LinkedIn InMail vs. DM vs. Connection Request: Which to Use and When
LinkedIn offers three ways to reach prospects. Each has different use cases, response rates, and best practices. Here is when to use each.
LinkedIn gives you three ways to reach someone: connection requests, direct messages (DMs), and InMails. Each has different costs, limitations, and response characteristics. Using the wrong channel for the situation wastes credits and reduces your effectiveness.
Connection requests
What it is: A request to join someone’s LinkedIn network, with an optional 300-character note.
Best for: First touch with second or third-degree connections, especially when you have a contextual reason to connect.
Response rate: 20-40% acceptance rate when personalized, 10-15% when blank.
Limitations: 300-character note limit. LinkedIn limits weekly connection requests (typically 100-200 per week). Excessive requests can trigger account restrictions.
Direct messages (DMs)
What it is: A message sent to someone already in your network (first-degree connection).
Best for: Following up with existing connections, continuing conversations started through content engagement, and nurturing relationships.
Response rate: 30-50% for contextual messages to warm connections.
Limitations: Only works with first-degree connections. No character limit, but shorter messages perform better.
InMails
What it is: Paid messages sent to anyone on LinkedIn, regardless of connection status.
Best for: Reaching decision-makers outside your network when you have a compelling, specific reason to reach out.
Response rate: 10-25% for well-targeted, personalized InMails. 2-5% for generic templates.
Limitations: Require a Sales Navigator or Premium subscription. Credits are limited (typically 50/month). Higher cost per message.
The optimal sequence
The most effective approach combines all three:
- Engage with content (likes, comments) to build familiarity
- Send a connection request with a contextual note
- Follow up via DM once connected, continuing the contextual conversation
- Use InMail only for high-value prospects who have not responded to other channels
Signal-triggered engagement
The challenge with this sequence is identifying the right moment to initiate. Startupbricks solves this by detecting buying intent signals and engaging at the moment of peak relevance, regardless of which LinkedIn channel is most appropriate.