimics a 1:1 conversation and allows for customization. But the higher cost and limited reach make it less ideal for broad-based campaigns.
What are Message Ads?
Message Ads show up in the LinkedIn feed like regular ads. Some key things to know:
– Appear in the LinkedIn feed, labeled as “Ad”
– Can target by member attributes but no personalization
– Higher volume allowed – no weekly limit per member
– Lower cost per send compared to InMail
– Click rate tends to be lower than InMail
Message Ads work well for higher funnel goals like awareness, consideration and driving traffic. You can reach a larger audience for top-of-funnel campaigns before nurturing leads with more personalized messages. But the impressions-based model makes it less suitable for one-to-one conversations.
Key Differences
Here is a summary of some of the main differences between Sponsored InMail and Message Ads:
| Sponsored InMail | Message Ads |
|---|---|
| Sent to LinkedIn inbox | Appear in feed |
| Highly personalized | Not personalized |
| 1 message/week limit per member | No limit on impressions |
| Higher cost per send | Lower cost per impression |
| Better for 1:1 conversations | Better for awareness campaigns |
Some other differences:
– **InMail Open Rates:** InMail open rates tend to be significantly higher than click-through rates on Message Ads. According to LinkedIn, the average InMail open rate is over 50%.
– **Message Length:** InMail messages can be longer, with up to 3000 characters recommended. Message Ads have a 100 character text limit.
– **Targeting Options:** Both offer robust targeting based on member attributes, but InMail has some unique filters like member engagement and lead gen form submissions.
– **Automation:** Message Ads can be automated based on member actions while InMail sends need to be triggered manually.
– **Metrics:** InMail metrics focus on opens, clicks, and conversions. Message Ads track impressions, clicks, CTR, and social actions.
Use Cases
When should you use Sponsored InMail vs Message Ads? Here are some common use cases for each:
**Use Sponsored InMail when you want to:**
– Initiate a 1:1 conversation with an individual prospect
– Personalize messages with the member’s name, company, etc.
– Send follow-up messages after prospects interact with your ads or content
– Reach a highly targeted, small segment with a tailored message
– Promote high-value content like guides, demos or trials
– Generate leads and conversion events
**Use Message Ads when you want to:**
– Run an awareness campaign targeting a broad audience
– Promote content, offers or events to a large segment
– Generate traffic to your website, blog, landing pages, etc.
– Build your brand visibility among a targeted audience
– Engage cold audiences who may not know your brand
– Run retargeting campaigns based on site visitors or ad engagement
– Automate messages triggered by member actions
Tips for Using Each Effectively
Here are some tips to use each type of message effectively:
**For Sponsored InMail:**
– Personalize messages to improve open and click-through rates
– Limit to 1 per week per member to avoid fatigue
– Follow up on recent prospect interactions when interest is hot
– Test subject lines rigorously – this makes a big difference
– Use the first name in subject line and message body
– Send targeted messages to list uploads and Lead Gen form submissions
– Track open and conversion metrics to optimize over time
**For Message Ads:**
– Test different creatives, offers and calls-to-action
– Refresh ad copy frequently to beat banner blindness
– Use dynamic ads to serve relevant messages
– Leverage website retargeting for high-intent audiences
– Deploy A/B testing to improve CTR and conversion rate
– Analyze performance by audience segment and optimize targeting
– Use companion banners, carousels or videos to boost engagement
– Retarget engaged visitors or prospects with follow-up messages
Conclusion
Sponsored InMail and Message Ads both have their unique strengths for marketers on LinkedIn. InMail excels at one-to-one conversations while Message Ads are better for broad awareness and traffic campaigns.
The ideal strategy is to leverage both. Use Message Ads for top-funnel awareness then nurture high-potential targets with personalized InMail touchpoints. Experiment with each type and track performance over time to see what moves the needle for your brand’s goals.
With the right messaging and targeting, LinkedIn’s advertising platforms can deliver tremendous value – it’s up to you to make the most of these powerful options.
