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Marketers are increasingly leveraging LinkedIn InMail for securing targeted leads and building key relationships. The blog post will cover what LinkedIn InMail is, why it may not be doing the magic for your B2B lead generation, and what tricks can help you win big with this premium feature. 

What is LinkedIn InMail?

Marketers often face difficulty in reaching top executives using traditional communication channels, such as cold emailing. LinkedIn InMail, however, is successful at helping sales and marketing teams, and business professionals reach high-profile clients. 

If you have a free, basic LinkedIn account, you can directly message members  you’re connected to. However, if you want to reach out to a LinkedIn member outside of your social network, the premium feature of InMail messages serves the purpose. InMail allows you to bypass the connection request stage and directly reach your prospects using a customizable message format. 

The challenges of using InMail

If you are new to InMails, you may feel it’s not working for you as an effective B2B lead generation tactic. This can be because you’re unable to message someone if they’ve chosen not to receive InMail messages in their preferences settings. Then, based on your subscription type, you’re allocated a specific number of InMail message credits. You can’t purchase additional credits outside of your monthly allowance, which may limit your LinkedIn lead generation.

Additionally, you may not be getting desired results with InMail because of a lack of insights for direct and high-level targeting or being unclear about your purpose. Or you’re missing being concise and personal in your outreach messaging. Don’t forget there’s a limit of 200 characters in the subject line and 2000 characters in the body of an InMail message, and you’ve to make the most of the available space.

Tips to win big with LinkedIn InMail

Are you looking at ways to write better InMails and improve your response rate? Here are five tips that can help send your response rates through the roof:

Use engaging subject lines

The subject line is the first impression your prospect will have of you, so it needs to be carefully crafted to reel them in. Did you know 47 percent of email recipients open messages based on the subject line, whereas  69 percent report it as spam solely on the basis of the subject line? Having a short and compelling headline improves the chances of your InMail getting noticed and opened. 

Make persuasive and personal pitches

Don’t forget personalization is an important tactic for improving engagement rates. Make your pitch attention-grabbing so the receiver knows you’ve done due diligence. For instance, talk about their pain areas, highlight your unique value proposition, and how it fits with their problems. You can also mention common connections or shared groups, and talk about your success stories with them to establish your expertise and credibility. All of this boosts the prospects’ trust and makes them want to connect with you.

Include follow-up actions

The last thing qualified buyers want is to have a sales conversation that stalls out. If you’re looking to move your leads quickly through the sales pipeline, use an action-oriented CTA to guide buyers into the next steps they would like to take. This can include scheduling a demo call, signing up for a course, or downloading an ebook. 

 Choose the right time to hit

The key to getting great results with LinkedIn InMails is making sure you reach out to the prospects at the right time. The best way to figure out your lead’s preferred LinkedIn checking time is through A/B testing. Use the trial-and-error method and send InMails at different times during the week and compare response rates. Finally, choose the time that fetches the maximum open and click rates.

Go for LinkedIn automation tools

Have you tried to send a few InMail messages, but received no significant response from prospects? Perhaps you need to change your messaging style but may not be having enough time and resources to spare and draft your own templates.

While InMails don’t come with templates for getting prospects to convert, use Zopto’s InMail templates for different categories of prospects and personalize them for each candidate before sending them out. LinkedIn automation tools like Zopto allows your business to take your LinkedIn lead generation to the next level. Contact us today or book a Demo to learn more about how we can help your business automate yet personalize outreach tactics.


Dana Vines works in Sales and Business Development as a full time digital nomad. She helps B2B and B2C companies develop partnerships across the globe. When she's not working on building relationships, you might find her scuba diving, at a live music event, or planning her next destination.