Sponsored InMail – How to Set Up LinkedIn Messaging Ads

When we are looking for comprehensive communication between businesses and clients, we need the quickest methods to get to the people that matter. LinkedIn Sponsored InMail function can give you the edge. And while LinkedIn already has an InMail function, why you should you even bother upgrading to a Sponsored InMail tool? Let’s give you the details.

Sponsored InMails are, in essence, the page aspects of common LinkedIn InMail. In the most basic sense, LinkedIn InMail is a bit like an email, but with sponsored InMail, it works like an update campaign. The messaging can be used to target a specific audience or group of people and personalise messages to clients or customers. As a way to get more leads, Sponsored InMail gives you the more than traditional email marketing campaign. You can reach your audience like email, but with the added benefit that it’s through a reputable platform. 

How does it compare to regular inMail?

If you’re wondering why your business needs to upgrade to InMail when you’ve already got the standard InMail package, the differences between regular InMail and Sponsored InMail are subtle, but pivotal…

Messaging Options

If you use regular InMail, you’re not able to send bulk messages to your audience. While regular InMail has its uses as a personal tool, and you can save templates to send out as and when is useful, these messages only allow you to send up to 30 messages from the account. If you have an entire network of people to market to, this can prove troublesome. The Sponsored InMail feature gives you complete control over your campaign. You’re able to send messages to every active member that fits in your target market.

The Cost

You can message someone for free if you have a 1st-degree connection with them on LinkedIn. While LinkedIn users that have a paid subscription have a specific number of InMails they can use, depending on the subscription plan, the campaigns in Sponsored InMail are similar to LinkedIn. The cost per message is 20p or £8.00 per day as a bare minimum.

Receiving Notifications

You want to be able to jump on a notification as soon as it hits you. Regular InMails appear in the user’s message notifications. A Sponsored InMail is marked as “sponsored.”

Why should we use it?

The Sponsored InMail is infinitely more appealing than a regular InMail or standard email. One of the significant draws of InMail is that it will send a Sponsored InMail to a user when that person is online. This makes targeted advertising far easier. In addition to the very specific audience targeting, because it sends an InMail to a user when they are online, this ensures that the item is 100% deliverable.

When you are looking to generate leads, while LinkedIn recommends InMail, it works in numerous other ways. You can use InMail as a way to promote webinars, as well as other content like ebooks. If you’re concerned as to the efficacy of this, the Open Rates outcomes reached 13% according to a GE case study on sponsored InMails back in 2013. As far as managing your own campaigns, rather than having LinkedIn do it for you, you are now able to get the same sort of adjustability and reactivity as a sponsored update campaign. The many benefits of this can give you the opportunity to adjust the messaging to your specific target audience, meaning that you will always get the best possible outcome.


As with any email campaign, there can be numerous positives and negatives…

The Benefits

  1. Like an email campaign, there are personalisation options. This gives you that additional personability. Long gone are the days where you can greet someone with a generic “hello.”
  1. There’s optional ABM, also known as Account-Based Marketing. This account targeting feature allows you to put your campaigns in priority relating to a specific list of accounts.
  1. Because it’s 100% deliverable, due to the messages only been sent when a user is on LinkedIn, this gives you a higher chance of response and engagement. And because LinkedIn users are only able to receive one Sponsored InMail every 60 days, this gives you a far better opportunity for your text to be seen, and the message to be heard. Sending your message to an uncluttered inbox like this stands you a better chance of engaging the audience.
  1. Sponsored InMail has real-time analytics tools. Once upon a time, this was not the case for sponsored InMail, but now, it’s giving marketers the same opportunities as LinkedIn.
  2. You are able to get help from LinkedIn so your campaign can be tweaked to ensure optimum engagement.

The Drawbacks

  1. The InMails are marked as “sponsored” which could send alarm signals to the recipients.
  1. It can be time-consuming. If you want to reach your audience, and other advertisers are sending LinkedIn InMails to the same person, you may find your content proving to be irrelevant. 
  1. If you’re on a tight budget, this could prove to be inefficient. The minimum campaign budget equates to £8.00 per day, or 20p per message. Do the mathematics, and this adds up over the course of a month.
  1. LinkedIn InMail campaigns aren’t managed by LinkedIn anymore. While you can argue that this doesn’t give you as much of the support you demand, because they are self-served, this does equate to higher reactivity. As such, you can optimise your copy and change your images as you see fit.

The Lowdown

Sponsored InMail is a fantastic way to send personalised messages to the most important people in your business. Being able to share and target content directly without being seen as yet another email marketing campaign is a delicate balance to tread. And as Sponsored InMail can work wonders with Account Based Marketing, marketers can you use this function to engage with the relevant people from the most relevant businesses. As account targeting offers more than ever before, up to 30,000 accounts to be precise, using LinkedIn ads Sponsored InMail in combination with this is the perfect way to engage.

Leave a Comment

Your e-mail address will not be published. Required fields are marked *