Is InMail Worth It? 3 Reasons It May Not Be.
Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your specific situation? Sometimes yes, other times no. Here's a quick checklist to make a smart assessment that leads to an educated decision. Think twice if you:
- have a current email response rate less than 40 percent;
- need appointments, calls or demos in the near term;
- are using a one-message approach to clients who are happy with the status quo.
In these cases, InMail may not be the best starting point. Make sure you're asking yourself these questions when deciding to invest in LinkedIn Sales Navigator or buying more InMail messages in general.
What Is InMail?
As of today, InMail comes in two flavors: Sponsored and regular, old-fashioned InMail. For our purposes (as sellers) I will not discuss Sponsored InMail as it's really a marketing (mass) tool.
InMail is LinkedIn's way of allowing sellers to break its rules — by paying them. It is against LinkedIn's Terms and Conditions to request a connection with prospects you don't already know. Beware: You can be restricted or banned by LinkedIn for requesting connections with prospects you don't know.
That's why LinkedIn gives us InMail. This is a "legal" way to reach prospects and attempt to woo them.
What Is Your Current Response Rate?
Do you have an email response rate less than 40 percent? Most reps do. InMail may not be the best starting point for making contact, if so, because InMail is an expensive game.
Don't have confidence in your ability to use email to earn leads? Be careful with InMail.
When using InMail, you cannot be average. You must be exceptional at messaging. Or you'll go broke.
Prospecting is a numbers game. So is InMail. Your ROI will be determined by one factor: Ability to get at least half of your prospects to respond. This allows you to recover the cost of that InMail — and re-invest it.