LinkedIn message ads allow advertisers to send sponsored messages directly to LinkedIn members’ inboxes. These ads are an effective way to generate leads and build brand awareness. But how successful are LinkedIn message ads really? In this article, we’ll analyze key metrics to evaluate the performance of LinkedIn message ads.
What are LinkedIn message ads?
LinkedIn message ads, also known as sponsored InMail, allow you to directly engage your target audience by sending them personalized messages in their LinkedIn inbox. Some key features of LinkedIn message ads include:
- Messages are sent directly to LinkedIn members without needing to connect first.
- Highly targeted based on member’s profile data such as job title, industry, skills, etc.
- Messages have high open and response rates compared to email.
- Mobile friendly call-to-actions can be included in messages.
With message ads, you can promote content offers, event invites, lead gen forms, and more. Overall, they provide a unique way to generate leads from your ideal customers on LinkedIn.
Measuring message ad performance
There are several key metrics to analyze when evaluating the success of your LinkedIn message ad campaigns:
Open rate
The open rate measures the percentage of message ad recipients who opened your message. This indicates how appealing your message subject line and preview text is to get recipients to engage. According to LinkedIn, the average open rate for sponsored InMail is 30%.
Click-through rate
The click-through rate (CTR) measures how many recipients clicked on your call-to-action or links within the message. A high CTR signifies your message content convinces recipients to take action. Benchmark CTRs vary based on your goal, but a CTR of 10-20% is considered above average.
Response rate
The response rate shows the percentage of recipients who replied to your sponsored InMail. It measures how engaging your messages are to spark two-way conversations. On LinkedIn, message ads generate response rates of 5-15% typically.
Lead conversion rate
If your goal is lead generation, the conversion rate is important. It shows the percentage of message recipients who completed your desired conversion action such as downloading content or filling out a form. Conversion rates vary significantly based on your offer and target audience.
Cost per lead
For lead gen campaigns, cost per lead measures the average amount you spend to acquire a converted lead. This helps gauge return on investment (ROI) for your spend. Quality leads acquired through message ads often range from $50-$150+ cost per lead.
Benchmarks for LinkedIn message ad success
So what are “good” metrics for LinkedIn message ads? Here are some general benchmarks to aim for:
Metric | Good | Better | Best |
---|---|---|---|
Open rate | 20%+ | 25%+ | 30%+ |
Click-through rate | 10%+ | 15%+ | 20%+ |
Response rate | 5%+ | 10%+ | 15%+ |
Conversion rate | 5%+ | 10%+ | 15%+ |
Cost per lead | $100 or less | $75 or less | $50 or less |
Of course, these benchmarks serve as general guidelines. The “best” metrics for your campaigns depend on factors like your niche, offer, and target audience. Optimizing your message ads to exceed these benchmarks can deliver successful results.
Tips to improve LinkedIn message ad performance
Here are some tips to boost performance of your LinkedIn message ads:
Target your ads precisely
The more precisely you can target prospects based on demographics, interests, company, job role, and more – the better your metrics will be. Leverage LinkedIn’s detailed targeting options.
Personalize your messages
Personalized messages that use the member’s name and company have much higher engagement. Avoid generic messages.
Test different subject lines
The subject should clearly convey value and entice opens. A/B test different subject lines to see which ones perform best.
Keep messages concise
Shorter 300-400 character messages have higher open and response rates. Get to the point quickly.
Use urgent call-to-actions
Calls-to-action like “Register now” or “Schedule a demo” encourage immediate action vs. vague phrases.
Follow-up with non-responders
Send customized follow-up messages to those who don’t respond initially for second chance conversions.
The value of high-quality leads
The number one goal of most LinkedIn ad campaigns is generating high-quality leads. While the quantity of leads matters, lead quality is even more important for driving long-term value
Characteristics of high-quality leads from LinkedIn message ads include:
- Leads are from your ideal customer profiles (ICP)
- They have a verified need or interest for your product/service
- Complete contact information is captured
- They are ready to have sales conversations
Even if your message ads produce low lead numbers, high lead quality can still deliver value. These qualified leads are more likely to convert to sales opportunities and have higher deal values.
Quality over quantity is key – with the right targeting and messaging, LinkedIn message ads can generate premium leads.
Case studies on successful LinkedIn message ad campaigns
Here are two examples of successful LinkedIn ad campaigns using message ads:
Cloud security company
A cloud security company ran a message ad campaign promoting a guide on cloud infrastructure threats. By targeting IT directors, admins, and security professionals, they generated a:
- 28% open rate
- 18% CTR
- 12% conversion rate
- $120 cost per lead
This campaign exceeded benchmarks and produced high-intent leads. Many prospects requested demos after downloading the guide.
Business software company
A business software company used LinkedIn messages to promote a free trial of their platform. Targeting finance directors and CXOs, their campaign achieved:
- 32% open rate
- 22% click-through rate
- 18% conversion rate
The high-converting leads from this ad helped them expand trials of their software with qualified accounts.
Conclusion
In closing, LinkedIn message ads can deliver successful results by generating high open, click, and response rates compared to other B2B channels. Precise targeting, compelling offers, and optimization are key to exceed typical benchmark metrics. While message ads may produce lower lead volumes, the quality leads often convert at much higher rates than other forms of outbound advertising. For B2B companies, LinkedIn message ads are one of the most effective ways to engage decision-makers, promote content, and generate sales-ready leads.