Email Marketing On LinkedIn: A guide to LinkedIn InMail

Email Marketing On LinkedIn: A guide to LinkedIn InMail

LinkedIn Guide

Table of Contents

LinkedIn is more than just a platform for professionals in the same field to connect and exchange ideas. It is also a valuable tool for small businesses to market to their target audience. One powerful feature on LinkedIn is InMail, which allows businesses to easily communicate with potential clients.

What is LinkedIn InMail?

Ever wanted to send a message to a complete stranger on LinkedIn without having to go through the awkward process of requesting to connect first?

Well, lucky for LinkedIn Premium subscribers, there's a feature for that! It's called LinkedIn InMail. With LinkedIn InMail, you can message any LinkedIn user, whether they're a business decision-maker, job seeker, or industry expert in your area.

Just keep in mind, you're limited to 1900 characters in the body of the message and 200 characters in the subject line. But hey, that's still way more characters than a tweet, so go ahead and let your inner wordsmith shine! And the best part? The number of InMails you can send each month depends on your paid subscription plan.

The LinkedIn InMail’s strength

LinkedIn InMails messages allow you to contact 2nd and 3rd-degree connections without sending a connection request first.

linkedin inmail

Is LinkedIn InMail Effective?

Some claim that it is more successful than cold emails and phone calls, especially when targeted messages are sent to LinkedIn members who are connected to the sender through a second or third degree of connection.

High open and click rates are possible, with some users reporting open rates of 85% or higher and click-through rates of 5% or higher. However, it is worth noting that the effectiveness of InMail can vary depending on the content and context of the message.

While it may be an efficient way to communicate with a small number of high-quality leads, it may lose its effectiveness when trying to reach a large number of potential customers at once.

How to access the LinkedIn InMail feature?

To access the LinkedIn InMail feature, you need to have a LinkedIn Premium subscription plan. This advanced version of the network's basic messaging service is not available for free and requires an investment in your business strategy. There are various Premium plans available that can be customized to meet the needs of different users.

All of LinkedIn's premium plans come with a certain number of InMail credits. However, those amounts vary per plan.

  • LinkedIn Sales Navigator: 50 InMails credits/month
  • LinkedIn Recruiter: 150 InMails credits/month
  • LinkedIn Premium Career: 5 InMails credits/month
  • LinkedIn Premium Business: 15 InMails credits/month
how to access linkedin inmail feature?

Note: The more responses you receive, the more credits you'll earn for sending and receiving in-game letters. You may make the most of your inbox credits by honing your sales prospecting letter-writing skills.

How to buy more LinkedIn InMail credits?

Buying extra LinkedIn InMail credits is the most direct way to quickly access more of them. Getting started is quick and uncomplicated.:

  1. Go to your Premium subscription settings;
  2. In the InMail section, select "Buy More."
  3. Select the amount you’d like to purchase from the Purchase InMail pop-up window.

LinkedIn InMail vs LinkedIn message: Which one is better?

When using LinkedIn, sending a "message" doesn't cost you a thing. In addition to sending to people with whom you're already linked, you may also send to anybody who is a member of the same LinkedIn Group as you or anyone who has been asked to join.

There is always a cost associated with sending or receiving an InMail. Except when sending to someone who has the Open Profile option enabled, sending to other users requires a paid Premium membership from the sender.

How to set-up your LinkedIn InMail? Step-by-Step Guide:

Step 1. Find your LinkedIn Prospect:

Find your LinkedIn Prospect To send an InMail, you'll need to find the recipient's contact information. There is a built-in search feature on the LinkedIn homepage. It's up there, at the upper left. Use it to find any contact you want.  

how to find linkedin prospect?

Step #2. Visit the User's Profile:

To view a prospect's profile, choose their name and then click "View Profile."

linkedin user profile

Step #3. Click the Message Button

  • You'll see a message button to the lead right beneath the headline and photo.
  • Go ahead and tap the link.
linkedin inmail message

Step #4. Write Your LinkedIn InMail Message:

Explain in a short message the reasons you are trying to get in touch with them. Make sure that you are as clear as possible, that the message is personalized, and that you are not immediately advertising any product.

linkedin inmail message

Step #5. Personalizing Your LinkedIn InMail Message:

  • Show that you understand the prospect's job and their needs. This will help convey that you have taken the time to research them and are genuinely interested in building a relationship.
  • Find some shared interests to discuss and use them to strengthen your connection with the prospect. This can be a great way to build rapport and make your message more memorable.
  • Once you have finished crafting your personalized InMail, hit the send button and wait for a response. With these tips in mind, you should be well on your way to building stronger connections through LinkedIn."

Tips for crafting the perfect LinkedIn InMail

  • The subject line of an InMail is crucial to its overall effectiveness. To encourage recipients to open your message, choose a subject line that is interesting and polished. Keep in mind that the subject line should be relevant to the recipient and make them curious to learn more. In fact, a study found that 35% of people will not open an email unless the subject line is personally relevant to them.
  • Clearly explain why what you are saying matters to the recipient. While you have 2000 characters to work with in the body of the email, it is important to be concise and direct. LinkedIn reports that shorter InMails, with fewer than 100 words, have a 50% higher chance of being read and responded to than longer ones.
  • Personalization is key. Customizing the subject line can increase open rates by as much as 26%. Avoid making the InMail read like spam by taking the time to personalize it."

Note:  According to research by Salesforce, nearly half of B2B decision makers (48%) will not respond to an InMail unless it is personalized. A recent study published on LinkedIn found that the open rate for personalized emails is 20% higher than that of non-personalized ones.

Though getting the fundamentals right is vital, doing so may be difficult.. You should begin by providing a succinct justification for your initial conversation.

To improve your chances of getting a response to your LinkedIn InMail, you can highlight any obvious connections you have with the recipient. Mentioning a shared link in the subject line can increase responses by 27%. Including a reference to a former employer in the InMail also increases the likelihood of a response by 27%. It is important to explain how the recipient will benefit from the InMail, even if you are not specifically "selling" something. Every advantage can be useful, especially in highly competitive situations.

Finally, end your LinkedIn InMail with a question that will encourage the recipient to respond, such as a request for recommendations, input, or advice. This shows that the person you are sending the InMail to is valued and has something valuable to contribute, rather than just focusing on making a sales pitch.

Bonus: Your InMail Checklist

  • Have you tailored your message to the specifics of the recipient (their profile, location, and professional interests)?
  • What do you have in common? Do they regularly monitor a certain firm or did they just offer an update?
  • What unique or exciting facts or data do you have to impart to them?
  • When do you want people to act on your call to action? Is it your intention to provide an invitation for them to get in touch? Specifically, what kind of document (white paper, case study) are you submitting?
  • You can request a call by giving them your time zone and three possible times that work for both of you.

The idea is to provide a friendly introduction rather than a sales pitch.

Are you ready to start using LinkedIn InMail for Lead Generation?

While InMail can be expensive and there is a limit on the number you can send each month, marketing automation systems can help make the process more efficient. Timing is crucial when it comes to using InMail effectively, as is knowing when to use sponsored content. Even if you don't have a large following, LinkedIn can be an effective platform for selling your messages.

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