Case Study: Duke University achieves 400% higher conversions with LinkedIn Marketing Solutions' Sponsored InMail

Duke University sees sky-high conversion rates with Sponsored InMails

Duke University’s Fuqua School of Business wanted to grow awareness and applications for its Cross Continent MBA—a program that lets professionals keep their jobs while earning a world-class degree—but found prospects in target regions (India, Russia, Latin America) often assumed an MBA meant quitting work or attending local evening programs. The team’s challenge was to identify qualified prospects by seniority, geography and degree, educate them about the program’s unique value, and drive email signups for follow-up.

Fuqua used LinkedIn Sponsored InMails targeted by seniority, location and degree, taking advantage of real-time delivery, optimized mobile CTAs and a personalized inbox experience to deliver detailed messaging and sign-up calls-to-action. The campaign achieved a 68% open rate, reduced cost per lead by 10% versus other channels, drove a 400% increase in conversions in some regions (e.g., twice as many Russian leads for half the spend), and accelerated pipeline closure by 300%—including two prospects converting in months rather than the typical 18.

Duke University

Elizabeth Hogan

Associate Dean, Global Marketing