Linkedin is always changing somethings, and one of her newest change in the ads is a real gold rush, as from now on even an SME (SMB in the US) can afford to use.
Here is what Linkedin tells about this brilliant and not well known tool:
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Tips and best practices
Best Practices for Creating Successful Sponsored InMail Messages
Sponsored InMail offers you a tailored approach to reach and appeal to a variety of audiences, such as senior executives, decision makers and influencers of decisions, operations managers, and those striving to grow their career and improve their skills. Sponsored InMail is great for starting conversations and ideal for building relationships with your audience.
Since Sponsored InMail can be accessed through both desktop and mobile, ensure that your content is optimized for viewing on both platforms.
Below are some tips for crafting a successful Sponsored InMail
Overall content strategy: The intent should be to outline the benefits for engagement in a way that develops trust, rather than come across as overbearing or “salesy”. Focus on how the member could benefit from the conversation. This has a stronger effect than focusing on what you want.
Subject line: The subject line should be personable, concise, interesting, and friendly. For example: You're Invited to a FixDex Marketing Event; Join our pilot program.
Note: Sending the Sponsored InMail from a recognized, prominent, or credible person will positively contribute to your campaign.
Sponsored InMail summary: Adding a summary or description is optional and will only appear on a desktop in the sidebar preview. You can use this space to add a bit more context or provide a sneak peek for your message.
Custom greeting: To insert a custom greeting insert your salutation like Hello, Hi, Dear and add %FIRSTNAME%, %LASTNAME% to dynamically insert the member's first name and last name. (ex. Hi %FIRSTNAME%, will appear as Hi Jane, for the member receiving the Sponsored InMail)
Image banner: Consider using an image banner for branding impact.
Body: Here are some tips for crafting an effective message in the body of your InMail:
- Start your message off with a personal introduction and a clear purpose that specifically speaks to your audience.
- Keep the copy short and concise, generally under 1,000 characters.
- Focus on a consistent message with clear benefit to the recipient.
- Formatting options like bulleting, italics, bolding, and underlining are available, although we recommend keeping the formatting simple and conversational since you're in a conversation space.
- Add a relevant hyperlink in the body of the message, which will help you drive more clicks. For example you could link to a free trial in the body: "Getting started is easy. Sign up for a free trial".
- Ensure that the call-to-action hyperlink communicates clearly what’s to be expected on the landing page.
- Use a clear call to action (CTA)A clear CTA gets clicks and conversions. Try top performing CTAs like:
- Include a relevant banner imageRemember to include a 300×250 companion banner with your InMail, to complement and drive home your message. If you choose not to include an image, another banner ad may be shown to recipients.
- Set up A/B tests to learn what resonatesA/B test to track which subject lines, CTAs, and target audiences perform best — and optimize over time.
Suggested bid to reach the majority of your audience is $0.67.
Minimum bid: $0.55
Minimum budget: $10.00
Your campaign's actual daily spend may be up to 20% higher.