Four Advantages Of Using LinkedIn Inmail Over Email For Cold Outreach

I was going to write about three advantages, but I thought of a fourth as I was editing this post. It’s at the end.

The closed system

The first advantage is that InMail takes place within the confines of LinkedIn’s closed system. This makes it safer for users to open, and less likely to contain malware and viruses and other nasty stuff. LinkedIn users can be more confident opening an InMail message from another LinkedIn user.

The possible hooks

One of the great aspects of LinkedIn and Sales Navigator is that the same place you can send those InMails from is the place where you can do the research that can give you ammunition to use in those InMails.
When I am going to send someone an InMail, I am doing research in three places: that person’s LinkedIn profile, the profiles of his or her obvious company peers (that I have found using Search in Sales Nav), and their LinkedIn company page. In all of these areas I am looking for hooks, information I can use that will help me get a response. For example, I have commented on how someone took what appears to be a hard turn in their career fifteen years ago (“I see you went from IT into sales. I would love to hear the story behind that career move.”) Or I will see something on their company page such as their headcount is way up in the past year (or way down!). Either of those two extremes can give me instant ways of couching my message, appealing to their growth or their need to cut costs.
These things don’t always jump out at you, but there is usually something there you can use.

The Tacit Approval

What almost no one knows is that you can opt out of receiving any InMail messages. In sending thousands of InMails I have never run across one of them. People seem to accept that part of the price of using LinkedIn is that non-connections may send them messages. They don’t have to open them, but they will show up in their inbox.

The user who is more likely to respond

This is my secret InMail weapon. I have found that LinkedIn users who use LinkedIn a lot are more likely to “get” LinkedIn, and are more likely to be open to receiving a message from a stranger. This makes sense. So I wondered how I could identify those people and it turned out to be pretty easy. I just look for people with lots of connections  – which I can see on their profile – and even more so, I look for people that are active on LinkedIn – which I can also see through their profile.
If I find someone with two thousand connections who shows up on LinkedIn once or twice a week and comments on posts or shares other people’s posts, I like the odds that if I send him or her a message that they will read it –  and of course it will have the hooks we just talked about in it. But if I send a message to a LinkedIn user who has two hundred connections and doesn’t look like they have been on LinkedIn for months, well that person doesn’t “get” LinkedIn and my odds of them ever even seeing my message let alone responding to it are awful.
And the bottom line?
My experience is that when I send outreach emails and outreach InMails with the same message, the ones I can send to active people get a 14% higher response rate. And that makes the effort worthwhile.