InMail is a powerful messaging feature within LinkedIn’s Sales Navigator platform that allows users to directly contact anyone on LinkedIn, even if they’re not connected. With InMail, sales professionals can cut through the noise and connect with their ideal prospects on LinkedIn in a more personal way.
InMail messages have open and response rates that are significantly higher than regular LinkedIn messages. This is because InMails appear directly in the recipient’s LinkedIn inbox, rather than a separate message folder. Recipients are also notified of new InMails via email and push notifications on their phone.
For salespeople, InMail can be an extremely effective tool for initiating contact with prospects, introducing yourself, requesting meetings, and ultimately driving more pipeline. In this article, we’ll provide an in-depth look at what exactly InMail is, how it works, the benefits and use cases, as well as tips for writing effective InMail messages.
What is InMail?
InMail is a one-to-one messaging feature within LinkedIn Sales Navigator that allows you to directly contact anyone on LinkedIn, whether they’re in your network or not.
With a Sales Navigator subscription, users get a certain number of InMail credits each month to send messages. The number of credits depends on your subscription tier. For example, a Sales Navigator Professional account comes with 25 credits per month.
Here are some key facts about InMail:
– InMail messages go directly to the recipient’s main LinkedIn inbox, not a separate folder. This gives your message prime real estate in their inbox.
– Recipients are notified of new InMails via email and push notifications on mobile, making them more likely to open and read your message.
– InMail messages have open rates around 40-50% on average, compared to just 10-15% for regular LinkedIn messages.
– Response rates to InMails are also significantly higher, over 15% on average compared to less than 5% for regular messages.
– You can use InMail to contact any LinkedIn member, regardless of whether they’re in your network or not. The only exception is members who have chosen to only be contacted by 1st-degree connections.
– InMails are perfect for personalized, one-to-one communication. You can’t send bulk InMails.
– With Sales Navigator, you get insights on whether your InMail was opened, who viewed your profile after receiving it, and if your message led to a connection.
Overall, InMail provides a way to directly contact and build relationships with your ideal prospects on LinkedIn in a more personal and effective way compared to regular LinkedIn messaging.
Benefits of Using InMail for Sales Prospecting
Here are some of the key benefits of using InMail for sales prospecting and outreach:
– **Higher open rates:** InMails have open rates around 40-50% on average, 4-5X higher than regular LinkedIn messages. Your prospects are much more likely to actually see your message.
– **Increased responses:** With response rates over 15% typically, you’re far more likely to get a reply to your InMail than regular messages. This translates to more connections and conversations.
– **Direct access to prospects:** InMail allows you to reach anyone on LinkedIn, beyond just your 1st-degree connections. This significantly expands your prospecting pool.
– **Prime real estate:** InMails appear directly in the main inbox, not a separate folder. Your message will be front and center for your prospect.
– **Breaks through the noise:** InMail notifications stand out in inboxes and on mobile. Your message is less likely to get lost in the shuffle.
– **Personalized communication:** InMail is for one-to-one communication, not bulk messaging. This allows you to craft personalized, relevant messages.
– **Powerful analytics:** Sales Navigator provides read receipts, profile view notifications, and conversion tracking for your InMails. You can see which prospects are engaging and follow up accordingly.
– **Flexible scheduling:** You can schedule your InMails to be sent at optimal times when prospects are most active on LinkedIn. Set it and forget it.
In summary, InMail gives salespeople a powerful tool to cut through the noise, deliver messages directly into the inbox, start meaningful conversations, and ultimately drive more pipeline from LinkedIn.
Use Cases and Examples of InMail for Prospecting
Here are some of the most effective ways salespeople can leverage InMail for prospecting:
– **Introductory InMails:** Send an introductory message to break the ice with a prospect and share why you’re reaching out. Focus on providing value upfront.
– **Meeting requests:** Directly request a meeting with a prospect. Include details on why it would be valuable to connect.
– **Following up:** If a prospect has gone cold after initial conversations, send an InMail following up and re-engaging them.
– **Connecting at events:** If you meet prospects at events or conferences, use InMail after to follow up with them.
– **Content sharing:** Share custom content like whitepapers, articles, or case studies that would help the prospect via InMail.
– **Lead nurturing:** Maintain and strengthen relationships with prospects by periodically reaching out with valuable content.
– **Re-engaging old leads:** Surface up old prospects that previously expressed interest by sharing new updates relevant to them.
Here are a few InMail templates and examples for different use cases:
*Intro InMail*
Subject: Pleased to connect, [First Name]!
Hi [First Name],
My name is [Your Name], and I’m a [Your Role] at [Company]. I noticed you work in [Industry] at [Their Company], where [Problem Prospect Faces] is a common challenge.
At [Your Company], we’ve helped leading [Industry] companies like [Examples] tackle this problem using [Your Solution]. I’d love to share some ideas that may help you overcome this challenge as well.
Would you have a few minutes this week for a quick call to introduce myself? I have some availability on [Days/Times].
Either way, I’m excited to connect! Looking forward to chatting soon.
Best,
[Your Name]
*Content Share InMail*
Subject: Article on [Topic] – Thoughts?
Hi [First Name],
I recently came across the attached article on [Topic] and thought you might find it interesting given your work in [Their Industry].
As the article mentions, [Key Takeaway], which can help companies like yours [Benefit].
I’d love to get your take on the article and discuss if these strategies could apply for [Their Company]. Do you have a few minutes this week to connect? I’m open on [Days/Times].
Hope you enjoy the read!
Best,
[Your Name]
*Meeting Request InMail*
Subject: Meeting Request – [Your Company] and [Their Company]
Hi [First Name],
I hope you’re doing well! We haven’t connected in awhile, so I wanted to reach back out.
As you know, [Your Company] works extensively with [Industry] leaders like [Examples] to drive [Results You Provide]. I think there could be some great synergies between our companies.
Would you have 30 minutes to connect sometime next week? I’d love to explore ways we could potentially work together to [Value You Can Provide].
Please let me know if you have availability on [Days/Times]. I look forward to reconnecting!
Best,
[Your Name]
As you can see, InMail gives you plenty of flexibility to craft relevant, value-driven messages tailored to your prospect’s needs. Focus on personalization and providing value instead of pitching.
Tips for Writing Effective InMails
Here are some best practices for writing InMails that grab attention and drive responses:
– **Personalize the message:** Use their name, company, role, interests, groups, and shared connections to make it feel customized. Avoid generic language.
– **Catch their attention with the subject line:** A compelling, personal subject that speaks to their needs will get your InMail opened. Get creative.
– **Highlight shared connections:** If you have shared connections, mention them upfront and how they referred you. This provides credibility.
– **Do your research:** Show you took the time to understand their company, role, needs and challenges. Share insights that would interest them.
– **Bring value:** Offer advice, ideas, insights or resources tailored to them. Don’t make it an obvious sales pitch.
– **Make it concise:** Get to the point concisely. Long blocks of text are tough to digest. Keep InMails to 3-5 concise paragraphs.
– **Use visual formatting:** Break up text with line spacing, paragraphs, and bullet points. Use formatting to highlight key information.
– **Close with a clear CTA:** End with a specific call-to-action and optional times to connect. Don’t leave things open-ended.
– **Proofread carefully:** Double check for spelling and grammar mistakes which undermine professionalism. Don’t rely solely on spell-check.
– **Follow up:** If they don’t respond initially, follow up 3-5 days later re-engaging them on your previous points. Don’t overdo follow ups.
Mastering the art and science of InMail takes testing and refining your messaging. Pay attention to response rates and optimize over time.
InMail Tips and Best Practices (Table)
| Tips | Best Practices |
|---|---|
| Personalize the message | Use their name, company, role, interests, groups, and shared connections. |
| Catch attention with the subject line | Use compelling, personalized subject focused on their needs. |
| Highlight shared connections | Mention upfront if you have shared connections and how they referred you. |
| Do your research | Demonstrate understanding of their company, role, needs, and challenges. |
| Bring value | Share advice, ideas, insights or resources tailored to them. Don’t pitch. |
| Make it concise | Keep to 3-5 focused paragraphs. Avoid long blocks of text. |
| Use visual formatting | Incorporate line spacing, paragraphs, and bullet points. Highlight key info. |
| Close with a clear CTA | End with a specific call-to-action and optional times to talk. |
| Proofread carefully | Double check spelling/grammar. Don’t solely rely on spell-check. |
| Follow up | If no response initially, follow up 3-5 days later re-engaging them. |
InMail Availability by Subscription
The number of InMail credits you receive each month depends on your Sales Navigator subscription tier:
– **Sales Navigator Essentials:** 0 InMails per month
– **Sales Navigator Team:** 10 InMails per month
– **Sales Navigator Professional:** 25 InMails per month
– **Sales Navigator Advanced:** 50 InMails per month
In general, it’s recommended to get Sales Navigator Professional or Advanced if you want to fully leverage InMail for prospecting.
With Sales Navigator Professional, you get 25 InMails each month. That comes out to about one per weekday, which is usually sufficient for most sales professionals.
Advanced gives you 50 per month, but is a big jump in price. Evaluate your needs, but Professional is the sweet spot for most.
Additionally, credits roll over month to month for up to one year. So if you don’t use all 25 in a month, they’ll accumulate over time up to an additional 300 credits. You can also purchase extra credits as needed.
InMail vs. Regular LinkedIn Messaging
Here is a comparison of key differences between InMail and sending regular LinkedIn messages:
| InMail | Regular LinkedIn Messaging | |
|---|---|---|
| Open Rates | 40-50% on average | 10-15% on average |
| Response Rates | 15%+ on average | Less than 5% on average |
| Appearance | Appears directly in inbox | Sent to separate message folder |
| Notifications | Email and push notifications | No notifications |
| Who You Can Contact | Anyone on LinkedIn | Only your 1st-degree connections |
| Credits Needed? | Yes, uses your InMail credits | No credits needed |
| Audience | One-to-one communication | One-to-many communication |
| Analytics | Read receipts, notifications | No delivery insights |
Conclusion
InMail is an extremely powerful tool within Sales Navigator that enables salespeople to directly engage prospects in a meaningful, personalized way.
With benefits like higher open and response rates, direct delivery into inboxes, and expanded prospect reach, InMail can significantly improve your LinkedIn prospecting results.
Focus on crafting concise, value-driven messages tailored to each prospect. Do your research and personalize outreach. With the right approach, InMail provides a conduit for starting great conversations with your ideal prospects.
To recap, InMail:
– Appears directly in recipients’ main LinkedIn inbox for prime visibility
– Notifies prospects via email and push alert when received
– Delivers drastically higher open and response rates versus regular messages
– Lets you contact anyone on LinkedIn, beyond just 1st-degree connections
– Is ideal for personalized, one-to-one prospect communication
– Comes included with all paid Sales Navigator subscriptions (number of credits varies)
– Gives sales professionals a powerful tool for prospecting on LinkedIn
So use InMail wisely and it can become an invaluable asset for filling your sales pipeline from LinkedIn. Just avoid overt selling and make sure messages bring real value.
