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Irina SkripnikProduct Marketing Manager, LinkedIn

Amanda HalleSenior Marketing Manager, LinkedIn

Sponsored InMail Live Demo“Cracking the Code on LinkedIn Sponsored InMail”

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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

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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

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Connect the world’s professionals

to make them more productive and successful

LinkedIn’s mission

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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

* 2015 member number as of June, 2014

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

32M

364M+

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Drive more effective marketing

More business decision makers than comparable business

sites

2.8XHigher buying power index vs. comparable business and social

sites

28%

Deliver valuable content in the most personal way possible on LinkedIn – right to our members’ Inboxes

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Sponsored InMail

Introduction to Sponsored InMail

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Sponsored InMail: Targeted and personalized message delivered to the most engaged professional audience

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Sponsored InMail: Targeted and personalized message delivered to the most engaged professional audience

Raisebrandawareness

DriveQualityLeads

BuildCustomerRelationships

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 designPurpose-built to improve performance with clear calls to action, top banner position, prominent top sender position

The Next Generation Sponsored InMail

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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

Use Cases for Sponsored InMail

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 Leverage your marketing content to reach your most engagedtarget audience on LinkedIn

Expand your reach and market penetration

100%Deliverabilitywithreal-timedelivery

Professionalmindset&unclutteredinboxwithstrictfrequencycaps

Mobile-optimizedmessageexpandsyourreachtomobile-onlyusers

Flexibilitytopersonalizeyourmessagetocomefromanindividualoracompany

Sponsored InMail Product DemoLet’s start with the member experience

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Reach your target audience where they engage most

Now let’s focus on your experience

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Your Account Team

100%LinkedIn Ad Operations Managed

Campaigns

Company Industry

Size

Degree

Field of Study

Schools

Geo

Groups

Standardizedjob titles

SeniorityFunction

Skills

Your Target Audience

Age

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

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

Best Practice Tips

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1 Use targeting on LinkedIn to deliver the right message to the right person at the right time

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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

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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

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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

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2 Create a compelling inbox preview to drive opens

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 Consider the context of your message and the member’s experience

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.

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Tips for boosting open rates

Limit the subject & description lines to3-8 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

Inviting subject line and personal message drives high quality registrants foran exec event

UseCase:EventInvitationGoal:RegistrantsPerformance:OpenRate51%|CTR:21%

Whythisworked:

1.Personalinvitationthatfeelsgenuineandmentionsthesenderinthefirstperson

2.Attentiongrabbingsubjectlinewithasupportingdescription

3.Consistentmessagewithclearmemberbenefit

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“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”

UseCase:MembershipGrowth/CommunityGoal:BrandAwarenessPerformance:OpenRate45%|CTR:5%

Whythisworks:

1.Clearmemberbenefit:“helpingYOU”advancingyourcareer2.Descriptionprovidesadditionalcontext3.Messagecomingfromacompanysetsclearexpectations

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3Develop personalized content that will resonate with your audience

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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?

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AdoptthesebestpracticestocraftcompellingLinkedInSponsoredInMailcampaigns.

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4 Optimize your content for mobile engagement

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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 helpsto 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

UseCase:NetworkinginvitationGoal:LeadGenPerformance:OpenRate45%|CTR:5%

Whythisworks:• Clearcalltoactionbodylink• Limitedformattingforeasyreading• Shortbutclearandactionablesubject

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5 Create a simple landing page with a clear path to conversion

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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 theones required

Use unique tracking codes in the URL to measure lead generation results

Top 3 LinkedIn Marketing Solutions Campaigns

Amanda Halle,Senior Marketing Manager at LinkedIn

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Highly targeted Sponsored InMail drivesthe 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 +

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Sponsored InMail Performance

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Sponsored InMail Drove 47% of Registrations to the Webinar

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

Results: Sending from a Companydrives more registrations

47.85% Open Rate3.86% CTR

39.29% Open Rate7.63% CTR

Sponsored InMail is a great way to expand thereach 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

InMail is a great way to expand the reach of your campaigns – drove 25% additional registrations to the event

24.61% Open Rate0.74% CTR

41.75% Open Rate8.71% CTR

Key TakeawaysBest Practices for Success with Sponsored InMail

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• 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

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Q&A

Irina SkripnikProduct Marketing Manager, LinkedIn

Amanda HalleSenior Marketing Manager, LinkedIn

Wanttolearnmore?Visitmarketing.linkedin.com

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 Tips10 tips to improve performance

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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