Cold messaging someone on LinkedIn without any prior connection can be acceptable in some cases, but should be approached carefully and strategically. The key is to personalize messages, offer value, and have a genuine reason for reaching out beyond just trying to sell something or advance your own interests.
Understanding cold messaging
Cold messaging refers to initiating contact with someone you have no existing relationship with. This is different from messaging a connection, colleague, or someone you’ve interacted with previously.
On LinkedIn, there are a few forms of cold messaging:
- Sending an invite to connect along with a customized note introducing yourself and explaining why you’d like to connect.
- Sending an InMail message without being connected.
- Commenting on the person’s posts or activity to start a conversation organically.
Potential benefits of thoughtfully crafted cold messages
Done correctly, cold messaging can provide value to the recipient and lead to meaningful connections. Here are some potential benefits:
- Networking: It allows you to introduce yourself and expand your connections in your industry or local community.
- Lead generation: You can reach out to prospects who might be interested in your products/services.
- Recruiting: HR and recruiters can source potential job candidates.
- Building partnerships: Businesses can connect with other companies for collaborations.
- Getting advice: You can pick someone’s brain or get insights from their expertise.
Keys to effective cold messaging
To have success with cold outreach, consider these best practices:
- Personalize: Make sure your message is tailored specifically to them, referencing their background, interests, company, location, etc. Generic messages often get ignored.
- Demonstrate shared interests/values: Highlighting common ground helps establish rapport quickly.
- Offer value: Provide useful information, resources, or other benefits to the recipient so it’s not just a one-sided ask.
- Be transparent: State upfront who you are and why you’re reaching out so there’s no confusion.
- Have a clear objective: Know exactly what you’re hoping to get from the interaction and communicate that respectfully.
- Make it easy to respond: Ask an open-ended question or provide a call-to-action that makes continuing the conversation simple.
Cold messaging etiquette
To avoid coming across as spammy or annoying, follow proper cold messaging etiquette:
- Keep your message concise yet warm and friendly.
- Respect their time by not sending overly lengthy notes.
- Mention if you have interacted in other contexts like industry events.
- Only message those who would realistically benefit from connecting.
- If they don’t respond, do not continue messaging repeatedly.
- Accept a lack of response gracefully.
- Offer to remove them from any mailing lists if requested.
When cold messaging may be inappropriate
There are some cases when it’s best to avoid cold messages:
- Messaging overly targeted demographics like students or junior employees when you are in a senior position in an attempt to build your network.
- Contacting people solely because they work at a major company you want to do business with.
- Sending the exact same message to a large number of people without personalization.
- Asking for a job or internship without formally applying.
- Sending unsolicited promotional messages with no real value for the recipient.
- Contacting those who have expressed they do not wish to be contacted.
How to craft an effective cold message
Follow these steps to create well-received, non-spammy cold messages:
- Research the person and company to find commonalities and topics to bond over.
- Start with a warm, personalized greeting referring to shared traits.
- Briefly introduce yourself and explain the reason for your outreach.
- Provide value by offering useful information or resources.
- Find an opening for further conversation with an open-ended question.
- Express appreciation for their time and provide contact information.
- Close with a friendly sign-off and invitation to connect.
Alternatives to cold messaging
If uncomfortable with cold outreach, some other options to consider include:
- Asking mutual connections for introductions.
- Interacting with the person’s content before messaging.
- Publishing valuable content to establish yourself as an industry thought leader.
- Participating in relevant LinkedIn groups and discussions.
- Attending live networking events and conferences.
- Following warm referral leads that come through your network organically.
Tips for receiving cold messages
On the receiving end, you can handle cold messages professionally by:
- Being open-minded and giving senders the benefit of the doubt.
- Reviewing messages from those in your field or locality.
- Politely declining any messages that clearly aren’t aligned with your interests or needs.
- Blocking senders if messages become harassing.
- Providing constructive feedback to those who message you inappropriately.
- Expressing thanks even for messages you do not engage with further.
- Avoiding publicly shaming well-intentioned senders.
In summary
Cold messaging through LinkedIn can lead to fruitful connections when handled carefully. Personalized, value-focused outreach combining etiquette with strategic best practices often yields the most success. With the right approach, cold messaging can benefit both senders and recipients.
