LinkedIn re-launches Sponsored InMail product with pilot brands Microsoft, Cisco, and Salesforce
Professional networking site LinkedIn has introduced its revamped Sponsored InMail tool, with more than 45 pilot brands testing the tool including Microsoft, Replicon, and the University of Southern California.
The key change to the product is that now mail will only be sent to members when they are actively using LinkedIn.
Sponsored InMail is a direct and personalized way for marketers to reach their audience in their LinkedIn inbox across desktop and mobile, the company said on a blog post announcing the re-launch.
The product is part of the expanded Marketing Solutions portfolio that the company launched last month.
According the blog post, many of the pilot customers have seen a two or three times lift in performance when compared to the prior product.
Brett Chester, vice president of online marketing and demand generation at Replicon, said: “From an email perspective, we normally hit 12 per cent open rate which is exceptionally good. With LinkedIn InMail, we hit 48 per cent open rate. We have never seen open rates like this.”
Besides real-time dynamic delivery, other key features of Sponsored InMail include mobile-optimized templates, which make it easier for members to view and take action when on a mobile device, and rich targeting capabilities, which target parameters including company size, industry, and job function.
The updated tool is available through LinkedIn field representatives globally.