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For marketers, sponsored InMails are great for supporting inbound lead generation goals and sales teams, boosting registrations for events, seminars, webinars, open evenings, content downloads, increasing website traffic, and supporting any other CTA or direct response style marketing.
There are a number of differences between email and InMails.
Here are the key elements required to run a successful sponsored InMail in campaign planning.
Sponsored InMails should be addressed from a credible person that your target audience will trust. Ensuring your sender has a profile image will set your campaign up for success. It's also important that the sender be contextually relevant to your message. The requested sender must be a first-degree connection. It may take some time for a sender to accept your request. So using yourself as a default sender will enable you to set up the creative and save it as a draft.
Subject lines with a clear value or opportunity to connect work best. Consider wording such as exclusive invitation, opportunities, and connect. Custom greeting. To insert a custom greeting, type your salutation like, "Hello" or, "Hi" and add their first name and last name, both bookended by the percentage symbol.
A banner image on sponsored InMails provides additional promotional value to your creative. The banner image automatically redirects to your chosen landing page if the recipient clicks on the image. Banner images are optional, but if you don't include one, ads from other advertisers may appear in that slot.
The best sponsored InMails are brief, relevant, and conversational. Keep your message copy under 1,000 characters as your content is now part of the members' messaging experience. Avoid formatting overload. Custom CTA buttons. A clear CTA gets clicks and conversions. Try top performing CTAs like, "try" or "register", "reserve", and "join." Additionally, always make sure to include a 300 by 250 companion banner in your InMail.
Follow these best practices:
As Head of Social Media for the creative agency Goosebump, Lauren’s current role is to create and implement social media strategies and content strategies for a portfolio of clients spanning a wide range of industries. Her team of creatives and strategists specializes in delivering innovative and integrated social media campaigns that drive conversions. Her work has been recognised with a wide range of awards, including the Irish Social Media Awards and Digital Media Awards.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
You will not be assessed on this content in your final exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module focuses on LinkedIn and shows how you can use the platform to build and develop professional connections with your target audience. You learn how to use LinkedIn-specific features, such as Company pages and Showcase pages, to build your company presence on the platform. The module goes on to cover the different ad formats available on LinkedIn, such as Text ads, Sponsored ads, Sponsored InMails, Display ads, and Dynamic ads, and outlines best practices for advertising on the platform. Finally, it teaches you how to use analytics with LinkedIn to measure the success of your campaigns.
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