How to Not #FAIL LinkedIn InMail

April 13, 2016

By Kiran Goojha, senior manager of marketing and communications

I’ve been noticing an uptick in “marketed” InMail coming into my LinkedIn inbox. Some are from companies looking to get someone in my demographic interested in a new product or conference they are promoting, others are recruiters blasting out a form letter about a job that I may or may not be qualified for, based on keywords in my profile.

The increase in using InMail for targeted outreach is no surprise, given that LinkedIn provides a wealth of access to people that you want your content to be in front of. However, as with any kind of content marketing campaign, you cannot simply rely on basic keyword affiliation — you need to understand the breakdown of your target audience. Here are three tips to get you started the right way:

Influencers
These are the people you want to reach out to first and foremost — the ones who have the networking capabilities on LinkedIn to not just read/register/respond to your outreach, but to also share with their relevant networks.

The days of just spamming inboxes that match a short keyword list are gone. Do your due diligence, find out whether or not the people on your send list actually make sense to send to before you hit, well, send.

Common Ground
One of my favorite outreach messages came from someone who actually did their research on me and signed their InMail with a quote from Tolkien. Now, anyone who knows my name and can Google will be able to see that my Twitter handle is Tolkien-inspired and can make the correct assumption that I am indeed a fan of the writer. Taking the time to make that connection meant that regardless of whatever was being sold to me, I was at a minimum going to respond. Why? Because I have a point of commonality with this sales person/recruiter so they stick out in my mind. 

Finally, write well.
While emails are not necessarily the platform for literary works of wonder, you still want to make sure what you’re sending is engaging. Keep it short. Keep it to the point. USE SPELLCHECK. And make sure that your call-to-action or request is front and center. 


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