In the world of B2B digital marketing, personalization isn’t just beneficial—it’s essential. Today’s business buyers ignore generic marketing messages and engage only with communication that feels relevant, timely, and tailored. And this is where LinkedIn InMail Ads (also known as Sponsored Messaging) become a game-changing outreach tool.
If your goal is to reach high-intent decision-makers directly inside their LinkedIn inbox—with 100% deliverability only when they’re active—then LinkedIn InMail Ads should be a core part of your marketing strategy.
In this in-depth guide, we’ll cover everything you need to know about LinkedIn InMail Ads, including:
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What LinkedIn InMail Ads are and why they matter
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How they differ from traditional messaging and display ads
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Key benefits that make them powerful for B2B marketing
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Step-by-step process for creating high-converting InMail campaigns
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InMail Ad templates for different industries
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Best practices, costs, metrics & optimization tips
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Real-world use cases and success stories
What Are LinkedIn InMail Ads?
LinkedIn InMail Ads (or Sponsored InMail / Sponsored Message Ads) are paid advertising messages sent directly to a user’s LinkedIn inbox. Unlike normal InMail messages sent through LinkedIn Premium or Sales Navigator, InMail Ads allow marketers to:
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Reach a targeted audience at scale
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Send messages only when the recipient is active
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Include call-to-action buttons, lead gen forms & landing pages
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Track performance analytics
They appear as a message inside LinkedIn Messaging with a personalized greeting, body content, and a CTA button such as Download Now, Sign Up, Register, Schedule Demo, or Request Pricing.
Key difference between organic InMail vs. LinkedIn InMail Ads
| Feature | Standard LinkedIn InMail | LinkedIn InMail Ads |
|---|---|---|
| Delivered to | Individuals manually | Audience segment automatically |
| Send limits | Credit-based | No credit restriction |
| Delivery timing | Anytime | Only when user is active |
| Scalability | Limited | Mass & automated |
| CTA options | Basic | Custom CTA + Lead Gen Form |
| Analytics | Limited | Full campaign insights |
Why Are LinkedIn InMail Ads So Powerful?
InMail Ads outperform traditional B2B outreach because they are:
✔ Highly personalized
Messages feel like 1:1 communication—not generic ads.
✔ Delivered only when users are active
So no wasted impressions or unopened emails.
✔ Sent directly to inbox
Unlike feed ads that users scroll past easily.
✔ Targeted with LinkedIn’s powerful B2B filters
Industry, job title, seniority, company revenue, skills, membership groups, interests & more.
✔ CTR & conversion rates far higher than email
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Average open rate: 40%–60%
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Average CTR: 3%–10%
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Form completions significantly stronger due to intent
Who Should Use LinkedIn InMail Ads?
LinkedIn InMail Ads are ideal for brands that want to:
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Generate high-quality B2B leads
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Promote webinars, events & workshops
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Drive free trial or demo signups
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Share industry reports, whitepapers & e-books
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Reach CXOs, founders, VPs, directors & decision-makers directly
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Run ABM (Account-Based Marketing) campaigns
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Recruit top-tier candidates for hiring
Industries that benefit the most
| Industry | Use Case |
|---|---|
| SaaS & Tech | Book product demos |
| Education & EdTech | Increase course sign-ups |
| Healthcare | Promote conferences |
| Consulting | Drive strategy calls |
| Finance & Insurance | Generate investment leads |
| Manufacturing & Supply Chain | Reach distributors & dealers |
Types of LinkedIn InMail Ads
LinkedIn currently supports two sponsored messaging formats:
1. Message Ads
A rich, personalized message sent directly to inbox, supporting CTA buttons and optional banner image.
Example structure:
2. Conversation Ads
Interactive, multi-step chat-style messages allowing multiple CTA choices—ideal for guiding users to different paths.
Example:
How to Create LinkedIn InMail Ads (Step-by-Step Guide)
Step 1: Go to LinkedIn Campaign Manager
Create a new campaign.
Step 2: Choose an objective
Recommended objectives for InMail campaigns:
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Lead Generation
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Website Conversions
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Brand Awareness
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Engagement
Step 3: Define Target Audience
Target using:
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Job titles
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Seniority
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Company industry & size
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Education
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Skills & interests
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Location
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LinkedIn Group membership
Step 4: Set Budget & Schedule
Typical CPC and CPM ranges:
| Campaign Type | Average Cost |
|---|---|
| Message Ads | ₹25–₹70 per send |
| Conversation Ads | ₹35–₹90 per send |
| Lead Gen Form | ₹300 – ₹1500 per lead (industry dependent) |
Step 5: Create Message & CTA
Include:
✔ Personalized greeting
✔ Clear value proposition
✔ Short, sharp content
✔ Strong CTA
Step 6: Launch & track performance
High-Converting LinkedIn InMail Message Template
Template for SaaS Demo
Template for Webinar / Event
Best Practices to Improve InMail Campaign Success
| Strategy | Description |
|---|---|
| Personalize message using name and industry | Avoid generic copy |
| Use short paragraphs | Easy to scan |
| Add one main CTA | Avoid confusion |
| Use urgency | Limited seats / time-bound |
| Use LinkedIn Lead Gen Forms | Highest conversion |
| Test multiple subject lines | A/B testing |
| Retarget website visitors | Higher intent |
Important Metrics to Analyse
| Metric | Meaning |
|---|---|
| Open Rate | % of recipients who opened the message |
| CTR | Action on CTA button |
| CPL | Cost per lead |
| Delivery rate | Messages successfully delivered |
| Conversion rate | Leads generated vs opens |
Real Use-Case Example
A B2B SaaS client promoting workflow automation used LinkedIn InMail Ads to target:
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CXO + VP Operations
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Companies 200–2000 employees
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Locations: India, UAE, US
Results (30-day campaign)
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67% open rate
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12% CTR
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389 qualified leads generated
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₹482 per lead average cost
Why Choose The Info Technologies for LinkedIn InMail Ad Campaigns?
At The Info Technologies: Digital Marketing Agency, we specialize in:
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End-to-End LinkedIn outreach campaigns
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Lead generation for B2B companies
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Sales funnel automation
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LinkedIn Sales Navigator targeting
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Conversion-optimized InMail message writing
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Performance-based ROI tracking
What you get:
✔ Professional campaign setup
✔ Audience research and targeting
✔ High-converting messaging copy
✔ Retargeting and automation
✔ Weekly reporting
✔ Guaranteed lead-quality improvement
Want to Increase Your B2B Leads with LinkedIn InMail Ads?
Let us help you build powerful outreach funnels that convert.
Email us at: theinfotechnologies@gmail.com
Grow your business with result-driven LinkedIn Advertising
Final Thought
LinkedIn InMail Ads are one of the most powerful tools for reaching qualified B2B decision-makers directly in their inbox with personalized messaging and higher conversion potential than any other social platform. For businesses focusing on relationship-based selling, events, SaaS demos, and high-ticket B2B services—InMail Ads can transform your lead generation approach.
If you want expert support in planning, launching, and scaling your InMail campaigns, The Info Technologies is ready to help.
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