InMail gets 10-25% response rates. Cold email gets 1-5%. Why aren't you using both? InMail is a premium tool for premium targets — use it surgically, personalize heavily, and combine with email for maximum impact.
InMail response rate (vs 1-5% cold email)
Source: LinkedIn Data
What Is InMail?
InMail is LinkedIn's premium messaging to people outside your network. Unlike connection requests, InMails reach people directly without needing to connect first.
| Feature | Details |
|---|---|
| Credits | 50/month with Sales Navigator |
| Credit Refund | Refunded if recipient replies within 90 days |
| Delivery | LinkedIn inbox + email notification + mobile |
| Message Length | Up to 1,900 characters (keep it shorter) |
Pro Tip
When to Use InMail vs Connection Request
InMail and connection requests serve different purposes. Choose based on your goal and the prospect's value.
| Use Case | InMail | Connection |
|---|---|---|
| High-value targets | ✓ Best | Works too |
| Time-sensitive outreach | ✓ Best | Slower |
| Decision-makers who ignore requests | ✓ Best | May not accept |
| Building long-term network | Overkill | ✓ Best |
| Peers, industry contacts | Overkill | ✓ Best |
The Data on InMail Performance
10-25%
Response rate (vs 1-5% cold email)
50-60%
Open rate
22%
Higher response for messages under 400 chars
15%
Better performance for personalized vs bulk
"InMails sent on Tuesday-Thursday see the highest response rates. Avoid Saturday (4-8% lower response)."
InMail Subject Lines
Subject lines matter — they determine whether your InMail gets opened. Keep them under 30 characters for mobile visibility.
✓ Examples That Work
- • "Quick question about [Company]"
- • "[Mutual connection] suggested I reach out"
- • "Re: [recent company news]"
- • "[Industry] IT question"
- • "Congrats on the new role"
❌ Avoid
- • Clickbait: "I have an exciting opportunity..."
- • Vague: "Quick question"
- • Sales-y: "Save 30% on IT services"
- • Too long: "I'd love to discuss how we might help..."
"Subject lines between 16-27 characters have the highest open rates on InMail."
InMail Body Structure
Keep InMails short and structured. Under 400 characters if possible, definitely under 800.
The Four-Part Structure
- 1.Hook — Why you're reaching out (1 sentence)
- 2.Relevance — Why them specifically (1-2 sentences)
- 3.Value — What's in it for them (1 sentence)
- 4.CTA — Low-pressure ask (1 sentence)
InMail Templates
Template 1: Trigger Event (Job Change)
Subject: Congrats on the new role
"[Name], saw you just joined [Company] as [Title]. The first 90 days in a new role are always intense.
I work with [industry] companies on IT strategy — if tech questions come up as you're getting settled, happy to be a sounding board.
Worth a quick call?"
Template 2: Mutual Connection
Subject: [Mutual's name] mentioned you
"[Name], [Mutual] and I were talking about [topic] and your name came up.
We help [industry] companies with [specific thing]. Thought it might be worth connecting.
Open to a 15-minute chat?"
Template 3: Company Research
Subject: Question about [Company initiative]
"[Name], noticed [Company] is [expanding/hiring/launching X]. Exciting growth.
We work with similar [industry] companies on [relevant service]. Curious if [specific challenge] is on your radar.
Worth a quick conversation?"
Follow-Up Strategy
InMail credits are limited — use them strategically:
- •If no response, wait 5-7 days before following up
- •Follow up once via InMail, max twice
- •Then try connection request or email
- •Don't waste credits on non-responders
Do This
- Use InMail for high-value targets worth the credit
- Personalize every InMail — bulk = wasted credits
- Send Tuesday-Thursday for best response
- Keep under 400 characters when possible
Avoid This
- Waste credits on low-priority targets
- Send more than 2 InMails to non-responders
- Use generic templates without personalization
- Send on Saturday (4-8% lower response)
InMail + Email Coordination
Multi-touch across channels increases visibility without being annoying:
Option A: InMail First
Send InMail → Wait 3-4 days → Follow up via email → Reference the InMail
Option B: Email First
Send email → Wait 3-4 days → Send InMail as follow-up → "Shot you an email..."
Reference the other channel to show you're trying multiple ways to reach them — not sending the same message twice.
Key Takeaways
- •10-25% response rate — 5-10x better than cold email alone
- •Under 400 characters = 22% better — brevity wins
- •Subject lines 16-27 characters — optimal for opens
- •Tuesday-Thursday best — avoid Saturday
- •Combine with email — multi-touch increases visibility
What's Next
InMail is most powerful when combined with other channels. Learn the multi-channel approach that gets 287% higher engagement, or go deeper with Sales Navigator to maximize your InMail effectiveness.