LinkedIn InMail: What It Is, How It Works, and Best Practices for Professional Outreach

LinkedIn InMail

LinkedIn InMail is a premium messaging feature that allows you to send direct messages to LinkedIn members who are not in your network. Unlike regular LinkedIn messages, InMail can reach anyone on the platform regardless of connection status.

How LinkedIn InMail Works

Access Requirements

Premium Subscription Needed:

• LinkedIn Premium Career
• LinkedIn Premium Business
• Sales Navigator
• Recruiter plans

InMail Credits System

Monthly Allocation:

• Premium Career: 5 InMails per month
• Premium Business: 15 InMails per month
• Sales Navigator: 20+ InMails per month
• Recruiter: 30+ InMails per month

Credit Recovery

Get Credits Back When:

• Recipient responds within 90 days
• Message is marked as spam (rare)
• Technical delivery failure occurs

Types of LinkedIn InMail

Sponsored InMail

Characteristics:

• Paid advertising feature
• Mass message distribution
• Advanced targeting options
• Detailed analytics and reporting
• Higher cost but broader reach

Regular InMail

Characteristics:

• Uses premium account credits
• Individual, personal messages
• Higher response rates
• More authentic communication
• Limited by monthly credit allocation

InMail vs Regular LinkedIn Messages

Best Practices for LinkedIn InMail

Subject Line Optimization

Effective Subject Lines:

• Keep under 50 characters
• Be specific and relevant
• Mention mutual connections
• Include recipient's company name
• Avoid sales-heavy language

Examples:

• ✅ "Quick question about [Company]'s marketing strategy"
• ✅ "Loved your post about AI in healthcare"
• ❌ "Amazing opportunity you can't miss!"
• ❌ "Free consultation - limited time!"

Message Structure

Personalization Strategies

Research Before Sending:

• Review their recent posts and activity
• Check mutual connections
• Look at company news and updates
• Note shared interests or experiences
• Find common ground or connections

Personalization Elements:

• Recent achievements or posts
• Company milestones or news
• Industry trends they care about
• Mutual connections or experiences
• Specific challenges they might face

InMail Success Metrics

Key Performance Indicators

Response Rate:

• Industry Average: 10-25%
• Good Performance: 30-40%
• Excellent Performance: 45%+

Factors Affecting Response Rates:

• Message personalization level
• Sender's profile completeness
• Industry and role targeting
• Message timing and day
• Value proposition clarity

Tracking and Analytics

Available Metrics:

• Open rates (for Sponsored InMail)
• Response rates
• Click-through rates
• Conversion tracking
• Credit usage and recovery

Common InMail Mistakes

Poor Targeting

Problem: Sending to irrelevant prospects Solution: Use advanced filters and research recipients thoroughly

Generic Messages

Problem: Copy-paste templates without personalization Solution: Customize each message with specific details about the recipient

Overly Sales-Heavy

Problem: Immediate product pitch without relationship building Solution: Focus on providing value and building rapport first

Ignoring LinkedIn Etiquette

Problem: Treating InMail like cold email or telemarketing Solution: Maintain professional, relationship-focused approach

InMail for Different Use Cases

Sales Prospecting

Best Practices:

• Research prospect's business challenges
• Lead with industry insights or value
• Offer specific, relevant solutions
• Use soft call-to-actions
• Follow up appropriately

Effective Opening: "Hi [Name], I noticed [Company] recently expanded into the European market. We've helped similar companies navigate compliance challenges during expansion..."

Recruiting and Talent Acquisition

Best Practices:

• Highlight career growth opportunities
• Mention specific skills you admired
• Be transparent about the role
• Respect their current employment
• Offer value even if they're not interested

Effective Opening: "Hi [Name], your experience building scalable APIs at [Company] caught my attention. We're working on similar challenges at [Your Company]..."

Partnership Development

Best Practices:

• Focus on mutual benefits
• Suggest specific collaboration ideas
• Reference complementary strengths
• Propose low-commitment first steps
• Build relationship before business

Effective Opening: "Hi [Name], I've been following [Company]'s innovative work in sustainable packaging. Our logistics expertise might complement your environmental initiatives..."

InMail Timing and Frequency

Best Times to Send

Day of Week:

• Tuesday-Thursday: Highest response rates
• Monday: Lower response (busy catching up)
• Friday: Lower response (weekend mindset)

Time of Day:

• 8-10 AM: High open rates
• 1-3 PM: Good for follow-ups
• 6-8 PM: Lower response rates

Follow-Up Strategy

Timeline:

• First Follow-up: 1 week after initial message
• Second Follow-up: 2-3 weeks later
• Final Follow-up: 1 month later

Follow-up Content:

• Add new value or insight
• Reference industry developments
• Share relevant content or resource
• Adjust approach based on no response

Advanced InMail Strategies

Social Proof Integration

Include Credibility Indicators:

• Mutual connections
• Client testimonials
• Industry recognition
• Relevant case studies
• Media mentions

Value-First Approach

Provide Immediate Value:

• Industry insights or trends
• Relevant articles or resources
• Free tools or assessments
• Introductions to valuable contacts
• Actionable advice or tips

Multi-Touch Campaigns

Combine InMail with Other Channels:

• Connect on LinkedIn first
• Comment on their posts
• Share their content
• Send InMail after engagement
• Follow up via other channels if appropriate

InMail Compliance and Ethics

LinkedIn Policies

Acceptable Use:

• Professional networking and business development
• Recruiting and talent acquisition
• Partnership and collaboration discussions
• Industry knowledge sharing

Prohibited Practices:

• Spam or irrelevant mass messaging
• Misleading or deceptive content
• Inappropriate personal messages
• Harassment or persistent unwanted contact

GDPR and Privacy Considerations

Data Protection:

• Respect privacy preferences
• Honor opt-out requests immediately
• Maintain accurate contact records
• Delete data when requested
• Comply with local regulations

Measuring InMail ROI

Cost Calculation

InMail Costs:

• Premium subscription fees
• Time investment for personalization
• Opportunity cost of credit usage
• Additional tools and software

Return Measurement

Value Metrics:

• Qualified leads generated
• Meetings scheduled
• Deals closed
• Partnerships formed
• Hires completed

ROI Formula:

InMail ROI = (Revenue Generated - InMail Costs) / InMail Costs × 100

Future of LinkedIn InMail

Platform Evolution

Recent Changes:

• Improved targeting options
• Better mobile experience
• Enhanced analytics
• AI-powered recommendations
• Integration with Sales Navigator

Emerging Trends:

• Video InMail capabilities
• Voice messaging options
• AI-powered personalization
• Automated follow-up sequences
• Enhanced deliverability features

Related Terms

• LinkedIn - Professional networking platform
• Sales Navigator - LinkedIn's premium sales tool
• B2B Marketing - Business-to-business marketing strategies
• Lead Generation - Process of attracting potential customers
• Professional Networking - Building business relationships