Businesses can now send direct messages via LinkedIn Sponsored InMail

A day after Facebook announced its latest Messenger version 1.3 with Sponsored Messages, LinkedIn has launched 'Sponsored InMail'. With the latest feature, marketers or recruiters can engage target audiences in a more personalized, direct and meaningful way.

Available to all advertisers via its Campaign Manager, Sponsored InMail will allow users to track metrics and the performance of Sponsored InMail as well as text ads and sponsored content.

In a blog post, Vasudha Mithal, Product Manager at LinkedIn said, Now you can create and manage your Sponsored InMail campaigns along with other self-serve products, including Sponsored Content and Text Ads, directly through Campaign Manager using your advertising account with LinkedIn.”

The messages, without any restrictive character count, will be sent only when the user is active and can include a call-to-action or encourage the download of white papers, ebooks, and infographics.

Sponsored InMail was first introduced as part of LinkedIn’s audience targeting platform in March. Until now, users had to operate with a LinkedIn account representative to create Sponsored InMail. However, now users will see paid messages in the service for more direct communications.

Since its acquisition by Microsoft, LinkedIn has launched LinkedIn salary, LinkedIn Learning, and a feature to secretly signal that you’re available for a new job.