What Is LinkedIn InMail (and Why It Matters)
LinkedIn InMail is the platform's built-in messaging feature that lets you contact anyone on LinkedIn, even if you're not connected. Unlike regular messages, InMail bypasses the connection requirement entirely.
This matters because the average LinkedIn user ignores most connection requests from strangers. InMail gives you a direct line to decision-makers, hiring managers, and potential clients without needing a mutual connection first.
But here's the catch: most InMail messages get ignored. LinkedIn's own data suggests that InMail response rates hover around 10-25% depending on the industry. The difference between messages that get replies and messages that get archived comes down to a few specific techniques.
Who Gets InMail Credits
Not every LinkedIn account includes InMail. Here's the breakdown:
- Free accounts - 0 InMail credits (you can only message connections)
- Premium Career - 5 credits per month
- Premium Business - 15 credits per month
- Sales Navigator Core - 50 credits per month
- Recruiter Lite - 30 credits per month
Credits roll over for up to 90 days. If someone replies to your InMail, the credit gets refunded - which means a good message literally costs you nothing.
Open Profile members can receive InMail from anyone for free, even without credits. Look for the "Message" button on profiles of people you're not connected with. If it's there, they've enabled Open Profile.
How to Write InMail Subject Lines That Get Opened
The subject line is your first (and often only) chance to earn attention. LinkedIn InMail subject lines are capped at 200 characters, but shorter performs better.
What works:
- Specific and relevant - "Question about your team's content workflow" beats "Quick question"
- Personalized - Reference their company, role, or recent activity
- Short - Aim for 4-8 words. Messages with subject lines under 10 words see higher open rates
- No clickbait - "URGENT OPPORTUNITY" guarantees the archive folder
Subject line examples that perform:
- "Saw your talk at [Event] - one follow-up"
- "[Mutual connection] suggested I reach out"
- "Question about [Company]'s approach to [topic]"
- "Your post on [topic] - quick thought"
- "Congrats on the [role/milestone] - genuine question"
Avoid generic openers like "Exciting opportunity" or "Partnership inquiry." They signal mass outreach and get filtered immediately.
The Anatomy of a High-Response InMail
Every effective InMail follows the same structure, whether you're recruiting, selling, or networking.
1. Personalized Opening (1-2 sentences)
Show you've done your homework. Reference something specific about the person - a recent post, a company announcement, a shared background.
Good: "I read your post about scaling content operations at [Company] and it resonated - we ran into the exact same bottleneck last quarter."
Bad: "I came across your profile and was impressed by your experience."
The second example could be sent to anyone. That's the problem.
2. Context and Credibility (1-2 sentences)
Briefly explain who you are and why your message is relevant. Don't list your resume - just establish enough context that they understand why you're reaching out.
Good: "I lead content strategy at [Company], and we've helped 200+ B2B teams streamline their LinkedIn publishing workflow."
Bad: "I'm the CEO of [Company], a leading provider of innovative solutions for enterprise content management across multiple verticals."
3. The Ask (1 sentence)
Be specific about what you want. Vague messages get vague responses (or none). Make the ask small and easy to say yes to.
Good: "Would you be open to a 15-minute call this week to compare notes on content scheduling?"
Bad: "I'd love to connect and explore potential synergies."
4. Easy Exit (1 sentence)
Give them permission to say no. Counterintuitively, this increases response rates because it reduces the perceived commitment.
Good: "Totally understand if the timing doesn't work - no pressure at all."
InMail Templates That Actually Work
For Sales Prospecting
Subject: Quick question about [Company]'s content process
Hi [Name],
I noticed [Company] has been publishing consistently on LinkedIn - the carousel series on [topic] was particularly strong. I work with B2B marketing teams that want to scale that kind of output without burning out their team.
We recently helped [Similar Company] cut their content production time by 40% while doubling their posting frequency. Would a 15-minute chat make sense to see if something similar could work for your team?
Either way, keep up the great content.
For Networking
Subject: Your post on [topic] - one question
Hi [Name],
Your recent post about [specific point] caught my attention. I've been working on something similar at [Company] and ran into [specific challenge]. Curious how your team handled that.
Would you be open to a quick exchange on this? Happy to share what we've learned too.
For Recruiting
Subject: [Role] at [Company] - thought of you
Hi [Name],
I'm building out the [department] team at [Company] and your background in [specific skill] stood out. We're working on [interesting project/challenge] and I think your experience with [specific thing from their profile] would be a great fit.
Would you be open to a brief conversation? Even if the timing isn't right, I'd value your perspective.
Common InMail Mistakes (and How to Fix Them)
Sending walls of text. Keep your message under 150 words. LinkedIn displays InMail in a compact view - long messages look overwhelming on mobile. If you can't make your point in 150 words, you probably don't have a clear enough ask.
Leading with yourself. The first sentence should be about them, not you. "I'm the founder of..." as an opener signals a pitch. Start with something you noticed about their work instead.
Being too formal. InMail is not email. Drop the "Dear Sir/Madam" and "I hope this message finds you well." Write like you're messaging a colleague, not drafting a cover letter.
Mass-sending the same template. LinkedIn tracks InMail performance. If your response rate drops too low, LinkedIn may restrict your ability to send messages. Personalization isn't just polite - it protects your account.
Asking for too much too soon. Don't ask for a 45-minute strategy session in your first message. Start with a small ask (a quick question, a 15-minute call) and build from there.
Following up too aggressively. One follow-up after 5-7 business days is fine. More than that and you're hurting your reputation. If they don't respond after a follow-up, move on.
InMail vs. Regular Messages vs. Connection Requests
| Feature | InMail | Regular Message | Connection Request |
|---|---|---|---|
| Requires connection | No | Yes | No (it creates one) |
| Subject line | Yes | No | No |
| Character limit | 1900 chars | 8000 chars | 300 chars (note) |
| Cost | Premium credits | Free | Free |
| Response rate | 10-25% | 30-50% | 15-30% (accept rate) |
| Best for | Cold outreach to specific targets | Existing relationships | Building network |
When to use each:
- InMail - You need to reach a specific person you're not connected with, and the message requires more than 300 characters
- Connection request + note - The person is likely to accept (shared background, mutual connections) and your ask fits in 300 characters
- Regular message - You're already connected. Always prefer this when available
How to Improve Your InMail Response Rate
Check their activity first. Look at when they last posted or engaged. An active user is far more likely to see and respond to your InMail than someone who hasn't logged in for months.
Send Tuesday through Thursday. InMail sent on weekdays between 8-10 AM in the recipient's time zone gets the highest open rates. Monday inboxes are flooded, and Friday attention is already gone.
Keep the subject line under 8 words. Shorter subject lines have consistently higher open rates across LinkedIn's own research.
Reference a shared connection. Messages that mention a mutual connection see response rates 2-3x higher than cold outreach without any shared context.
Include a clear next step. "Would Tuesday or Wednesday work for a 15-minute call?" converts better than "Let me know if you'd like to chat sometime."
Proofread your message before sending. Typos in an InMail signal carelessness. Use a preview tool to check your formatting and catch errors before hitting send.
FAQ
How many InMail credits do you get per month?
It depends on your plan. Premium Career gets 5, Premium Business gets 15, Sales Navigator Core gets 50, and Recruiter Lite gets 30. Credits roll over for up to 90 days, and you get a credit back when someone replies.
Do InMail messages expire?
InMail messages don't expire from the recipient's inbox. However, unused credits expire after 90 days of rolling over.
Can you send InMail without Premium?
Not directly. Free account holders can only message people they're connected with. The exception is Open Profile members, who can receive messages from anyone. You can also use the "Message" button that appears on some job postings.
What's a good InMail response rate?
Anything above 20% is strong. The average across all industries is around 10-25%. If you're below 10%, review your subject lines, personalization, and ask clarity.
Is InMail better than a connection request?
It depends on your goal. Connection requests are free and build your network, but they're limited to 300 characters and require acceptance first. InMail is better for time-sensitive outreach to specific targets where you need more space to make your case.
