If you’ve used Linkedin’s InMail to send sponsored messages to your audience, you’ve probably asked yourself a few questions about the best way to craft your text.
Knowing that many users are concerned about this, Linkedin recently published a study conducted by Lavender on best practices to help increase the results of this strategy.
The company collected data from 28.3 million messages come up with great actionable tips that can change your Linkedin game. Next, I’ll share the key takeaways and how to put them into practice to optimize your efforts. At the end of the article, I will give a final statement that I think summarizes all the tips.
What is the difference between InMail and Email marketing?
First, it’s important to point out that Linkedin InMail Sponsored Messaging, now called Sponsored Messaging, and email marketing have some similarities, but they don’t necessarily share the same best practices.
With email, sent messages end up in the inbox (when they don’t go to spam) and the user almost feels obligated to open them (at least I do) since our mailbox is practically a to-do list. On LinkedIn, InMail goes to the inbox of a user who doesn’t see the tool as just a way to stay in touch with other people in the market.
5 best practices for sending messages via LinkedIn InMail
Now let’s get to the point: how to create your sponsored message to get more replies and not get ignored on LinkedIn? Most of the tips are more related to how you write the content, so a good knowledge of copywriting can be a huge advantage!
1) Write short messages
That’s right, on Linkedin’s InMail, more objective messages get more responses. Just look at the chart below. According to research, messages with 25-50 words get 65% more responses, although the tool allows you to write 1900 characters.
So you know, less is more!
2) Avoid complex language
This tip works for other types of content, and it makes a huge difference in InMail. Avoid unnecessary words and remember that the user should not try to understand what you mean.
for that avoid jargon and be minimalistic. Keep in mind that anyone who reads the message needs to immediately understand what you want to say. Remember that this conclusion is related to the clarity of the text and was obtained from research that took into account the number of syllables, sentences and paragraphs in the analyzed reports.
3) Include personalization
As with email, the more personal you can be, the more your audience will pay attention. But how do you do this in a sponsored message sent to multiple users?
The answer is segmentation. Advertise by segment, defining the attributes of the audience you want to reach. I’m talking about the targeting criteria configured when creating the ad, such as job title, sector or skills. You can write a text aimed, for example, at professionals in a specific industry and be more assertive.
4) Prefer passive voice
This is interesting, but it seems to work. Ditch the informational, data-filled tone and think about your audience. what do they need How can you help them?
Show that you’re interested in knowing how you can be helpful right now, make assumptions about your audience’s pain points, and be unassuming. So the user will be more tempted to respond and your message will be more inviting to start a conversation.
Bonus: be interested!
Finally, a tip in case your message gets a reply: ask more questions. Try to understand more about the person you’re talking to and add even more personalization to keep the conversation going. As you can see in the chart below, asking questions increases your chances of getting answers.
People want to be heard
If you stop to think about it, these best practices from this research make perfect sense. After all, we live in a time when people are bombarded with information. For that they don’t have time to spare and at the same time they want to be heard.
summary, The key to increasing LinkedIn InMail response rates seems to be combining an objective and easy-to-understand message with personalization and targeting your audience.
Given that LinkedIn wants to separate spam from the inbox, it’s important to think about optimizing sponsored messages as early as possible.
Try putting these recommendations into practice and let me know if they work for you!
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