Cold messaging on LinkedIn can be an effective way to generate new business opportunities and connect with potential clients or partners. However, cold outreach needs to be done thoughtfully and strategically to achieve success. In this article, we’ll explore the key factors that influence the success rate of cold messaging on LinkedIn.
What is Cold Messaging on LinkedIn?
Cold messaging refers to initiating contact with someone you have no existing relationship with, typically with the aim of exploring a business opportunity. On LinkedIn, this usually means sending an initial InMail to someone you don’t know, introducing yourself and explaining why you’d like to connect.
Some key characteristics of cold messaging on LinkedIn:
– The recipient does not know you already
– You are initiating contact out of the blue, not responding to a job posting or other existing lead
– Your goal is typically commercial – to generate new business, sales leads, partnership opportunities etc.
What Influences the Success Rate?
Many factors can influence whether your cold messages on LinkedIn generate positive responses and meaningful conversations. Key elements include:
Your LinkedIn Profile
The strength of your own LinkedIn presence is critical. People will be more inclined to engage with an approach from someone with a complete, professional profile showing relevant experience, skills and recommendations.
Personalization
Generic “spray and pray” messages sent en masse tend to be ignored. Tailoring your message to the individual recipient’s role, interests and company makes a personal connection more likely.
Relevance
You need to explain clearly why contacting this specific person is relevant and valuable to them. Link it to their work, interests or company wherever possible.
Value Proposition
Articulate what’s in it for them – how connecting could be useful for the recipient, not just you. This value could be advice, insights, partnerships, new business opportunities and more.
Follow-Up Persistence
Don’t give up after one unanswered message. Follow up politely if needed, while respecting the recipient’s time and boundaries. Persistence can pay off.
Overall Success Rates
So what response rates can you expect from cold LinkedIn outreach overall? Here are some typical benchmark statistics:
| Metric | Typical Rates |
|---|---|
| InMail response rate | 10-30% |
| InMail acceptance rate | 2-5% |
| Meetings booked from accepted InMails | 25-35% |
These numbers indicate that a relatively small proportion of cold InMails will get a positive response and acceptance to connect. However, for those that do get through, you can often progress 25-35% to an initial meeting.
With strong targeting and messaging, some experienced LinkedIn users report InMail response rates towards the higher end of that 10-30% scale. But connectivity will always be lower than when contacting existing connections.
Strategies to Improve Success Rates
How can you boost your chances of getting InMail responses and building new relationships through your LinkedIn outreach?
Focus on Quality over Quantity
Carefully research and pick your targets, tailor your messages, and track response rates. Prioritize quality approaches over spamming out generic InMails.
Seek Introductions
Ask existing contacts for personal introductions to key targets where possible. A warm connection can dramatically increase response potential.
Offer Value
Position yourself as offering advice, insights or opportunities, not just pitching business. Provide value to stand out.
Follow Up Thoughtfully
If appropriate, follow up any non-responses politely and check if they received your initial message. But don’t harass people.
Adjust Your Approach
Continuously refine your targeting, messaging, tone etc. based on response data to optimize connection rates. Test and learn.
Is Cold Messaging Worth It?
Despite the low response rates, cold InMailing on LinkedIn can certainly be worth the effort for the right business goals and use cases. The key is being selective, personalized and persistent in your outreach. With a dialed-in approach, you can generate promising new prospects and relationships over time through LinkedIn cold messaging.
Conclusion
Typical response rates for cold InMails on LinkedIn tend to fall in the 10-30% range, with 2-5% of recipients agreeing to connect. For those conversations that do get started, you can often progress to an initial meeting around 25-35% of the time.
Success depends on many factors, including the strength of your profile, personalized targeting and messaging, communicating relevance and value, and thoughtful follow up. With optimization, cold outreach can become an effective way to develop new business relationships and opportunities.
