[FAQ]

I’m looking at using ‘Sponsored Messaging’ for an upcoming campaign to reach a targeted professional audience directly in their inbox. I know these messages can be either really effective or really annoying, and I want to make sure I get it right.

What are some of the best practices in 2025 for writing the copy for these messages to get a good open and click-through rate without coming across as spam?

[Jeff Bullas]

That is a great question.

Quick Answer: An effective Sponsored InMail must be highly personalised, conversational, and focused on providing value to the recipient, not just a hard sales pitch. The key is to make it feel as much like a one-to-one message as possible.

Remember, you are entering someone’s professional inbox, a space that is more personal than the public feed, so your approach needs to be respectful and highly relevant. Here is how to write one that gets results.

First, you must have a clear and compelling subject line. It should be concise and hint at the value inside. Using the recipient’s name or company name here can often increase open rates.

Second, your opening must be personal and conversational. Do not start with a generic sales pitch that has clearly been sent to thousands of people. You should use personalization tokens to address the recipient by their first name and reference their industry or job title to show the message is for them.

Third, you need to get to the point quickly and provide genuine value. Explain why you are messaging them specifically and what problem you can help them solve. It is best to offer a valuable resource, such as a case study, an industry report, or an invitation to an exclusive webinar, rather than just asking for a sale.

Fourth, keep the body copy short and scannable. Use short sentences and very short paragraphs to break up the text. No one wants to read a long essay in their LinkedIn inbox.

And fifth, you must have a single, clear call to action. Tell them exactly what you want them to do next, whether it is to ‘Download the Report’, ‘Register for the Webinar’, or ‘Book a Brief Demo’.

In summary, the key to a successful Sponsored In-Mail is to make it feel personal and helpful. Use a clear subject line, a conversational tone, provide genuine value, and end with a clear, singular call to action. Respect the inbox.

Cheers,

Jeff

[Author]

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