In Mail

InMail vs. Email: What Works Better for Talent Outreach in 2025?

InMail is a LinkedIn messaging feature that enables users to contact any LinkedIn member without being connected to them first. This premium feature requires a paid LinkedIn subscription such as Sales Navigator, Premium Career, Premium Business, or Recruiter. With InMail, messages appear prominently in recipients’ LinkedIn inboxes, bypassing the usual connection requirements for messaging second and third-degree connections.

The mechanics of InMail operate on a credit system. Users receive a limited monthly allocation of credits based on their subscription level—Sales Navigator provides 50 credits monthly, Recruiter offers 150, Premium Career includes 5, and Premium Business supplies 15. Furthermore, if a recipient responds to your InMail, LinkedIn refunds that credit, extending your outreach capacity.

Email outreach, conversely, refers to sending targeted messages to individuals or businesses with whom no prior relationship exists. This approach requires only the recipient’s email address and a sending platform. Unlike InMail, email outreach functions independently of any specific platform and allows for unlimited messaging without subscription requirements.

The fundamental distinction between these communication channels lies in their operational frameworks. InMail exists exclusively within LinkedIn’s ecosystem, tying messages directly to professional profiles and identities. Email, however, operates as an independent communication channel without platform restrictions.

Response rates represent a significant differentiator between these outreach methods. LinkedIn InMail typically generates higher engagement, with average response rates ranging from 10-25%, sometimes reaching 18-25%. In contrast, cold email response rates generally fall between 1-10%, or 1-8.5% according to some sources. This disparity stems partly from inbox saturation—LinkedIn message inboxes experience less crowding than email inboxes.

Cost considerations also distinguish these channels. Email outreach remains essentially free aside from potential costs for email finding tools or automation platforms. InMail, nevertheless, requires financial investment. At approximately $1.60 per message with Sales Navigator, the cost-effectiveness depends heavily on response rates.

Regarding accessibility and scale, email provides virtually unlimited outreach potential. Users can safely send 150-200 emails daily per email address, making it highly scalable for large campaigns. InMail, alternatively, imposes strict limits—Sales Navigator’s 50 monthly credits significantly restrict outreach volume.

Both channels offer distinct advantages in professional communication. InMail delivers messages directly to LinkedIn inboxes without spam filter barriers, carries the credibility of the sender’s professional profile, and prioritizes messages in recipients’ LinkedIn notifications. Email, meanwhile, provides complete control over message formatting, allows file attachments, enables unlimited follow-ups, and functions independently of any specific platform’s constraints.

Understanding these fundamental differences helps professionals select the appropriate channel based on specific outreach objectives, whether prioritizing response rates, cost considerations, scale requirements, or audience targeting.

How does LinkedIn InMail work?

LinkedIn InMail operates as a direct messaging system with specific technical parameters and access requirements. This premium feature requires users to have a paid LinkedIn subscription, as Basic (free) account holders cannot send InMail messages. The system allows communication with LinkedIn members outside your connection network, provided they haven’t disabled InMail reception in their preferences.

When composing an InMail message, users must adhere to character limitations. Each message can contain up to 200 characters in the subject line and a maximum of 2000 characters in the body. This structure ensures messages remain focused and professional.

To send an InMail, the process follows a straightforward sequence:

1. Navigate to the profile of the LinkedIn member you wish to contact
2. Click the “More” button in their introduction section
3. Select “Message [Name of the member]” from the dropdown
4. Type an optional subject in the designated field
5. Compose your message in the text box
6. Click “Send” to deliver your InMail

The mobile application process mirrors this workflow with minor interface differences.

Premium subscriptions allocate a specific number of InMail credits based on the subscription tier. Premium Career provides 5 credits monthly, while Premium Business offers 15 credits per month. Sales Navigator Core includes a more substantial 50 credits monthly, and Recruiter Lite provides 30 credits per month. These allocations reflect the intended use case for each subscription level.

Additionally, LinkedIn implements a credit management system to encourage quality communications. InMail credits expire after 90 days if unused. Nonetheless, the platform incorporates an incentive mechanism—when a recipient responds to your InMail within 90 days, the credit used for that message returns to your account. This policy promotes thoughtful outreach and rewards messages that generate engagement.

It’s worth noting several important limitations regarding InMail usage. First, it’s not possible to purchase additional credits beyond the monthly allotment. Second, Premium InMail credits cannot be used for messages sent through Sales Navigator or LinkedIn Recruiter. Finally, users must unlock a lead’s profile before sending them an InMail message.

The effectiveness of InMail stems partly from its direct delivery mechanism. Since these messages appear directly in recipients’ LinkedIn inboxes rather than email, they bypass traditional spam filters. Furthermore, the system’s design ensures higher visibility—InMail messages are prominently displayed with the sender’s professional profile attached, lending additional credibility and context to the communication.

For professionals targeting specific individuals, particularly in recruitment or sales contexts, this messaging system provides a valuable channel for initiating conversations with potential candidates or clients who would otherwise remain inaccessible through standard connection-based messaging.

InMail vs Email: Which is more effective for talent outreach?

Comparing InMail and email reveals distinct performance differences for talent outreach. Each channel offers unique advantages that impact recruitment effectiveness across multiple dimensions.

Response rates and engagement

The engagement metrics between these platforms show a clear disparity. InMail consistently outperforms email in key metrics, with InMail open rates reaching up to 57.5% compared to email’s average of 21.6-22%. Moreover, InMail response rates typically range between 10-25%, whereas email response rates generally fall between 1-10%.

This performance gap exists primarily because InMail appears directly in a candidate’s LinkedIn inbox without getting lost among promotional content or triggering spam filters. Certain factors further enhance InMail effectiveness:

• Messages under 400 characters receive 22% higher response rates than average
• Candidates who are marked as “Open to Work” are 35% more likely to respond
• People who follow your company on LinkedIn are 81% more likely to respond
• Candidates already connected to someone at your company are 46% more likely to accept your InMail

Timing likewise affects engagement – InMails sent on Friday receive 4% fewer responses, and those sent on Saturday get 8% fewer responses than average. Consequently, 65% of LinkedIn InMail responses arrive within 24 hours and 90% within one week.

Cost and accessibility

The financial aspects of these platforms differ substantially. Email outreach remains essentially free, whereas InMail requires investment in premium LinkedIn services. With Sales Navigator, each InMail costs approximately INR 135.01 per message (INR 6749.59/month for 50 credits).

In terms of audience reach, email provides access to roughly 4.1 billion users compared to LinkedIn’s 756 million members. For technical roles specifically, 64% of developers prefer receiving recruitment emails over social media outreach (4%).

A notable limitation of InMail is the credit system – once credits are used, additional outreach requires purchasing more or waiting for monthly renewal. Conversely, email allows unlimited follow-ups and scaling. Furthermore, if candidates don’t respond to InMail, you cannot send follow-up messages without using additional credits.

Personalization and targeting

Both platforms offer distinct personalization capabilities. InMail allows incorporation of the recipient’s name, profile image, and connection information, creating an immediate professional context. Individual InMails demonstrate 20% better performance than those sent in bulk, and personalized messages increase response rates by 20% in the UK.

Email provides greater flexibility in formatting, design, and attachment options. It enables more advanced segmentation based on detailed criteria beyond LinkedIn’s professional filters. Email also allows for unlimited follow-up sequences and conversation threads.

Research indicates that 60% of LinkedIn users report receiving InMails that are too generic or irrelevant. This highlights the importance of quality over quantity – especially considering that paid job postings mentioning well-being, flexibility, or culture receive 175% more views and 139% more applications compared to two years ago.

For optimal talent outreach results, many recruiters implement a combined approach – using LinkedIn to connect with top candidates first, followed by email campaigns with strategic follow-ups.

When should you use InMail instead of Email?

Determining when to utilize LinkedIn InMail versus traditional email requires strategic consideration of several key factors that influence outreach effectiveness.

For optimal timing, send InMail messages between 9am and 10am in the recipient’s local time zone on Thursdays, as this combination generates the highest response rates. Indeed, the day of the week significantly impacts engagement—messages sent Sunday through Thursday typically perform better, whereas those delivered on Saturdays receive 16% fewer responses compared to weekday messages. Similarly, Friday messages generate approximately 4% fewer responses than average.

InMail proves particularly valuable when:

• Contacting hard-to-reach candidates who may be inaccessible through traditional channels
• Targeting passive job seekers who aren’t actively monitoring their email for opportunities
• Communicating with prospects who share professional connections with you, as this increases response probability by 21% when you share a group membership
• Referencing a common former employer, which can boost response rates by 27%

The platform’s mobile optimization characteristics should influence your decision-making process. Given that 47% of LinkedIn traffic comes from mobile devices, crafting concise messages enhances effectiveness on these platforms. Therefore, short, focused communications yield maximum impact when using InMail.

Personalization represents another crucial factor when deciding between these communication channels. InMails that reference shared connections, companies, schools, or other professional commonalities demonstrate superior performance. Individually crafted 1-to-1 messages outperform bulk InMails by approximately 15%, highlighting the importance of tailored communications in this medium.

Response time expectations should factor into your channel selection. Typically, 65% of InMail replies arrive within 24 hours, and 90% within the first week. This rapid feedback loop makes InMail preferable for time-sensitive recruitment needs.

Despite these advantages, email remains more appropriate in certain scenarios. For instance, when conducting large-scale outreach campaigns, email’s unlimited volume capabilities surpass InMail’s credit limitations. Although InMail has higher response rates, email allows for unlimited follow-up sequences without additional costs.

The recipient’s industry and engagement patterns should influence your choice. Some industries demonstrate consistently low InMail response rates, making Sunday messages more effective as they face less competition in the recipient’s inbox.

Brand representation considerations may favor InMail in certain contexts. Since these messages directly reflect your company’s personality and values, they create opportunities for positive candidate experiences from initial contact. By establishing an appropriate tone in your outreach, you effectively set expectations for subsequent interactions.

When designing an integrated recruitment strategy, consider beginning with LinkedIn connection requests for your top 20 candidates followed by direct messages once connected. For remaining prospects, email outreach with systematic follow-ups may prove more cost-effective. This combined approach leverages each channel’s strengths while mitigating their respective limitations.

LinkedIn InMail templates for candidates

Effective templates form the backbone of successful InMail campaigns, helping recruiters maximize response rates and engage potential candidates. Data shows that InMails drive 3X higher response rates than traditional emails when properly crafted.

Short outreach for passive candidates

Passive candidate outreach requires brevity and relevance. Messages under 400 characters receive 22% higher response rates than longer communications. The template should highlight specific skills that caught your attention and immediately present value to the recipient.

Template example:

Subject: [Your Relevant Skill] – Perfect Match for [Company Name]

Hi [Candidate Name],

Your experience in [Specific Skill/Achievement] caught my attention while searching for a [Job Title] at [Company Name].

Your background in [Specific Project] demonstrates your expertise in [Key Skill] – exactly what we need.

Would you be open to a brief conversation about this opportunity?

[Your Name]

[Your Title]

Personalization remains vital—customized InMails perform approximately 15% better than generic messages. For optimal results, reference specific achievements from the candidate’s profile rather than using generic statements about their experience.

Follow-up message after no response

Follow-up messages serve as gentle reminders, particularly valuable considering 90% of InMail responses arrive within the first week. These templates should be concise and acknowledge the recipient’s busy schedule without applying pressure.

Template example:

Subject: Nudging this back to your inbox

Hi [Candidate Name],

I wanted to ensure my previous message about the [Job Title] opportunity at [Company Name] didn’t get buried in your notifications.

The role aligns perfectly with your experience in [Specific Skill].

If you’re interested in learning more, I’d appreciate connecting briefly.

[Your Name]

[Your Title]

Initially, avoid requesting resumes or including scheduling links in follow-ups as these actions require too much effort from passive candidates.

Message for active job seekers

For candidates marked as “Open to Work,” response probability increases by 35%. These templates should be direct and reference their current job-seeking status while providing specific details about the opportunity.

Template example:

Subject: Are you still “open to work”?

Hi [Candidate Name],

I noticed you’re open to new opportunities.

Your background in [Skillset] matches perfectly with our [Job Title] position at [Company Name].

The role focuses on [Brief Job Description]. More details here: [Job link]

Would you be interested in discussing this opportunity further?

[Your Name]

Above all, emphasize how the candidate’s specific skills relate to the position requirements—this targeted approach yields substantially better results than generic opportunity descriptions.

Referral-based InMail

Referral-based templates leverage existing connections to establish credibility. Candidates who are already connected to someone at your company are 46% more likely to respond to InMail communications.

Template example:

Subject: Connecting through [Mutual Connection Name]

Hi [Candidate Name],

[Mutual Connection Name] mentioned your impressive work in [Specific Area].

At [Company Name], we’re looking for someone with your expertise in [Specific Skill] for our [Job Title] position.

I’d appreciate a brief conversation to explore whether this opportunity aligns with your career goals.

[Your Name]

During implementation, constantly monitor performance metrics for each template type. Data shows personalized InMails see response rate increases of approximately 20% in certain markets. Regardless of template choice, maintaining professionalism and authenticity remains paramount for successful talent outreach campaigns.

The future of InMail and Email in recruitment (2025 and beyond)

The recruitment landscape in 2025 is undergoing dramatic shifts as AI in recruitment transforms both InMail and email outreach methods. Online talent platforms are increasingly connecting more people to appropriate work opportunities, potentially adding INR 227.83 trillion to global GDP by 2025.

AI-powered features are already enhancing InMail effectiveness—LinkedIn has rolled out AI writing suggestions that boost InMail acceptance rates by approximately 40%. Simultaneously, the platform’s new candidate profile card uses artificial intelligence to interpret interest signals, highlighting prospects with higher likelihood of responding to outreach.

Timing optimization continues to evolve as critical success factor. Data reveals InMails sent on Saturdays receive 8% fewer responses, while Friday messages generate 4% fewer responses than average. Hence, scheduling messages to deliver Sunday through Thursday maximizes engagement potential.

Candidate preferences are shifting toward values-focused outreach. Paid job postings on LinkedIn mentioning well-being, flexibility, or culture receive 175% more views and 139% more applications compared with two years ago. This signals a fundamental change in what makes candidates engage with recruiters.

Length considerations remain paramount for in-mail effectiveness. Messages under 400 characters generate 22% higher response rates than average, while those exceeding 800 characters perform below average. Thus, brevity continues as a cornerstone of successful digital recruitment outreach.

Multi-channel approaches are becoming standard practice among sophisticated recruiters. Many talent professionals now implement coordinated strategies across platforms—starting with LinkedIn connection requests for top candidates followed by direct messages once connected, plus email campaigns for remaining prospects.

Throughout these evolutions, personalization remains critical. Automated yet personalized InMail templates demonstrate substantially higher performance, as prospects increasingly reject generic outreach. Forthwith, the distinction between successful and unsuccessful recruitment will depend less on which platform recruiters use and more on how effectively they leverage automation while maintaining authentic personalization.

Key Takeaways

Here are the essential insights for optimizing your talent outreach strategy in 2025:

• InMail delivers 3X higher response rates (10-25%) than email (1-10%) but costs approximately $1.60 per message versus email’s essentially free approach

• Timing matters significantly: Send InMails Tuesday-Thursday between 9-10am in recipient’s timezone, avoid weekends which see 8-16% lower response rates

• Keep messages under 400 characters for 22% higher response rates – brevity wins in both InMail and email outreach campaigns

• Leverage shared connections strategically: Candidates connected to your company are 46% more likely to respond, while mutual connections boost rates by 27%

• Use a hybrid approach for maximum impact: Start with LinkedIn for top 20 candidates, then scale with email campaigns for broader outreach volume

The future of recruitment lies not in choosing one channel over another, but in strategically combining both platforms while leveraging AI-powered personalization to create authentic, value-focused communications that resonate with candidates’ evolving preferences for flexibility and company culture.

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