LinkedIn Message Ads (InMail) Benchmarks 2025
LinkedIn InMail: 30-38% open rate, 3.0-3.6% CTR. Highest engagement but frequency burns audience—use sparingly.
Linkedin Ads · Message Ads
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 3.0-3.6% |
| CPC | $0.26-1.00/send |
What the numbers mean
Message Ads (InMail) achieve 30-38% open rates and 3.0-3.6% CTR—far exceeding Sponsored Content's 0.44-0.65% CTR. The personal inbox placement drives attention that feed ads can't match. Cost per send runs $0.26-$1.00, making total cost dependent on send volume rather than impressions. The format works best for high-value offers to precisely targeted decision-makers. The critical limitation: frequency burns audience quickly. Recipients who receive too many InMails tune out entirely.
Year-over-year change
30-38% open rate, highest engagement format
How to act on this
Use Message Ads for high-value offers only—don't spam or burn your audience. Target precisely: fewer, better-targeted sends outperform volume. Personalize messages using merge fields for company and name. Test subject lines like email—open rate determines success. Limit frequency to avoid recipient fatigue.
Source: NAV43; TheB2BHouse · Multiple studies · 2025