LinkedIn InMails are a premium messaging feature that offers unique capabilities, notably allowing users to connect with people outside of their immediate network. With an average open rate of around 57%, InMail messages provide a significant edge in reaching decision-makers who might not otherwise see your message. For sales reps and recruiters, leveraging InMail can significantly improve cold outreach effectiveness, helping connect with potential leads who may not respond to standard requests. For example, imagine a recruiter trying to approach a highly sought-after candidate who isn’t actively job hunting. InMails allow the recruiter to bypass the connection barrier, delivering a well-crafted outreach message directly to the candidate’s inbox, increasing the chances of engagement. Using a well-optimized message tailored to the recipient's job title can further improve engagement rates and increase response likelihood.
Conversely, LinkedIn Messages are the platform’s free messaging option, available only to mutual connections. They are an excellent tool for maintaining relationships and engaging in ongoing conversations. Sales reps can use direct messages to nurture relationships with existing contacts, enhancing rapport before making a business pitch. A business development manager, for example, might use messages to follow up with clients after an initial meeting, ensuring that the dialogue continues smoothly without incurring additional costs. Since LinkedIn places limits on requests per week, balancing between cold outreach campaigns via InMail and maintaining warm relationships through free messaging is crucial.
The key differences lie in their pricing, accessibility, and ideal use cases. While LinkedIn Premium unlocks InMail capabilities, free users must rely on outreach campaigns through connection requests and follow-ups. InMail messages require a premium subscription like Sales Navigator, which comes with a monthly message credits limit—often around 50 per month—while regular messages have no such restrictions. This means that while InMails can be more impactful for outreach to non-connections, they come at a higher cost. To maximize cost-effectiveness, businesses often build a prospect list to segment their cold outreach efforts, optimizing both free and paid engagement strategies.
TexAu automations can further enhance your LinkedIn strategy. By automating message credits tracking and prioritizing outreach efforts, users can optimize their engagement while staying within LinkedIn’s communication limits. TexAu’s outreach channels also enable businesses to streamline communication by integrating multiple methods, such as direct messages and InMail messages, ensuring a higher acceptance rate. Additionally, it helps reduce bounce rates in cold outreach campaigns, ensuring a higher success rate when reaching out to new prospects.
By understanding the distinct features and applications of LinkedIn Premium, InMails, and direct messaging, you can tailor your outreach message strategy to fit your campaign goals perfectly, ensuring maximum efficiency and engagement.
10 Steps to Choose Between LinkedIn InMail and Messages for Perfect Outreach
1. Understanding LinkedIn InMails and Messages
LinkedIn offers two distinct outreach tools—InMails and Messages—each serving unique purposes in your networking and marketing efforts.
LinkedIn InMails are a premium feature that enable you to reach out directly to individuals who are not within your immediate network. Key benefits include:
Contact Non-Connections:
- InMails allow you to bypass the traditional connection barrier and engage with decision-makers or industry experts who you otherwise might not be able to reach.
Premium Access:
- Due to their association with premium accounts (like Sales Navigator), InMails tend to have a higher likelihood of being read. The average open rate of around 57% underscores their effectiveness for engaging high-value prospects.
Targeted Outreach:
- They are perfect for recruiting top talent, engaging potential clients, or initiating conversations with industry leaders through personalized messaging.
Example Use Case:Imagine a recruiter aiming to approach a passive candidate who isn’t actively job hunting. By sending a personalized InMail that highlights the unique opportunity and clear value proposition, the recruiter increases the likelihood of capturing the candidate’s interest and receiving a positive response.
In contrast, LinkedIn Messages are free and unlimited but are restricted to first-degree connections. They excel at:
Free Messaging:
- They enable ongoing communication with your existing network without any cost.
Relationship Nurturing:
- Ideal for maintaining and deepening relationships through regular interactions, updates, and follow-ups.
Automation Tip with TexAu: Utilize TexAu’s LinkedIn Connections Export tool to automatically extract your first-degree connections. This automation not only helps in segmenting your audience for targeted follow-up but also ensures your messaging strategy is both efficient and data-driven. By clearly understanding and leveraging these tools, you can tailor your outreach strategy to maximize engagement across various campaign needs.
2. When to Use InMails vs. Messages
Determining the optimal moments to use InMails versus regular LinkedIn Messages is crucial for crafting an effective outreach strategy. Each method serves a specific role depending on the nature of the target audience and the context of the communication.
Use InMails When:
Targeting Non-Connections:
- Use InMails to reach individuals who are outside your existing network, such as senior executives or industry influencers.
Following Up on Unanswered Requests:
- If a connection request remains unaccepted for several days, a well-crafted InMail can help re-engage the prospect by providing additional context and a compelling reason to connect.
Engaging High-Value Prospects:
- When targeting decision-makers or potential clients with high-value propositions, a personalized InMail can make a strong impact by directly addressing their specific needs.
Example Scenario:Consider a sales professional targeting a C-level executive at a large firm.
- Step 1: They send a personalized connection request that references mutual industry trends or shared challenges.
- Step 2: If the request is not accepted within a few days, they follow up with a personalized InMail that emphasizes the value their solution offers, increasing the chances of engagement.
Use Regular Messages When:
Engaging Warm Leads:
- Regular messages are best for continuing conversations with your existing network. They allow you to share updates, nurture relationships, and keep communication channels open.
Following Up on Previous Interactions:
- When you already have an established relationship, messages help maintain continuity and trust through regular check-ins and updates.
Automation Tip with TexAu: The TexAu’s LinkedIn Withdraw Invitation tool automatically retracts pending connection requests, enabling you to seamlessly transition to sending an InMail if needed. This hybrid approach ensures every touchpoint is optimized, creating a comprehensive outreach campaign that maximizes engagement and builds long-lasting professional relationships.
3. Pros and Cons of LinkedIn InMails
LinkedIn InMails offer robust capabilities for outreach, yet they also present some challenges. Understanding these advantages and disadvantages will help you manage and optimize your campaigns effectively.
Advantages of InMails:
Direct Access:
- InMails allow you to bypass traditional connection barriers and reach out directly to decision-makers and high-profile targets.
High Open Rates:
- With an average open rate of 57%, InMails are typically read more often than standard connection requests or messages, making them effective for targeted outreach.
Detailed Analytics:
- You can track open and response rates, which provides valuable insights into the performance of your messaging. This data helps refine future campaigns for even better results.
Example Use Case:A startup founder looking to attract investors uses InMails to share concise, personalized messages. By highlighting unique business insights and potential market advantages, the founder opens a direct channel for dialogue with key industry investors, creating opportunities for high-value conversations.
Disadvantages of InMails:
Limited Credits:
- Typically, users have around 50 InMail credits per month (especially on platforms like Sales Navigator). This limitation means you must use each message judiciously.
Cost Considerations:
- InMails are a premium feature and can be expensive compared to regular messages, making it essential to ensure that every message is carefully crafted for maximum impact.
Need for Precision:
- Each InMail must be meticulously personalized to justify its cost. Generic or poorly targeted messages can quickly deplete your credits without yielding significant results.
Automation Tip with TexAu: Leverage the TexAu’s LinkedIn Inbox Scraper to extract and analyze responses from your InMail campaigns. This tool provides actionable insights into which messages perform best, enabling you to adjust your strategy based on real data. By weighing these pros and cons, you can strategically manage your InMail usage, ensuring that every message is purposeful, cost-effective, and impactful for your overall outreach campaign.
4. Pros and Cons of LinkedIn Messages
LinkedIn Messages are a cost-effective, efficient tool for staying connected with your existing network, though they do have some limitations. Here’s a detailed look at their advantages and disadvantages:
Advantages:
Cost-Free Communication:
- Unlimited Messaging: You can engage in ongoing conversations with first-degree connections without incurring any additional costs. This makes LinkedIn Messages ideal for continuous relationship-building.
Effective for Relationship Building:
- Ongoing Engagement: Perfect for maintaining regular contact, following up on past discussions, and sharing relevant updates or industry insights.
Disadvantages:
Connection Limitation:
- Restricted Outreach: Messages can only be sent to first-degree connections, limiting the ability to initiate contact with cold prospects.
Lower Response Rates for New Contacts:
- Engagement Barrier: When reaching out to unfamiliar contacts, the lack of an existing relationship may result in lower engagement.
Dependence on Prior Relationship:
- Effectiveness Tied to Familiarity: The impact of messages largely depends on pre-existing rapport, reducing effectiveness when initiating first contact.
Automation Tip with TexAu:
LinkedIn Message Thread Scraper:
- Automatically extract and analyze conversation threads to refine your messaging strategy. This tool helps you understand engagement patterns and optimize future communications with your network.
5. Combining InMails and Messages for Maximum Results
A hybrid outreach approach that combines LinkedIn InMails and Messages can significantly boost your engagement by reaching prospects at multiple touchpoints. This integrated strategy leverages the strengths of both tools to create a seamless and effective communication flow.
Step-by-Step Hybrid Strategy:
Step 1: Personalized Connection Request:
- Tailored Outreach: Start by sending a customized connection request with a note that references shared industry trends, mutual interests, or common connections. This initial personalization sets a positive tone and increases the chance of acceptance.
Step 2: Follow-Up with InMail:
- Timely Intervention: If your connection request isn’t accepted within five days, follow up with a personalized InMail. Emphasize your value proposition and why connecting would be beneficial for the recipient. This step helps bridge the gap for prospects outside your immediate network.
Step 3: Transition to Regular Messaging:
- Ongoing Engagement: Once connected, switch to regular LinkedIn Messages for continued dialogue. Use messages to share updates, schedule calls, and nurture the relationship over time.
Example Scenario: A digital marketing agency targets an e-commerce business:
Connection Request:
- A personalized note mentioning recent industry trends to capture interest.
InMail Follow-Up:
- A detailed proposal explaining how their services can significantly boost online sales.
Regular Messaging:
- Continued communication to nurture the relationship and eventually set up a meeting.
Automation Tip with TexAu:
LinkedIn Auto Message:
- Automate follow-up messages for both connection requests and InMail recipients. This ensures consistent, timely outreach without requiring manual intervention, making the entire process more efficient and scalable.
By integrating these methods, you create a robust multi-touch outreach strategy that not only initiates connections but also sustains engagement, leading to higher conversion rates and more meaningful business relationships.
6. How to Optimize InMail Outreach
Optimizing your InMail outreach strategy is essential to capture the attention of busy professionals and drive meaningful engagement. To ensure your messages stand out in a crowded inbox, consider these best practices:
Conciseness:
- Keep your messages under 400 characters. This brevity forces you to focus on the core value proposition and increases the likelihood that your message will be read in its entirety.
Personalization:
- Reference mutual connections, shared industry events, or specific pain points relevant to the recipient. Tailored messages feel more genuine and are more likely to elicit a response.
Clear Call-to-Action (CTA):
- Include a direct CTA, whether it’s scheduling a call, requesting a reply, or directing the recipient to a landing page. A clear CTA guides the recipient on what to do next.
A/B Testing:
- Experiment with different messaging formats, subject lines, and CTAs. By comparing the performance of various approaches, you can identify which elements resonate best with your audience.
Example Use Case: A B2B software company targets a decision-maker by sending an InMail that starts with a personalized greeting—mentioning a recent industry event they both attended. The message briefly outlines how their solution can address a critical challenge and ends with an invitation to schedule a demo.
Automation Tip with TexAu: Utilize the TexAu’s LinkedIn Post Likers Export to automatically extract profiles of users who have engaged with your posts. This allows you to target these individuals with highly personalized InMails based on their specific interests and previous interactions.
7. Analytics: Measuring the Success of InMails and Messages
Tracking performance metrics is vital for refining your LinkedIn outreach strategy. By leveraging analytics, you can gain actionable insights and continuously improve your messaging.
Key Metrics to Monitor:
Open Rates:
- Determine how many recipients are actually reading your InMails, indicating the effectiveness of your subject lines and preview texts.
Reply Rates:
- Assess the percentage of responses to measure engagement and interest.
Click-Through Rates (CTR):
- Evaluate how well your CTAs are performing by tracking the number of clicks on links or buttons within your messages.
Overall Engagement:
- Analyze how interactions evolve over time, looking at follow-up messages and the depth of the conversation.
Example Scenario: A marketing team runs several InMail campaigns with varying templates. They notice that messages featuring personalized CTAs generate a 30% higher reply rate compared to generic ones. Based on these insights, the team refines future campaigns by incorporating more targeted CTAs and personal touches.
Automation Tip with TexAu: Implement TexAu’s LinkedIn Company Followers Export tool. This automation segments your audience based on follower data, enabling you to tailor your outreach more precisely and monitor performance without the need for manual data collection. Continuous analysis of these metrics allows for iterative improvements in your overall strategy.
8. Case Study: How InMails Drive Results
A recent campaign exemplifies the power of a targeted InMail strategy when integrated with TexAu automations. This case study demonstrates how precision and personalization can transform cold outreach into productive, measurable business outcomes.
Campaign Overview:
Objective:
- Book 14 calls within one week.
Approach:
- The team identified high-value prospects using LinkedIn Sales Navigator and crafted personalized InMails that addressed specific pain points.
Results:
Outreach:
- A total of 170 prospects were contacted.
Engagement:
- The campaign received 50 responses.
Conversion:
- Successfully booked 14 calls, meeting the campaign goal.
Example Scenario: A tech startup sought meetings with potential investors. They used personalized InMails to bypass traditional gatekeepers and directly engage decision-makers. The initial outreach was followed by a series of strategic follow-ups that converted initial interest into scheduled meetings.
Automation Tip with TexAu: TexAu’s LinkedIn Event Scraper was deployed to automatically extract profiles of individuals from relevant industry events. This expanded the prospect pool significantly, ensuring that no potential opportunity was overlooked.
This case study illustrates that with a carefully planned InMail campaign—backed by robust automation tools like TexAu—you can turn cold leads into warm prospects and achieve high conversion rates. The integration of personalized messaging with automation not only streamlines the process but also enhances the overall effectiveness of your LinkedIn outreach strategy.
Conclusion: Bringing It All Together
A successful LinkedIn outreach strategy relies on the smart integration of both InMails and regular messages, each playing a specific role in the overall approach.
Key Takeaways:
Distinct Advantages:
- InMails: Excellent for reaching non-connections with high open rates.
- Messages: Ideal for nurturing established relationships.
Hybrid Approach:
- Start with personalized connection requests.
- Follow up with InMails if there’s no response.
- Transition to regular messages for ongoing engagement.
Role of Automation:
- TexAu automations streamline processes, making campaigns efficient and scalable.
- Automation tools, such as LinkedIn Connections Export and LinkedIn Auto Message, help maintain a personalized touch while handling volume.
Call to Action:
- Embrace a hybrid strategy for more effective outreach.
- Leverage TexAu to automate repetitive tasks, allowing you to focus on strategic engagements.
- Start experimenting with this integrated approach and watch your LinkedIn outreach transform into a powerful lead-generation engine.
By combining the unique strengths of InMails and regular messages with the efficiency of TexAu automations, you can maximize engagement, streamline your process, and drive measurable business outcomes.
