InMail acceptance rates can be an important metric for measuring the effectiveness of reaching out to prospects on LinkedIn. But what actually constitutes a “good” InMail acceptance rate? There are a few factors to consider.
What is Considered a Good InMail Acceptance Rate?
There is no single universally agreed upon benchmark for a good InMail acceptance rate. However, based on bench-marking data and advice from sales experts, here are some general guidelines:
- 10-15%: This acceptance rate is considered decent/average for most sales teams doing outbound prospecting.
- 15-25%: This range is considered quite good, and better than average.
- 25%+: Acceptance rates higher than 25% are excellent, and indicate very effective targeting, personalization and messaging.
So in general, an InMail acceptance rate in the 10-15% range could be considered “good”, while 15%+ is very good. However, the exact definition of a “good” rate depends on factors like your industry, target personas, sales cycle length, and overall outreach strategy.
What Impacts Your InMail Acceptance Rate
There are several key factors that influence what acceptance rate you can realistically achieve with your InMail outreach efforts:
Target Personas & Lead Quality
Some prospects are simply more inclined to accept InMail requests than others. For example, you will likely have a higher acceptance rate when targeting senior-level decision makers vs. low-level prospects. The overall quality and responsiveness of your target audience impacts accept rates.
Personalized, customized InMails tend to have higher acceptance rates than generic, spray-and-pray style messages. Taking the time to customize your messages and relate to the recipient’s interests improves open and response rates.
Prospects are more likely to accept InMail requests from people they have existing relationships and rapport with. Taking the time to build connections and nurture prospects before pitching them greatly improves accept rates.
Messaging & Value Proposition
The way you craft your InMail messages also influences accepts. Clear, concise messages that communicate value tend to convert better than long-winded pitches. Fine-tuning your messaging for each target persona is key.
Sender Reputation & Network
Who the InMail request is coming from matters. Prospects are more inclined to accept requests from senders with larger networks, more connections in common, and positive reputations on LinkedIn.
Your response rate to inbound InMail requests also influences your acceptance rate. Prospects review your profile before accepting, and may decline if they see you rarely respond to messages.
Some industries and product types naturally have higher or lower InMail acceptance rates. For example, acceptance rates tend to be lower when prospecting to conservative industries like banking.
Tips for Improving Your InMail Acceptance Rate
Here are some proven tactics to help drive up your InMail acceptance rate:
- Research prospects thoroughly before connecting and customize messages based on their interests/role.
- Highlight shared connections, groups, or experiences in your outreach to establish rapport.
- Keep your messaging clear, concise, and focused on communicating value.
- Follow up on accepted InMail requests promptly to keep the conversation going.
- Expand your LinkedIn network and build credibility to improve sender reputation.
- Promptly respond to inbound InMail requests to project responsiveness.
- Continuously refine your prospect targeting criteria to improve lead quality.
- A/B test different subject lines and messaging copy to optimize response rates.
How Many InMails Should You Send to Hit Accept Rate Targets?
The number of InMails you need to send to hit your desired accept rate target depends on your current baseline rate. Use this table as an approximate guideline on send volumes:
|Accept Rate Goal
|Approx. InMails to Send
So for example, if you want to hit a 15% accept rate, you would need to send approximately 67 InMails. The exact number can vary based on your outreach strategy – but this table gives you a general benchmark.
Should You Have an Accept Rate Goal?
Is it necessary to have a defined target InMail acceptance rate? There are pros and cons to consider:
Potential Pros of Accept Rate Goals
- Creates a quantifiable benchmark for teams to work towards.
- Motivates team members to refine outreach processes to drive up rates.
- Allows you to track performance over time.
- Could incentivize spray-and-pray messaging if rate is over-emphasized.
- Accepts alone don’t reflect lead quality or sales pipeline impact.
- Goals could limit prospecting creativity and personalization.
Overall, having some type of acceptance rate goal can be useful – but it shouldn’t be the only KPI. Measuring conversion to sales meetings and opportunities generated gives a fuller picture of InMail effectiveness.
- A “good” InMail acceptance rate is generally around 10-15%, with 15-25% considered very good.
- Personalization, targeting, relationships and crafting value-driven messages boost accept rates.
- Accept rate alone doesn’t reflect lead quality – conversion rates also matter.
- Have goals, but don’t over-focus on acceptance rates alone.
InMail acceptance rates depend on your prospecting process and outreach strategy. While there are general benchmarks, focus on continual testing and optimization rather than a single metric. By refining your targeting, personalization, relationships, and messaging, you can achieve consistently strong InMail acceptance rates over time.