In an era where direct outreach is often the key to winning top talent, closing B2B deals, or forging new partnerships, LinkedIn remains the go-to platform for professional networking. As of 2025, LinkedIn’s user base has grown to over 900 million members worldwide, with a sizeable portion of those users actively engaging with the platform for job opportunities, business insights, and brand growth.

Among LinkedIn’s many communication features—status updates, private messages, group discussions—InMail stands out as a powerful tool for reaching people beyond your immediate network. Whether you’re a recruiter aiming to connect with high-level candidates, a sales professional looking to pitch to decision-makers, or a marketer building brand awareness, InMail can be the ticket to cutting through the digital noise.

In this blog post, we’ll explore everything you need to know about InMail in 2025—what it is, why it matters, best practices for crafting messages that get responses, and what the future of InMail might hold.

What Is LinkedIn InMail?

LinkedIn InMail is a premium messaging feature that allows you to reach out to 2nd- or 3rd-degree connections (people you’re not directly connected with) as long as you have a LinkedIn Premium account, such as Sales Navigator or LinkedIn Recruiter. Unlike standard direct messages, which typically require existing connections, InMail opens the door to new prospects and contacts in a targeted, professional context.

Definition & Distinction

• Direct Messages (DMs): Free for direct connections, typically shorter.
• InMail: Paid or subscription-based, more robust, and designed for outreach beyond your immediate network.

Who Gets It?

• Premium Subscribers: InMail is available to Sales Navigator, LinkedIn Recruiter, and other Premium tier members.
• InMail Credits: Depending on your subscription level, you’ll receive a certain number of credits each month that can be used for sending InMails.

Why Use InMail?

• Higher Open Rates: InMail often sees better open rates than cold emails, thanks to LinkedIn’s professional environment and trust factor.
• Targeted Outreach: Use LinkedIn’s filters (by industry, role, company size, etc.) to identify highly relevant recipients.

Key Updates & Features in 2025

LinkedIn continuously refines its offerings, and InMail is no exception.

Here are the latest features and enhancements you should be aware of in 2025:

Enhanced Personalization

•AI-Driven Tools: LinkedIn has introduced AI-based suggestions for subject lines and message content, offering auto-fill tokens (like “First Name,” “Company,” “Recent Post Title”) to help you personalize effectively.

Analytics & Reporting

• Open Rate & Time-to-Open: In 2025, LinkedIn provides more detailed metrics, including the average time it took recipients to open your InMail.

•Response Rate Tracker: This chart-style tracker shows how many leads replied and how many turned you down or ignored your message.

InMail Credits & Allocation

•Flexible Rollover: Some premium plans now allow rollover of unused InMail credits for up to two months, offering more flexibility for campaigns.

Deep Integration with Sales Navigator & Recruiter

•Advanced Filter Layers: Additional search filters in Sales Navigator allow hyper-targeted outreach (e.g., “People who changed jobs in the last 90 days,” “People with skill endorsements in AI/ML,” etc.).

•Automated Lead Lists: Recruiters can link InMail campaigns directly to talent pipelines, streamlining the sourcing process.

Why InMail Matters in 2025

Recruitment

For recruiters and HR professionals, InMail remains a goldmine. InMail allows you to:

•Engage Passive Candidates: Many high-quality professionals are open to conversations but not actively job-hunting.

•Showcase Culture: Highlight your organization’s culture, career paths, and perks in a more personal way than a job listing might allow.

Sales & Business Development

For sales reps and business development managers:

•Reach Decision-Makers: InMail can directly target VP- or C-level users at companies you’re prospecting.

•Warm Up Cold Prospects: Leverage LinkedIn’s professional context to establish credibility before pitching your solution.

Thought Leadership & Influencer Outreach

For marketers and brand managers:

•Connect with Key Influencers: InMail can help you build relationships with thought leaders who might promote your content or collaborate on events.

•Promote Content: Send personalized messages to a curated list of individuals who might find your latest whitepaper, webinar, or blog post valuable.

Best Practices for Crafting Effective InMails

Even with the best targeting, the content of your InMail will determine success. Here’s how to make every message count:

Targeting & Research

• Profile Inspection: Spend a few minutes reviewing the recipient’s LinkedIn profile. Note their role, recent posts, or mutual connections to reference in your message.
• Segmentation: If you’re sending multiple InMails, group recipients by industry, job title, or region so you can tailor your approach.

Compelling Subject Lines

• Relevancy Is Key: Mention something specific—like their “Expertise in [Skill]” or a “Recent Interview They Gave.”
• Personal Touch: If possible, include their name or a reference to their company in the subject line to stand out.

Message Structure & Length

• Keep It Short (150–300 words): Busy professionals appreciate brevity.
• Value Proposition Up Front: What’s in it for them? Outline the benefit or solution you’re offering clearly.

Personalization & Tone

• Name Usage: Always address recipients by name.
• Warm & Professional: Maintain a friendly yet respectful tone—avoid sounding overly casual or overly formal.

Strong CTA (Call to Action)

• Single Ask: Whether you want them to “reply to schedule a call” or “check out a case study,” limit your request to one main action.
• No Multiple Links: Too many links can appear spammy. Use one primary link or none.

Follow-Up Strategy

• Timely Reminders: If you don’t hear back within a week or two, consider a polite follow-up InMail that references your previous message.
• Avoid Overlapping Messages: Don’t bombard recipients. Give them reasonable time to respond.

A/B Testing & Analytics

• Experiment with Subject Lines: Try different phrasing and track open rates.
• Measure Response Rates: If you notice high opens but low replies, tweak your CTA or message content.

InMail vs. Connection Requests

While both InMail and connection requests can help you grow your network and start conversations, they serve slightly different purposes.

Pros of InMail

• Access to 2nd and 3rd-degree connections you don’t know personally.
• Higher open rates due to LinkedIn’s professional environment and the perceived exclusivity of InMail.

Cons of InMail

•  Limited credits per month, especially if you’re on a smaller plan.
•  Can feel more “salesy” if not well-personalized.

Pros of Connection Requests

• Free to send (though LinkedIn does have limits if too many are ignored).
• Can lead to a long-term relationship within your first-degree network.

Cons of Connection Requests

• Recipient might ignore, leading to fewer next-step options.
• Less immediate or direct than a well-crafted InMail, especially when the connection request is generic.

When to Use Which?

• InMail for high-value, strategic outreach where you need to stand out.
• Connection Requests for broader networking or when you share mutual interests with the recipient.

Future Outlook For InMail: Beyond 2026

Looking ahead, InMail is poised for more advancements that will make outreach increasingly data-driven and efficient:

Prediction: AI-Powered Assistance

•Expect more advanced personalization tools that analyze prospects’ past interactions, content preferences, and company data to generate highly tailored message templates.

Prediction: Integration with the Microsoft Ecosystem

•Since Microsoft owns LinkedIn, deeper integrations with Microsoft Teams, Outlook, and Dynamics 365 are likely, streamlining lead management and communication.

Prediction: Interactive InMail

•LinkedIn might introduce features like video or voice notes within InMail, allowing senders to include dynamic media clips.

Prediction: Global Expansion & Localization

•As LinkedIn’s user base expands in emerging markets, localized content and language support could become a bigger focus.

Conclusion & Next Steps

InMail is more than just a handy messaging option—it’s a strategic tool that can accelerate your recruiting, sales, or brand-building efforts. By focusing on personalization, clear value propositions, and proper segmentation, you can dramatically boost your open and response rates.

Action Items For You…

1. Experiment With Personalization: Review a handful of LinkedIn profiles in your target audience. Craft custom InMails referencing something unique on their profiles.
2. Leverage Analytics: Track open rates, response rates, and time-to-response in LinkedIn’s dashboard. Refine your approach accordingly.
3. Mind the Follow-Up: Don’t forget to follow up politely if you don’t hear back—often a gentle nudge can make the difference.
4. Stay Updated: Keep an eye on the LinkedIn Marketing Solutions Blog for new features, AI tools, and best practices as they roll out.

If you’re ready to use InMail to land top talent or close more deals, now’s the perfect time to integrate it into your LinkedIn strategy. Begin by crafting a well-researched list of prospects or candidates, personalize your outreach, and monitor the results. With consistent refinement, InMail can become a linchpin in your professional communication toolkit, helping you thrive on LinkedIn well beyond 2025.