Which InMail messages work well
InMails on LinkedIn offer a direct way to reach potential customers or business partners. However, most messages go unanswered – typically, only 5–20% of recipients respond. The key difference often lies not in the target audience, but in how you approach them.
The goal of an InMail
With an InMail, the initial focus is not the pitch, but starting a conversation. Only when the target person replies to the first message does a real chat thread begin, allowing you to write to them again later – even months or years down the line.
A proven opening: The simple question
A proven way to get more replies is to start with a short, targeted question. Instead of talking about your offer right away, you could write, for example:
“Am I right in thinking that you belong to [target audience]?”
or
“Am I right in thinking that you work in [industry]?”
These questions feel natural and refer directly to the person's profile. They show interest without sounding sales-driven.
Why this works
- No sales pressure: The recipient does not feel like they are being pitched.
- Low barrier to replying: A short yes/no answer is easy to give.
- Conversation opener: Every reply – even a “no” – activates the chat, so you can continue the conversation later.
- Correction prompt: People like to respond when they can correct something (“No, that's not quite right …”). This creates interaction.
How to put it into practice
- Define your target audience precisely – for example, using Sales Navigator.
- Write a personal, short question (max. 1–2 sentences).
- Avoid direct sales messages.
Conclusion
An InMail should not read like an ad, but like a natural conversation. The first step is to prompt a reply, not to book a meeting right away.
A simple, interest-based question opens up a real dialogue – and lays the foundation for long-term communication on LinkedIn.