LinkedIn InMail Campaign Proposal for iVi Device

Objective: Using InMail to Target Senior Executives

A LinkedIn InMail Campaign allows us to send personalised messages directly to the inboxes of high-level professionals on LinkedIn.

This can be a useful strategy for targeting specific decision-makers, such as senior executives in finance, law, consulting, and healthcare industries, who may be interested in the iVi device for enhancing their virtual communications.


How InMail Campaigns Work

LinkedIn InMail campaigns are charged based on Cost Per Send (CPS), meaning we pay for each message sent rather than for impressions or clicks. This is ideal for highly-targeted, personalised outreach where we want to make a direct appeal to high-value prospects.

Key Features:

  • Personalised Messaging: InMail allows us to craft highly personalised messages, addressing specific pain points for each target group (e.g., law firms needing better client rapport in virtual meetings).
  • Direct Outreach: InMail messages are sent directly to the LinkedIn inbox, which often results in higher open rates compared to traditional email campaigns.
  • Real-Time Delivery: Messages are only sent when the recipient is active on LinkedIn, increasing the likelihood that the message will be read and acted upon.

InMail Campaign Costs:

LinkedIn typically charges $0.80 to $1.20 per message sent. Here’s an example breakdown:

  • Target Audience Size: 10,000 high-level professionals.
  • Cost Per Message: $1.00 (mid-range estimate).
  • Total Campaign Cost: 10,000 x $1.00 = $10,000.

Expected Results and Metrics

InMail campaigns often generate higher open rates than traditional email marketing due to LinkedIn’s platform engagement. However, the overall Click-Through Rates (CTR) and conversion rates may be lower than with broader advertising formats like Sponsored Content. Here’s what we can expect:

  • Open Rate: Typically between 35-55% for targeted InMail campaigns.
  • Click-Through Rate (CTR): Expected CTR is 3-5%.
  • Response Rate: We anticipate a 10-25% response rate, as these messages are highly personalised and relevant to the target audience.

Example Breakdown:

For 10,000 messages sent:

  • Open Rate: 50% (5,000 opens).
  • CTR: 5% of 5,000 = 250 clicks.
  • Response Rate: 20% of 250 = 50 responses (lead inquiries, demo requests).

When to Use InMail Campaigns

InMail campaigns are most effective when:

  • We have a well-defined target audience (e.g., senior decision-makers in finance, law, healthcare, etc.).
  • We want to reach high-value prospects with personalised outreach rather than broad brand awareness.
  • We are looking for a direct response (e.g., booking a demo or scheduling a meeting).

ROE (Return on Engagement)

Given the costs of an InMail campaign, the Return on Engagement (ROE) might be lower in the early stages of outreach compared to other advertising formats. For example, with a campaign cost of $10,000 and an expected conversion of 3-5 sales (from 50 responses), we could expect:

  • Low estimate (3 sales): 3 x $2,500 = $7,500 in revenue.
  • High estimate (5 sales): 5 x $2,500 = $12,500 in revenue.

While this is close to break-even, it is important to consider the long-term value of each lead and the potential for expanding relationships once an initial connection is made.


Conclusion

While InMail campaigns can deliver highly targeted, personalised outreach, the costs are relatively high, and the ROE is lower compared to LinkedIn Sponsored Content campaigns.

InMail may be better suited for later stages of the marketing strategy, once we have refined our target audience and messaging through broader ad campaigns. For the initial phase, we recommend focusing on Sponsored Content to build brand awareness and generate leads at scale.


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