Is it better to connect or send InMail?

As a sales professional on LinkedIn, you have two main options for reaching out to new prospects: sending InMail messages or requesting to connect. Both approaches have pros and cons, so it’s important to understand when each method is most effective.

InMail Overview

InMail allows you to directly contact any LinkedIn member, even if you’re not connected. With an InMail credit, you can send personalized messages to introduce yourself and your offering. Some key advantages of InMail include:

• Direct access to anyone on LinkedIn, regardless of your network
• Higher response rates than cold emails or calls
• Appearance of credibility since it’s sent within the LinkedIn platform

However, there are also some potential drawbacks to consider:

• Most users only get a limited number of InMail credits per month
• InMail messages may be perceived as spammy or intrusive
• There’s no guarantee your message will even be opened or read

Overall, InMail can be a great way to initiate contact with prospects who are otherwise unreachable. But it needs to be used selectively and strategically to maximize response rates.

Connection Requests

The other main outreach option is to send connection requests to prospects along with a customized note. Some benefits of this approach include:

• Unlimited requests you can send
• After connecting, you can message prospects directly through LinkedIn messaging
• Appears less promotional than an InMail

There are also some potential limitations to be aware of:

• Your request may be ignored or denied
• Harder to stand out from the many other requests people receive
• Prospects may perceive it as a lazy outreach tactic

Making meaningful connections on LinkedIn takes time and effort. But once established, connections provide a valuable channel for ongoing conversations.

When to Use Each Method

So when should you use InMail versus connection requests? Here are some best practices:

Use InMail When:

• You have no existing connections to the prospect
• Their profile indicates they are likely a good fit
• You want to introduce yourself and your services
• You have a limited number of high-value, targeted prospects to contact

Use Connection Requests When:

• You already have some connections in common with the prospect
• You want to expand your network organically over time
• Your goal is more general relationship-building
• You have the capacity to customize requests and follow up appropriately

Tips for Effective Outreach

Whichever method you choose, there are some important best practices to follow:

• Personalize Every Message: Avoid any generic language and make it clear you reviewed their profile.
• Provide Value Up Front: Communicate what’s in it for them to connect or how you can help.
• Keep it Brief: Get to the point quickly and concisely; avoid long-winded pitches.
• Follow Up Persistently: It often takes 5+ touchpoints before getting a response.
• Use a Warm Approach: Highlight any shared connections or experiences you have.

With the right strategy, both InMail and connection requests can be very effective. Test different approaches and see what works best for your business.

InMail vs. Connection Request Response Rates

There isn’t a huge amount of publicly available data comparing InMail and connection request response rates. But here are some helpful benchmarks:

* Ranges reflect significant variance based on factors like message personalization, prospect relevancy, sender authority, etc.

While connection requests tend to see higher response rates, InMail enables you to contact prospects you otherwise couldn’t reach. So both strategies have merit.

Should You Pay for More InMail Credits?

LinkedIn’s InMail credits are one of their main monetization tactics. You only get a limited number for free with each account. Once used up, you have to buy more credits:

• 25 credits – $40/month
• 50 credits – $72/month
• 100 credits – $144/month
• 200 credits – $240/month
• 500 credits – $600/month

Is it worth paying for more InMail capabilities? Here are some factors to consider:

Pros of Buying More InMails:

• Ability to contact many more prospects
• Cast a wider net for new business
• Cheaper than other paid advertising options

Cons of Buying More InMails:

• Easy to spam prospects if not used strategically
• No guarantee of positive ROI on the extra spend
• Monthly costs add up over time

Before purchasing more credits, analyze your current InMail performance:

• What’s your open and response rate?
• How many messages lead to sales qualified opportunities?
• How personalized and targeted are your messages?

If your existing campaigns convert well, investing in more credits may pay off. But initially focus on refining your messaging and targeting.

Tools to Enhance LinkedIn Outreach

There are also various software tools to help streamline and enhance your LinkedIn outreach efforts. Some popular options include:

Sales Navigator

LinkedIn’s premium Sales Navigator makes it easier to identify your best prospects on LinkedIn and manage your campaigns. Key features include:

• Advanced prospecting filters and search tools
• Lead recommendations based on your ideal customer profile
• Send connection requests and InMail right within the platform
• Insights on prospects’ activities to inform outreach

Dux-Soup

Dux-Soup is a Chrome plugin that enables automation and easier management of LinkedIn messaging. Capabilities include:

• Automated connection requests and messages
• Canned message templates
• Sequence scheduling for follow-up touchpoints
• Bulk actions like accepting requests or removing connections

Mixmax for Gmail

Mixmax integrates with Gmail to track LinkedIn outreach and adds features like:

• Link tracking to see if prospects open your messages
• Follow-up reminders for you to take action
• Templates to simplify outreach messaging
• Analytics on engagement and response rates

The right tools can boost your LinkedIn prospecting productivity. But focus first on honing your messaging and targeting strategy.

Conclusion

LinkedIn outreach should be a cornerstone sales strategy for tapping into new prospects. Both InMail and connection requests have advantages, so use each method selectively based on your specific objectives and situation.

To maximize your results:

• Thoroughly research prospects beforehand
• Personalize your messages as much as possible
• Experiment with different outreach approaches
• Use follow-up reminders and automation to streamline your process
• Continuously refine your outreach and prospecting approach

With the right combination of targeting, messaging, persistence, and automation, LinkedIn can become a consistent driver of new pipeline and business opportunities.