In this video, learn how and when to use InMail, best practices for contacting people outside of your network, and how to create and craft an InMail that yields results.
- [Instructor] You have searched for leads, you've saved them so you gain insights, and now has come the time to talk to your buyers. We know that most decision makers won't respond to cold outreach on average 90% of the time. But what if there is no one who can provide you with a warm introduction. Thankfully LinkedIn Sales Navigator comes with a built in tool designed to help you engage with people outside of your network, but still in a warm manner, and that's In Mail. In Mails are messages that can be sent to another LinkedIn member you're not connected to. They are a direct link to someone without having to bypass a gatekeeper. Unlike direct dialing or email, In Mail allows you to engage with a prospect or lead without needing their email address or phone number. Plus In Mails have an average response rate of between 18 to 25%, compared to cold emails 3% average response rate. So let's send an In Mail to Rochelle. I'm going to navigate to the message button and this opens up the In Mail composition box. A couple of things we will see, we've got our subject line. We want to make sure it's something that is designed to get somebody's attention. Below that I've got the body of the In Mail. One thing you will note, it will show me how many In Mail credits I have remaining. You receive a specific number of In Mail credits based on your subscription type. You can find the number of your available In Mail credits anytime you open up an In Mail composition box or simply by navigating to your teeny, tiny picture, clicking on settings, and you'll see your credits there. In terms of In Mail credits, a couple of things to note. You receive your monthly allotment of In Mail credits. They roll over for a period of 90 days. And as well, you receive your In Mail credit back for every In Mail response you receive. So if somebody responds with text or if somebody clicks that button they receive in their LinkedIn inbox that says no I'm not interested, those both count as responses, which means you're going to get your In Mail credit back. That's why there's such a focus on creating a great In Mail that receives responses so that you can get your credits back and start talking to more buyers. Now for the body of the In Mail, you want to make sure that your message is personalized. This is why you're looking at somebody's profile and you're gaining insights. So think of what you've seen. Perhaps you can reference the geography, do you have mutual interests, maybe they shared an update that really resonated with you. Think of the things that you've seen on this persons profile or that they've shared that will allow you to build rapport and establish a connection. Next, what is the compelling information. What is the business value that you're offering to this person as far as why connecting or engaging with you is going to be beneficial to the business. Next, you need to be sure, do you have a clear call to action. So what are the expected next steps. How will you get in contact. Are you providing available times? As a tip I always try to include the time zone that my appointment request is in. That way no matter where in the world somebody is they'll know what the expectation is and it helps to minimize the back and forth. One final piece that's going to be very important for all communications is going to be brevity. You do need to be brave. Be direct, especially when you're engaging on In Mail since most LinkedIn engagement is now taking place on mobile devices. Now if you're stuck for rapport building content and ways to personalize your message, down below we also have our ice breakers. Here are going to be some things that you can include that will help you to create this personalized message and they serve as great conversation starters. Avoid adding a sales pitch or excessive information. It can make your In Mail seem like spam. Be thoughtful in your outreach so that your message is interesting and authentic. And as far as some of the things that you want to be mindful of, down in the right hand corner you'll also see a character counter. This will change colors as you get more and more wordy so you do want to make sure you're keeping it to an optimum length so that somebody will respond. You can also include some attachments if required, but again we want to go and be brief. Remember In Mails are meant to be an introductory method of engagement designed to warm up your prospect or buyer to future conversation. Use In Mail to make a memorable first impression.
- Setting up Sales Navigator
- Using account pages
- Finding prospects
- Viewing profiles
- Leveraging warm introductions
- Sending InMail
- Using the mobile app
- Syncing with your CRM
- Using PointDrive for insights
- Incorporating Sales Navigator into your daily workflow