Sales Strategy: LinkedIn InMail vs. Email
Since Ideal Candidate launched I have been back to spending a chunk of my day prospecting for beta customers (let me know if you are interested!). In an effort to stay current, I have been using LinkedIn InMails more extensively than ever before. Here’s what I’ve learned so far –
Don’t panic if you’re not familiar InMails, they’re relatively new and users are still learning how to get the most out of them. A premium feature of LinkedIn, InMails have been dubbed the cold calling of the social selling revolution. Unlike a LinkedIn message, InMails allow you to contact someone you’re not already connected to – for a price. If you use the free version of LinkedIn they’re going to cost you $10.95(CAD) each, while a membership includes a fixed amount of “free” InMails before they cost $10.95 again.
I have only been using them for a few weeks now but I already have a few early thoughts on their effectiveness:
- If you have them, use them. If you have a premium LinkedIn membership, you are automatically given a certain amount of InMails per month. Use them before you lose them because LinkedIn takes them away in 90 days. For example, if you receive 10 InMails in January and don’t use them, you will get 10 more in February for a total of 20. I incorrectly assumed you could let them pile up forever, but the 10 you received in January will expire in early April.
- Choose your InMails wisely. A mid level LinkedIn subscription gets you 10 “free” InMails a month. Depending on your industry, you are probably trying to touch 5 – 20 new prospects a day (even more in dial-for-dollar call centre roles). If you rely strictly on InMails for everyone you’re going to blow through your budget. Instead, try to get an introduction to the person through a shared connection. LinkedIn will automatically identify mutual connections who could introduce you and you would be surprised to see how connected you are. You’re also more likely to get a response when introduced and you’ve saved yourself $10.
- Remember InMails are only one part of an overall strategy. There are many ways to do outbound prospecting and many tools you can use: cold calls, Twitter, regular emails, participation in LinkedIn groups etc. Even if you find InMails extremely effective, you put yourself at risk if you don’t diversify your strategy. Everything in moderation.
What I’m most curious about is whether or not a cold InMail works better than a cold email. It’s not hard to find a person’s email, so should I spend my $10 on another prospecting tool (or lunch)? On one hand, InMail can show that you really want to speak with that person since you paid to reach them. The question is, does your prospect know that you’re paying? And more importantly, do they care? Is a cold email a cold email regardless of where it comes from? Time will tell as we collect more data on our prospects and continue to build our customer base.
I’m interested to know if you’ve had success with LinkedIn InMail – any tricks of the trade to share?
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