LinkedIn InMail: When to Use It and Templates That Work
InMail lets you message people you're not connected to — but it's metered and easy to waste. Here's when it's worth it and how to write it.
InMail is the paid way to reach someone outside your network without a connection request. Because it costs a credit and lands with more weight, it deserves a sharper message than a normal DM — and it should be saved for prospects where it's genuinely worth it.
InMail vs connection request
A connection request is free and builds a lasting relationship in your network. InMail is metered but reaches people immediately, even if they would never accept a request. For most campaigns, lead with connection requests and reserve InMail for high-value targets or people whose requests you can't get accepted.
How InMail credits work
InMail credits come with Sales Navigator and Premium plans and refresh monthly. Crucially, if a recipient replies, you often get the credit back — which means a well-targeted, reply-worthy InMail is effectively cheaper than a scattershot one. That alone is a reason to write fewer, better InMails.
InMail templates
- Subject line: keep it specific and curiosity-driven, not "Quick question". Reference their role or company.
- Opener: a real, specific reason you're reaching out to them.
- Body: one or two sentences on the relevant outcome you drive for similar companies.
- Ask: a single, low-friction next step — a reply, not a 30-minute call.
InMail recipients can rate your message. A salesy, generic InMail can cost you a credit and a reputation hit. Treat each one like it's the only message you get to send this person — because it might be.
Cost per send
Sales Navigator Core includes 50 InMail credits a month. At the plan's price, that works out to roughly $2 per credit if you use every one — but most reps use only 15-20 a month, which pushes the real cost per send closer to $5-6.50 once you account for the unused portion.
Questions
Is InMail better than a connection request?
Not better — different. Connection requests are free and build your network; InMail reaches people instantly without a connection but costs a credit. Use connection requests as your default and InMail for high-value targets or hard-to-reach senior buyers.
Do I get InMail credits back?
Often, yes. LinkedIn typically refunds an InMail credit when the recipient responds, which rewards well-targeted, reply-worthy messages. This makes quality InMail effectively cheaper than high-volume, low-relevance sending.
Is InMail worth it if I only get 50 credits a month?
Yes, if you spend them only on 2nd/3rd-degree targets with no mutual-connection path and real urgency, like a live trigger event. Spread across a broad, low-intent list, 50 credits a month barely moves pipeline and you'd get more reach from free connection requests instead.
Outreach only works if it reaches the inbox
Run a free deliverability check on your sending domain — SPF, DKIM, DMARC, and spam-trap risk — before you send another outreach sequence.
Reach the right buyers, every channel.
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