Is InMail Worth It? 3 Reasons It May Not Be.
Thus, beware of using InMail if you:
- typically meet buyers that don't yet realize your solution is needed;
- are average in earning response from prospects; or
- struggle to identify if prospects are, at the moment, searching for your solution.
In these situations, InMail might be too costly for you. However, if you are strong at earning customers' response via email — and are good at identifying near-term buyers using social listening or seasonal buying patters — InMail could work well for you.
Overall, don't over-estimate InMail's ability to make things happen. InMail is very expensive email. The only way to effectively use InMail to find near-term buyers is to have a means to already be able to:
- identify buyers who are most likely ready to buy soon
- earn responses at a 40 percent-plus rate that invite you to discuss an appointment
Are You Using a One-Email Approach to Prospects Who Need Time
Do you send one email in hopes of earning an appointment with customers who are satisfied with the status quo? Do most prospects require time to realize they need what you're selling? InMail may not be a good fit. Unless, of course, you have the ability to consistently provoke response from customers who are satisfied with their current situation — but willing to talk with you.
In many cases, I see reps using a single email approach when courting prospects who need more time to recognize they have a problem worth acting on. This won't work. Be careful. Avoid asking for appointments (at all) in a first touch email. But especially avoid it with this kind of customer.
Instead, use a sequence of "short burst" emails. First, give prospects the chance to engage in a short email conversation about their pain, fear or goal. By using a sequenced approach you will attract prospects to the idea of talking to you. Literally.