LinkedIn Sponsored InMail is the most direct way to reach prospects by delivering personalized messages straight to their LinkedIn inbox. In this deck, you'll learn how to leverage Sponsored InMail to engage your target audience and generate leads with real-world examples of successful campaigns.

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BEFORE WE
GET
STARTED

2. LIVE WEBCAST
Back to LinkedIn:
Engaging your Audience with
Sponsored InMail

3. Yohanna Andom
Associate Product Marketing
Manager
Allie Jolliff
Senior Client Solutions Manager

4. TODAY’S AGENDA
1 Brief overview of Sponsored InMail
2 Live demo and set-up of a Sponsored InMail campaign
3 Customer success stories
4 Sponsored InMail best practices
5 Q&A

5. POLL
Q: How confident do you feel about
your knowledge of Sponsored InMail?

6. W H A T I S
S P O N S O R E D
I N M A I L ?

7. Mobile-optimized design for
easy clicks
Real-time delivery ensures
timely reach
Uncluttered professional
context
Flexibility to tailor
your content
LinkedIn Sponsored InMail Sponsored InMail allows marketers to engage
professionals through a unique and native channel:
messaging

9. ‘Sticky’ Call to Action
button

10. Branding Direct Response
Brand awareness
Product education or
launch
Customer loyalty
o Luxury goods & services
o Automotive & marine
o Airline & hotels
o Financial services
Event & webinar
registration
o Invitations
o Industry events
o Webinars & webcasts
o Newsletter sign up
Program & certification
enrolment
o MBA, Post-grad,
executive
education
o Online course,
certifications
Content distribution,
education, demo
o Whitepaper download
o Webinar/ podcast
recording
o Demos/ Trials
o infographics
Lead Generation
o Use Lead Gen Forms
to generate high-
quality leads at scale
o Use Matched
Audiences to retarget
with SI. This multi-
product strategy
saves SC campaigns
with high CPLs.
o Can include Privacy
Policy
How to use Sponsored InMail
Awareness for high
consideration
Campaign-based programs for timely leads

11. L I V E D E M O

12. 1
2 Leverage the 300x250 pixel banner ad
Include a hyperlink in the body text
Include a CTA that was short &
effective
TAKEAWAYS
3
4
Use an individual as a sender
5 Use in conjunction with other
products for better ROI

13. R E P U R P O S I N G
C O N T E N T

14. To make things even more concrete, here are some
customer use cases.
o If your campaign is under pacing you should
review your bid to confirm if it has been set
high enough to be competitive in the auction.
o Best practice is to set your bid rate $1 above
the top bid range. Bid prices can fluctuate
several times throughout the day so this will
enable you to consistently stay competitive.
Turn your Sponsored Content into a Sponsored InMail!

15. C U S T O M E R
S U C C E S S
S T O R I E S

16. Objective: Awareness
Campaign Details: The goal of this
campaign was to build consideration of IBM
Watson solutions on AI, and to encourage a
whitepaper download
● Duration- Q1 2018 (Feb 1- March 31)
● Target Audience: LinkedIn members
working in the IT Industry in France
(690k members)
Performance Stats:
● Out-performed Open Rate
benchmark by 10%
● Out-performed Clicks/Send
benchmark by nearly 5%

17. Mobile VersionDesktop Version

18. 1
2 Leveraged the 300x250 pixel banner ad
Included a hyperlink in the body text
Included a CTA that was short &
effective
IBM Highlights
3
4
Used an individual as a sender

19. Objective: Awareness & Lead Gen
Campaign Details: This campaign aimed to
increase awareness of a satisfying career
(Cardiac Device Clinical Specialist), while
also increasing leads for their 24-week
bootcamp.
● Duration: Ongoing campaign
beginning in Jan 2018
● Target Audience:
○ Education: Recent college grads
○ Skills: Health related majors.
Performance Stats:
● Out-performed Open Rate by nearly
10%
● Out-performed Clicks/Send rate by
over 5%

20. Mobile VersionDesktop Version

21. 1
2 Leveraged the 300x250 pixel banner ad
Included a hyperlink in the body text
Included a CTA that was short &
effective
PrepMD Highlights
3
4
Used an individual as a sender

22. S P O N S O R E D
I N M A I L B E S T
P R A C T I C E S

23. Best Practices
Make your message
interactive
Additional hyperlinks in the body lift
CTR by 21%.

24. 2 is better than 1
Advertisers gained 37% higher
Sponsored InMail click-through rates
when running Sponsored Content to the
same audience on the same day.
Best Practices

25. Best Practices
Don’t miss a beat. Always be on.
Members open Sponsored InMail the most on
Tuesdays, and click on Sponsored InMail
the most during weekends

26. Best Practices
CTA buttons with 1 or 3 words
have 13% higher click-through
rates.

27. Best Practices
Use Sponsored InMail For High-
Value Audiences
Sponsored InMail allows for a one:one
conversation with executives. Our tests of
InMail aimed at executives have resulted in
open rates as high as 67%.
The targeting included:
•Function: Marketing, Media & Communication
•Company Size: 200+
•Seniority: CXO

28. 1
2 Members can only receive one Sponsored InMail every
45 days
WHAT ELSE SHOULD I
KNOW?
Sponsored InMail is sold on a CPS (Cost Per Send)
Expanding targeting to increase reach can help you
capitalize on lower prices and available inventory3
For a full list of our latest best practices,
see our Best Practices Handbook

29. POLL
Q: After this webcast, how confident
do you feel about your knowledge of
Sponsored InMail?

30. Q&A

31. APPENDIX

32. TIPS FOR GETTING
STARTED

33. Top To Do’s
Best Practices Cheat Sheet
• Ensure your message
resonates with your target
audience
• Always ask, “why would
the audience read this?
• Use a sender with
credibility and relevance
Optimizing for relevance
1
• Clearly outline benefits to
the member for engaging
with this message
• Use concise, compelling
and conversational intros
• Include a concise call to
action and be clear about
what the member should
do
• Make sure landing pages
are optimized for mobile
traffic
Optimizing content
2
• Test to see what works
with the audience and then
refine
• Be resourceful and use
your existing content by
reworking it to be
conversational
• Be genuine
3
Amplify and personalize

34. Top Don'ts
Best Practices Cheat Sheet
• Avoid content that
sounds like a brochure or
infomercial
• Don’t cast too wide of a
net (e.g., “You or a
colleague may benefit
from this … ”)
• Avoid “!!!” and ALL CAPS
• Don’t overload message
with multiple calls to
action
Pushy content
1
• Avoid mixed messaging.
The landing page should
match the call to action
and message
• Your landing page should
align with your goal (e.g.,
PDF is not ideal for
conversions)
Hard-to-navigate website
2
• Avoid getting all details into
the message, your landing
page should do the
educating
• Don’t have a call to action
that’s too long, it will get cut
off on mobile
• Using a closing salutation if
the message is coming from
a company
3
Too much or too vague