Saniya Sood
You’re trying to reach a high-level decision-maker—a CEO, a VP, or a key influencer—and you don’t have any direct connection with them. So, what do you do? Send a cold email? Probably won’t get a response. Send a LinkedIn connection request? They’re probably flooded with requests from strangers. But here’s the secret weapon you might not be using: LinkedIn InMail.
InMail is a powerful feature allowing LinkedIn users to message professionals outside their immediate network. Whether you’re in sales, recruitment, or just looking to expand your professional network, LinkedIn InMail is an essential tool for breaking through the noise and reaching people who may be otherwise hard to connect with.
In this comprehensive guide, we’ll dive into everything you need to know about LinkedIn InMail—what it is, how it works, why it’s so effective, and most importantly, how you can use it to get more responses, build meaningful relationships, and drive business growth.
What is LinkedIn InMail?
LinkedIn InMail is a premium feature that allows you to send messages to LinkedIn members who aren’t part of your direct network, meaning 2nd and 3rd-degree connections. Unlike regular LinkedIn messages, which can only be sent to your 1st-degree connections, InMail enables you to bypass connection requests and immediately reach people who might not otherwise see your outreach.
InMail functions like email, but it’s within the LinkedIn platform. With a subject line and a message body, InMails stand out in a recipient’s inbox, making them more likely to be opened compared to traditional LinkedIn messages or emails.
Why InMail Matters:
Higher Response Rates: LinkedIn reports that InMails have 11-24% response rates, significantly higher than traditional email outreach.
No Connection Required: Unlike regular LinkedIn messages, which can only be sent to people you’re already connected with, InMail allows you to contact anyone, even if you’re not connected.
Tailored for Sales: This feature is especially valuable for sales professionals who need to reach decision-makers or potential clients outside their existing network.
Types of LinkedIn InMails
Not all InMails are created equal. LinkedIn offers three different types of InMails, each suited for specific purposes. Let’s break them down:
1. Free InMails
Available for Premium Users: Every LinkedIn Premium account comes with a set number of free InMails per month.
Conditions: These free InMails can only be sent to users who have enabled the Open Profile feature. This feature allows users to receive messages from people who are not in their network.
Key Limitation: Even though anyone can receive free InMails, only LinkedIn Premium subscribers (including Sales Navigator and Recruiter plans) can send them.
2. Paid InMails
Paid Subscription Required: To send paid InMails, users must have one of LinkedIn’s paid plans, such as Sales Navigator, Recruiter, or Premium Business.
Credits System: Paid plans come with a specific number of monthly InMail credits. If you don’t have enough credits, you can purchase additional ones.
Broader Reach: These InMails allow you to contact anyone on LinkedIn, not just those with Open Profile settings.
3. Sponsored InMails
For Marketing & Ads: Sponsored InMails are used for advertising purposes. They allow businesses to send messages to a targeted audience, even without a connection.
Targeted Outreach: Unlike regular InMails, sponsored messages are sent through LinkedIn’s advertising platform, which means they’re intended to reach larger groups of people based on specific targeting criteria, such as job title, industry, or location.
Tagging as Sponsored: These messages are labeled “Sponsored,” so recipients know they’re part of an advertising campaign.
Also Read: LinkedIn Intent Signals That Will Transform Your B2B Outbound Strategy
How LinkedIn InMail Works
Now that we’ve covered the different types of InMails, let’s talk about how you can actually send an InMail and what happens afterward.
Sending an InMail:
Step 1: Go to the LinkedIn profile of the person you want to message.
Step 2: If they’re not a 1st-degree connection, you’ll see the option to Send InMail.
Step 3: If you have a free InMail credit, you can send a message to someone with an Open Profile. Otherwise, if you have a paid LinkedIn plan, you can send an InMail to anyone, provided they haven’t opted out of receiving them.
Managing InMail Credits:
Credits per Plan: The number of InMail credits you receive monthly depends on your LinkedIn subscription.
For example:
LinkedIn Premium Career: 5 InMails per month.
Sales Navigator: 20 InMails per month.
LinkedIn Recruiter: 30+ InMails per month.
How Credits Work: When a recipient responds to your InMail (whether they accept or decline), you get the credit back. This encourages you to send relevant, personalized InMails to people who are likely to respond.
InMail Renewal:
Free InMail Credits: For most plans, free InMail credits renew every month.
Paid InMail Credits: These credits renew with your subscription’s billing cycle. Unused credits don’t carry over to the next month unless you’re using LinkedIn Recruiter.
Benefits of Using LinkedIn InMail for Sales Outreach
LinkedIn InMail is a game-changer for sales professionals, recruiters, and anyone looking to grow their network or expand their business. But what makes it so effective? Let’s take a closer look at the key benefits of using LinkedIn InMail in your outreach strategy.
1. Higher Response Rates
InMail messages generally receive a higher response rate compared to cold emails. InMails have a higher response rate than cold emails. This means your chances of starting a conversation or securing a meeting are far better with InMail.
2. Direct Access to Decision-Makers
One of the biggest challenges for sales teams is getting in front of the right decision-makers. InMail allows you to bypass the traditional route of connecting first, enabling you to send messages directly to 2nd and 3rd-degree connections—even if you’ve never met them before.
3. Personalized and Targeted Outreach
When used correctly, InMail is a powerful tool for personalized outreach. You can research the recipient’s profile and tailor your message to their specific role, challenges, or company. InMail also allows you to include subject lines, which gives you the opportunity to grab the recipient’s attention right from the start.
This level of personalization not only makes your message stand out but also demonstrates that you’ve taken the time to understand the recipient’s background and needs.
4. Overcoming LinkedIn Connection Limits
LinkedIn restricts the number of connection requests you can send each week, limiting your outreach efforts. However, InMail allows you to send messages to people who aren’t in your network, even if you’ve already reached your connection limit for the week. This makes it an invaluable tool for expanding your reach and connecting with people outside your immediate network.
Best Practices for Writing Effective LinkedIn InMails
InMail is an incredibly powerful tool, but like any tool, its effectiveness depends on how well it’s used. To get the most out of LinkedIn InMail, it’s essential to follow some best practices for writing your messages.
1. Craft a Catchy Subject Line
The subject line is the first thing a recipient will see, so it’s crucial to make it count. Your subject line should be relevant, short, and intriguing to encourage the recipient to open your message.
Tips for Crafting Effective Subject Lines:
Be clear: Avoid vague or generic subject lines. Instead, make it clear why the recipient should open your message.
Personalize: Reference something specific about the recipient, such as their company or a recent achievement.
Keep it concise: Aim for subject lines under 50 characters to ensure they’re fully visible on mobile devices.
Example Subject Lines:
“Let’s Connect About [Topic]”
“[Recipient's Name], Your Thoughts on [Industry Trend]?”
“Quick Question Regarding [Company Name]”
2. Personalize Your Message
Personalization is one of the most important elements of a successful InMail. Don’t send a generic message that could apply to anyone. Instead, take the time to tailor your message to the specific person you’re contacting.
Here’s how you can personalize your InMail:
Research the recipient’s background: Look at their job history, recent posts, or mutual connections to find something you can mention in your message.
Highlight common ground: If you have a shared connection or interest, mention it early on to establish rapport.
Address their pain points: If you know what challenges they may be facing in their industry or role, use that information to explain how you can help.
Example Personalization:
"Hi [Recipient’s Name], I noticed you recently spoke at [Event Name], and I was impressed with your insights on [Topic]. As someone working in [industry], I think we could have an interesting conversation about [shared challenge or opportunity]."
3. Keep It Short and Sweet
While InMails allow for longer messages compared to regular LinkedIn messages, brevity is still important. Busy professionals don’t have time to read lengthy messages, so it’s crucial to get to the point quickly. Aim for around 200-300 words, and focus on the most important information.
4. End with a Clear Call to Action (CTA)
Your InMail should always include a clear, actionable next step. Whether you want the recipient to book a call, accept a connection request, or simply reply to your message, make sure the CTA is specific and easy to follow.
Examples of Clear CTAs:
“Would you be open to a 10-minute call next week to discuss this further?”
“If you're available, I'd love to set up a quick Zoom meeting.”
“Let me know if you'd like to connect to explore how we can collaborate.”
Also Read: How Can Personalization Be Maintained When Automating LinkedIn Outreach?
Common Mistakes to Avoid
Even though InMail is a highly effective outreach tool, there are still several common mistakes that can reduce your chances of success. Here are some things to avoid:
1. Sending Generic Messages
One of the most significant mistakes you can make is sending a generic message that lacks personalization. Avoid copy-pasting the same message to multiple recipients. Instead, take the time to research each prospect and tailor your message to fit their specific needs and interests.
2. Spamming Your Prospects with InMails
InMail is a limited resource, and sending too many messages to random people can come across as spammy. Focus on quality, not quantity. Target your outreach to those who are most likely to respond and avoid sending the same message to hundreds of recipients.
3. Ignoring Follow-Ups
If you don’t get a response to your InMail, don’t give up! A well-timed follow-up can significantly improve your chances of getting a reply. Be persistent, but polite. Following up after a few days or a week shows that you’re genuinely interested in engaging and value their time.
Also Read: How to Integrate LinkedIn Buying Signals into Your B2B Outbound Strategy?
Conclusion
LinkedIn InMail is an incredibly powerful tool for outreach, networking, and lead generation. With its ability to bypass connection limits, target specific individuals, and achieve high response rates, InMail can be the key to unlocking new opportunities for you and your business.
By understanding how InMail works, following best practices, and avoiding common mistakes, you can significantly improve your chances of success. Remember, personalization and clarity are your best friends when writing effective InMails.
Supercharge Your LinkedIn Outreach with Valley
If you’re ready to take your LinkedIn outreach to the next level, Valley can help you easily automate and personalize your InMail strategy. Our AI-powered platform allows you to effortlessly send highly personalized messages at scale, helping you engage with high-intent prospects without the manual effort.
Valley’s AI-driven personalization and signal-based prospecting features ensure that every message you send is relevant and tailored to the specific needs of your leads, significantly increasing your response rates. Our platform is designed to help small sales teams perform like large ones, freeing up your time so you can focus on what really matters: closing deals.
With Valley, you can:
Automate your LinkedIn InMail outreach and follow-ups
Track engagement and adjust your strategy for optimal results
Save time on manual prospecting while maintaining a personalized touch
Ready to scale your LinkedIn outreach? Get started with Valley today and see how our AI-powered platform can help you build meaningful relationships and drive more sales.
