InMail is an ad format on LinkedIn Ads. This ad type is delivered directly to your LinkedIn inbox. You can customize your message: the sender, the audience you want to target, the body text, links, and a customizable call to action.
- In LinkedIn Campaign Manager, click "Create a Campaign Group":
2. Name your campaign group:
3. Select your campaign group, then click "Create a campaign." Name your campaign in the top left corner.
4. Objective: to run an InMail campaign, select one of the following objectives: "Website Visits", "Lead Generation", or "Website Conversions". Other objectives do not give you access to the "Message Ad" format.
5. Audience: once your objective is set, choose your audience:
You can target:
- Location
- Your audience's profile language
- Your predefined audiences (lookalike audience, CRM list, retargeting, etc.)
- Audience attributes (company, demographics, education, job experience, interests and traits)
You can also exclude predefined audiences and audience attributes.
6. Ad format: select your ad format. Here you must choose "Message Ad" for InMails.
7. Budget and scheduling: set your maximum budget for the period during which you want to run the campaign.
8. Conversion tracking: select the conversions you want to track for this campaign.
9. After configuring your campaign, you can create your InMail. Click "Create an ad" at the bottom of the page.
10. Name your ad, choose your sender, and write your message.
Tip: your sender must be connected with you on LinkedIn, otherwise you won't be able to select them. You can also use dynamic variables to personalize the message (for example: "Hi %FIRSTNAME%"...)
And there you have it! All you have to do now is run a test, review, and launch your campaign, and you're good to go!
Want support with LinkedIn Ads or your broader digital marketing strategy? Don't hesitate to reach out!
By Candice Echavidre
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