Unlike traditional emails or LinkedIn messages, InMail enables users to reach out to people outside of their network, which makes it an invaluable resource for professionals seeking to connect with decision-makers, prospective employees, or potential clients. However, sending a message is not enough. Crafting a compelling, effective InMail requires thoughtfulness, personalization, and a strategic approach.
Exploring the Essentials of LinkedIn InMail
LinkedIn InMail is a feature available to premium LinkedIn members that allows them to send messages directly to users who are not in their network. Unlike regular LinkedIn messages, which can only be sent to first-degree connections, InMail messages provide an opportunity to reach a broader audience. Whether you’re trying to land a job, recruit talent, or generate B2B leads, InMail is a valuable tool that offers higher open and response rates compared to traditional email outreach.
Statistics show that InMail messages have a 10-25% higher response rate than standard email, making it an effective way to engage professionals who might otherwise be difficult to reach. However, not all InMails are created equal. Sending a generic, impersonal message will likely result in no response at all. Instead, crafting a well-thought-out, targeted message is essential for success. Here are some best practices to ensure your LinkedIn InMail campaigns are as effective as possible.
1. Tailor Each Message to the Recipient
The first and most important best practice when crafting LinkedIn InMails is personalization. A generic message is almost guaranteed to be ignored, so it’s essential to tailor your InMail specifically to the recipient.
Strategies:
Research the recipient’s profile, interests, and professional background: Before sending an InMail, take the time to thoroughly review the recipient’s LinkedIn profile. Look for shared interests, mutual connections, or any professional achievements that you can mention in your message. The more relevant your message is, the more likely it is that the recipient will engage with it.
Mention specific details that connect the recipient’s experiences or interests with your message: Reference their current role, recent accomplishments, or even a post they’ve shared to show that you’re genuinely interested in their background. This demonstrates that you’ve done your homework and aren’t sending a generic message to everyone in your industry.
2. Keep Messages Clear and to the Point
InMail recipients are likely busy professionals who receive numerous messages daily. Therefore, it’s crucial to respect their time and keep your message clear and concise.
Strategies:
Use straightforward language and a clear call-to-action: Avoid using jargon or industry-specific terms that might confuse the recipient. Instead, focus on clear, simple language that conveys your message effectively. Your InMail should also have a clear purpose, whether it’s to schedule a meeting, offer an opportunity, or ask for advice. Make sure the recipient knows exactly what you’re asking them to do.
Avoid jargon and overly complex sentences: Being concise doesn’t mean sacrificing clarity. Make your message easy to read and understand. Break up long paragraphs, use bullet points if necessary, and always aim for simplicity.
3. Capture Attention with the Subject Line
The subject line of your InMail is your first impression, and it plays a crucial role in whether or not the recipient opens the message. A compelling subject line can make all the difference in grabbing someone’s attention.
Strategies:
Use actionable verbs and specific details: Instead of using generic phrases like “Let’s Connect,” opt for subject lines that immediately convey value. For example, “Opportunity for Collaboration in [Industry]” or “Quick Question Regarding Your Recent Project” are both specific and engaging.
Test different subject lines to see what works best: Don’t be afraid to experiment with different subject lines. LinkedIn’s A/B testing tools can help you test variations and determine which approach resonates best with your target audience. This allows you to refine your strategy and improve your open rates over time.
4. Send InMails at Optimal Times
The timing of your InMail message can significantly impact its effectiveness. Sending your message at the wrong time may result in it getting buried in the recipient’s inbox or overlooked entirely.
Strategies:
Discuss the best days and times to send InMails based on LinkedIn data: Research has shown that InMails sent on Tuesday mornings or early afternoon tend to receive higher response rates. This could be because professionals are settled into their workweek but are not yet overwhelmed with tasks.
Consider the recipient’s time zone and typical business hours: Always take into account the recipient’s time zone when scheduling your InMail. A message sent outside of business hours may not receive the same level of attention as one sent during the recipient’s working hours.
5. Effectively Follow Up Without Being Intrusive
It’s rare for someone to respond to the first InMail you send, so following up is an essential part of the process. However, timing and tone are critical in ensuring your follow-up message doesn’t come across as pushy.
Strategies:
Recommended timing for follow-up messages: If you don’t receive a response after the first message, it’s acceptable to send a follow-up after 5-7 days. This gives the recipient enough time to review your message but isn’t too long that they forget about it.
How to follow up if there is no initial response: In your follow-up, remain polite and professional. Acknowledge that the recipient is busy and briefly reiterate the value of your original message. Keep the tone friendly and non-pushy, and include a reminder of why you’re reaching out.
6. Track and Analyze Your InMail Performance
One of the key advantages of LinkedIn InMail is the ability to track its performance. Understanding which messages work and which don’t allows you to improve your outreach efforts.
Strategies:
Key metrics to monitor (e.g., response rate, conversion rate): The most important metrics to track are the open rate, response rate, and conversion rate. Open rates tell you whether your subject lines are effective, while response rates give you insight into how engaging your message is. Conversion rates show whether your message is achieving its intended goal, whether it’s scheduling a meeting or generating a lead.
Tools and techniques for tracking these metrics: LinkedIn provides some built-in tools for tracking InMail performance. You can also use third-party analytics tools to gather more in-depth insights into your campaigns and refine your approach based on the data.
7. Refine Your Approach Based on Feedback and Metrics
The digital landscape is constantly evolving, and so should your InMail strategy. Continuously improving your approach based on feedback and performance metrics ensures that you stay effective over time.
Strategies:
Regularly update message templates and strategies: As you learn from your InMail campaigns, update your templates and strategies to reflect what’s working best. This might include adjusting the tone of your messages, experimenting with new subject lines, or refining your follow-up practices.
Stay informed about LinkedIn updates and new best practices: LinkedIn frequently updates its features and algorithms, so staying informed about these changes is crucial for maintaining an effective InMail strategy. Participate in webinars, read relevant articles, and keep experimenting with new techniques.
Wrapping Up
Crafting effective LinkedIn InMails is both an art and a science. By personalizing each message, keeping it clear and concise, and following best practices for subject lines, timing, and follow-ups, you can significantly increase your chances of success. Measuring your performance and continually refining your approach will ensure that your InMail campaigns remain effective and aligned with your professional goals. Don’t be afraid to experiment and iterate – with the right approach, LinkedIn InMail can be a powerful tool for expanding your network, finding new clients, or recruiting top talent.
Meet the Author
Jigger Krauss is a lead generation specialist who has a degree in Marketing & has worked with a wide range of industries, from startups to Fortune 500 companies. He is an expert in lead generation strategies, including email marketing, content marketing & social media advertising.
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