LinkedIn InMail Vs Email: Evaluating Professional Communication

When it comes to outreach, the tools you choose can make or break your strategy. Small business owners, marketers, and sales professionals often ask, “LinkedIn InMail vs. Email: which works better?” The answer isn’t one-size-fits-all, as both channels shine in different situations.

LinkedIn InMail allows you to send messages directly to anyone on LinkedIn, even if you’re not connected. Email, on the other hand, is more traditional and offers unmatched scalability. But how do these tools stack up in terms of effectiveness, cost, and user experience? In this post, we’ll explore everything you need to know about LinkedIn InMail and Email for outreach, helping you decide which is better for your goals. We’ll also share best practices to elevate your outreach game.

Understanding LinkedIn InMail and Email

What is LinkedIn InMail?

LinkedIn InMail is a feature that allows you to send a message directly to any LinkedIn member, even if you’re not connected. Unlike regular LinkedIn messages, which require a first-degree connection, InMail opens doors to broader networks. This is particularly helpful for sales professionals and recruiters looking to engage with decision-makers.

With tools like LinkedIn Sales Navigator, users get a specific number of InMail credits, which dictate how many messages they can send. This makes every InMail valuable. Because of its professional setting, the LinkedIn inbox ensures your message stands out and has a better chance of being read.

Key Features:

• Available with LinkedIn Premium accounts, such as LinkedIn Sales Navigator.
• InMail credits are limited but renewable.
• Designed for direct outreach to anyone on LinkedIn, including those outside your network.

What is Email Outreach?

Email outreach refers to sending email messages to individuals or businesses, often for marketing, sales, or networking. Email is versatile, scalable, and can be used for personalized or bulk communication. While it has lower barriers to entry than InMail, its effectiveness depends heavily on strategy. Factors like subject lines, timing, and personalization determine whether your email gets opened or lost in crowded inboxes.

Email is also cost-effective, making it ideal for campaigns targeting larger audiences. However, issues like spam filters and email deliverability can be challenging for marketers.

Key Features:

• Accessible to anyone with an email address.
• Scalable for mass campaigns or personalized interactions.
• Lower cost per message compared to InMail.

Comparing Their Core Purpose

Both tools serve as outreach methods but differ significantly in execution. LinkedIn InMail is ideal for targeting specific individuals on a professional platform. Email, on the other hand, works well for reaching a larger audience or following up on leads outside of LinkedIn.

Comparing Effectiveness and Response Rates

LinkedIn In Mail: Effectiveness and Response Rates

LinkedIn InMail excels in outreach because of its direct connection to a professional platform. Unlike a regular LinkedIn message, InMail doesn’t require a connection. This feature gives users access to a wider audience of LinkedIn members, including those outside their immediate network.

Response Rates:

• InMail boasts an average response rate of 10-25%, significantly higher than cold email campaigns.
• Messages sent through InMail are often perceived as more professional, as they are tied to a verified LinkedIn profile.

Factors Boosting Effectiveness:

• Targeting: LinkedIn’s filters (like job title or industry) help you pinpoint the right audience.
• Personalization: Crafting a personalized InMail message that mentions specifics about the recipient’s role or company leads to better engagement.
• Timing: Messages sent mid-week and during working hours are more likely to be seen.

Email: Effectiveness and Response Rates

Email remains a staple of outreach for its versatility and scale. Whether you’re using email outreach to contact thousands of prospects or sending a perfect email to one key decision-maker, its reach is unparalleled. However, competition in inboxes is fierce.

Response Rates:

• The average email open rate varies between 15-25%, with response rates hovering around 2-5%, depending on the industry and personalization.
• Spam filters and deliverability issues often result in an email getting lost, especially for poorly targeted campaigns.

Factors Boosting Effectiveness:

• Subject Lines: A compelling subject line directly impacts open rates.
• Follow-ups: Following up at least 2-3 times increases your chance of a response.
• Segmentation: Targeted lists based on behavior or demographics improve relevance.

Key Comparisons Between InMail and Email

Aspect	LinkedIn InMail	Email Outreach
Audience	Targeted professionals on LinkedIn	Anyone with an email address
Response Rates	Higher, due to professional context	Lower, due to competition in inboxes
Scalability	Limited by InMail credits	Unlimited, highly scalable
Cost	Higher cost per message	Cost-effective, especially for bulk campaigns
Platform Dependency	Requires a LinkedIn account	Independent of any platform

Final Takeaway

While LinkedIn InMail often outperforms email in response rates, it is limited in scalability due to number of InMail credits and cost. Email, while less direct, provides flexibility and affordability for larger campaigns. Combining the strengths of both channels can be a winning strategy.

Advantages and Disadvantages

LinkedIn

Advantages 

1. Direct Access to Decision-Makers:
   InMail allows you to send a message to professionals who are often hard to reach via email. This is particularly valuable for sales teams using tools like LinkedIn Sales Navigator.
2. Professional Context:
   Messages on LinkedIn are perceived as more credible since they are linked to your LinkedIn profile. Recipients can quickly verify your credentials and expertise.
3. Higher Response Rates:
   With a response rate of 10-25%, LinkedIn InMail outperforms many email outreach campaigns, especially when messages are personalized.
4. Targeting Features:
   LinkedIn’s filters enable you to focus on a niche audience, ensuring your outreach efforts are laser-focused. This feature is particularly powerful for recruiters and marketers.

Disadvantages 

1. Cost per Message:
   InMail is a paid feature, often tied to LinkedIn Premium or Sales Navigator plans. Each message uses InMail credits, making this option less scalable for high-volume campaigns.
2. Limited Scalability:
   The number of InMail credits you receive is capped, so sending mass messages is not feasible.
3. Platform Dependency:
   InMail relies entirely on LinkedIn. If your audience isn’t active on the platform, this tool may not yield results.

Email Outreach

Advantages 

1. Wide Reach and Scalability:
   Email campaigns can target thousands of recipients simultaneously, making it ideal for businesses looking to scale their outreach efforts.
2. Cost-Effective:
   With tools like Mailchimp or HubSpot, you can send a high volume of email messages at a fraction of the cost of InMail.
3. Independent Platform:
   Emails don’t require the recipient to be on any specific platform, unlike LinkedIn’s dependency on active LinkedIn users.
4. Ownership of Contact Lists:
   Unlike LinkedIn, where contacts are tied to your LinkedIn account, email lists are owned by you and can be used across multiple campaigns.

Disadvantages 

1. Lower Response Rates:
   Emails often face challenges like spam filters, crowded inboxes, and low engagement. The average response rate is typically below 5%, which is lower than InMail.
2. Deliverability Issues:
   Poorly crafted emails can end up in spam folders, leading to lost opportunities.
3. Perceived as Less Personal:
   Without proper personalization, email outreach can feel generic and impersonal, reducing its impact.

Which to Choose Based on Your Needs

• Use LinkedIn InMail when your goal is to target specific individuals, especially those in decision-making roles.
• Use Email for high-volume outreach or follow-ups where scalability and cost-effectiveness are priorities.

Use Cases and Suitability

When to Use LinkedIn InMail

1. Targeting Specific Professionals
LinkedIn InMail is ideal for connecting with professionals in niche roles or industries. For example, if you need to reach a VP of Marketing or a Software Architect, InMail allows you to send a personalized message directly to their LinkedIn inbox, even if you’re not connected.

2. Recruiting Top Talent
Recruiters benefit greatly from InMail when sourcing candidates for specialized roles. With LinkedIn Sales Navigator, recruiters can filter by skills, location, and experience to send targeted InMail messages.

3. Networking and Building Relationships
If your goal is to start a conversation or form strategic partnerships, using LinkedIn InMail can be more effective than email. The professional context of LinkedIn encourages meaningful interactions.

4. High-Value Leads
For B2B sales, InMail shines when you’re pursuing high-value prospects. The ability to send messages to decision-makers directly on LinkedIn ensures better visibility and engagement.

When to Use Email Outreach

1. Reaching Larger Audiences
Email is unbeatable when it comes to scalability. A single campaign can target hundreds or thousands of leads, making it perfect for product launches, newsletters, or general promotions.

2. Follow-Ups and Drip Campaigns
Email is an excellent tool for nurturing leads over time. Automated workflows allow you to send scheduled messages to keep prospects engaged.

3. Cost-Conscious Campaigns
If budget constraints are a concern, email is the more economical option. For the cost of a few InMail credits, you can reach a significantly larger audience via email.

4. Diversified Outreach
Email allows you to reach individuals outside of LinkedIn’s ecosystem. This is especially helpful when targeting prospects who may not be active LinkedIn users.

Real-Life Scenarios

Scenario	Best Channel
Reaching a VP at a target company	LinkedIn InMail (high response rate)
Sending a product demo request	Email (scalable and affordable)
Recruiting a software engineer	LinkedIn InMail (targeted and effective)
Running a marketing campaign	Email (wide reach, low cost)

Combining Both Channels

Many businesses find success by integrating both methods. For example, start with LinkedIn InMail to establish a connection, then follow up with an email message for more detailed communication.

Best Practices for Both Channels

Best Practices for LinkedIn InMail

1. Personalize Your Message
   Avoid generic templates. Reference the recipient’s LinkedIn profile, job role, or recent activity. For example, mention a post they shared or a project they worked on.
2. Keep It Short and Focused
   A concise InMail message has a better chance of being read. Aim for 2-3 short paragraphs and get straight to the point.
3. Include a Clear Call-to-Action (CTA)
   End your message with a specific request, like setting up a call or asking for their thoughts. Example: “Would you be open to a quick 15-minute chat next week?”
4. Timing Matters
   Send InMails during business hours on weekdays. Messages sent mid-week typically perform better.
5. Use LinkedIn Sales Navigator
   Sales Navigator enhances your targeting with advanced filters, ensuring your messages reach the right audience.
6. Optimize Subject Lines
   The subject line is the first thing recipients see. Make it engaging and relevant to spark curiosity.
7. Respect Limits
   Since InMail credits are limited, prioritize high-value targets. Ensure every InMail message counts.

Best Practices for Email Outreach

1. Segment Your List
   Group recipients by industry, job title, or behavior. Segmented campaigns are more relevant and yield higher response rates.
2. Craft Engaging Subject Lines
   A compelling subject line can significantly improve open rates. Avoid clickbait and focus on value, such as “Quick Tip for Boosting [Goal] in [Industry].”
3. Focus on Value
   Highlight how your product, service, or idea benefits the recipient. Example: “Our tool can save your team 10+ hours a week.”
4. Use Automation Smartly
   Tools like HubSpot or Mailchimp let you automate follow-ups without sounding robotic. Ensure each email feels personal.
5. Follow Up Strategically
   Send at least 2-3 follow-ups spaced a few days apart. Often, a polite reminder boosts response rates.
6. Test and Optimize
   Experiment with subject lines, CTAs, and email formats. Track metrics like open rates, click-throughs, and replies to improve over time.

Common Pitfalls to Avoid

• InMail: Avoid overly salesy or impersonal messages. They can come across as spam and hurt your response rate.
• Email: Ensure compliance with anti-spam regulations. Include an opt-out link and avoid sending to unverified lists.

Integration Strategies: Combining LinkedIn InMail and Email for Optimal Results

Why Combine LinkedIn InMail and Email?

Using both LinkedIn InMail and Email allows you to leverage the strengths of each platform. LinkedIn offers access to professionals in a trusted network, while email provides scalability for ongoing communication. Together, they create a seamless and multi-touch outreach strategy.

Step 1: Start with LinkedIn InMail

Objective: Build initial rapport with your target audience.

• Send an InMail to introduce yourself and highlight a mutual connection or specific reason for reaching out.
• Reference their LinkedIn profile to personalize your approach. For instance, “I noticed your recent post about [topic], and I wanted to share something that might align with your work.”

Best Practices:

• Use LinkedIn Sales Navigator to narrow down high-value leads.
• Send InMail messages to decision-makers or professionals in niche roles.

Once the recipient responds or accepts your connection request, you can transition the conversation to email.

Step 2: Follow Up with Email

Objective: Provide more detailed information or continue the conversation.

• After receiving a positive response on LinkedIn, follow up via email. This lets you share resources, proposals, or attachments that aren’t supported in LinkedIn messages.
• Use email to expand on the points discussed in your InMail, offering additional context or next steps.

Best Practices:

• Keep your tone consistent with the initial InMail.
• Include a call-to-action, such as scheduling a meeting or downloading a resource.

Step 3: Use Email for Mass Outreach and Retargeting

Objective: Reach a larger audience or re-engage with prospects.

• Use email campaigns to target segments of your audience who have interacted with your LinkedIn content. For example, if someone viewed your LinkedIn profile, include them in a drip campaign.
• Retarget InMail recipients who haven’t responded with a follow-up email.

Best Practices:

• Automate follow-ups to maintain engagement.
• Track open and click-through rates to measure effectiveness.

Step 4: Alternate Between Channels for Nurturing

Objective: Stay top-of-mind without overwhelming the prospect.

• Alternate between sending emails and LinkedIn InMails to keep your outreach diverse and non-intrusive.
• Use LinkedIn features like liking posts or commenting to stay visible between messages.

Best Practices:

• Space out communications to avoid overloading the recipient.
• Match the tone and content to the platform.

FAQs 

Conclusion

Choosing between LinkedIn InMail and email depends on your outreach goals. If you’re targeting specific professionals in a trusted environment, LinkedIn InMail is the way to go. Its professional context and higher response rates make it a powerful tool for building meaningful connections. However, its cost and limited scalability may not suit every campaign.

For mass outreach, follow-ups, or campaigns requiring a wide net, email is hard to beat. It’s scalable, cost-effective, and ideal for nurturing leads over time. Yet, it comes with challenges like spam filters and lower engagement compared to InMails.

No matter which channel you choose, remember to craft personalized and engaging messages, focus on building relationships, and measure results to refine your approach. With the right mix, your outreach efforts can drive meaningful conversations and business success.