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.

1. Maximize Your Messaging
with LinkedIn
Yohanna Andom & Meghan Galvin
April 17, 2019

2. Today’s Speakers
Yohanna Andom
LMS PMM
Meghan Galvin
Sr. CSM

3. Agenda
1 Poll Questions
2 Messaging Landscape
3 Product Features
4
5
Customer Success Stories
Q&A Session

4. Let’s get started.
We’re going to begin with our
poll questions.

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

7. Messaging Landscape
Trends we’re seeing in the messaging space

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

13. Product Features

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.

15. How our customers use
Sponsored InMail

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

19. Resources you can
use to get started

20. Use these templates to
help your clients spark
ideas on how to use
Sponsored InMail
Templates by Objectives

21. Use this to see exactly
how individual companies
used Sponsored InMail to
address their unique
challenges
New Case Studies

22. Visit our landing page
You can find more resources and
case studies here.

23. Here are some best practices
to follow as you get started.

24. Make your messages
interactive.
Additional hyperlinks in the body lift CTR by 21%.

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.

28. Q&A

29. Thank you