Sep 23, 22 | 4 min read
inmail best practices
Reading time: 4 minutes
If you've used Linkedin InMail to send sponsored messages to your audience, you've probably asked yourself some questions about the best way to craft your copy.
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 to come up with some great actionable tips that can change your Linkedin game. Below, I'll share the top ideas and how to put them into practice to optimize your strategies. At the end of the article, I'll give a final impression that I think sums up all the tips.
What is the difference between InMail and email marketing?
First, it's important to note that a sponsored message on Linkedin InMail, now called Sponsored Messaging , and email marketing have some similarities, but they don't necessarily share the same best practices.
In email marketing, sent messages go to sweden email list the inbox (when they don't go to spam) and the user almost feels obligated to open it (at least that's how I feel), since our email inbox is practically a to-do list.
On LinkedIn, InMail goes to the user's inbox, generating close and personalized interaction.
5 Best Practices for LinkedIn InMail Messaging
Now, let’s get down to business: how do you create your sponsored message to get more responses and not be ignored on LinkedIn? Most of the tips have more to do with the way you write the content, so having a good knowledge of copywriting can be a huge advantage.
1) Write short messages
That’s right, on Linkedin InMail, more objective and precise messages get more responses . Just take a look at the table below. According to research, messages with 25-50 words get 65% more responses, even though the tool allows you to write 1900 characters.
So you know, less is more!
Source : LinkedIn
2) Avoid complex language
This tip also works for other types of content and makes a huge difference in InMail. Avoid complex words and remember that the user should not have to make any effort to understand what you mean.
So, avoid jargon and be minimalistic . Keep in mind that anyone reading the message should understand what you want to convey right away. Just remember that this conclusion has to do with the clarity of the text and was drawn from research, which took into account the number of syllables, sentences and paragraphs in the analyzed messages.
Source: LinkedIn
3) Aim for personalization
Just like with email, the more personal you can make it, the more your audience will pay attention. But how do you do this in a sponsored message, sent to multiple users?
ADVERTISEMENT
The answer is segmentation . Advertise by segments, defining the attributes of the audience you want to reach. I'm referring to the targeting criteria you set when creating your ad, such as job title, sector or skills. This way, you can write a text aimed at professionals in a specific industry, for example, and be more assertive.
Source : LinkedIn
4) Give preference to the passive voice
This is a funny one, but it seems to work. Ditch the informational tone, full of information and data, and think about your audience. What do they need? How can you help them?
Source : LinkedIn
Show that you are interested in knowing how you can be helpful at this moment, make assumptions about your audience's pain and don't be pretentious. This way, the user will be more tempted to respond and your message becomes more attractive to start a conversation.
