Email Marketing on LinkedIn in 7 Easy Steps

With less competition than other social media platforms, LinkedIn can be an effective place for your paid outreach strategy. One option is LinkedIn Sponsored InMail, which delivers personalized messages direct to LinkedIn inboxes.

Give it a try with these 7 easy steps:

1. Go to Campaign Manager

Campaign Manager is the hub for all LinkedIn marketing campaign, including Sponsored InMail.  You’ll be presented with several paid options. Select “sponsored inMail.”

2. Set up your ad account.

You’ll be prompted to set up an ad account for your campaign. Select a memorable name for your account and your local currency. If you have a company page, you can link it to the account. Name the campaign.

Accept the default and select yourself as a sender. This will create the most credibility for your message. You can also designate any of your connections as the sender. Follow the prompts.

3. Develop a compelling message.

You need to say something valuable to your target audience to get ROI for this effort. Here are some general guidelines to keep in mind.

  • Messages that are less than 500 characters are most effective.
  • Add a custom salutation
  • Include links
  • Designate a banner image, 300×250 pixels.

4. Preview your InMail.

Test, test, test. Send yourself a test version of the message. You can also duplicate the campaign to set up A/B tests to determine the iteration that has the best impact.

5. Target effectively.

Be specific when selecting your target audience. Campaign Manager will estimate the size of your target audience based on the criteria you select.

6. Budget strategically.

Campaign Manager will suggest a bid range to reach your target audience. You are bidding against others who want  to reach a similar audience. The winning bid is determined via second-price auction, you will only pay enough to beat the second-highest bidder.

7. Launch!

Once you set bid and budget, you’re ready to launch. You can launch the campaign immediately or schedule for a future date.