InMail is LinkedIn’s internal messaging system that allows you to directly contact other members, even if you are not connected. There are two main types of InMail – focused and other. Focused InMail goes to members who match your ideal customer profile, while other InMail can be sent to any member on LinkedIn.
What is Focused InMail?
Focused InMail allows you to target your messages to members who match a specific criteria, such as job title, company, industry, location, skills, interests, and more. When you send a focused InMail, LinkedIn will deliver it to members in your target audience who are most likely to respond.
The main benefits of focused InMail include:
- Higher response rates – Focused InMail goes to members who are a good fit for what you are offering.
- Targeted outreach – You can zero in on your ideal customers with precision targeting.
- Quality over quantity – Focused on engaging the right members vs spamming all connections.
To use focused InMail, you first define your ideal customer profile using LinkedIn’s advanced targeting options. You can target by geography, industry, job role, skills, company size, and other attributes. Then LinkedIn will deliver your InMail to the members who best match your criteria.
Tips for using focused InMail effectively
- Research your target audience carefully and include multiple attributes.
- Test different combinations of targeting options.
- Personalize each message with the member’s name and company.
- Follow up with multiple touches over time.
- Track response rates to refine your targeting approach.
What is other InMail?
Other InMail allows you to send messages to any member on LinkedIn, regardless of their profile or targeting attributes. You can directly message any 1st, 2nd, or 3rd degree connection as well as members outside your network.
The main differences with other InMail include:
- Lower response rates – Messages go to any member without filters.
- No targeting options – You cannot define an audience or filters.
- Open to anyone – Ability to message any LinkedIn member.
- Lower cost – Other InMail credits cost comparatively less.
Other InMail is best used for one-off messages when you don’t need precise targeting. For example, you may want to message someone who viewed your profile, replied to a post, or appeared in search results.
Tips for using other InMail effectively
- Personalize every message to the individual recipient.
- Follow up quickly if you get a response.
- Focus on quality over quantity – don’t spam people.
- Target 2nd and 3rd degree connections first.
- Check message response rates and iterate.
Key Differences Between Focused and Other InMail
Here is a quick overview of the main differences between focused and other InMail:
Factor | Focused InMail | Other InMail |
---|---|---|
Targeting | Advanced targeting options | No targeting, any member |
Audience Fit | Members matched to ICP | Any member on LinkedIn |
Response Rates | Higher | Lower |
Cost Per Credit | Higher | Lower |
Use Cases | Outbound sales Targeted campaigns |
One-off messages Cold outreach |
As you can see, focused InMail allows for precision targeting and higher response rates, while other InMail offers more open messaging capabilities to any member.
When Should You Use Focused vs Other InMail?
Here are some best practices on when to use each type of InMail:
Use Focused InMail When:
- Conducting an outbound sales campaign
- Wanting to engage your ideal customer profile
- Following up oninbound leads
- Promoting content, events or offers
- Trying to reach decision makers
Use Other InMail When:
- Making one-off connection requests
- Following up on site visitors
- Responding to content engagement
- Reaching out to make introductions
- Unable to identify a specific target audience
Focused InMail Use Cases
Here are some examples of effective uses cases for focused InMail outreach campaigns:
Sales Prospecting
Target key accounts and titles to book demos and qualify leads. For example, target VPs of Sales at companies with 500-1000 employees in the tech industry.
Event Promotion
Message attendees of past events, connections of hosts, and local members to drive event registration. Target by location, industry, job role.
Content Syndication
Share new content like ebooks, whitepapers and articles with engaged visitors. Target by interests, member activity, content downloads.
Service Promotion
Inform professionals who have relevant skills, backgrounds and titles about your service offerings. Target by skills, job titles, companies.
Lead Nurturing
Follow up and continue conversations with inbound leads. Target website visitors, content engagers, event attendees.
Other InMail Use Cases
Here are some examples of effective uses cases for sending other InMails:
One-off Connection Requests
Directly reach out to request a connection from mutual connections, colleagues, or professionals you would like in your network.
Thank You Notes
Send a quick note of appreciation when someone shares valuable insights, makes an introduction, or provides great service.
Profile Engagement Follow Up
If someone views your LinkedIn profile, send them a message to start a conversation while your name is top of mind.
Job Application Follow Up
Directly contact recruiters and hiring managers to check on the status of your application and reiterate interest.
Content Engagement
If someone likes, shares or comments on your content, use that signal to start a conversation.
Tips for Using InMail Effectively
To get the most out of LinkedIn InMail, keep these best practices in mind:
- Personalize every message – use the member’s name, company, interests, etc.
- Make the subject line compelling to increase open rates.
- Highlight value in the first 1-2 sentences.
- Focus on how you can help, not just promote your product.
- Use targeting to reach the right members.
- Follow up with multiple touches over time.
- A/B test different subject lines, offers and calls-to-action.
- Monitor open and response rates to optimize campaigns.
- Use both focused and other InMail for different uses.
- Follow up quickly when you get responses.
Conclusion
In summary, focused InMail allows for precision targeting of your ideal customers while other InMail offers open messaging capabilities. Focused InMail is better for sales prospecting, lead nurturing and targeted campaigns. Other InMail works well for one-off messages, cold outreach, and less targeted use cases.
The keys to success are personalizing messages, testing different approaches, targeting carefully, and measuring response rates. Use both focused and other InMail as appropriate to achieve your outreach goals on LinkedIn.