This document summarizes a presentation about maximizing messaging on LinkedIn. It includes an agenda that covers poll questions about communication preferences, the messaging landscape and trends, LinkedIn messaging features, customer success stories, and a Q&A session. Key points discussed include the growing popularity of messaging apps, how LinkedIn messaging fits into the landscape, features like frequency caps and price floors, and case studies of companies that achieved lead generation goals using Sponsored InMail. Best practices for crafting effective Sponsored InMail messages are also provided.
5. Q1. What is your
preferred method of
communication in your
personal life?
a) Text Messaging
b) Phone calls
c) Video Chatting (ie
FaceTime, Skype, etc)
d) Email
e) Other
6. Q2. What is your
preferred method of
communication in your
professional life?
a) In-person meetings
b) Phone calls
c) Messaging tools ( ie
Slack, Jabber, Teams)
d) Email
e) Other
8. The popularity of
messaging apps continues
to increase in the market
Almost half of the US population
uses a messaging app
9. Mobile messaging apps
They’re fun, typically free, easy to use and offer more features than traditional email or text
Traditional channel New channels
10. LinkedIn Messaging is growing too
This further validates people’s preference for more personal interactions
11. ü Send messages to 610+
professionals globally
ü Real time delivery
ü Mobile-optimized
ü Uncluttered, professional
content
ü Overlay display will make your
messages even more
conversational
Sponsored InMail is LinkedIn’s native messaging product
New Campaign Manager - ad format selection
12. Branding Direct Response
Brand awareness
Product education or launch
Customer loyalty
● Luxury goods & services
● Automotive & marine
● Airline & hotels
● Financial services
Event & webinar
registration
● Invitations
● Industry events
● Webinars &
webcasts
● Newsletter sign up
Program & certification
enrollment
● MBA, Post-grad,
executive education
● Online course,
certifications
Content distribution,
education, demo
● Whitepaper
download
● Webinar/ podcast
recording
● Demos/ Trials
● infographics
Lead Generation
● Use Lead Gen Forms
to generate high-
quality leads at scale
● Use Matched
Audiences to
retarget with SI. This
multi-product
strategy saves SC
campaigns with high
CPLs.
● Can include Privacy
Policy
How to use Sponsored InMail
Awareness for high consideration Campaign-based programs for timely leads
14. Key product features
2. Efficient Price Floors
Pricing is based on an
auction, but we’re
always monitoring our
price floors and auction
dynamics to ensure
advertisers get the most
out of their budget.
GDPR Compliance
As with the rest of our
products, Sponsored
InMail is GDPR
compliant, allowing for
expanded use of the
product.
1. F-caps
We set frequency caps
from one Sponsored
InMail every 45 days to
ensure your message
doesn’t get lost in the
clutter.
16. Their story
• Objective -Drive leads for MBA
program
• Challenge - Very specific target
audience & difficulty with other
messaging tools
• LMS Products Used- Sponsored
Content & Sponsored InMail
• Results
• Open Rates =58%
• CTR= 6%Case study: Here
17. Their story
• Objective Generate leads for it’s flagship
model of the Audi A8
• Challenge - Very specific target
audience across 9 markets in the Middle
East
• LMS Products Used- Video Ads &
Sponsored InMail
• Results – Exceeded Lead Gen Targets
• Open Rates =66%
• CTR= 5.7%
Case study: Here
18. Their story
• Objective: Engage active members to
increase interest in a photography contest
(Urban Photographer of the Year)
• Challenge - Very specific target audience
of photography professionals & enthusiasts
• LMS Products- Sponsored InMail
• Results – Exceeded Lead Gen Targets
• Open Rates =54%
• CTR= 28%
Case study: Here
25. 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.
26. Always be on!
Members opened Sponsored InMail the most on
Tuesdays, but they actually click on Sponsored
InMail the most during weekends.
27. Body texts under 500 characters have 46%
higher CTR
Keep your messages short & sweet.