Email is a tried-and-true way to develop relationships, which are very important for your success as a sales specialist.
But today, prospects’ inboxes are full of messages, making it less effective.

That’s when a LinkedIn InMail at the right time comes in handy.
It blends the directness of email with the relevancy of social media.
But just like email, you need to do the right things to avoid being dismissed as spam.

6 Tried-and-True Email Marketing Strategies for LinkedIn InMail Outreach

1. Focus on the Best Targets

• Top marketers avoid “batch-and-blast” and focus on targeted lists.
• On InMail, “spray and pray” kills trust.
• Always have a reason for reaching out — if not, skip the person for now.

2. Send at the Right Time

• Timing matters: engage when members are active.
• InMail’s real-time delivery ensures your message is on top of their inbox.
• Like drip campaigns, align with the prospect’s buying stage:
  • Awareness = focus on problems.
  • Later stages = focus on solutions.

3. Get Their Attention with the Subject Line

• Subject line = a promise.
• Personalized subject lines are opened 50% more often.
• Keep it ≤ 80 characters (6–7 words).
• On mobile: only 33–38 characters visible.
• Place powerful words at the beginning.

Examples:

• “Joe Jones told me to get in touch.” (mutual connection = higher response)
• “Hello from a fellow marathoner.” (shared interest = 21% more replies)
• “Congrats on your new job at [COMPANY].” (personalized compliment)

👉 Flattery helps, but too much flattery doesn’t.

ALSO READ: Email Marketer’s Guide to Coding for Accessibility

4. Make it Personal

• 72% of marketers personalize their emails.
• Use Sales Navigator to check shared connections, news, groups, hobbies.
• Personalize beyond the name:
  • Mention a mutual friend
  • Reference a LinkedIn group
  • Talk about a shared company or hobby
  • Ask for their opinion

Subject line = promise.
First line = payment.
If both are strong, your chance of getting read rises.

5. Stay on Topic, Be Brief, and Be Clear

• Best email length: 50–125 words.
• More than half of InMails are opened on mobile.
• Write at a 3rd-grade reading level (Boomerang study).
• Rule of Three: use 3 short paragraphs or 3 bullet points for impact.

6. Give a Strong, Clear Reason to Respond

• Don’t be vague. One clear call-to-action (CTA).
• Possible CTAs:
  • Share opinion
  • Provide referral
  • Accept webinar invite
  • Book a meeting

Sheena Iyengar (Columbia University) found: fewer options = higher response.