Jan 6, 2026
LinkedIn Message Ads (InMail) Benchmarks 2025
3.0-3.6%
CTR
$0.26-1.00/send
CPC
N/A
CVR
N/A
CPL/CPA
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Year-Over-Year Change
30-38% open rate, highest engagement format
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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.
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.
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Data Source
NAV43; TheB2BHouse
Data Year & Month
2025
Sample Size
Multiple studies