LinkedIn advertising is a powerful platform for businesses looking to build meaningful connections. One of its most valuable tools is LinkedIn InMail, a messaging feature that allows businesses to reach potential clients and partners without needing a prior connection
In this article, we’ll explore the metrics, strategies, and best practices that will help you leverage LinkedIn InMail to its full potential.
what is linkedin mail?
LinkedIn InMail is a crucial feature for businesses looking to reach out to users without needing a prior connection. LinkedIn describes InMail as “private messages that allow you to contact anyone on LinkedIn without an introduction.” This allows you to send messages directly from a user’s profile or through LinkedIn Recruiter, bypassing the need for a pre-existing connection.
How to Use LinkedIn InMail: A Data-Driven Approach
tracking performance metrics
Tracking performance is key to refining any strategy. When using LinkedIn InMail, monitor key performance indicators (KPIs) such as open rates, response rates, and click-through rates. These metrics provide insights into what’s working and where improvements can be made.
For instance, a typical InMail open rate ranges from 35% to 55%, but response rates can vary depending on the level of personalisation and audience targeting. Analyse these figures carefully and adjust your strategy accordingly.
a/b testing for message optimisation
A/B testing is a crucial data-driven technique. To find the most effective approach, experiment with different subject lines, message lengths, and levels of personalisation. Some messages may perform better when they are short and direct, while others benefit from a more detailed approach.
By running A/B tests on multiple InMail campaigns, you can gather valuable data to help optimise future outreach efforts.
Audience Segmentation for Better Results
To ensure your message reaches the right people, use LinkedIn’s data-driven segmentation tools to target specific audiences based on demographics, job titles, industries, or even company size. Tailoring your messages to distinct audience segments can significantly improve response rates.
For example, you can craft personalised InMails for different industries, focusing on the challenges and objectives that resonate with each group. A segmented, data-driven strategy ensures that your message is relevant and increases the likelihood of engagement.
Best Practices for LinkedIn InMail Success
personalisation is key
One of the most critical factors in a successful LinkedIn InMail campaign is personalisation. LinkedIn’s data shows that personalised messages are far more likely to receive a response. When crafting your message, refer to something specific from the recipient’s profile, such as their recent work, role, or a shared connection.
benchmark your performance
To evaluate the success of your LinkedIn InMail campaigns, compare your metrics against industry benchmarks. For instance, a response rate of 10% to 25% is considered strong, depending on the industry. Use these figures as a baseline to assess whether your campaign is on track and make adjustments if your results fall below the mark.
how do i send linkedin mails effectively?
As HupSpot notes, sending an InMail is straightforward: find the user, click “Message,” draft your message, and personalise it before sending. However, success ultimately lies in the thoughtful personalisation and strategic approach you apply to each message.
Maximise Your InMail Strategy with Data-Driven Insights
By following these data-driven approaches, expert marketers can fully harness the power of LinkedIn InMail. Whether tracking performance metrics, segmenting your audience, or optimising through A/B testing, a data-driven strategy ensures that every message you send is more likely to drive meaningful results.
we can help
As social media specialists, we help businesses all around the world reach their digital marketing objectives. If your business needs help with LinkedIn advertising and InMails, please get in touch today.
Editor’s Note: Article published on April 22 2020 and updated on September 2024
