In today’s digital age, there are many options available for networking and relationship building. Two of the most common platforms used are email and LinkedIn. Both have their advantages and disadvantages when it comes to effectively networking. Knowing when to use email versus LinkedIn can optimize your networking strategy.
The pros and cons of networking through email
Email allows you to directly contact people in your network or outside of it. Being able to customize messages and attach relevant documents are some of the benefits of email networking. Here is a comparison of the pros and cons:
Pros
- Direct contact with specific individuals
- Can customize messages for each recipient
- Can attach relevant documents or media
- Messages are private between sender and recipient
Cons
- No way to connect with wider audiences
- Difficult to establish yourself as an industry expert
- Time consuming to craft individual messages
- Recipient may disregard emails from unknown senders
Overall, the one-to-one nature of email networking allows for personalized outreach but limits your ability to establish yourself more widely.
The pros and cons of networking through LinkedIn
LinkedIn provides access to extensive professional networks and allows you to present yourself as an industry expert. The platform enables you to connect with people you know and reach those you don’t. Here is an overview of the main pros and cons:
Pros
- Large established professional network
- Ability to build your reputation and establish expertise
- Interact in relevant industry groups and discussions
- Get introduced to wider networks through connections
- Share content to large groups of people
Cons
- Impersonal nature of platform
- Difficult to customize interactions
- Time consuming to actively engage with the platform
- Not everyone uses LinkedIn regularly
The broad reach of LinkedIn comes at the cost of more impersonal interactions. However, it is an unparalleled platform for building a professional brand.
When to choose email networking
Even with the rise of social media, email networking remains an effective approach in these key situations:
- Following up after in-person meetings
- Making introductions for someone in your network
- Sending personalized invites or information
- Reaching out directly when you lack a connection on LinkedIn
The one-to-one nature of email networking makes it advantageous when you want a more personal or direct interaction with someone. It is especially useful when you already have an established relationship.
Example email outreach template
Subject line: Following Up Per Our Meeting Last Week
Hi [name],
I wanted to thank you again for taking the time to meet with me last Tuesday. It was great to be able to discuss [relevant topic] in person. I’ve attached the report we referenced so you can take a look at the data we discussed. Please let me know if you have any other questions!
Best,
[your name]
When to choose LinkedIn networking
LinkedIn’s extensive reach makes it the better choice in these networking scenarios:
- Establishing yourself as an industry expert
- Introducing yourself to new connections
- Engaging with wider professional communities in your field
- Staying up to date with industry news and content
The platform allows you to broaden your connections beyond your direct contacts. It is ideal for raising your professional profile within an industry.
Example LinkedIn outreach template
Subject line: Connecting on LinkedIn
Hi [name],
I wanted to connect with you on LinkedIn after seeing that we’re both involved in the [relevant industry/association]. I’m impressed by your expertise in [their focus area] and hoped we could connect. Please feel free to reach out or connect if you’re open to chatting more about [topic of common interest]. I look forward to potentially working together.
Best,
[your name]
Best practices for networking over email and LinkedIn
To get the most out of networking on both email and LinkedIn, keep these tips in mind:
Email networking best practices:
- Personalize each message with specific details about the recipient
- Be clear about your purpose for connecting in the first email
- Focus emails on offering value and information rather than asking for something
- Follow up any meetings or conversations with a thank you email recapping details
- Don’t overdo it – balance relationship building with giving people space
LinkedIn networking best practices:
- Craft a strong profile with detailed work history and accomplishments
- Engage regularly by liking, commenting, and posting content
- Join relevant industry groups and participate in discussions
- Send personalized connection requests when possible
- Recommend and endorse connections for their skills
Using both channels strategically can help maximize your networking potential.
Key takeaways
Here are the key points to consider when deciding between email or LinkedIn for networking:
- Email is better for one-on-one relationship building, especially with existing contacts
- LinkedIn enables you to establish yourself as an industry expert and expand your reach
- Leverage email for follow up and more personal outreach
- Use LinkedIn to raise your profile and engage with broader communities
- Apply best practices like personalization and adding value when using both channels
Evaluating your specific networking goals will dictate which platform is better suited. Oftentimes utilizing both email and LinkedIn in tandem provides the right balance of personalized and broad outreach. With the right strategy, you can reap the benefits of networking effectively.
Frequently Asked Questions
Should I include my LinkedIn profile link in my email signature?
Including a link to your LinkedIn profile in your email signature is recommended. It provides an easy way for recipients who are interested to connect with you and learn more about your professional background.
Is it better to send LinkedIn connection requests with a personalized note?
Yes, sending personalized connection requests tends to be more effective on LinkedIn. Taking the time to write a custom message introduces yourself directly and gives the recipient context around why you want to connect.
What’s the best way to organize my LinkedIn connections?
Using LinkedIn’s grouping feature to categorize your connections (such as colleagues, classmates, networking contacts) makes it easier to customize your interactions based on the nature of your relationship.
How often should I communicate with networking contacts?
Aim to remain top of mind with your network by checking in periodically. Connecting once or twice a quarter by email or LinkedIn are good rules of thumb. But gauge off their level of responsiveness and interest.
How do I tactfully ignore a networking request?
If you receive a LinkedIn request from someone you don’t wish to connect with, you can use LinkedIn’s privacy settings to customize which requests you have to respond to. For unwelcome email requests, it’s fine to not reply. But deleting the message prevents future follow up. A brief reply declining to connect is more definitive.
Conclusion
Email and LinkedIn are among the top digital platforms for networking, but serve different purposes. Email allows for personalized relationship building, especially with existing contacts. LinkedIn enables you to expand your reach and establish yourself as an industry leader.
Evaluating your networking goals will determine which channel is appropriate. In most cases, utilizing both email and LinkedIn together provides the right balance of one-on-one and broad outreach. Applying best practices on each platform will allow you to optimize your networking strategy.
