LinkedIn InMail Changes: What B-to-B Sellers Should Do Next
The new LinkedIn InMail changes are in effect—leaving sales reps and managers upset and confused. InMail just got much more expensive for average B-to-B sellers. However, you can now access a nearly unlimited supply of InMail credits under the new policy—by making one small change to how you craft InMail messages.
Yes, I said nearly unlimited. No, I'm not kidding, nor risking my integrity.
There is a way to send 100 InMail messages and get 193 credits back (for you to re-use again).
Briefly, What Changed and Why?
When InMail was introduced, LinkedIn's "guaranteed response" policy rewarded spammy messages. Oops. So, as of January, LinkedIn gives InMail credits (that you buy) back—BUT only for InMails that earn a response in 90 days.
This is radically new.
Under the old system if you did not receive a response within a week, the InMail credit you purchased was given back. LinkedIn guaranteed a response. However, this rewards you for failing.
For example, let's say you purchased 50 InMails and sent them. A (poor) 10 percent response rate allowed you to earn credits and send over 400 InMails per month. Thus, the policy increased the amount of spammy InMail messages being sent. The system rewarded it.
What the New Policy Means to You
Going forward, you will receive a credit (get your money back) for each InMail receiving a response within 90 days. You can re-use the money to invest again ... and again and again. But if you earn no reply (or a poor response rate) your money is wasted.
LinkedIn's old InMail policy rewarded sellers who weren't successful with InMail.
LinkedIn's new InMail policy rewards you (only) for writing messages that get good response. How good?
If you send 100 InMails per month, with a steady 20 percent response rate, you will end up with about 125 total InMails to send-based on InMails credited back to your account.