Dive Brief:
- LinkedIn is introducing an upgrade to its Sponsored InMail that will allow the social network to boast 100% deliverability for advertisers.
- Currently, only 20% of prospects currently open marketing emails.
- To garner 100% deliverability, LinkedIn will only send sponsored messages to users when they are signed in and active on the platform and active.
Dive Insight:
Additional changes, which are now live on the site, include new targeting options and mobile optimized templates.
Achieving 100% deliverability is a big deal in the marketing world. According to LinkedIn, organizations from the pilot program already saw an increase of two to three times in performance improvement. The new Sponsored InMail could end up being a huge advertising breakthrough for LinkedIn, and could pave the way for other marketing emails platforms to test out similar tactics.
