LinkedIn is a cornerstone of professional networking, but knowing how to approach someone—whether they’re a stranger, a potential client, or a future colleague—can be tricky. Two key tools dominate outreach: LinkedIn InMail and connection requests. Understanding their differences and ideal use cases will help you maximize your impact without wasting time or money. Let’s dive in.
Understanding LinkedIn Connection Requests
A connection request is LinkedIn’s free, foundational networking tool. It’s designed to help you grow your network by connecting with people you already know or have a loose affiliation with, such as shared group members, alumni, or colleagues. You can send a short note (up to 300 characters) with your request, though many users skip personalization, which hurts acceptance rates.
The catch? Unless you use the “Other” option (which lets you send requests without a direct link), LinkedIn requires some common ground—a mutual connection, shared group, or email contact—to connect. This makes connection requests feel less intrusive, but they’re also easy to ignore if your message is generic.
When to use connection requests:
- You’ve met the person before (e.g., at a conference or webinar).
- You share a mutual connection or group.
- You want to build a long-term relationship without immediate pressure.
- You’re networking on a budget.
Understanding LinkedIn InMail
InMail is LinkedIn’s premium messaging feature, available with Sales Navigator or Premium subscriptions. It allows you to message anyone on LinkedIn, even if you have zero connections in common. With up to 1,900 characters, InMail gives you space to craft a detailed pitch, and it lands directly in the recipient’s Primary inbox. Paid plans include read receipts, response metrics, and even a “guaranteed response” refund if your message goes unanswered.
The downside? Cost. InMail credits are limited (typically 5–15/month depending on your plan), so wasting them on poorly crafted messages hurts your ROI.
When to use InMail:
- You’re reaching out to someone outside your network (e.g., a hiring manager or executive).
- Your message requires detail (e.g., pitching a collaboration or job opportunity).
- You need to track opens or follow up strategically.
- The outreach is time-sensitive or high-stakes (e.g., reviving a cold lead).
Key Differences at a Glance
Cost: Connection requests are free; InMail requires a paid plan.
Audience: Connection requests work best within your extended network; InMail lets you message anyone.
Message Length: Connection requests are brief (300 characters); InMail allows for deeper context (1,900 characters).
Visibility: InMail lands in the Primary inbox, while connection requests may get buried in the “Invites” tab.
Metrics: InMail offers read receipts and response tracking; connection requests don’t.
Which Performs Better?
InMail typically boasts higher response rates (10–25%) compared to connection requests (2–5%), thanks to its visibility and perceived professionalism. However, connection requests are far more scalable for casual networking. For example, sending 50 personalized connection requests to second-degree connections costs nothing, while 50 InMails could burn through a month’s credits.
The choice boils down to your goal:
- Relationship-building: Start with a connection request.
- Sales, recruiting, or urgent outreach: Invest in InMail.
Best Practices for Success
For Connection Requests:
- Always personalize your note. Mention a shared interest, post, or contact.
- Keep it casual: “Hi [Name], I loved your article on remote work—would love to connect!”
- Avoid sales pitches. Focus on common ground.
For InMail:
- Lead with value: “I noticed your team is expanding in Europe—I’ve helped similar companies cut hiring costs by 30%.”
- Include a clear call to action: “Are you open to a 15-minute chat next week?”
- Follow up once if unanswered, but avoid being pushy.
The Final Takeaway
Connection requests and InMail serve different purposes. Use connection requests to grow your network organically, especially when you have common ground. Reserve InMail for high-priority outreach where a detailed, trackable message is worth the investment.
Pro tip: Combine both! Send a connection request first. If it’s ignored, follow up with a short InMail.
By aligning your strategy with the right tool, you’ll save time, reduce costs, and build stronger professional relationships. Whether you’re job hunting, closing deals, or expanding your influence, mastering these tools ensures you make every message count.