LinkedIn’s Sponsored InMail is a unique way to increase your marketing reach, by sending personalized messages on LinkedIn. This video walks through the different steps involved in creating a Sponsored InMail campaign, including setting up a sender, draft
- [Instructor] LinkedIn Sponsored InMail is a unique way to increase your marketing reach by sending personalized messages on LinkedIn. Sponsored InMail shows up in the messaging section of your LinkedIn profile. Here you can see an example of Sponsored InMail from Roux Academy sent to Reggie. The personalization aspect of this product makes it an excellent tool to boost registrations for webinars, events and more and you can also use it to promote content download such as white papers and eBooks as well. Let me show you how to create a Sponsored InMail campaign. From the top navigation, click into More and click to Post An Ad.
Click on Manage Ads and you'll be brought to an account overview in Campaign Manager. If you already have an existing account setup like you see here for KinetEco, you can add Sponsored InMail by clicking into that account. Since I don't have any campaigns setup under this account, I have the option to select any product here. I'll go ahead and choose Sponsored InMail. Next, name the campaign. For example, Q2 Solar Event Tech. Select a language from the dropdown for the audience that you want to target. Next, let's take a look at how to set up your Sponsored InMail campaign message.
At the top of the setup screen, you'll need to enter a name for your ad. For example, Event Invitation V1. Next, you'll need to set up a sender for your message. You always have the option to keep yourself as the default sender, for example Reggie here, or you can add a different person to be the sender by clicking Add Sender and enter the name of the person you'd like to add, for example I'll add Sally, I click into her profile. Now clicking on Send Request will trigger an email notification to Sally with a prompt to accept or deny your request.
After Sally accepts your request, you will see her as a select option under sender. In the meantime, you can use yourself or Reggie in this case as the default sender. After you've added the sender, click Next to advance the message setup. On this page, you'll add your subject line, summary and the message text. The goal here is to be concise, personal and relevant. If necessary, you can add a custom footer if you have promotional or legal terms you need to use. Be sure to also check out the quick tips on this page.
To hyperlink body text, highlight the text that you'd like to hyperlink and click on the link icon, paste the URL and click OK. To move to the next section, click Next. Add a URL for your landing page and text for your button. Upload a banner image by selecting an appropriate image which is 300 by 250 and click Open. If you don't have a banner, you can always go back and edit the message to upload a new one. If you don't have a banner, other ads will rotate in its place.
You'll see the preview of the image you just uploaded. If the dimensions of your image are off, your image may appear fuzzy. Sponsored InMail will automatically be optimized for desktop and for mobile and no extra creative effort needed on your end. Click Next to finish your message setup. As the final step, click on the envelope icon to send yourself a test. Now let's go back to Reggie's LinkedIn inbox to see what the test looks like. You won't see the sender information since it's only a test, but you'll see the body of the message, the clickable hyperlink, the call to action button at the bottom of the page as well as an image banner for branding.
Sponsored InMails are under a strict frequency cap which means a member can only receive one every 60 days or so so the member experience is protected and your message gets a longer shelf life. And now that you have the fundamentals, check out LinkedIn Sponsored InMail course on the site to learn more.
- Posting organic content
- Creating a Company Page
- Using Campaign Manager
- Setting up an advertiser account
- Pursuing content marketing
- Getting started with Sponsored Content
- Setting up a Text Ads campaign
- Using Sponsored InMail
- Targeting audiences on LinkedIn
- Making bids, budgets, and schedules
- Setting up billing, payments, and coupon codes
- Reporting and measuring conversions