The Benefits of Sponsored InMail on LinkedIn for Lead Generation

Carnegie Higher Ed Nov 30, 2016 Carnegie Higher Ed Persona The Visionary Frontrunner

With more than 77 million professionals on LinkedIn in the US, those in the graduate and professional education space advertising on LinkedIn have tremendous access to a huge pool of high-value recipients. With granular profile-based targeting, graduate marketers and admission officers can specify recipients by geography, job role, group membership, gender, company size, and more to make sure the advertiser’s message reaches their specific target audience.

Up until recently, Sponsored InMail, one of LinkedIn’s most targeted and personalized advertising tactics, was exclusively managed in house at LinkedIn and only available to advertisers willing to commit to a media budget of at least $30,000 a quarter. With LinkedIn’s recent release of self-service Sponsored InMail, advertisers can quickly set up and launch campaigns and be much more flexible with their advertising budget, similar to LinkedIn’s Sponsored Updates and Text Ads. Marketers can also launch new campaigns much more efficiently, have real-time access and insight into performance, and make optimizations utilizing industry best practices. Sponsored InMail leverages the credibility of the LinkedIn platform so that, unlike conventional e-mail campaigns, they are more likely to be opened, read, and acted upon. In fact, according to LinkedIn, more than two-thirds (68%) of people trust recommendations they get on LinkedIn.

With LinkedIn Sponsored InMail, you can:

Personalize your communications: Sponsored InMail is a great channel for marketers to easily create relevant messages without restrictive character counts. Sponsored InMail allows content to be tailored according to campaign objectives such as:

  • Personalized greeting: Captures users’ attention with highly relevant messaging
  • Call-to-action button: Fully customizable to drive recipient to take action such as Enroll, Download, Join, Visit, and Register
  • Company follow widget: Easy access to your thought leadership and member community
  • Share button: Encourages users to spread your message to like-minded people
  • Strong visuals: Enhance your message with images that reinforce your brand and call-to-action

Reach LinkedIn members when they’re most engaged: With real-time delivery, Sponsored InMail messages are only delivered to members who are actively engaged on the LinkedIn platform. Messages will not get lost or sit unread. In fact, Sponsored InMail is only sent once every 60 days, respecting LinkedIn members’ privacy and giving you a unique opportunity to be heard without the clutter.

Deliver prominent notifications: Recipients are alerted to your message via a notification on their homepage. It’s also displayed when they access their LinkedIn inbox.

It’s important to note that LinkedIn highly recommends advertisers create a holistic campaign strategy, whereby marketers utilize all available tactics including Sponsored Updates, Sponsored InMail and Text Ads in order to reach qualified audience members multiple times across the platform.

Whether you are looking to send personalized invites to events and conferences, promote how a specific program can help the careers of your targeted audience, drive qualified people to an event, or just capture the right audience for a campaign, Sponsored InMail can help drive the results you’re looking for. Interested but don’t know where to start? Carnegie can help! Contact us today and we’ll guide you along the way.

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