Introducing LinkedIn Sponsored InMail
Have you ever received a message on LinkedIn that felt a little… different? That’s probably because it was a Sponsored InMail, now rebranded as Message Ads. These are LinkedIn’s unique advertising format that allows businesses to send personalized messages directly to users’ inboxes.
But how exactly do they work? Imagine your typical LinkedIn message, but with superpowers. These ads are delivered only when users are active on the platform, increasing the chances of engagement. Plus, they come with a clear call-to-action, making it easier for recipients to take the next step.
As Alex Rodriguez, a LinkedIn marketing expert, puts it: “Message Ads are like having a direct line to your ideal customer’s attention. When used strategically, they can be a game-changer for B2B marketing campaigns.”
Breaking Down the Costs in 2024
Now, let’s talk numbers. The cost of LinkedIn Sponsored InMail can vary, but here’s what you need to know:
- Average cost per sent ad: Expect to pay around $0.80 per message delivered.
- Minimum ad spend: LinkedIn requires a minimum spend of $25 per campaign.
- Estimated cost per conversion: With open rates hovering around 50% and a click-through rate of about 4%, you’re looking at roughly $5 per click.
But wait, there’s more! Several factors can influence these costs:
- Target audience: The more specific and in-demand your audience, the higher the cost.
- Competition: If other advertisers are targeting the same audience, prices may increase.
- Ad quality: LinkedIn rewards engaging ads with lower costs.
- Seasonality: Costs may fluctuate during peak business seasons.
Remember, these are ballpark figures. Your actual costs may vary depending on your specific campaign and industry.
The Pros
Let’s dive into why you might want to give Sponsored InMail a shot:
Laser-Focused Targeting
LinkedIn’s targeting capabilities are nothing short of impressive. You can zero in on your ideal prospects based on job titles, industries, company size, and more. It’s like having a heat-seeking missile for your perfect customer.
Inbox Delivery
Unlike other ad formats, Message Ads land directly in users’ LinkedIn inboxes. This prime real estate can lead to higher visibility and engagement rates.
Bulk Messaging with a Personal Touch
Imagine being able to send personalized messages to thousands of prospects at once. That’s the power of Sponsored InMail. It’s like having an army of sales reps, but without the coffee breaks.
Sky-High Open Rates
LinkedIn boasts open rates of up to 70% for Message Ads. Compare that to the average email open rate of 20%, and you’ll see why marketers are excited about this format.
The Cons
Of course, it’s not all sunshine and rainbows. Here are some potential drawbacks to consider:
Premium Pricing
Let’s face it, Sponsored InMail isn’t cheap. At $0.80 per send, costs can add up quickly, especially for larger campaigns. It’s crucial to have a solid strategy in place to maximize your ROI.
The “Sponsored” Label
Message Ads come with a “Sponsored” tag, which can be a turn-off for some users. It’s like showing up to a party with a “I’m here to sell you something” name tag.
Extra Effort Required
To get the most out of your Message Ads, you’ll need to create compelling landing pages and lead capture forms. This additional work can be time-consuming but is essential for conversion success.
ROI Tracking Challenges
Measuring the true impact of your Message Ads can be tricky. Since you pay per send rather than per click or conversion, it’s not always easy to determine if your investment is paying off.
Alternatives to Consider
If Sponsored InMail doesn’t seem like the right fit, don’t worry! There are plenty of other fish in the sea:
Cold Email Campaigns
Good old email marketing can be a cost-effective alternative. With tools like Wiza, you can extract verified email addresses from LinkedIn and run targeted campaigns at a fraction of the cost.
Regular InMail
If you have a LinkedIn Premium account, you get a certain number of InMail credits each month. Use these for high-value prospects to keep costs down.
Other LinkedIn Ad Formats
LinkedIn offers a variety of ad formats, including Sponsored Content and Display Ads. These can provide wider reach and may offer better ROI for some campaigns.
Sales Intelligence Tools
Platforms like ZoomInfo or Clearbit can help you build targeted prospect lists for outreach, often at a lower cost than Sponsored InMail.
FAQs
1. How many Message Ads can I send per campaign?
There’s no set limit, but LinkedIn recommends sending no more than one Message Ad to a user every 45 days.
2. Can recipients respond to Message Ads?
No, Message Ads are one-way communications. Recipients can’t reply directly to the message.
3. How long should my Message Ad be?
LinkedIn recommends keeping your message under 1,000 characters for optimal engagement.
4. Can I include attachments in Message Ads?
No, but you can include links to downloadable content or landing pages.
5. How do I measure the success of my Message Ad campaign?
LinkedIn provides metrics such as send rate, open rate, click-through rate, and lead generation rate to help you gauge performance.
6. Are Message Ads mobile-friendly?
Yes, Message Ads are optimized for both desktop and mobile viewing.
7. Can I A/B test my Message Ads?
Absolutely! LinkedIn allows you to create multiple ad variations to test different elements like subject lines or call-to-actions.