Using LinkedIn InMail open rates to gauge lead generation success


26 Sep 2023  •   4 minutes read

Author: Admin


LinkedIn has become one of the most powerful platforms for lead generation in the business world. With over 660 million users in more than 200 countries and territories, LinkedIn offers a vast network of professionals that can be tapped into for potential leads. However, generating leads is just the first step. The real challenge lies in measuring the success of your lead generation efforts on LinkedIn. One way to gauge the effectiveness of your lead generation campaign is by analyzing LinkedIn InMail open rates.

What is LinkedIn InMail?

LinkedIn InMail is a feature that allows users to send direct messages to other LinkedIn members who are not in their immediate network. It offers a way to reach out to potential leads, decision-makers, and influencers in a more personalized and direct manner. InMail messages are typically used for business purposes, such as networking, sales prospecting, job inquiries, and partnership opportunities.

Why are LinkedIn InMail open rates important?

LinkedIn InMail open rates can provide valuable insights into the effectiveness of your lead generation strategy. By analyzing the open rates of your InMail messages, you can determine how well your messages are resonating with your target audience. High open rates indicate that your messages are compelling and engaging, while low open rates may suggest that your messages are not capturing the attention of your recipients.

Factors influencing LinkedIn InMail open rates

Several factors can influence the open rates of your LinkedIn InMail messages. Understanding these factors can help you optimize your lead generation efforts and improve your open rates:

1. Subject Line

The subject line of your InMail message is the first thing that recipients see in their inbox. It should be concise, compelling, and relevant to the recipient’s interests or pain points. A well-crafted subject line can significantly impact the open rates of your InMail messages.

2. Personalization

Personalization is key to grabbing the attention of your recipients. Addressing them by their name and referencing their specific interests or achievements can make your InMail message feel more personalized and relevant. Personalized messages are more likely to be opened and responded to.

3. Timing

The timing of your InMail messages can also affect open rates. Sending messages during peak business hours or when your recipients are more likely to be active on LinkedIn can increase the chances of your messages being noticed and opened.

4. Relevance and Value

Your InMail messages should provide value to the recipients. They should address their pain points, offer solutions, or provide valuable insights or resources. Messages that are relevant and valuable are more likely to be opened and engaged with.

5. Sender’s Profile

The profile of the sender plays a significant role in determining the open rates of InMail messages. A well-optimized and credible LinkedIn profile can establish trust and credibility, making recipients more inclined to open and respond to messages.

How to track LinkedIn InMail open rates

LinkedIn provides built-in analytics that allow you to track the open rates of your InMail messages. To access this data, follow these steps:

1. Navigate to Campaign Manager

Log in to your LinkedIn account and click on “Work” in the top navigation bar. Select “Advertise” from the dropdown menu, and then click on “Campaign Manager.”

2. Choose the InMail Campaign

In the Campaign Manager dashboard, select the campaign that includes the InMail messages you want to analyze.

3. View the InMail Metrics

Click on the campaign name to access the campaign details. In the campaign details page, scroll down to the “InMail” section. Here, you can view the open rates, response rates, and other metrics related to your InMail messages.

How to improve LinkedIn InMail open rates

Now that you understand the importance of LinkedIn InMail open rates and how to track them, let’s explore some strategies to improve your open rates:

1. Craft compelling subject lines

As mentioned earlier, the subject line is the first thing that recipients see in their inbox. Make sure your subject lines are attention-grabbing and entice recipients to open your messages. Use action words, ask questions, or create a sense of urgency to pique curiosity.

2. Personalize your messages

Personalization is key to capturing the attention of your recipients. Take the time to research your prospects and tailor your messages to their specific interests, pain points, or achievements. This shows that you’ve done your homework and increases the chances of your messages being opened and responded to.

3. Keep it concise and focused

Avoid lengthy and generic messages. Keep your InMail messages concise, focused, and to the point. Highlight the value and benefits you can provide, and make it easy for recipients to understand what you’re offering.

4. Test different approaches

Don’t be afraid to experiment with different approaches to see what works best for your target audience. Test different subject lines, message lengths, and call-to-action buttons to find the winning formula that generates high open rates.

5. Optimize your sender’s profile

Make sure your LinkedIn profile is fully optimized and showcases your expertise and credibility. A professional and credible profile can significantly impact the open rates of your InMail messages. Include relevant keywords, highlight your achievements, and provide a clear value proposition.


LinkedIn InMail open rates are an important metric to consider when gauging the success of your lead generation efforts on LinkedIn. By analyzing the open rates of your InMail messages, you can gain valuable insights into the effectiveness of your messaging strategy and make necessary adjustments to improve your results. Remember to focus on crafting compelling subject lines, personalizing your messages, providing value, and optimizing your sender’s profile. With these strategies in place, you can optimize your LinkedIn lead generation campaign and achieve higher open rates, leading to more successful conversions and business opportunities.

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