Sponsored InMail is joining the growing suite of self-serve LinkedIn products available through LinkedIn’s Campaign Manager. Up until now you needed to commit to $25,000 in overall LinkedIn marketing spend on an IO, and $5,000 per InMail sent. There are now no overall spend commitments with LinkedIn and no minimum spend per InMail sent.

As Higher Education Marketers you now have the advantage.

Target only the audiences you want.

In the past you were forced to send/spend a minimum of 5,000/$5,000 per InMail. That meant even if your desired audience targeting generated a delivery of $2,000, you had to expand targeting to use the product and meet a $5,000 threshold. You can now be as selective as needed and reduce waste.

Test more, only pay for what works.

Without minimums you can cost effectively segment audience, messaging and timing of delivery at lower cost points. This allows you to test and reinvest in what is working, and then trim out what is not.

Regain control and visibility of your campaigns.

Realtime reporting through the campaign manager means not waiting for results. In the past campaigns were reported by a LinkedIn representative at 7 and 30 days. Seeing results realtime will allow you to make faster decisions on campaign performance.

Losing minimums is great, but it’s also important to consider audience sizes and the time it takes to see meaningful results. Converge is currently advising our clients on best practices for successful InMail campaigns. Let us know how we can help?

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