Building prospects and email subscribers is never an easy task. Fortunately, building your email list on LinkedIn is now easier than ever! The ‘1-2-3 Punch’ strategy consists of three important steps: posting great content on LinkedIn, reaching out via LinkedIn InMail, and encouraging readers to subscribe to your emails.
Why is LinkedIn InMail so successful? Because the only true way to grow an authentic relationship is through 1-1 interaction. One-on-one communication via direct email contact is consistent, reliable, and personable.
Master The Mail
In this article, we’re going to assume that you’re already building a fan-base. You have done the hard work of posting articles and sharing content to your profile on LinkedIn. The next step? Master LinkedIn InMail.
As you leverage your LinkedIn outreach, you will have to encourage readers to engage further and subscribe to your email list. While communicating with your niche audience, you will understand their interests related to your niche. This is one of the most important first steps to building credibility!
Before you launch a LinkedIn InMail prospecting campaign, you need to connect with your audience! Only then can you create a proposition that will set you apart from others.
Great! Now what?
Now you’re ready for success with LinkedIn InMail!
Here are two things to keep in mind:
1) Never sell AT someone.
2) These content tips will also work for your regular email marketing campaigns.
Here’s Seven Steps to Keep Build Your Success with InMail
1. Catch their attention with an outstanding and engaging subject line.
Your message won’t be opened if you have a vague subject line that doesn’t resonate with your reader. Keeping this in mind, make the title appealing or promise a benefit.
Therefore, ask a question or deliver a brief, interesting anecdote.
An outstanding title is worthless if it is irrelevant to the subject matter.
Remember, keep it contextual!
- Keep it short, sweet, and PERSONAL
Be concise and relevant while adding a personal touch. At this time, learning your customers’ background and personalizing your message can go a long way! Half of all B2B decision-makers won’t even consider replying to a non-personalized message.
A shared connection increases the odds of getting a reply by 27%. Subsequently, tailor your messages and tone according to the individual reader.
- Show a valid reason for every LinkedIn InMail message
When a reason for contact and benefit is stated, there is a 55% increase in conversion rate. Also, pure self-interest won’t open any doors for you. A subject such as, “This is the perfect day of the week to share this tip on blogging with you, [first name].”, shows context and timeliness. Your recipient is a marketer interested in blogging who is currently looking for ideas!
4. End with a clear call-to-action
Don’t send vague requests in your message. Instead, ask for a response or an action from the reader by providing something in return. A clear call-to-action can be the difference between a powerful connection and a forgotten acquaintance. Asking if they’d like to be added to your “insider views” email list would be a great CTA.
- Timing is everything
Optimal contact times vary depending on your audience, so be sure to research your audience and test the results. For most businesses, avoid sending a message on Saturdays. On the other hand, Sunday evenings and Tuesday mornings do well statistically. Contacting others when they are in the “work” mindset can improve ‘open rates’!
The best way to ensure proper contact time is to measure your response rates. Moreover, try sending messages at different times and identify the best results. The high open-rate times are your “peak” times.
- No direct selling – social selling only
Pitching will damage your reputation and make people ignore you. Nonetheless, showing your expertise and sharing your knowledge can add value to your brand.
After you teach, extend your reach! Ask the reader to share your ideas with others or respond with their thoughts on the subject. Now you have expansion and conversation in action.
Identifying the most active customers can help you decide who to contact with LinkedIn InMail!
7. Spark your prospect’s curiosity – persuasion is not your friend
Just like kids, we believe what we find out for ourselves. Our basic instinct is to reject information that is pushed at us – the same goes for your customers. How will your message make the recipient want to further engage?
We discussed the importance of building 1-1 interaction via direct email contact. Without a doubt, a hot prospect is a hot prospect! You can always suggest chatting or scheduling a Zoom call.
Always be ready to send a calendar link, such as Calendly, to capture the excitement. Being available to immediately speak on Zoom would be a perfect gesture!
The most important takeaways from this lesson are:
- Create an appealing and personal subject line
- Establish a bond with a personal message
- Emphasize the benefits of a future relationship
- Include a CTA (LinkedIn Inmail sign-up)
These valuable insights and tips are only a fraction of a Certified LinkedIn Professional Marketer’s knowledge!