Live Webinar: Sponsored InMail Demo + Best Practices
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Sponsored InMail is the most direct way to engage your prospects on LinkedIn. New real-time delivery means you can now reach members when they’re most receptive to your message—when they’re already active and engaged on the platform. Join LinkedIn Product Marketing Manager Irina Skripnik and Senior Marketing Manager Amanda Halle as they demo the product live and walk you through best practices and tips for making the most of the newly enhanced Sponsored InMail. Discover a new way to increase the effectiveness of your email marketing efforts and drive timely leads for events, webinars, content distribution, special offers, and more.
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Live Webinar: Sponsored InMail Demo + Best Practices
- 1. Irina Skripnik Product Marketing Manager, LinkedIn Amanda Halle Senior Marketing Manager, LinkedIn Sponsored InMail Live Demo “Cracking the Code on LinkedIn Sponsored InMail”
- 2. 2 How to Engage with Us Got a question? Submit it in the Webex Q&A box Recorded? Of course! Feedback? Survey will be available at the end of the Webinar Follow us: Twitter: @LinkedInMktg LinkedIn www.linkedin.com/company/linkedin-marketing-solutions
- 3. 3 Agenda for Today’s Webinar Why marketing on LinkedIn? Sponsored InMail intro and product demo Best practices for driving leads with Sponsored InMail Q&A
- 4. 4 Connect the world’s professionals to make them more productive and successful LinkedIn’s mission
- 5. 5 Be the most effective platform for marketers to engage with professionals LinkedIn Marketing Solutions’ mission Be the most effective platform for marketers to engage with professionals
- 6. * 2015 member number as of June, 2014 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 32M 364M+
- 7. 7 Drive more effective marketing More business decision makers than comparable business sites Higher buying power index vs. comparable business and social sites
- 8. Deliver valuable content in the most personal way possible on LinkedIn – right to our members’ Inboxes 8 Sponsored InMail
- 9. Introduction to Sponsored InMail
- 10. 10 Sponsored InMail: Targeted and personalized message delivered to the most engaged professional audience 2009
- 11. Sponsored InMail: Targeted and personalized message delivered to the most engaged professional audience Raise brand awareness Drive Quality Leads Build Customer Relationships
- 12. Real-time delivery: Sponsored InMail messages are delivered only when members are on LinkedIn Design optimized for mobile: “Sticky” call to action button remain on top of content while user scrolls Simplified desktop design Purpose-built to improve performance with clear calls to action, top banner position, prominent top sender position The Next Generation Sponsored InMail
- 13. 13 Deliver valuable content to the most personal of LinkedIn channels – our members’ Inbox Reach only active members 100% deliverability Engage your audience on desktop and mobile Personalize your content
- 14. Use Cases for Sponsored InMail 14
- 15. Leverage your marketing content to reach your most engaged target audience on LinkedIn Expand your reach and market penetration 100% Deliverability with real-time delivery Professional mindset & uncluttered inbox with strict frequency caps Mobile-optimized message expands your reach to mobile-only users Flexibility to personalize your message to come from an individual or a company
- 16. Sponsored InMail Product Demo Let’s start with the member experience
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- 26. 26 Reach your target audience where they engage most
- 27. Now let’s focus on your experience
- 28. 28 Your Account Team 100% LinkedIn Ad Operations Managed Campaigns
- 29. Company Industry Size Degree Field of Study Schools Geo Groups Standardized job titles SeniorityFunction Skills Your Target Audience Age
- 30. Who would you like to reach? Available Targeting Facets Company Name, Industry, Size Job Title, Function, Seniority Member Skills Schools, Degree, Field of Study Groups Gender & Age
- 31. Sponsored InMail Components (See Submission Form) Message • Customized salutation • Body text (up to 500 characters) • Up to (1) body link • (1) URL for Banner/Button • 300x250 Image Banner (jpeg/gif) • Formatting of the CTA cannot be changed. • Custom legal text (when applicable) Inbox • From: Logo/Photo • From: Company/Person • Subject & description
- 33. 33 1 Use targeting on LinkedIn to deliver the right message to the right person at the right time
- 34. 34 Your audience should be at the center of your content Don’t overtarget seniority if your message is not intended for C-Suite audience Avoid hypertargeting, it may work against your campaign performnace if the message is too general Tailor the message to ensure relevance with your target audience Personalize your message for your audience so the recipients can relate to the contnet
- 35. 35 Use Case: Content Distribution Goal: Lead Gen Performance benchmarks: Open Rate 51% | CTR: 16% Why this worked: 1. Content is relevant to the target audience 2. Well written message that’s easy to read 3. CTA with clear value for the member
- 36. 36 Use Case: Content Distribution Goal: Lead Gen Performance benchmarks: Open Rate 32% | CTR: 10% Why this worked: 1. Content is relevant to the target audience 2. Clear, tangible member benefit 3. Engaging sneak-peek graphic banner
- 37. 37 2 Create a compelling inbox preview to drive opens
- 38. Consider the context of your message and the member’s experience 38 Your Campaign’s Impact Starts with the Preview Sender Company vs. individual member Subject Line Short, impactful subject lines lead to higher opens. Description The description adds more detail to your subject line.
- 39. 39 Tips for boosting open rates Limit the subject & description lines to 3-8 words Include a clear call to action or benefit in the subject Content, context and call to action determines whether sender is company or an individual Inbox preview should be consistent with the message and landing page
- 40. Inviting subject line and personal message drives high quality registrants for an exec event Use Case: Event Invitation Goal: Registrants Performance: Open Rate 51% | CTR: 21% Why this worked: 1. Personal invitation that feels genuine and mentions the sender in the first person 2. Attention grabbing subject line with a supporting description 3. Consistent message with clear member benefit 1 2 3
- 41. 41 “Well over 97% of our members are on LinkedIn and use it to network, so it made sense that we could seek potential new members on LinkedIn” Use Case: Membership Growth/Community Goal: Brand Awareness Performance: Open Rate 45% | CTR: 5% Why this works: 1. Clear member benefit: “helping YOU” advancing your career 2. Description provides additional context 3. Message coming from a company sets clear expectations 1 2 3
- 42. 42 3 Develop personalized content that will resonate with your audience
- 43. 43 Create Member Value and Drive Leads You need to GIVE value to GET value. Focus the message on the member benefit not the company/product. Create a sense of urgency. Use the last sentence to segway into your call to action. Tailor the message to ensure relevance, the member needs to understand why they are receving this message and why its relevant Include a clear call to action and align it to the context of your message. Keep it short, under 1,200 characters. Read your message out loud and see if it feels too long. Does it hold up interest?
- 44. 44 Adopt these best practices to craft compelling LinkedIn Sponsored InMail campaigns.
- 46. 46 4 Optimize your content for mobile engagement
- 47. 47 On Average 30-40% of Opens Happen on Mobile Keep the message short and concise to avoid overwhelming the member with content (under 1200 characters) Include a clickable link in the message body helps to get a higher CTR on mobile Avoid using too much formatting and spacing. Plain text and up to 3 bullets works best Make sure your landing page is mobile responsive and build your form to only capture information you need
- 48. Use Case: Networking invitation Goal: Lead Gen Performance: Open Rate 45% | CTR: 5% Why this works: • Clear call to action body link • Limited formatting for easy reading • Short but clear and actionable subject
- 49. 49 5 Create a simple landing page with a clear path to conversion
- 50. 50 Once the member clicks on your message, delight them with an experience on your website that will convert Keep the message on your landing page consistent with your Sponsored InMail. Design the landing page with clear focus on where the the user should take action Create a seamless experience, have more on your page than just a lead form. Consolidate form fields to only the ones required Use unique tracking codes in the URL to measure lead generation results
- 51. Top 3 LinkedIn Marketing Solutions Campaigns Amanda Halle, Senior Marketing Manager at LinkedIn
- 52. 52 Highly targeted Sponsored InMail drives the strongest results • Held Webinar with Dell – “Dell’s Secret to Successful Sponsored Updates” • Email registrations was low – 361 registrations were generated using email • Needed to boost registrations for event – we usually see 700-1000 registrants • Promoted to Marketers in the Technology vertical • Targeting criteria: • Title: Marketing Manager + • Vertical: Technology • Company Size: 200 employees +
- 54. 54 Sponsored InMail Drove 47% of Registrations to the Webinar
- 55. Sponsored InMail is great tool for A/B Testing • Campaign: • Webinar “Harnessing the Power of the Full Funnel” in April 2015 • Promoted via email, Sponsored updates, blog and social media • Sponsored InMail was scheduled as an additional promotion for the webinar • Sponsored InMail Campaign • A/B Test the sender of the email • Hypothesis: Sends from a person will drive more registrations then from a company
- 56. Results: Sending from a Company drives more registrations 47.85% Open Rate 3.86% CTR 39.29% Open Rate 7.63% CTR
- 57. Sponsored InMail is a great way to expand the reach of your campaigns • Campaign: • FinanceConnect Live Event – May 7, 2015 • Promoting the streaming version to prospects/customers unable to attend the live event • Email was the primary channel for promotion • Challenge: List fatigue, the segment had been targeted via email too many times that month • Solution: Sponsored InMail to new prospects not in our email database
- 58. InMail is a great way to expand the reach of your campaigns – drove 25% additional registrations to the event 24.61% Open Rate 0.74% CTR 41.75% Open Rate 8.71% CTR
- 59. Key Takeaways Best Practices for Success with Sponsored InMail 59 • Use targeting on LinkedIn to deliver the right message to the right person at the right time • Create a compelling inbox preview to drive opens • Develop personalized content that will resonate with your audience • Optimize your content for mobile engagement • Create a simple landing page with a clear path to conversion
- 60. Q&A 60 Irina Skripnik Product Marketing Manager, LinkedIn Amanda Halle Senior Marketing Manager, LinkedIn Want to learn more? Visit marketing.linkedin.com
- 61. 1 Check your target audience against your message. Does it resonate? 2 Read the message out loud. Is the message to long? 3 Keep body copy under 500 characters. 4 Only include (1) body hyperlink. Too many links dilutes effectiveness. 5 Is it clear to the member what action should be taken and why? Sponsored InMail Best Practice Tips 10 tips to improve performance 61 6 Do not hyperlink the signature unless you want to drive traffic to your profile 7 Do not INCLUDE ALL CAPS or symbols this make the message feel like spam 8 Do not hyper target campaigns, you’ll miss out on valuable audiences 9 Do not try to “trick” the member, it’s bad experience 10 Don’t use mailto: not all members have mail service set up on their device
Notas do Editor
- With Sponsored InMail an email address is never used or referenced. The message experience is only on the LinkedIn Platform and a Sponsored InMail message is not delivered to a memebrs personal or profesisonal inbox. This option to opt out is accessible both through the Sponsored InMail message link, and through general LinkedIn settings.
- LinkedIn’s targeting is incredibly robust and you are reaching the most engaged members within your target audience. The right message to the right person is key here.
- It’s important to reach everyone who could influence a buying decision, but you know your content and your audience best. Your audience should be at the center of the content, that’s the best way to make sure your message resonates. A common mistake I see are campaigns that are targeted to Director+ (which includes Director, Owner, Partner, VP, C-Suite) but the content is not c-level material (especially when targeting enterprise level companies) A question I like to ask when consulting on seniority is a simple one: would your CEO open this and engage with the message and find it beneficial to him/her? Are they THE decision maker? In some cases maybe. In most other cases it’s a manager or a Senior Level Individual contributor like a Senior Systems network administrator, Technical Manager, Facilities Manager who make these decisions since they are most informed. Hyper targeting in many cases may work against you, especially if your message is pretty general. For example if you are selling a printer, but targeting designers in IT industry enterprise level companies in specific states, you may be missing an opportunity to reach your actual audience, since designers may not buy their own printers at enterprise companies. Don’t forget to reach the target audience that influences the decision maker, since many times purchase decisions are evaluated by a team. So in this case you may have multiple campaigns to influence the buying decision. The last two points go hand-in hand together. Targeting + message relevancy. Ask yourself, would I be interested in this message if I am the target audience? Who would benefit from this message and what’s in it for them? Call it out, make it clear.
- Open rates and what can influence them
- The first thing a member sees, whether it’s in their inbox or in the notification preview is the sender: Who is the message from whether it’s a company or an individual. Below it are the subject line, which is clickable and the description.
- Keep the subject line short 3-8 words, otherwise it’ll get cut off on some devices. The shorter the better while communicating core purpose of the message. Your subject line should be clear about what to expect from the message and use it to tell your audience whats in the message. The description is there for you to tell the audience why it should be opened. Your content should determine whether the message is best suited to come from a company or an individual. Match the flow and context of the message, so your reader understands what’s in it for them when they open the message. This is the first thing a member sees, make it count, but don’t sound spammy! When composing your content align with the LinkedIn mission, how will this message make the memebr more productive and successful?
- Who the message is FROM is important to consider when creating your contnet. I’ve lined up two examples, one that’s coming from a person, the next is an example of a message coming from a company. This example is fantastic because it’s very personalized. If your message is coming from a person, it should feel personal. It should have elements of a personalized letter that was crafted and makes the recipient feels special. OpenDNS used Sponsored InMail to promote a dinner networking event to a C-level audience. This message was spot-on with the target audience. Sponsored InMail has been the biggest driver of registrants for their Executive Dinners, driving over 50% of the leads. The message should be genuine with a clear member benefit. This message does not “trick” the member, it’s still obvious that this is a sponosred markeing message, but there is so much value here for the executive. Your message should also be consistent with your calls to action. In this case diana personlized the introduction, connects the message to the target audience and signs the message with a personalized signature. If you are going to sign, keep it short and make sure that does not push your CTA below the fold. One other thing I do not recommend is adding your profile linkn to the signature, unless that’s your campign goal. You may lose a valuable lead because most recipients onlly have 1 click action.
- On the other side of the spectrum is a message promoting a memership. Since the message is mostly focused on how the company can provide value for this member and the membership, it makes the most sense for it to come from a company since ICF is helping you succeed, not an individual. The description here supports the subject line, use it to give your audience a reason to open the messgage. Even though the message is signed by the CEO/Executive director, the expectation is very clearly set here that this is a message helping “YOU” as the member with the career and the clear call to action prompts you to Learn more, Join or renew. With this campaign ICF was able to successfully grow their membership with qualified candiates. Overall ICF saw tremendous success with their program and were able to reach a qualified audience of members who joined their organization.
- Unlike a banner or a Sponsored Update that a memebr sees and it goes away, a Sponsored Inmail Message lives in the inbox and does not disapper. There is no other product on LInkedIn that combines the power of the target audience and personalization in a professional context. Let’s take a look at the heart of your Sponsored InMail campaign, the actual message.
- There are five principles here but if you will take away at least two that’s the first and the last. Your message must have value for the member to perform and keep it short. It’s the considerate thing to do, especially since a lot of education and additional infomraiton most of the time can be found on the landing page. NEVER copy and paste your landing page copy into the message, a member can perceive that as wasting their time having them read the same copy twice. Make your message light and fun, many of the content is king best pratices apply here. More is definitely not better, expecially is there’s 2 paragraphs about the product and value prop and features and another 4-5 bullets of features.
- Here are some summary points of what does and doesn’t work. You’ll get a copy of these slides, so it will much easier to see. A personalized brief message with compelling call to action and a member benefit does work. But a hard sell. Long messages, run-on sentences and markeitng jargon and recycled dry content just does not perform.
- Let’s take a look at another example. Replicon had a killer Sponosred InMail campaign with a fantastic turn-out. Their banner focuses the member on the message and the main calls to action, it works great in this case. The overall message is professional, but lightweight. > The message opens with an on-topic question and overall the message is concise with a clear value. > The body of the message contains the most important information the recipient should know before taking action but there’s no information overload. > Since the message came from a person, Bev personalized it with a short signature to close out the message. The message is clear, its actionable and has consistent call to action thoughout the message. Overall Replicon had a very unique and personalized approach, which helped them reach their prospects early in the buying cycle and increase quality leads.
- Since you are using the same content within one message that goes to both desktop and mobike, keep mobile top of mind when you’re crafting your content. Keep your message copy short, anything over 1,200 characters takes a long time to read. My best practice when crafting your content is read it out loud and it’ll help you see if the message is too long. I always recommend including a clickable body link, the bright blue font color stands out on the gray text background making it easy to spot. You can see what it looks like in the Sponsored InMail copy from Duke MBA here. Avoid using too much formatting because it clutters a small screen, keep your bullets short because otherwise your bullets turn into paragraphs on a small screen. And lastly perfect transition into the final best practice tip. While your landing page doesn’t need to be built specifically for mobile, it shouldn’t break. It should be relatively easy to engage and fill out your form. With Sponsored InMail on mobile you’ll be reaching all memebrs that only engage on mobile, all the folks that are commuting, at a conference or on the road.
- The body link pops and makes it easy to click when the member’s interst is peaked. There is limited formatting here, so it’s easy to read on mobile The message was easy to engage with on desktop and it’s even easier to consume on mobile.
- Keep your forms short. No one wants to spend time filling out a lengthy form. Let your form do the conversion work for you. Plase make sure to provide your campaign managers with clicks trackers, so you can measure your clicks and conversions. Landing pages should create a seamless experience from the message, providing details that explain why this content is valuable enough to give up personal informaiton with a prominent call to action so download the full piece in order to obtain that value.
- Facilitator Notes: Targeting with InMail: Educate customers on value of our audience Targeting best practices Ideal target audience size
- Facilitator Notes: InMail Best Practice Tips: Do and Don’t