LinkedIn has revamped its Sponsored InMail tool, sending sponsored messages to members… but only when they are signed in.
Sponsored InMail lets advertisers market to targeted users via the LinkedIn Messaging system.
The new changes will now feature real-time dynamic delivery where prospects are only messaged when they are active on the business-based social network LinkedIn, ensuring that all messages are in-fact delivered.
The InMail templates will also be mobile-optimized to help drive more conversions for those on mobile devices.
Another major part of the upgrade is a better aim for advertisers. The new targeting options include a focus on company size, job function and seniority that can be added to InMail campaigns.
According to the company’s blog post, many of the pilot customers have seen a two or three times lift in performance when compared to the prior product.
Brett Chester, vice president of online marketing and demand generation at Replicon, said: “From an email perspective, we normally hit 12 per cent open rate which is exceptionally good. With LinkedIn InMail, we hit 48 per cent open rate. We have never seen open rates like this.”
Besides real-time dynamic delivery, other key features of Sponsored InMail include mobile-optimized templates, which make it easier for members to view and take action when on a mobile device, and rich targeting capabilities, which target parameters including company size, industry, and job function.
The updated tool is available through LinkedIn field representatives globally.