5 Elements to Avoid in Your InMail Campaigns
I studied the best InMail campaigns over the last year, and this is what I learned: The fastest way to increase LinkedIn InMail response rates is to break away from the pack. Stand out. Write messages in radically different ways.
First and foremost, be sure you’re not using popular InMail tactics. Generally speaking, if LinkedIn is promoting a “best practice” you can bet it’s tired, old and ineffective. This isn’t my opinion; rather, it's the experience coaching sales reps and small business owners.
Starting a conversation with decision-makers is increasingly difficult … unless you make a clean break from standard messaging practices. This means, generally, avoid:
- Taking message advice from your marketing department
- LinkedIn automation tools
- Templates you found while Googling
Change your game. Radically. Stand out. It’s the fastest way to run the best InMail campaign possible.
The best InMail campaigns avoid using weak words and structure. These include (but are not limited to) messages using:
- Cordial (yet unnecessary) salutations
- “Hook” questions (that customers see right through)
- Descriptions of value your company provides and calls to action (too early)
Sadly, a large number of people are sending InMail campaigns that fail to avoid these elements. The below is an actual email that hit my inbox this morning. I’ve disguised the sender’s name and company. However, they are a nearly 1,000-employee organization selling lead identification services, in which you can “identify your anonymous website visitors turning them into leads.”
Worth noting, most of our clients have used this SaaS (software as a service) company with poor results.
1. Subject Line Telegraphing “Sales Pitch Inside”
Subject of our example: "Start your year in the LEAD"
The job of an InMail subject line is singular: Spark curiosity about what’s inside the message itself. The above subject line (“Start your year in the LEAD”) fails to deliver because it:
- Attempts to be cute (with a pun)
- Is written in a marketing tone
- Identifies what’s inside (a sales pitch about lead generation)
- Reads like a slogan or ad title
Instead, our clients' experiences shows the best InMail subject lines perform because they are:
- 4 words or less
- Avoid cute / marketing tone
- Contain a “tension” element, provoking curiosity
- Leaning toward vague
2. Salutations That Inadvertently Subvert