InMail lets you contact eligible LinkedIn members outside your existing connections. Use it selectively for relevant MSP prospects and compare useful conversations against credit cost and research time.
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 the available message space (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
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..."
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
- Ignore the recipient's working hours and preferences
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
- •Measure qualified conversations — compare channels for your audience
- •Keep the message concise — brevity wins
- •Use a concise, relevant subject so the reader understands the topic
- •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 keeps the conversation coordinated, or go deeper with Sales Navigator to maximize your InMail effectiveness.