Building an Email Campaign for LinkedIn – James Gorski
Email campaigns on LinkedIn are officially known as LinkedIn Sponsored InMail. This article will show you how to build a successful InMail campaign. In doing so, you will learn how to build a framework, develop your content, launch your campaign, and understand some best practices as well as things to avoid when developing your InMail campaign.
The Framework Of Your Email Campaign for LinkedIn
Building the framework of your campaign on LinkedIn is very easy, because LinkedIn shows you a string of prompts that will guide you in building out this framework. In order to access these prompts your first point to access the Campaign Manager on LinkedIn.
From here, you’re going to select the Sponsored InMail option. Continue following these prompts to set up your campaign account. Then, designate a sender for the campaign. You can choose for the sender to be yourself or someone else on your team.
Develop The Content Of Your Campaign
When creating the content for your email, make sure that the content is personal. This can be achieved easily by using %FIRSTNAME% %LAST NAME%. Using this special command will allow you to create a personalized greeting that will feature the recipient’s name.
It is best for the body of your email to have less than 500 characters because data shows that emails of this size have a significantly higher click-through-rate. You may also want to include hyperlinks within your email because this makes your email more interactive, which will increase the chances of engagement.
The body of your email should announce any offers, coupons, giveaways, terms and conditions, etc. Also, make sure to include visual elements within your email. Sponsored InMail is already set up to include a banner image of 300 x 250 pixels. If you don’t include this banner image, an ad from another brand will appear in this space.
Prepare to Launch Your Campaign
Before launching your campaign, you will want to test your campaign within your own InMail mailbox. Once you have approved your campaign through this test, you will choose a target audience using the Campaign Manager. A standard audience size that is considered to be sufficient is usually around 100,000 people.
Lastly, you will want to select a budget using the Campaign Manager. When doing so, Campaign Manager allows you to place a bid. You may want to consider researching best practices for bidding on Campaign Manager to ensure the most cost-efficient results. Once you have set your budget, you will be able to select when you want to launch your campaign. You may choose to select to have it launched right away, or at a later time.
Sponsored InMail Best Practices
Although using InMail email marketing may seem basic, there are various best practices that you can implement in order to ensure the best results for your campaign. First, make sure that your campaign is mobile optimized.
Next, make sure that you choose a sender who is relevant to the content of your email. For instance, if you’re sending an email about technology it’s ideal to have a relevant staff member as the sender, or another person in charge of technology at your company.
Don’t forget to focus on personalization, because a personalized email typically leads to higher conversion rates.
Lastly, while it may seem time-consuming to create a customized visual for the banner image, it’s worth the time to do this. This is because the banner image will help to create brand exposure in a visual way.
Things to Avoid When Creating Your Campaign
- Don’t be too formal, a conversational tone is best.
- Don’t be too lengthy.
- Don’t select someone unqualified as the sender.
- Don’t have a busy banner image. Instead, select an image that compliments your text.
- Don’t ignore the mobile aspect of your email marketing experience. The majority of recipients will likely be opening your ad on their smartphones or tablets.
- Don’t present your content in a way that is spammy.