LinkedIn InMail is a premium feature of LinkedIn. It lets you send messages directly to any LinkedIn member’s inbox.

It is one of LinkedIn’s most potent tools. For many people and organizations, it justifies the premium subscription.

In the new era of social selling, LinkedIn InMail creates more opportunities for salespeople.

And it creates an opportunity for recruiters. Let’s find out the secret to writing a successful one.

Just one successful LinkedIn InMail could be a deal of a lifetime or land that star employee.

Four out of five people on LinkedIn can drive business decisions. It is a social media platform you should use.

In fact, top sellers say networking platforms like LinkedIn are “very important” to their success as a salesperson. These are individuals who close 51% more deals than their peers.

LinkedIn is one of the top sources for quality hires. More than 75% of people who recently changed jobs used LinkedIn to inform their career decision.

The key to a successful LinkedIn InMail

Let’s first discuss what a LinkedIn InMail is. Then, we can take a deep dive into how to create a successful one.

What is a LinkedIn InMail?

A LinkedIn InMail is a credible messaging email tool. It is private and customized. This tool lets you connect with any LinkedIn user. It includes your 2nd and 3rd degree connections on LinkedIn.

According to LinkedIn, LinkedIn InMail lets you message another LinkedIn member directly. You’re not connected to this member.

A LinkedIn member you are connected to is your 1st degree connection.

How many LinkedIn InMails do you get with LinkedIn Premium?

You are allowed a specific number of InMail “credits” based on your LinkedIn premium subscription type.

For example, with LinkedIn Sales Navigator’s “professional” version, you are allowed 20 InMails a month.

You can find the number of LinkedIn InMail credits on your Premium subscription page.

What is the difference between an InMail and a message on LinkedIn?

There is an essential difference between a LinkedIn Message and a LinkedIn InMail.

A LinkedIn message is an email or message between your 1st degree connections.

A LinkedIn InMail is an email between your 2nd and 3rd-degree connections.

Why use a LinkedIn InMail?

A LinkedIn InMail is one of the most credible ways to communicate for sales professionals and other LinkedIn users.

When you use it consistently, your LinkedIn InMail approach can help open doors to new connections.

If you’re not talking to your customer, your competitor most likely will be through channels like LinkedIn InMail.

Does LinkedIn InMail really work, and what is a reasonable response rate?

The average response rate for LinkedIn InMail, when used correctly, is between 10% and 25%.

A LinkedIn InMail is three times more effective than a regular email when sent the right way.

When used well, InMail can generate a higher response rate. This compares with the low response rates typically seen from cold calls or cold emails.

What is the best time to send InMail?

It depends, and it’s up to you to test.

According to LinkedIn, the best time to send a LinkedIn InMail is between 9:00 a.m. and 10:00 a.m. local time on weekdays.

That is the most likely time to get the highest response rate for LinkedIn messages.

Saturday is the worst day to expect a response on LinkedIn, as you are 16% less likely to receive one.

How to write a LinkedIn InMail message that will actually be read

The goal of a LinkedIn InMail should be to earn the right to have a conversation.

You should not ask for a meeting via LinkedIn InMail.

Your LinkedIn InMail should add potential value. It might address issues such as ignoring the [insert topic] problem. This could cost you [insert dollar amount].

A LinkedIn InMail can also be used to pique the recipient’s curiosity. It prompts them to ask, “Can you tell me more about [insert topic]?”

The point is to start a warm conversation with insightful comments.

How to send an effective LinkedIn InMail

It is essential to conduct thorough research on the recipient’s background, hobbies, and commonalities.

It is essential to personalize your LinkedIn InMail. Research the recipient’s LinkedIn profile. Look deeply for common interests, connections, or work experiences.

Your LinkedIn InMail is about them, not you.

Mention their first name at the start. Also, close out the InMail with their first name.

Don’t try to position your products and services right away, or try to impress the person too much. You don’t need to go into too much detail.

Your job is to spark their curiosity. They should be saying, “I’m curious, let me respond to learn more.”

Ask for a decision politely yet firmly.

Try using “let me know what you decide” instead of “let me know if you are interested.”

Most importantly, ensure your entire LinkedIn InMail message can be scanned or skimmed at a glance.

How long should your LinkedIn InMail be?

That’s a good question.

Where do you think most LinkedIn InMails are read?

On someone’s desktop computer or their mobile phone?

Please wait for it …

The answer is mobile. Why? Because 57% of LinkedIn traffic is mobile.

LinkedIn aims to deliver a seamless mobile experience.

Real estate is extremely limited on mobile, so use it wisely.

Keep your message brief to increase your chances of a response.

LinkedIn InMail messages can have a subject line of up to 200 characters.

They can have up to 1,900 characters in the body of the InMail.

Pro tip: Your email signature is counted in the total number of available characters. Make sure you keep this in account.

The anatomy of a good LinkedIn InMail structure

What should an ideal LinkedIn InMail look like? Let’s take a look at the two common ways to structure your LinkedIn InMail.

LinkedIn InMail Structure #1

A LinkedIn InMail structure should have four main areas. They are:

1. Insight
2. Challenge
3. Solution
4. Next step

Let’s examine a well-crafted LinkedIn InMail below and see what they did right by utilizing this standard structure.

What did this LinkedIn InMail do right?

You can see that this person used a good subject line. We will discuss this in more depth later in the article.

Next, for the insights section, the person provides context. They wish the recipient a “congratulations” on their length of service at the company.

In the challenge section, they discuss what successful professionals are doing in today’s environment and the challenges they face.

In the solutions section, the person outlines a solution that addresses the challenge.

Lastly, in the next step section, the person outlines their schedule availability to talk. They also explain how they can help the recipient overcome the challenge with the solution.

LinkedIn has many examples of effective LinkedIn InMails that cover different roles.

Now, let’s discuss another way to structure your LinkedIn InMail.

LinkedIn InMail Structure #2

An alternative approach to structuring your LinkedIn InMail is to use these four areas:

1. Ice breaker
2. Introduction
3. Wow-factor
4. Call to action

Let’s take a deep dive into each one of these.

1. Ice Breaker

An icebreaker is a way to capture a person’s attention through a personalized approach.

For example, you could say one of the following:

• “Hi [insert first name], I see you’ve recently taken the step up to [insert job title]. Congratulations!”

• “Hi [insert first name], I’ve just finished reading your latest [insert blog post, LinkedIn article, industry/business article, etc.], and [insert what you liked about it].

2. Introduction

An introduction provides the answer to a LinkedIn InMail recipient’s question. It tells them: “Who are you and why are you writing me today?”

For example, you could say one of the following:

• “I work with leaders in [insert your industry] and help them out [insert type] projects.”

• “As [insert your job title], I am currently with [insert number] of your [insert company connection] on their [insert your solution] strategy.”

• “I am responsible for [insert what you are responsible for] at [insert your company] and I consult with several of your partners such as [insert partners] on [insert your industry] optimization.

Take advantage of your relationships and discover if you share any meaningful things in common.

What shared experiences or interests do you have? They are more likely to respond if you can highlight that commonality.

3. Wow factor

A “wow factor” makes your company stand out with your in-depth knowledge on certain topics, industries, and trends.

Gartner refers to this “wow factor” as a commercial insight or commercial teaching.

According to Gartner, “it is one of the most impactful tactics for sales teams to use to differentiate their solution in the eyes of the customer.”

Its development involves using a combination of facts, data, and trends. Experiences and customer observations are also utilized to create a unique conclusion.

For example, you could say something like:

• “I just saw you have grown [insert topic] by [insert percentage] % over the course [insert number of months] months, this is an impressive result especially in today’s economic conditions. I have a background in [insert your background]. How do you [insert your question]?

• “Did you know that [insert topic] – your leading sector in terms of revenue – will see a [insert percentage] % increase in investment this year in [insert country] alone. To take advantage of this [topic], you should [insert answer].

4. Call to action

This part of your LinkedIn InMail outlines a clear, concise next step.

It should align with the goal of your LinkedIn InMail.

For example, you could say:

• “I’m free next week at 2:00 p.m. on Wednesday or Thursday, can we set up a 15-minute phone call to discuss further?”

• “I’m running an event at [insert location] on [insert date], where we’ll [insert topic of the event]. Are you available to join us?”

• “If you are interested in hearing more about how the above results were possible, I’ll be in town during [insert week or days]. Are you available for coffee or lunch?”

Remember, use your LinkedIn InMail to start a conversation, not to seal the deal on the first message.

You don’t get married on the first date. You don’t land an opportunity or recruit an individual on the first contact.

LinkedIn InMail best practices: What are the do’s and don’ts?

To increase your response rates and engagements with your LinkedIn InMails, first ensure you understand what to do. Also, be aware of the don’ts of LinkedIn InMails.

Don’t

• Brag about your customer list and your company’s growth
• Ask who the best person to speak to is – it shows you haven’t done your homework
• Don’t name-drop that you talked to the CEO and that he/she recommends they talk to you
• Position or qualify yourself and your company’s products and services right away
• Use email subject lines that spark a “yes or no” answer
• Write more than 7 sentences
• Using the word “I” too much
• Waste the recipient’s time or make them feel tricked
• Use a mass template

Do

• Consider the number of InMail credits you have left before writing an InMail
• Have a goal for the InMail – get on a conference call, meet in person, or share information over LinkedIn
• Ask a question – humans are psychologically programmed to want to answer questions.
• Use the word “connecting” instead of “meeting”
• Send a connection request and then instantly follow with a sales pitch
• Establish a two-way conversation
• Be personal and look to start a conversation
• Customize your signature and include your contact information

The power of the subject line

Did you know that 35% of recipients open email based on the subject line alone?

It is essential to craft a compelling subject line. It should instantly grab their attention by incorporating a relevant business topic. Alternatively, you can add a personal touch.

Here are 10 subject line ideas to get you started:

1. Did you know about [insert a topic]?
2. The advantages of [insert a topic]
3. Did you know how [new industry/legislation change] impacts [you/company]?
4. Question about [insert one of their goals you found online]
5. I have compiled a report on your company’s [business area or strategy]. Would you like to see it?
6. Hi [insert person’s first name], [insert your question]
7. In light of [insert fact/stat], what’s your strategy for [insert business area]?
8. Have you considered making [insert a “change” topic]?
9. Are you interested in learning how [insert company name] achieved [insert stat/results] by doing [insert action/tactic]?
10. Was doing [insert topic] your idea?

Use a subject line tool to test

Another way to create a great email subject line is to use a tool. You can try Co-Schedule’s Headline Analyzer.

It will tell you how well your subject line/headline performed.

The higher the score, the better. 

Another subject line tool you could use is subjectline.com.

This tool has tested more than 7 million subject lines. Subjectline.com helps you evaluate your potential options.

The tool gives a deliverability and marketing score. Additionally, it provides guidance on enhancing your subject line.

Should I email or use LinkedIn email?

It depends.

The typical reaction to any unsolicited email is often displayed in the photo below. This includes both traditional emails and LinkedIn InMails.

You may have experienced this above reaction before, and you don’t want an adverse reaction from your recipient.

The reaction you are looking for is a positive first impression. The person should say that the sender took their time to do their homework. They should also mention that the message was personalized to them.

The desired outcome is for the sender to want to discuss this topic with me. I am responsible for this in my job.

As a result, you want your recipient to understand the next steps, such as scheduling a 15-minute call.

You want the recipient to view your LinkedIn profile, so they are curious about you.

Are you creating a good first impression with your LinkedIn InMail with a “wow” factor?

It is essential to present yourself and your company in the best possible light to establish credibility and trust.

After viewing your InMail, prospects most likely will jump to your LinkedIn profile. They will want to get to know you. They will also assess whether you are worth talking to.

Your LinkedIn InMail recipient will immediately look at your LinkedIn profile

One of the most important things you can do on LinkedIn is maintain a complete and up-to-date profile.

Thus, your LinkedIn profile should include an up-to-date, professional-looking profile photo or headshot. It should also have a compelling headline that’s more than a repeat of your current position.

Additionally, include a customized public profile link. Finally, write a clear, concise, and compelling summary in your “About” section.

To optimize your LinkedIn profile, take these 10 steps.

Bringing it all together

LinkedIn InMail creates an excellent way for salespeople to connect with people they don’t know.

A successful LinkedIn InMail can make or break your career.

The key is to make sure that every LinkedIn InMail you send is done correctly and effectively.

You can send LinkedIn InMails like an expert if you learn the secret to them.

InMails can be one of your best tools. You’ll want to make sure that the LinkedIn InMails you send are being read. Make sure they are responded to. Good luck!

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