How to Be Great at Reaching Out: What Every InMail Sent in 2022 Told Us

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role="main"> <div id="lithograph-app"> <section id="component-container" data-attach-collapse-behavior="true"> <div id class="component component-articleHeadline" data-component-type="articleHeadline"> <div class="article-headline-container"> <p class="article-headline__topic"> <a class="t-14" href="https://www.linkedin.com/business/sales/blog/prospecting">Sales prospecting</a> </p> <h1 class="article-headline t-40" data-article-title="How to Be Great at Reaching Out: What Every InMail Sent in 2022 Told Us">How to Be Great at Reaching Out: What Every InMail Sent in 2022 Told Us</h1> <div class="article-meta t-14 article-meta__hairline"> <div class="article-meta__byline-container"> <div class="author-profile__author-container"> <img class="author-profile__author-image" srcset="https://media.licdn.com/dms/image/v2/D4E03AQGa16zw46XgSQ/profile-displayphoto-shrink_100_100/profile-displayphoto-shrink_100_100/0/1701820015987?e=2147483647&v=beta&t=ONNHwS5ebF3vu5lyii8k6jGRDU1-XXzgRQGMsX6QRoE 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class="author-profile__author-text-container"> <a href="https://www.linkedin.com/in/paulpetrone" target="_blank" class="t-14 t-bold"><span class="screen-reader">Authored by</span>Paul Petrone</a> <p class="t-14">Marketing @ LinkedIn</p> <p class="t-14 t-black--light" data-published-date="2023-4-18"> April 18, 2023 </p> </div> </div>  <div class="author-profile__co-authors-container"> <p> Co-authors:  <a href="https://www.linkedin.com/in/paulpetrone" target="_blank"><span class="screen-reader">Co-authored by</span>Paul Petrone</a> and <a href="https://www.linkedin.com/in/carlaintal" target="_blank"><span class="screen-reader">Co-authored by</span>Carla Intal</a> </p> </div> </div> <div class="social-share"> <ul class="social-share__list share-list" title="Share via" data-share-list> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_linkedin_share" data-share-type="linkedin" aria-label="Share on LinkedIn, New window will open"> <li-icon class="share-item__icon" type="linkedin-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_facebook_share" data-share-type="facebook" aria-label="Share on Facebook, New window will open"> <li-icon class="share-item__icon" type="facebook-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_twitter_share" data-share-type="twitter" aria-label="Share on Twitter, New window will open"> <li-icon class="share-item__icon" type="twitter-icon"></li-icon> </a> </li> </ul> </div> </div> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>What does an InMail represent?</p> <p>For a <a rel="" href="https://business.linkedin.com/sales-solutions?trk=lss-blog-InMail-data" target="_self">Sales Navigator</a> user, an opportunity. <a rel="" href="https://business.linkedin.com/sales-solutions/resources/prospecting?trk=lss-blog-InMail-data" target="_self">And a good one at that</a> – InMails are 3x more likely to be accepted than a cold call, and 6x more likely than email. </p> <p>Then again, an InMail could also mean nothing. If the person doesn’t accept it and respond to it, it’s just words in the ether.</p> <p>How do you get more of the former and less of the latter? To find out, we analyzed every single Sales Navigator InMail sent in 2022.</p> <p>From that, we identified six learnings you can immediately apply. Let’s dive in.</p> <h2><strong>1. Researching your prospect and their organization before sending an InMail has a massive payoff.</strong></h2> <p>If you view a person’s LinkedIn profile and then send them an InMail within 30 days, that person is 78% more likely to accept it. The more you view someone’s profile in that 30-day period, the more likely they are to accept your InMail.</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQHkNiU2YNftYA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1682350358378?e=2147483647&v=beta&t=1Vy__-B-9XYW4qorTFhJmSWo_TxwbO5t983Rommmg4o" alt="If you view a person’s LinkedIn profile and then send them an InMail within 30 days, that person is 78% more likely to accept it.">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>Why? Viewing a person’s profile for the sake of viewing their profile is meaningless. The bigger point is it means you’ve done some research on the person, which will help you to write a more personalized InMail when you do reach out.</p> <p>The same goes for researching a person’s organization before InMailing. If you follow a prospect’s organization on LinkedIn before reaching out, they are 15% more likely to accept your InMail.</p> <p>Why? Same reason. Following your prospect’s organization is meaningless on its own; what it gives you is insight into what that organization is focused on. If you can tailor your InMail around what their organization is focused on, your prospect is much more likely to accept it. </p> <p><a rel="" href="https://www.linkedin.com/business/sales/blog/b2b-sales/how-to-do-sales-research-tactics-from-great-sellers-what-to-look-for?trk=lss-blog-InMail-data" target="_self">This jives with our finding that top-performing sellers</a> – i.e. those who hit 150% of quota – do twice as much <a rel="" href="https://www.linkedin.com/business/sales/blog/b2b-sales/how-to-do-sales-research-tactics-from-great-sellers-what-to-look-for?trk=lss-blog-InMail-data" target="_self">research</a> as their peers. The <a rel="" href="https://business.linkedin.com/sales-solutions/cx/23/03/how-companies-drive-bigger-deals-stronger-pipeline-and-higher-revenue?trk=lss-blog-InMail-data" target="_self">deeper</a> you understand your buyer, the more relevant the message you’ll be able to send them.</p> <h2><strong>2. Having a strong LinkedIn presence leads to more people accepting your InMails.</strong></h2> <p>Salespeople hear a lot about building out their brand on LinkedIn and positioning themselves as thought leaders. But does it really work?</p> <p>The data says yes. Specifically, having a complete LinkedIn profile can lead to an 87% increase in InMail acceptance rates, <a rel="" href="https://www.linkedin.com/business/sales/blog/strategy/virtual-selling-actions-assured-to-help-you-exceed-sales-targets?trk=lss-blog-InMail-data" target="_self">our analysis found</a>.</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQHAPv-I-uJMbA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1680100291745?e=2147483647&v=beta&t=1xUyz2kdfWU_qyvJsc9ns4tzHrvoo-QzhQuvkzpBDTc" alt="InMail.Data">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>The reason why – our study found that salespeople’s profiles are viewed at twice the rate of the normal professional. Meaning, people are likely to research you and use that to decide if they will accept your InMail or not.</p> <p>What message are you sending to buyers with your LinkedIn profile? Are you warm and engaging, with a solid photo and a good summary, who has some credibility in the space they are selling into? Or, is your LinkedIn profile bare, making it feel like the InMail came from a bot?</p> <p><strong>Bonus tip:</strong> <a rel="" href="https://www.linkedin.com/business/sales/blog/b2b-sales/the-mistake-sellers-make-with-their-linkedin-profile-and-how-to-fix-it?trk=lss-blog-InMail-data" target="_self">This post details how to make a great LinkedIn profile as a seller</a>.</p> <h2><strong>3. Encourage your company to build out its brand on LinkedIn, too.</strong></h2> <p>You are a brand, but the company you work for also is a brand too. And the more your company works to build out its brand on LinkedIn, the easier it’ll be for you to sell.</p> <p>Case-in-point – there are massive tailwinds to your company building out its following on LinkedIn, for you as a seller. That’s because if a member follows your company on LinkedIn, they are 270% more likely to accept your InMail. Two-hundred-and-seventy percent!</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQHEn8_HODJbGA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1680100401278?e=2147483647&v=beta&t=EygKhez_3uISu0ziasusxgF_SqzFLlHT565aAxrQCxU" alt="If a member follows your company on LinkedIn, they are 270% more likely to accept your InMail">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p><a rel="" href="https://business.linkedin.com/marketing-solutions/linkedin-pages/best-practices?trk=lss-blog-InMail-data" target="_self">Here are best practices</a> your company can use to build out its company page on LinkedIn. </p> <p>Granted, this might not be in your control, as a seller. But, if both you and your company work to build out your collective brands on LinkedIn, both will benefit.</p> <h2><strong>4. People are much more likely to accept an InMail if they just started a new job.</strong></h2> <p>When is a good time to InMail a prospect? </p> <p>According to the data, shortly after someone starts a new job. The data:</p> <ul> <li>People who started a new job at a new company within the past 90 days are 62% more likely to accept an InMail, versus everyone else. </li> <li>People who started a new role within the past 90 days – even if it’s at the same company – are 51% more likely to accept an InMail, versus everyone else.</li> </ul> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQEDe7Bp2NNQoQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1680100456688?e=2147483647&v=beta&t=krOGLXO_PpUYkymiOswz-5Sa0QSVdsK07-_FSe_wUbw" alt="People who started a new job at a new company within the past 90 days are 62% more likely to accept an InMail, versus everyone else. ">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>In other words – when it comes to InMailing, change is good.</p> <p>This makes sense, as when someone starts a job, they often want to put their imprint on it. They want to explore new options.</p> <p><strong>Bonus tip:</strong> <a rel="" href="https://www.linkedin.com/business/sales/blog/prospecting/inmail-someone-starts-a-new-job?trk=lss-blog-InMail-data" target="_self">This post details what to InMail prospects who just changed jobs</a>.</p> <h2><strong>5. The more active a buyer is on LinkedIn, the more likely they’ll accept your InMail.</strong></h2> <p>This one isn’t too shocking. The more active someone is on LinkedIn, the more likely they’ll accept your InMail.</p> <p>The data – someone who has posted at least once on LinkedIn in the past three months is 45% more likely to accept your InMail. And the more they’ve posted, the data shows the more likely they are to accept an InMail.</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQGNHcNx_aGNYQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1680100499145?e=2147483647&v=beta&t=IYbY8ih83xBLvvTbWgFwHYllpforWdLvWIIHO8v1Dew" alt="Someone who has posted at least once on LinkedIn in the past three months is 45% more likely to accept your InMail. And the more they’ve posted, the data shows the more likely they are to accept an InMail.">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>How do you action this? Two ways:</p> <ul> <li>One of the <a rel="" href="https://www.linkedin.com/business/sales/blog/sales-navigator/how-to-use-filters-to-find-the-best-leads-in-linkedin-sales-navigator?trk=lss-blog-InMail-data" target="_self">Spotlight search filters</a> within Sales Navigator is “Posted on LinkedIn in the past 30 days.” Use it – it’s a great way to identify people who are more active on the platform.</li> <li>Go beyond just InMailing someone who is active on the platform! <a rel="" href="https://www.linkedin.com/help/sales-navigator/answer/a101025/view-and-save-leads-in-sales-navigator?lang=en?trk=lss-blog-InMail-data" target="_self">Save them as a lead</a>, so you are alerted whenever they post on LinkedIn. If you can, thoughtfully respond to their posts. This exponentially improves your chances of building a lasting relationship with them.</li> </ul> <h2><strong>6. What doesn’t matter – what day you send your InMails.</strong></h2> <p>You know what doesn’t really matter, when it comes to sending InMails? </p> <p>The day you send them. InMail acceptance rates are consistent across all days of the week.</p> <p>Buyers are slightly more likely to accept an InMail on the weekend, versus the weekday. Although far fewer InMails are sent on weekends, so the data isn’t statistically significant.</p> <p>The bigger point – don’t worry about when you send your InMails. Instead, focus your energy on who you're sending them to and how you can best tailor your message to their needs.</p> <h2><strong>The takeaway: InMailing effectively is about deeply understanding your buyer.</strong></h2> <p>This InMail data cements the <a rel="" href="https://business.linkedin.com/sales-solutions/deep-sales?trk=lss-blog-InMail-data" target="_self">deep sales philosophy</a>. When it comes to outreach, the deeper you understand your buyer, the more likely you’ll be able to create a compelling opening message and ultimately build a relationship with them.</p> <p>The data also highlights the worst way to InMail – the “quantity over quality” approach, where you are just sending to whoever with generic messaging. Not only is that strategy ineffective, it <a rel="" href="https://www.linkedin.com/business/sales/blog/trends/why-unwelecomed-sales-outreach-wont-just-be-annoying-it-will-destroy-brand-equity?trk=lss-blog-InMail-data" target="_self">erodes you and your company’s brand over time</a>.</p> <p>Additionally, the best InMailers also understand that all senders aren’t created equal. If they can establish themselves on LinkedIn as a trusted industry voice, then when they do send an InMail, it’s far more likely to be opened and accepted.</p> <p>Bottom line, there’s no shortcut to InMailing. Getting the most out of it comes down to work – putting the work in to build your own brand and putting in the work writing each InMail.</p> <p>That work has a massive payoff though. The hope is this data will help you focus your efforts.</p> <p><strong>Looking to get even more out of Sales Navigator? These posts can help:</strong></p> <ul> <li><a rel="" href="https://www.linkedin.com/business/sales/blog/sales-navigator/sales-navigator-alerts-what-they-are-how-to-best-use-them" target="_self"><strong>Sales Navigator Alerts: What They Are and How to Best Use Them</strong></a></li> <li><a rel="" href="https://www.linkedin.com/business/sales/blog/b2b-sales/buyer-intent-for-sales-what-it-is-and-how-it-can-help-you-close-deals" target="_self"><strong>Buyer Intent for Sales: What It Is and How It Can Help You Close Deals</strong></a></li> <li><a rel="" href="https://www.linkedin.com/business/sales/blog/sales-navigator/how-to-search-within-sales-navigator-top-tricks-hacks" target="_self"><strong>3 Tips Worth Checking Out When Searching in Sales Navigator</strong></a></li> <li><a rel="" href="https://www.linkedin.com/business/sales/blog/product-updates/what-is-relationship-explorer-linkedin-sales-navigator-and-how-to-use-it" target="_self"><strong>What is Relationship Explorer – And Why LinkedIn's Sellers Are Excited About It</strong></a></li> </ul> <p><strong>Don’t have Sales Navigator?</strong> <a rel="" href="https://business.linkedin.com/sales-solutions/sales-navigator?trk=lss-blog-InMail-data" target="_self">See how it can help you and your team here</a><strong>.</strong></p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <a class="standalone-image-component__link" href="https://www.linkedin.com/business/sales/blog/prospecting/7-steps-attract-more-clients-with-linkedin" target="_self"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQH3o_NTqe6BOA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1683645955527?e=2147483647&v=beta&t=lRQJB7RLJTmaa0lVSnaNARdY72iTom90jtD1rmAtpbU" alt="Deep Sales Advantage">  </figure> </a> </div> </div> <div id class="component component-postList" data-component-type="postList"> <section id="postList0FocusPoint" class="component__content-container list-layout" data-post-list> <section class="simple-topic-list"> <p class="t-14 t-bold">Topics: <a class="simple-topic-list__topic" href="https://www.linkedin.com/business/sales/blog/prospecting"> Sales prospecting </a> </p> </section> <hr class="artdeco-divider"> <section class="list-layout__headline-container"> <p class="list-layout__headline t-32 t-sans">Related articles</p>  </section> <ul class="list-layout__posts"> <li class="post-list__item list-post"> <div class="list-post__content-container"> <p class="list-post__content-container__topic"> <a class="t-14 t-bold" href="https://www.linkedin.com/business/sales/blog/prospecting"> Sales prospecting </a> </p> <div class="list-post__content-container__title"> <a class="list-post__link t-20 t-black" href="https://www.linkedin.com/business/sales/blog/prospecting/how-to-get-sales-referrals-and-turn-them-into-meetings"> Referrals in Sales = Awesome. 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