LinkedIn InMail Best Practices: 10 Mistakes to Avoid

Introduction

LinkedIn has become a powerhouse for B2B outreach – it drives 80% of all B2B social media leads (6) and boasts that four out of five members are business decision-makers (7). 

One of LinkedIn’s most effective tools is InMail, the premium messaging feature that lets you reach prospects outside your network. InMail messages typically see open rates up to 85% and response rates around 10–25% – about 3× higher response than cold email (2) (1). Impressive, right?

But those impressive stats only hold if you use InMail correctly. Many sales and marketing teams still struggle to get replies on LinkedIn. Common mistakes – from generic copy-pastes to poor timing – can tank your InMail ROI and leave leads on the table. The good news? Each mistake comes with a straightforward best practice fix.

In this guide, we’ll count down 10 LinkedIn InMail mistakes to avoid in 2025 and explain what to do instead at every step. These LinkedIn InMail best practices are tailored for B2B sales and marketing leaders who want to turn LinkedIn into a lead generation goldmine. Let’s dive in!

10 Common Mistakes to Avoid: LinkedIn InMail Best Practices

In 2025, sending effective LinkedIn InMails is more than just reaching out, it’s about creating meaningful connections that open doors. Avoid these 10 common mistakes and follow proven LinkedIn InMail best practices to increase response rates, build trust, and stand out in a crowded inbox.

1. Targeting Everyone (Instead of Your Ideal Prospects)

One size fits all? Not in B2B outreach. A huge mistake is blasting InMails to a broad audience without precise targeting. LinkedIn gives you advanced filters to zero in on specific industries, roles, company sizes, etc. – use them. If your message isn’t highly relevant to the recipient’s role or needs, it’s likely to be ignored (3). InMail credits are limited and expensive, so don’t waste them on bad-fit prospects.

Why It Hurts: Poor targeting leads to low response rates and wasted effort. InMail’s advantage is reaching the right people, not all people. Generic “spray and pray” campaigns will get buried. 

By contrast, campaigns focused on well-defined buyer personas can open doors to valuable conversations (3). As one sales expert put it, “The spray and pray method just doesn’t work…imagine sending hundreds of InMails (that you pay for), only to have no one respond because they aren’t interested” (9). It’s a lose-lose: prospects get annoyed by irrelevant pitches, and you burn through your credits for nothing.

What to Do Instead: Define your ICP (Ideal Customer Profile) and build a refined prospect list before sending any InMails. Leverage LinkedIn Sales Navigator filters to find prospects who closely match your successful customer profiles (same industry, company size, role, region, etc.). 

For example, if your best clients are fintech CTOs at Series B–D companies, filter for those criteria rather than mass-messaging every “technology leader” on LinkedIn. The more specific your targeting, the higher your reply rates (9).

Also look for engagement signals. Prospects who are active on LinkedIn (posting content, commenting) or who have an “Open Profile” (allowing free messages) are often more receptive. In fact, LinkedIn data shows that certain signals can boost responsiveness – e.g. leads with an “Open to Work” tag (used by recruiters) are 37% more likely to respond (13). 

While sales prospects won’t have “Open to Work,” similar logic applies: someone who just changed jobs or joined a relevant LinkedIn group might be extra open to new solutions. Prioritize quality over quantity every time. Ten carefully chosen InMail targets will beat a hundred random ones on response rate.

2. Sending Generic, Template-Like Messages

Another cardinal sin is sending out cookie-cutter messages that scream “mass email.” If your InMail could be sent to anyone, chances are it will resonate with no one. LinkedIn reports that personalized InMails can get up to 3× higher response rates than generic ones (15). Buyers can smell a form letter a mile away. A bland intro like “Dear Sir/Madam, I’d like to introduce our services…” will get deleted faster than you can say “Connect.”

Why It Hurts: Generic outreach shows the prospect you haven’t done your homework. It feels spammy and impersonal – the opposite of what LinkedIn is meant for (professional networking and relationship-building). Remember, an InMail arrives in a relatively uncluttered LinkedIn inbox (compared to email). 

The recipient expects that you chose them specifically, perhaps based on their profile or activity. If they see a templated pitch with zero personalization, it’s a major turn-off. No surprise that messages without personalization have significantly lower reply rates – one study found generic mass InMails perform 15% worse than personalized sends (2).

What to Do Instead: Personalize at scale. This doesn’t mean writing each InMail from scratch, but it does mean adding personal touches that prove you researched the individual. Start with using their name (never “Dear Recruiter” or “Dear Marketing Manager”). 

Then reference something specific: perhaps a recent post they wrote, a mutual connection, their company’s news, or a detail from their profile. For instance: “Hi Jane, I noticed you spoke at SaaS Summit last week on customer retention…” or “Congrats on your Series A funding – as a fellow startup enthusiast, I know how pivotal that is!” Such details immediately signal that your message isn’t a mass blast (3).

Better yet, connect your offering to their context. Instead of a generic value prop, frame it around their role or challenges: e.g. “As a CMO, you’re probably striving to boost pipeline quality – I have an idea that could increase your team’s lead conversion by 20%.” 

LinkedIn’s own data shows that this kind of relevance pays off: sales messages that mention a prospect’s specific pain points or goals see far higher engagement. One report noted personalized InMails had a 40% higher acceptance or reply rate than impersonal ones (16).

An example of a well-personalized LinkedIn InMail. The message references a recent meeting and shared interests, aligning the pitch with the prospect’s goals. Personalized touches like these can dramatically boost reply rates. (10)

To streamline personalization, create a basic template but leave room to customize 2-3 key points for each recipient. For example, your template might have: “Hi [Name], I saw [trigger event/detail]. As a [Their Role] at [Company], you might be facing [challenge]…” – then segue into how you can help. 

This approach ensures each InMail feels one-of-a-kind while still being efficient for your team. Yes, it takes a bit more time than copy-pasting the same message to 100 people, but the payoff is worth it. As the saying goes, “Make the prospect feel like the only one, not just anyone.” When you do, they’re far more likely to respond – and maybe even thank you for the thoughtful outreach.

How can you personalize InMails beyond just using a name?

Most senders know to at least use the recipient’s name – but true personalization goes much further. To rise above the noise in 2025, leverage multiple profile insights in your InMail. Here are a few powerful ways to personalize beyond “[Hi Name]”:

• Mention a recent activity: Did the prospect post an article or get quoted in a press release? Bring it up. “I read your post on AI in marketing – fascinating insights.” This shows you care about their thoughts and expertise.
  
• Reference mutual connections or groups: If you share a LinkedIn group, alma mater, or acquaintance, drop that info. “Noticed we’re both members of the SaaS Leaders Network – small world!” Common ground builds instant rapport.
  
• Highlight their company’s news: Keep tabs on their organization (funding announcements, product launches, hiring trends). “Congrats on your company’s expansion into Europe – as a logistics SaaS provider, that must be exciting and challenging in equal measure.” It demonstrates you understand their business context.
  
• Tailor to their industry or role: Use industry-specific language or address a pain point typical for their role. “As a VP of Sales in fintech, I suspect compliance and lead quality are top of mind…” – this shows you “get” their world.
  
• Offer genuine praise or curiosity: If something in their profile impresses you (e.g. they scaled a team from 5 to 50, or volunteer on the side), mention it sincerely. “I’m inspired by your rapid team growth at XYZ – how did you manage that so effectively?” Authentic flattery (or an insightful question) can warm them up.
  

The key is thoughtfulness. By weaving in specific details, you trigger what psychologists call a “personalization bias” – people naturally pay more attention to information that relates to them personally. In practice, LinkedIn stats indicate messages referencing a prospect’s recent activity or shared connections see significantly higher reply rates (2).

It might help to keep a checklist: before sending an InMail, quickly scan the prospect’s About section, recent posts, experience, and mutual connections. Jot down two personal nuggets and incorporate them. This extra step can be the difference between a cold delete and a warm reply.

3. Writing a Novel Instead of a Message

When it comes to InMail, brevity beats verbosity. Busy executives don’t have time to read a wall of text from a stranger. Yet a major mistake is sending overly long, dense InMails that include your whole life story, three case studies, and a product brochure’s worth of info. 

Think about your own behavior – if you open a LinkedIn message and see five chunky paragraphs, do you read it? Probably not. Data backs this up: shorter InMails get far better response rates. One LinkedIn study found messages under 400 characters (around 6-8 sentences) received 22% more responses than average, whereas very long messages (over 1200 characters) got 11% fewer responses than average (16).

LinkedIn’s research shows the impact of message length on response rates. InMails under 400 characters outperform the average reply rate by 22%, while those over 1200 characters underperform by 11% (2). The takeaway: keep it concise for best results.

Why It Hurts: Long messages overwhelm and bore the reader. Prospects will often skim or skip entirely if they see a big block of text. Key points get lost in the fluff. Moreover, a lengthy pitch can come across as desperate – as if you’re trying way too hard to sell them upfront. InMail should start a conversation, not deliver a monologue. It’s like approaching someone at a networking event: you wouldn’t launch into a 5-minute speech without letting them get a word in edgewise. Similarly, an InMail should be concise enough to pique interest and invite a response or a meeting, rather than trying to pre-answer every possible question in one go.

Consider this real example (sanitized for privacy): A talent recruiter sent a 300+ word InMail detailing a job opening – complete with company background, multiple links, a request for the candidate’s resume and availability, and even mention of “free parking” at the office. Unsurprisingly, the candidate felt overwhelmed and never replied. It’s just too much, too soon. 

In contrast, another recruiter sent a short, 3-sentence InMail: greeting the candidate by name, stating that their profile stood out in a specific skill, and asking if they’d be open to a brief chat about a role. 

The candidate responded within hours, impressed by the directness and respect for their time. This scenario plays out in sales outreach too: brief messages (50–125 words) that quickly establish context and value see markedly higher reply rates (3), whereas long pitchy messages are often ignored.

What to Do Instead: Keep it short and scannable. Aim for roughly 100 words or less in your InMail body. In practical terms, that’s 2–3 short paragraphs or bullet points. 

A good rule of thumb is the LinkedIn “mobile preview” test: Your entire message should fit without too much scrolling on a phone. Many recipients will check LinkedIn on mobile, and if they have to swipe more than once to read your message, it’s probably too long (12).

Structure your InMail for brevity and impact:

• Line 1: A personalized opener or hook (one sentence). E.g. “Hi John – enjoyed your recent Forbes interview on AI in retail.”
  
• Lines 2-3: Your core value proposition or reason for reaching out, tailored to them (one to two sentences). “I have an idea to help [Prospect’s Company] reduce inventory costs by 15% using predictive AI – something we’ve done for other retailers like XYZ.”
  
• Line 4: A simple call-to-action or question (one sentence). “Open to a 10-minute chat next week to see if this might fit?”
  

That’s it. You’ve delivered a personalized compliment, a relevant value pitch, and a low-pressure next step all in 4-5 sentences. This is much more likely to be read and answered than a 300-word essay about your company’s mission and product features.

To make longer messages more digestible, use formatting tricks: bullet points, line breaks, and bold text for key phrases. Breaking text into small chunks creates white space that makes it easier to read quickly (13). 

For example, if you must list 3 benefits, put them as bullets rather than a run-on sentence. But be cautious – InMail doesn’t support rich text or true bullet indentation, so you may use dashes or emojis (🔹) as bullet symbols. The goal is to avoid any intimidating “wall of text” appearance.

Finally, trim the fluff. Edit out filler words, jargon, and anything not directly relevant to the prospect. Every sentence should either (a) personalize the message, (b) convey your value proposition, or (c) suggest a next step. If it doesn’t do one of those, consider cutting it. 

Remember, an InMail is an appetizer, not the full course. You’re teasing enough info to spark interest – the detailed discussion comes once you get them on a call or thread. As LinkedIn’s data illustrates, concise messages significantly outperform verbose ones in reply rates (2). Respect your reader’s time by getting to the point, and you’ll earn more responses.

4. Sounding Too Salesy and Self-Centered

“Pitch slapping” – hitting someone with an unsolicited sales pitch – is a quick way to kill an InMail conversation. Many reps make the mistake of using InMail as a place to hard sell their product or rattle off a list of features. This often comes across as overly salesy, or worse, desperate. 

Similarly, writing in an overly formal or corporate tone can make your message feel cold and robotic. If your InMail reads like a press release or a stock marketing brochure (“We are the leading provider of innovative solutions…”) instead of a human-to-human note, you’re doing it wrong.

Why It Hurts: People go on LinkedIn to network, learn, and discuss industry topics – not to get spammed with aggressive sales pitches. When an InMail immediately centers on your company and offering (“We do X, we have Y, we’d like to sell you Z”), it fails to engage the prospect’s interest or pain points. Buyers tune out messages that don’t feel relevant or helpful to them. 

In fact, 57% of people say they’d be more inclined to buy if a salesperson doesn’t apply pressure or hassle them in follow-ups (5). That underscores how important a consultative, helpful tone is. A pushy first message can permanently sour a prospect on your brand. They might even hit “Mark as spam” or decline future connection requests if they feel you’re just there to sell at them.

Over-formality is another flavor of this mistake. If your language is full of jargon, buzzwords, or stiff phrasing (“Dear Sir, I would like to schedule a business discussion at your earliest convenience”), it creates distance. It doesn’t invite a friendly reply. On LinkedIn, a conversational tone – while still professional – tends to perform best (12). Think of it as a business casual conversation, not a boardroom presentation. Your InMail should feel like one colleague reaching out to another, not a spammy ad or a legal letter.

What to Do Instead: Shift your mindset from “selling” to “helping”. Approach each InMail with the question: 

How can I offer value to this person? Lead with that value, not with your sales pitch. 

For example, instead of “Can I demo our software for you?” (which screams I want to sell you something), you might say, “I have some industry insights on [problem] that might benefit [Prospect’s Company] – happy to share if you’re interested.” 

Or, “Noticed you asked about [challenge] on a LinkedIn post; we recently tackled that at [Client Company] and saw success – I’d love to swap notes.” See the difference? You’re positioning yourself as a helpful peer, not a pushy peddler.

Here are a few tips to keep your tone prospect-centric and conversational:

• Speak their language: Use terms that are common to their industry and role, and avoid heavy internal jargon. If you must mention your solution, frame it in terms of solving their pain. E.g. “We help e-commerce leaders like you reduce cart abandonment (instead of “our AI SaaS has a revolutionary conversion optimization engine”).
  
• Be curious and empathetic: It can help to ask a question about their challenges rather than blasting out assumptions. “How are you handling the recent changes in data privacy? I know many marketing teams are struggling with that – it’s actually an area we’ve been working on.” This shows empathy and opens a dialogue.
  
• Keep it informal-but-professional: Use a friendly greeting (“Hi” or “Hello” rather than “Dear”), contractions (it’s, we’re) instead of overly stiff language, and a warm sign-off (“Cheers,” “Thank you,” even “- [Name]”). Emojis can be acceptable in very small doses if it fits your style, but use them sparingly in B2B (maybe a light “🙂” or “👍” in a follow-up, but not in the first outreach).
  
• Don’t list features – tease outcomes: Instead of feature dumping, mention a result or benefit. Not “Our platform has A, B, C features,” but “we helped [Similar Company] achieve 30% faster onboarding – I think that insight could apply to your team.”
  
• Never make it all about you: Count the “I/we” vs “you” in your message. There should be more “you” and “your” – focusing on the prospect – than talking about yourself. For example, “Your recent growth at [Prospect Company] is impressive… I have an idea that might help your team scale sales enablement even further.” This keeps the spotlight on them.
  

Crucially, do NOT try to close a deal on first contact. The goal of an InMail is to start a conversation (usually to secure a phone call or meeting), not to have them sign a contract immediately. As one best practice states: “Never sell from the first InMail – the goal is to schedule a meeting” (2). 

Avoid phrasing like “When can we schedule a demo?” in your initial note (that’s too forward). Instead, a softer CTA like “Open to chatting further?” or “Would you be interested in a brief call to explore?” works better (2). This lowers the pressure.

By adopting a customer-centric, conversational tone, you build trust from the first touch. You want the prospect to think, “This person seems to understand my world and isn’t just here to sell me – maybe I’ll respond.” 

When in doubt, read your InMail draft and ask: If I received this, would I feel helped or harassed? Adjust accordingly. Remember, helping is the new selling – especially on LinkedIn, where relationships trump transactions.

What tone and style of messaging gets the best response rates?

The highest-response LinkedIn messages tend to strike a tone that is warm, authentic, and tailored to the recipient. It’s a balancing act: you want to sound professional and credible, yet also personable and easy to talk to. Here are some guidelines on hitting the right tone:

• Conversational, not canned: Write as if you were speaking to the person in a one-on-one conversation. Use natural language and avoid overly formal or complex sentences. 

For instance, instead of “Greetings, I am reaching out to inquire if you possess interest in…”, say “Hi [Name], I’m reaching out because I noticed…”. The latter is approachable and human. LinkedIn’s own advice notes that being too formal can turn recipients away – a conversational style feels more genuine (12).

• Confidence without arrogance: Be confident about the value you offer, but don’t brag. There’s a difference between “We’re the industry leader with unparalleled solutions” (which can sound boastful) and “We’ve helped companies similar to yours achieve X result” (which sounds helpful and matter-of-fact). The first might raise skepticism; the second builds credibility.
  
• Positive and optimistic: Keep the tone upbeat. Even if you’re addressing a pain point, frame it as an opportunity to improve, not just doom and gloom. For example: “I saw your comment about low email engagement – I think there’s a quick win to turn that around.” The subtext is optimistic and solution-oriented, which readers find encouraging.
  
• Respectful and low-pressure: As mentioned, pushy language is a turn-off. Phrases like “limited-time offer” or demands like “Please respond by Friday” have no place in a first InMail. Instead, be polite and patient: “If it makes sense, I’d be happy to share more — let me know if you’re interested.” This shows respect for their time and agency. Professionals appreciate that courtesy and are more likely to respond when they don’t feel cornered.
  
• Customize the tone to the person: Gauge from the prospect’s profile and industry how formal or casual to be. A fintech CFO might appreciate a slightly more formal tone, whereas a startup founder or creative director might respond better to a casual, even playful tone. Always err on the side of professional, but you can sprinkle in a bit of personality if appropriate (e.g., a light joke or a relatable remark) once you gauge their style.
  

In essence, the best tone is professional-but-friendly. You want to come across as a knowledgeable peer or advisor, not a faceless salesperson or a scripted robot. When prospects feel like they’re having a real conversation with a real person, their guard comes down. 

That’s when genuine engagement (and eventually, sales opportunities) happen. It’s no surprise that sales teams who master this tone see better results – their outreach feels like networking, not soliciting, which on LinkedIn is exactly the sweet spot.

5. Weak Subject Lines (and Poor First Impressions)

On LinkedIn, the subject line and the first sentence of your InMail are prime real estate. They form the recipient’s critical first impression and determine whether your message gets opened at all.

A common mistake is using vague, boring, or misleading subject lines – or neglecting the subject line entirely (yes, some people leave it blank or just say “Hello”). 

Likewise, a dull opening line (e.g. “I am writing to introduce myself…”) can lose the reader before they ever reach your main point. InMail might not have the spam filters of email, but human filters are very much at play: you have a few seconds to grab attention as someone scans their inbox.

Why It Hurts: Think of your own behavior in your LinkedIn inbox or email. You likely click messages that hint at something interesting or relevant to you, and ignore those that don’t. 

A subject like “Quick question about [specific topic]” or “Idea for [Company Name]” piques curiosity, whereas something like “Introduction” or “Hello [Name]” tells you nothing compelling. 

In fact, internal data suggests that over 40% of LinkedIn users decide to open a message based on the first sentence alone (8). If that first line is generic or boring, almost half your potential audience might never read further.

Misleading subject lines are equally harmful. Some senders try gimmicks like “Re: Our Meeting” when there was no prior meeting, to trick recipients. This erodes trust – even if they open it once, they’ll be annoyed and unlikely to respond (or even read your content). 

Similarly, overly salesy subjects (“Increase revenue by 50%!!!”) can trigger skepticism or feel like spam.

What to Do Instead: Craft clear, concise, and relevant subject lines and opening lines that immediately address something of value to the recipient. Here are some best practices:

• Keep it short – ideally under 50 characters. According to LinkedIn, the best InMail subject lines are brief and to the point (2). Superturtle’s analysis of subject lengths showed that extremely short subjects (under ~15 characters) had the highest open rates (13). While you don’t have to count characters religiously, aim for a few words, not a sentence.
  
• Personalize or specify – include a keyword that matters to the prospect. This could be their company name, a mutual topic, or a pain point. For example: “Idea for [Company]’s UX”, “Question about [Strategy X]”, or “Loved your post on [Topic]”. These tell the reader, “This isn’t spam, it’s about something you care about.”
  
• Spark curiosity (honestly) – a little intrigue can work wonders. Phrasing like “Quick question, [Name]” or “Thinking about your [Goal]” invites them to learn more, but make sure you deliver on that intrigue in the message. One formula is the question format: e.g., “Quick question about your Q4 pipeline” – it’s specific enough to be relevant but leaves the answer in the message (2).
  
• Avoid clickbait or tricks – never deceive. Don’t use “FWD:” or “Re:” unless it’s truly part of a thread. Don’t imply an existing relationship that isn’t there. Your credibility is at stake.
  
• Leverage LinkedIn’s strengths – something you can do in InMail subject lines that’s not possible in cold emails is reference LinkedIn context. E.g., “Saw you attended [Event]” or “[Mutual connection] suggested I reach out” if true. These are highly effective: one template source noted the mutual connection style subject “NameNameName suggested I reach out” as a winner (2).
  

After the subject, the first sentence of your message should continue the momentum. Often, LinkedIn Inbox previews will show the subject + first line together in the notification. So start by referencing something of interest (the hook). For instance: “Hi Mary, I noticed you’re hiring SDRs – we recently helped another SaaS firm tackle ramp-up challenges…” 

This immediately signals relevance (hiring SDRs) and value (you have a relevant success story). Contrast that with a bland opener like “My name is X and I work for Y” – the reader sees zero benefit to them so far. You can introduce yourself after hooking them (they’ll see your name in the sender info anyway).

Also, don’t waste the subject line with “Introduction” or “Hello.” Use it to convey an angle. Every word counts. According to one analysis, including a company name or personalization in the subject boosted open rates by about 10% in cold outreach (9) – likely similar in InMail. So instead of “Introduction from [Your Company]”, try “Idea for [Prospect Company] – from [Your Company]”. See how the latter already hints at a benefit?

In summary, treat the subject and first line as your elevator pitch for the message. They should work together to answer the recipient’s subconscious question: “Why should I care to open this?” 

If you can answer that – by signaling something timely, relevant, or intriguing – you’ll earn the click. Given that nearly half of recipients base their open decision on that preview (8), mastering this small element can dramatically improve your InMail success.

6. Not Giving a Clear Reason to Reply (No CTA)

Imagine a prospect reads your entire InMail… and then isn’t sure what to do next. Unfortunately, this happens when you don’t include a clear call-to-action (CTA) or question in your message. Some outreach messages end with a limp closure like “Let me know what you think.” Others present too many options or an overly aggressive ask. Failing to guide the prospect on the next step is a mistake that can lead to dead ends – the conversation fizzles out before it even begins.

Why It Hurts: Every good sales or marketing message should have a goal – usually to provoke a response or action. If you don’t explicitly encourage the recipient to respond, many won’t bother. 

People are busy and won’t take the initiative to figure out what you want from them. On the flip side, if your ask is too heavy (e.g., “Here’s a link to schedule a demo for next week” as your first interaction), it can scare people off. The absence of a clear, easy next step means your outreach might just be “seen” and then forgotten.

Think of all the LinkedIn messages you’ve seen that end ambiguously. Perhaps the sender dumped a bunch of info on you but didn’t actually ask a question. The result? You might think “Interesting, I’ll consider it later” and then never reply. 

Or worse, you don’t even realize they were hoping for a reply. InMails that give a reason and invitation to respond logically get more engagement. LinkedIn experts emphasize always including a specific question or request – otherwise you haven’t actually started a conversation, you’ve just made a statement.

What to Do Instead: End every InMail with a clear, single ask. Generally, for a first outreach, the ideal CTA is to suggest a next step that’s low-commitment, such as a brief call/meeting or even simply a reply to discuss further. Make it as easy as possible for the prospect to say “yes.” Here are some CTA examples and tips:

• Pose a simple question: Even something as straightforward as “Interested?” or “Thoughts?” at the end of your message can prompt a response, because humans psychologically like to answer questions. Better yet, ask a specific question related to their situation: “Have you tried anything similar?”, “Would a solution for X be useful for your team?” This invites them to share.
  
• Suggest a short call by time-bound context: For instance, “Worth a 15-minute chat later this week?” or “Would you be open to a quick call next week to explore this?”. Notice the use of “15-minute” or “quick” – it lowers the perceived time cost. Also use soft language like “open to” or “worth” rather than imperative language. One effective CTA phrasing: “Would it be crazy if we hopped on a 10-minute call to discuss?” (the subtle humor of “would it be crazy” can disarm, but use only if it fits your style).
  
• Offer more info if not ready for call: E.g., “Happy to send more details or answer any questions if that’s easier.” This gives an out for those who aren’t ready to talk live. They may reply asking for an email or document, which is still engagement you can work with.
  
• Only one CTA: Don’t ask for multiple things at once (e.g. “Let’s connect for a call or I can send you a whitepaper or maybe drop by your office?”). Too many choices can lead to decision paralysis. Guide them to one action.
  
• Make it conversational: A CTA can be part of a sentence instead of a formal ask. Example: “…I’d be happy to share a quick case study if you’re interested – just let me know.” This feels light and two-way, rather than a demand.
  

Crucially, never end without any call-to-action. Even a simple “Looking forward to your thoughts” is better than nothing, but it’s still a bit passive. It’s often more effective to explicitly encourage a reply: “Do you think this is something worth exploring?” – that yes/no question gently compels an answer.

Research indicates that InMails with a clear next step or question tend to drive higher response rates (10). This makes sense: you’re opening a loop that psychologically the recipient may want to close by responding. In contrast, statements like “Let me know if you’d like to discuss” put all the onus on them. Make it a two-way street.

Finally, align your CTA with what you ultimately want. If your aim is a booked meeting, ask for a meeting (but phrase it softly as above). If you just want to start a dialogue, ask a question to get them talking. 

Avoid CTAs that are too aggressive for a first touch (like asking them to sign up for a trial or review a full proposal). Step by step – the InMail is just step one. Nail that micro-yes (a reply or quick call), and you can move to the bigger yes later.

By clearly answering the “What now?” at the end of your message, you significantly increase the chances the prospect will take that next step. Don’t leave them guessing.

7. Ignoring Timing and Cadence

When you send a LinkedIn InMail can be nearly as important as what you send. A common oversight is blasting out InMails whenever it’s convenient for you, without considering the recipient’s likely schedule or the day of week. Yet timing plays a role in whether your message gets noticed quickly or languishes. 

Another timing-related mistake is not leveraging timely “trigger events” – like reaching out right after a prospect posts on LinkedIn or changes jobs, when there’s a natural reason to connect. In short, ignoring timing means missing opportunities to catch prospects at the right moment.

Why It Hurts: Professionals have rhythms to their work weeks. An InMail sent late on a Friday or over the weekend might get overlooked, as people unplug or delay non-urgent tasks until Monday. By Monday, that message could be buried under other notifications. 

LinkedIn’s data suggests messages sent on Tuesday through Thursday tend to get better response rates than those sent on weekends or late Friday (3). Specifically, one study noted InMails sent on Saturday see significantly slower responses – about a 13% delay compared to weekdays (2). That’s not to say nobody will ever reply on a weekend, but the odds drop.

Similarly, consider time of day: sending a message at 11:00 PM in your time zone might mean the prospect gets it at an odd hour in theirs. If they receive it at 2 AM local time, by the morning it’s no longer “fresh” and could be surrounded by overnight spam or other updates. 

Many sales pros report success targeting early morning or late afternoon times when people are checking messages. In fact, LinkedIn has hinted that InMails sent in the morning on weekdays often perform well, catching people before they dive into the day’s work (3).

Ignoring cadence also means not timing your outreach around their activities. For example, if you notice a prospect just attended a webinar or posted a question on LinkedIn, reaching out that same day with a relevant note can hugely boost your chances of engagement (you have a ready-made conversation starter). A generic schedule that doesn’t account for such events forfeits this advantage.

What to Do Instead: Be strategic about when you send InMails. Here are some timing best practices:

• Choose optimal days: Aim for mid-week if possible. Tuesday, Wednesday, or Thursday are often cited as sweet spots for outbound prospecting messages (3). On these days, people have settled into the week but aren’t yet mentally checking out for weekend. 

Monday can work too (some data even suggests Monday InMails get the fastest replies because people are catching up on messages) (13), but be mindful not to send too early Monday before they’ve cleared their inbox.

• Avoid weekend sends: Unless your target absolutely tends to work weekends, it’s usually best to hold off. If you draft something on Friday afternoon, consider scheduling it for Monday morning instead of sending at 6 PM Friday. An exception might be if you’re contacting someone who explicitly mentioned they catch up on messages Sunday evening – but that’s rare.
  
• Time of day: Late morning or early afternoon can be effective. Many professionals check LinkedIn in the morning before diving into email or meetings. A message that arrives around 7–9 AM (their local time) might catch that window. Others scroll LinkedIn during lunch or just after lunch (12–2 PM) as a quick break. End-of-day (like 5–6 PM) can also work for some – they might clear messages before leaving. If you’re using Sales Navigator, its InMail analytics might give clues on when your audience tends to respond.
  
• Leverage trigger events: This is a big one. Set up alerts or just pay attention to things like: prospect gets a promotion or new job (LinkedIn will often notify you of connections’ changes), their company makes a big announcement, they publish a post or comment on something relevant, they attend an event (sometimes shown in their activity or via common groups). These events give you context to time your InMail. 

For example: “Hi Jane, I saw your post this morning about account-based marketing – the challenges you mentioned caught my eye because we tackle those daily…”. By referencing a same-day or recent event, your message feels timely and relevant, not out-of-the-blue. According to one report, tying outreach to recent prospect activity can boost response rates by 32% (8).

• Mind the time zones: If you’re reaching prospects globally, segment your send times. It might be worth scheduling batches so they go out at, say, 9 AM in each prospect’s local time zone, rather than all at once in your time which could be midnight for some of them. Tools and Sales Nav allow some scheduling or you can do it manually.

To illustrate timing impact: LinkedIn’s own data found response times are fastest on Monday, and generally good mid-week, but slower on Fridays and worst on Saturdays (13). Additionally, 65% of InMail responses occur within 24 hours (2) – meaning if you don’t get a quick reply, you might not get one at all unless you follow up (which we cover next). So you want to land in their inbox at a time they’re likely to see and respond promptly, maximizing that 24-hour window.

In summary, be thoughtful about when your message will hit the recipient’s radar. By aligning with their schedule and capitalizing on relevant moments, you tilt the odds in your favor. 

Smart timing won’t save a terrible message, but it can elevate a good message into a great result. And it shows professionalism – reaching out at considerate times and with context proves you’re not just automating blindly, but actually considering the person on the other end.

8. Giving Up After One Attempt (No Follow-Up)

This is a big mistake in sales outreach across all channels: sending one message and, if no reply, assuming the prospect isn’t interested. In reality, people are busy or may intend to reply later but forget. 

Not following up means you miss out on many potential conversations. In the context of LinkedIn, some assume if an InMail doesn’t get a reply, that lead is dead. But a polite nudge or an alternative touchpoint can often revive the opportunity. The stats on this are eye-opening: nearly half of salespeople never follow up after the first contact (5), yet most deals require multiple touches.

Why It Hurts: By stopping at one InMail, you’re likely leaving money on the table. Research shows 48% of sales teams never attempt a follow-up after an initial interaction (5). Yet, the same research indicates that it often takes 5 or more touches to close a sale, and many prospects say “no” or stay silent a few times before eventually saying “yes” (5). 

In fact, 80% of sales require at least 5 follow-ups in general (5). While an InMail reply isn’t a closed sale, the principle is that persistence pays. If you’re the type to quit after one unanswered message, you’re effectively discarding prospects that might have converted with a little more effort.

On LinkedIn, in particular, people might see your InMail and plan to respond, but then get distracted. Or they might briefly check your profile and think “I’ll respond later when I have time” and later never comes. 

A gentle follow-up can put you back on their radar. Additionally, LinkedIn InMails have a quirk: if the person doesn’t respond in 90 days, your credit is returned (for premium users), which is LinkedIn’s way of encouraging you to find receptive folks. 

But it doesn’t preclude sending a follow-up message outside of InMail. Some reps connect with the person or send a normal LinkedIn message or even an email as a second touch. The key is a multi-touch approach, not a one-and-done.

What to Do Instead: Plan a follow-up cadence for your LinkedIn outreach. Here’s how to follow up smartly on InMail:

• Send a polite reminder InMail after about a week or two if no response. You might open with something light like, “Hi [Name], just circling back on my note below – I know LinkedIn can get busy. Any thoughts on XYZ I mentioned?”. Keep it short and friendly. 

Reference your initial message (maybe quote a one-liner from it or simply say “my note from last week”) so they have context. Rail Trip Strategies recommends a brief follow-up ~1 week later, referencing the initial message and offering another opportunity to connect (3).

• Use a different format or channel if possible. For instance, you could send a connection request with a note (if you haven’t already connected) – something like, “Hi [Name], I sent you an InMail recently about [topic] – thought to connect here as well in case that’s easier. Love to chat when you have a moment.”. 

Or if you have their email from a lead magnet or website, you could follow up via email referencing your LinkedIn reach-out. An omni-channel approach (LinkedIn + email + maybe a call or voicemail if appropriate) can significantly increase your chances of contact. Martal’s own omnichannel outreach programs, for example, combine LinkedIn InMails with email sequences and call touches to ensure no lead slips through the cracks.

• Add value in the follow-up: Don’t just say “Did you read my message?” Instead, offer a little something new – maybe a relevant article, statistic, or insight. E.g., “Since I last reached out, I came across a case study I think you’d find interesting… [one-liner about case study]. Happy to forward it if you’d like.” This way, even if they ignored the first, the second touch provides standalone value and a reason to respond.
  
• Keep the tone positive and understanding: Perhaps they intended to reply and got busy – acknowledge that possibility. “I imagine last week was hectic; just bumping this in case it slipped through.” People appreciate when you’re not accusatory but instead empathetic to their schedule.
  
• Don’t overdo it: There’s a fine line between persistence and pestering. A good rule is 1-2 follow-ups on LinkedIn after the initial InMail, spaced 5-10 business days apart, is plenty. If still no response, you might try another channel or let it cool and revisit in a couple of months with new info. But hammering someone with messages every couple of days will do more harm than good. Quality and thoughtfulness in follow-ups trump quantity.
  

The payoff for following up can be huge. Consider these numbers: 44% of sales reps give up after one follow-up (14), but up to 80% of prospects say “no” four times before saying “yes” (5). Persistence is often the differentiator. Moreover, Martal’s data shows that sequenced follow-up messages (across a few channels) “improve conversions by 49% over one-off outreach attempts” (8). That’s almost double the results simply by not stopping at the first try.

Finally, when you do get a response – even a “No, not interested” – always reply professionally. Thank them for their time, perhaps ask if you can stay in touch, etc. This leaves a good impression (many a closed door has reopened later due to courteous persistence). 

And if they don’t respond at all, don’t take it personally. People are swamped. Your respectful follow-ups will be noticed even if they don’t always garner a reply, and sometimes, weeks or months later, you might hear back from someone who appreciated your gentle tenacity.

Bottom line: fortune is in the follow-up. By implementing a consistent follow-up strategy, you’ll stand out from the 48% who never bother (5). Whether it’s that second InMail that finally gets a reply, or a connection request accepted on attempt two, your willingness to try again can be the difference between a lost lead and a new opportunity.

Sales follow-up is crucial: nearly 48% of salespeople never follow up after the first contact, yet most deals require 5+ touches (5). This infographic highlights how persistence wins. In LinkedIn outreach, a polite second or third touch can dramatically improve your success rate. (5)

9. Neglecting Your Own Profile and Credibility

Your LinkedIn InMail doesn’t exist in a vacuum – the moment you message someone, there’s a good chance they will click on your profile before deciding whether to respond. If your profile is sparse, outdated, or reads like an impersonal résumé, you’re undermining your InMail efforts. 

Neglecting to optimize your LinkedIn profile is a mistake that can silently kill many deals. It’s been reported that 82% of B2B buyers look at a seller’s LinkedIn profile before replying or accepting a meeting (11). First impressions matter, and on LinkedIn, your profile is your first impression.

Why It Hurts: Imagine a CMO receives an InMail that’s actually pretty good – personalized and concise. They’re intrigued. Next step? They click the sender’s name to see who this person is. 

Now, if they find a complete profile with a professional photo, a clear headline (e.g. “Helping manufacturers boost supply chain efficiency by 30%”), decent number of connections, maybe some content or recommendations – it reinforces that you’re a legitimate professional worth engaging. 

Conversely, if they see the default gray avatar (no photo), a generic headline like “Sales Representative,” scant details, and maybe 12 connections, red flags go up. They might think, “Is this person even real? Do they have any credibility?” Even subtle things like an out-of-date job title or zero activity can plant doubt.

In essence, a poor profile can break the trust or interest that your InMail initially sparked. The prospect may quietly decide not to respond simply because they weren’t impressed by what they saw on your profile. Remember, LinkedIn is a network – people expect to connect with people, not faceless entities. If your profile doesn’t convey professionalism and authenticity, prospects are likely to ignore you. 

A simple example illustrated is: Option A profile (polished, with a friendly photo and solid info) versus Option B (bare-bones profile). It’s obvious that you’d rather reply to a message from Option A than Option B (9).

What to Do Instead: Optimize your LinkedIn presence before ramping up InMail outreach. Here are key areas to focus on:

• Profile Photo: Use a high-quality, professional-looking headshot. It doesn’t need to be a suit-and-tie (unless that’s standard in your industry), but it should be well-lit, friendly, and just you (not a crowded group shot or a logo). 

LinkedIn suggests a head-and-shoulders photo where your face occupies ~60% of the frame (9). A smiling, approachable photo builds trust – people feel more inclined to respond to someone who looks personable and real.

• Headline: This is the line right below your name. Don’t leave it as just your job title. Use it to convey who you help or what value you provide. For example, instead of “Business Development at Martal,” a stronger headline would be “Helping B2B tech companies triple their sales pipeline (BizDev @ Martal).” 

That way, when someone sees your InMail and hovers over your name, they immediately get a sense of your value proposition.

• About Summary: Write a brief, reader-focused summary. Speak in first person (“I”) and highlight how you help clients or what your expertise is. Share a bit of personality or passion for your work. Avoid making it a dry list of skills. For instance: “I’m a sales strategist who’s passionate about unlocking growth for SMB tech firms. 

Over the past 5 years, I’ve helped companies like A, B, C achieve double-digit revenue increases by optimizing their outbound outreach (LinkedIn + email). If you’re looking for more qualified sales leads or sales training for your team, let’s connect – I love sharing actionable insights. 

Outside of work, you can find me cycling or tinkering with the latest sales tech.” This kind of summary is engaging and establishes credibility without being a laundry list. Don’t use it as a resume – use it as a mini sales pitch for you and by extension your company (9).

• Experience and Education: Keep these updated. For your current role, especially if you’re doing outreach related to it, add a line or two about what your company does (if it’s not a well-known name) and your role’s focus. Also, ensure your company page is properly linked (so the logo shows). 

Seeing a legit company profile logo next to your role adds credibility. If you have prior relevant experiences or notable achievements, include them – sometimes shared past companies or schools can spark connections (“Oh, she worked at X too”).

• Recommendations and Skills: If possible, get a few LinkedIn recommendations from colleagues or clients. Social proof helps. Also list relevant skills; it just rounds out the profile and can show you’re endorsed by others.
  
• Activity: Even a bit of activity helps – whether it’s sharing an article occasionally or engaging with others’ posts. A “blank” activity feed can make you seem like a drive-by LinkedIn user solely there to cold pitch. 

By being a tad active, you show you’re part of the community. For example, if you’re reaching out to CMOs, commenting something insightful on a marketing leadership post could both get you noticed and make your profile look more alive.

• Contact info: Make sure your contact info is there (email, maybe a Calendly link in your profile summary if you use one, etc.). If a prospect wants to reply via email or do further diligence, having that readily available is good.
  

A well-optimized profile means when your InMail lands, the prospect sees you’re credible and trustworthy. In fact, given that 82% of B2B buyers check profiles (11), think of your profile as a key part of the sales funnel. It’s like a landing page for yourself – if it’s persuasive, it will convert those profile views into replies. 

Martal’s team, for instance, puts heavy emphasis on SDR profile training – ensuring that anyone doing outreach has a profile that instills confidence, because they know how big an impact it has on response rates.

In short: Before you send, pretend you’re the prospect and look at your profile. Would you respond to you? If not, invest time in fixing that. 

The beauty is this is within your control and only needs occasional updates once done. It’s a one-time effort that boosts every single InMail you send thereafter. Don’t let a sloppy profile undermine your hard work in crafting great messages.

10. Relying Solely on Automation (Losing the Human Touch)

In an age of sales automation and AI, it’s tempting to put LinkedIn outreach on autopilot – blasting generic InMails at scale and letting the software do the work. 

While tools can certainly assist (and Martal uses AI tools too, but strategically), a big mistake is over-automating your LinkedIn InMails to the point where they feel impersonal or spammy. 

Some signs of this: using the exact same InMail template for hundreds of prospects with only {First Name} changed, or firing off connection requests + InMails in a sequence without any manual review or customization. Automation without careful personalization often results in robotic messages that don’t resonate.

Why It Hurts: LinkedIn is a network built on personal connections and trust. When a prospect receives an InMail that clearly looks auto-generated, it can harm your brand reputation. 

For example, if your merge tags fail and they see “Hi {FirstName},” that’s an immediate delete (and maybe a laugh at your expense). Even if the tags work, a templated message without human nuance can come off as impersonal “spam”. 

Recipients can smell automation – phrases that don’t quite fit, overly broad statements, or getting their job title wrong because of a data scrape issue. It signals that you didn’t take any time with them, so why should they take time for you?

Additionally, LinkedIn’s algorithms themselves monitor for spammy behavior. Accounts that blast too many InMails with low response rates can get flagged or have InMail privileges limited (LinkedIn Recruiter, for example, requires a certain response rate to keep sending more InMails) (2). 

So over-automation isn’t just a prospect perception risk, it’s a platform risk. RailTrip Strategies noted that overusing automation can make outreach feel impersonal, and the aim should be to balance efficiency with personalization (3).

What to Do Instead: Augment automation with a human touch. By all means use tools to be efficient, but ensure each message still feels like it’s from a human to a human. Here’s how:

• Use automation for research and reminders, not for writing entire messages. For instance, you might use Sales Nav or an AI tool to gather prospect intel or draft a first pass, but then edit each message to inject genuine personalization (as discussed in Mistake #2). LinkedIn’s own new AI “Message Assist” can draft messages based on profiles (4), but you should always review and tweak those drafts to sound like you and to ensure the context is right.
  
• Limit your batch size. Instead of blasting 100 InMails in one day, maybe send 10-20 highly targeted ones. This way you can maintain quality and handle replies thoughtfully. It also avoids LinkedIn’s radar for unnatural activity.
  
• Personalize at least one unique thing in each message. For example, reference something specific to that person or their company that no one else in your list would have. Yes, this takes a few minutes of research each, but even using automation, allocate time for this step. It can be as simple as scanning their recent posts or company news and adding one sentence about it.
  
• Don’t fully automate follow-ups without monitoring. If you have a sequence (like an initial InMail, then a follow-up InMail or connection request etc.), keep an eye on interactions. If someone clicks your profile or likes something but doesn’t respond, that might be a cue to send a more tailored nudge. Automation might miss those subtleties.
  
• Test and iterate with oversight. If you’re using automation tools (like Dripify, LinkedHelper, etc.), test your messages on a few accounts first – maybe colleagues or dummy accounts – to see how they render. Make sure variables populate correctly, the tone sounds right, and LinkedIn’s formatting isn’t weird. Nothing like an automated message where a line break disappears and two words run together oddly; a human eye can catch that before it goes out en masse.
  
• Combine automated and manual outreach. For high-value targets, you might decide to bypass automation entirely and handcraft a message. For others, you use automation but still do a manual review for each send. The point is to not treat it as a pure numbers game. Quality > quantity.
  

Martal’s approach, for instance, uses an omnichannel, outbound lead generation strategy that is part automation, part human. The sequences are structured (to ensure persistence and consistency), but each touchpoint is carefully written with personalization, and SDRs actively manage their LinkedIn interactions (commenting on prospect posts, replying authentically when someone responds, etc.). 

This ensures scalability without losing the human element. As a result, prospects often comment how refreshing it is to get a LinkedIn message that sounds like it’s from a real person – because it is! The automation is just under the hood, not front and center.

Remember, LinkedIn outreach success is not just a numbers game – it’s an engagement game. Ten personalized, well-timed, human-sounding InMails will beat a hundred spray-and-pray automated messages every time in terms of positive replies. 

As one expert quipped, “Automation is like a robot assistant – great for heavy lifting, but you still need to guide it with human intelligence and empathy.” Use automation to take care of routine tasks (e.g., scheduling, initial list building) but never relinquish the steering wheel of genuine communication. In 2025, the best results come from marrying smart technology with the irreplaceable human touch.

Final Thoughts: LinkedIn InMail Best Practices for Better Results

With these ten pitfalls and fixes in mind, you’re equipped to transform your LinkedIn InMail outreach in 2025. By avoiding generic, self-centered tactics and embracing personalization, value, smart timing, and persistence, you can dramatically boost your engagement rates on LinkedIn.

Equally important, consider the bigger picture of outbound strategy. LinkedIn InMail works best as part of an omnichannel approach – complementing emails, calls, and social touches. It’s about creating multiple gentle “door knocks” on your prospect’s world, providing helpful insights at each touch. This holistic method is exactly what we champion at Martal Group.

As a leader in B2B lead generation and sales enablement, Martal has helped countless companies refine their LinkedIn outreach, craft compelling multi-touch cadences, and generate sales leads and opportunities. Whether you need an expert team to run omnichannel outbound campaigns for you (combining LinkedIn + email + calling) or you want to train your in-house team on these best practices, we’re here to help.

InMail doesn’t have to be a hit-or-miss game. With the right strategy, it can become a predictable, scalable source of leads and connections. If you’re ready to see stronger results from LinkedIn and beyond, consider reaching out to Martal for a personalized consultation. We’ll assess your current approach, share actionable recommendations, and show how our LinkedIn lead generation services can plug in to accelerate your sales pipeline.

In 2025, LinkedIn is truly a B2B powerhouse – make sure you’re leveraging it to the fullest. Avoid these common mistakes, implement the best practices we’ve discussed, and you’ll be well on your way to more replies, more meetings, and more deals from your LinkedIn efforts.

Ready to take your LinkedIn outreach to the next level? Martal’s team of LinkedIn experts and seasoned sales reps is just a click away. Book a free consultation now to learn how we can help you turn LinkedIn into a lead generation machine for your business. Let’s connect and achieve your growth goals together! 🚀

References

1. LinkedIn InMail Templates
2. Autoposting.ai
3. Rail Trip Strategies
4. Wyzard.ai
5. Invesp CRO
6. LinkedIn Marketing Blog
7. LinkedIn Business
8. Martal Group – LInkedIn Outreach
9. SalesBread
10. Dripify
11. RAIN Group
12. Brafton
13. Super Turtle
14. SalesLion
15. LinkedIn Sales Solutions
16. LinkedIn Talent Blog