LinkedIn InMail vs Message: Which One Works Best?
TL;DR
- Regular messages are free but only reach your 1st-degree connections
- InMail costs credits but reaches anyone on LinkedIn, regardless of connection status
- InMail response rates average 15-25%; connection request follow-ups can hit 40-60% for warm contacts
- Open profiles let you send InMail-style messages for free — most people miss this
- Use connection requests for volume, InMail for high-value precision targets
- Outly detects open profiles automatically and routes your outreach to save credits
LinkedIn gives you two ways to message someone: a regular message (free, but limited to your connections) and InMail (paid, but reaches anyone). Choosing between them isn't just about cost. It's about understanding which channel fits the relationship, the context, and the goal.
What's a LinkedIn InMail?
InMail is LinkedIn's premium messaging feature that lets you contact any LinkedIn member, even people you've never connected with. It requires a paid subscription and uses a credit system.
InMail messages appear in the recipient's inbox with a visual distinction that marks them as InMail. They support up to 1,900 characters and include a subject line field, which regular messages don't have.
Note: LinkedIn refunds your InMail credit when someone replies. A high response rate effectively stretches your monthly credit budget.
What's a LinkedIn Message?
A regular LinkedIn message works like any direct message. You can send one to anyone in your first-degree network for free, with no character limit.
You can also send a short note (up to 300 characters) with a connection request to a 2nd or 3rd-degree connection. If they accept, you can then message them freely.
LinkedIn InMail vs Message: Key Differences Explained
| Feature | Regular Message | InMail |
|---|---|---|
| Cost | Free | Uses credits |
| Who you can reach | 1st-degree connections only | Anyone on LinkedIn |
| Character limit | No limit (300 for connection note) | 1,900 characters |
| Subject line | No | Yes |
| Delivery | LinkedIn inbox | LinkedIn inbox (marked as InMail) |
| Response tracking | Basic | Available with Sales Navigator |
Which Should You Go For: Messages or InMails?
The answer depends on your goal, your timeline, and the value of each conversation.
When are Messages Useful?
Regular messages work best when:
- You're already connected and want to continue a conversation
- You're doing high-volume outreach where InMail credits would run out quickly
- You have time to wait for a connection request to be accepted (3-7 days)
- Your target audience is mid-level professionals who accept connection requests readily
- You want to build a relationship over time rather than make an immediate ask
The connection request approach works best when you personalize the connection note, follow up within 24-48 hours of acceptance, and have engaged with their content before reaching out.
When Are InMails Useful?
InMail makes sense when:
- You need to reach someone quickly and can't wait for a connection request
- The prospect is a high-value target where the credit cost is justified
- You've already tried a connection request and it wasn't accepted
- The prospect's profile shows they're active on LinkedIn but selective about connections
- You're reaching out to senior executives who receive many connection requests
InMail is especially effective for recruiting passive candidates, enterprise sales targeting C-suite buyers, and partnership outreach to specific decision-makers.
LinkedIn InMail vs. Message: Which One Gets Better Response Rates?
InMail response rates: Typically 15-25% for well-targeted, well-written messages. LinkedIn claims InMail is 3x more effective than cold email, though this varies significantly by industry and message quality.
Connection request acceptance rates: Typically 20-40% for personalized requests. Once someone accepts, follow-up messages in the conversation thread tend to get high engagement because there's already an established connection.
Regular messages to warm connections: Response rates vary widely depending on the relationship. Messages to warm connections can see 40-60% response rates. Cold messages to connections you've never spoken to are closer to 10-20%.
Note: A well-crafted connection request followed by a message often performs as well as InMail, at zero cost. The tradeoff is time and the two-step process.
What Are the Limitations of Messages and InMails?
Messages
- You can only message 1st-degree connections for free
- Connection request notes are capped at 300 characters
- Sending identical messages to many people triggers spam filters
- You can't reach prospects who haven't accepted your connection request
Please note:
LinkedIn monitors message frequency and flags accounts that send identical messages at high volume. Vary your copy and pace your sends.
InMails
- Credits are limited by your subscription plan (5-50/month depending on tier)
- InMail can't be sent to LinkedIn members who have opted out of InMail
- Automating InMail campaigns is against LinkedIn's terms and carries account risk
- The credit cost adds up quickly for high-volume outreach
How to Write LinkedIn InMails That Get Responses (5 Tips)
1. Lead with them, not you. The first sentence should reference something specific about the recipient — their company, a recent post, a shared connection, or a trigger event. "We're a fast-growing company..." is the fastest way to get ignored.
2. Keep it short. Three to four sentences is enough. People read InMails on mobile. If your message requires scrolling, it's already losing.
3. Write a specific subject line. "Quick question" and "Exciting opportunity" are the two most ignored subject lines on LinkedIn. Reference their company, their work, or a specific situation instead.
4. Make one clear ask. Don't ask for a call, a demo, and a referral in the same message. Pick one thing and ask for it clearly.
5. Lower the stakes. "No pressure either way" and "just wanted to connect" reduce resistance. Passive candidates and busy executives respond better to low-commitment framing.
Can Automation Be a Game Changer?
For connection request campaigns, yes. Tools like Outly automate the connection request and follow-up sequence, personalize messages at scale, and track response rates across your entire campaign.
For InMail specifically, automation is riskier. LinkedIn monitors InMail patterns closely, and automated InMail campaigns can trigger account restrictions. The safer approach is to automate connection requests and regular messages, and reserve InMail for manual, high-value outreach.
Outly also detects open profiles automatically. LinkedIn users with "Open Profile" enabled can receive InMail-style messages from anyone for free. Outly routes free messages to open profiles and saves your paid credits for everyone else — a simple optimization that stretches your InMail budget significantly.
The Takeaway
Use connection requests for volume. Use InMail for precision.
If you're running a broad campaign targeting hundreds of prospects, connection requests are more sustainable. You'll get fewer conversations per message, but the cost is zero and you can scale without worrying about credit limits.
If you're targeting a short list of high-value prospects where each conversation could be worth thousands of dollars, InMail is worth the credit cost. The higher response rate and immediate reach justify the expense.
For most outreach strategies, the answer is both: use connection requests for the bulk of your list, and reserve InMail for the top 10-20% of prospects where the stakes are highest.
Ready to run smarter LinkedIn outreach? Outly handles connection requests, follow-up sequences, and open profile detection automatically. Starter plan at $39.99/month. Pro at $79.99/month.
