LinkedIn | LinkedIn Marketing

7 Steps to Building InMail on LinkedIn

Building prospects and email subscribers is never an easy task. Fortunately, building your email list on LinkedIn is now easier than ever! The ‘1-2-3 Punch Strategy’ for building your InMail consists of three critical steps: 1) Posting great content on LinkedIn, 2) Reaching out via LinkedIn InMail, and 3) Encouraging readers to subscribe to your emails. 

Why is LinkedIn InMail so successful? Because the only true way to grow an authentic relationship is through 1-1 interaction. One-on-one communication via direct email contact is consistent, reliable, and personable. 

Master The Mail

In this article, we’re going to assume that you’re already building a fan base. You have done the hard work of posting articles and sharing content to your profile on LinkedIn. The next step? Master LinkedIn InMail.

As you leverage your LinkedIn outreach, you will have to encourage readers to engage further and subscribe to your email list. While communicating with your niche audience, you will begin to understand their niche interests. Understanding your audience is one of the most crucial first steps to building credibility! 

Before you launch a LinkedIn InMail prospecting campaign, you need to connect with your audience! Only then can you create a proposition that will set you apart from your competitors. 

Great! Now what?

Here are 7 Steps to Building Your Success with InMail

Step 1. Grab their attention with an engaging subject line

Your message won’t be opened if you have a vague subject line that doesn’t resonate with your reader. Keeping this in mind, make the title appealing or promise a benefit.

You can also ask a question or deliver a brief, interesting anecdote. A captivating title is worthless if it’s irrelevant to the subject matter. Remember, keep it contextual!

Step 2. Keep it Short, Sweet, and Personalized

Be concise and relevant while adding a personal touch. Learning your customers’ backgrounds and personalizing your message goes a long way! Half of all B2B decision-makers won’t even consider replying to a non-personalized message. 

A shared connection increases the odds of getting a reply by 27%! Try to tailor your messages and tone to the individual reader (or at least to a group of very similar people).

Step 3. Give a valid reason for every LinkedIn InMail message

When a reason for contact and benefit is stated, the conversion rate increases by 55%.

Pure self-interest won’t open any doors for you. On the other hand, a subject such as, “This is the perfect day of the week to share this tip on blogging with you, [first name].“, shows context and timeliness!

Personalize your messages to stand out from the crowd!

Step 4. End with a clear call-to-action

Don’t send vague requests in your message. Instead, ask for a response or an action from the reader by providing something in return. A clear call-to-action (CTA) can make the difference between a powerful connection and a forgotten message that gets ignored and deleted. Here are a few great CTA examples from our favorite growing companies:


CTA: ‘Talk To Us’

Less Accounting

CTA: ‘Let’s Do It!’


CTA: ‘Get Free Card Reader’


CTA: ‘Give Basecamp a Try’

Step 5. Timing is everything

Optimal contact times vary depending on your audience, so be sure to research your audience and test the results. For most businesses, avoid sending a message on Saturdays. On the other hand, Sunday evenings and Tuesday mornings tend to do well statistically. Contacting people while they are in the “work” mindset can improve open rates! 

The best way to ensure proper contact time is to measure your response rates. Moreover, try sending messages at different times and identify the best results. The high open-rate times are your “peak” times. 

Step 6. No direct selling – social selling only

Pitching will damage your reputation and irritate your audience. Nonetheless, showing your expertise and sharing your knowledge can add value to your brand. After you teach, extend your reach! Ask the reader to share your ideas with others or respond with their thoughts on the subject. You now have expansion and conversation in action. 

Identifying your most active audience members can help you decide who to contact most often with LinkedIn InMail!

Step 7. Spark your prospect’s curiosity – persuasion is not your friend

People believe what they find out for themselves. Our basic instinct is to reject information that is pushed at us – the same goes for your customers. Will your message make the recipient want to engage further or will it push them away? 

LinkedIn InMail

We discussed the importance of building 1-1 interaction via direct email contact. Without a doubt, a hot prospect is a hot prospect! If you identify an extremely engaged prospect, you can always suggest chatting or scheduling a Zoom call!

Always be ready to send a calendar link, such as Calendly, to capture the excitement!

The most important takeaways from this lesson are: 

  1. Create an appealing and captivating subject line
  2. Establish a bond with a personalized message
  3. Emphasize the benefits of a future relationship
  4. Include a CTA

These valuable insights and tips only scratch the surface of what LinkedIn can do for you. To learn more, check out our Certified.Expert LinkedIn Professional course today!

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