What Is LinkedIn InMail? Credits, Limits & Reply Rates
Also known as InMail, InMail message, Sales Navigator InMail
LinkedIn InMail is a private message you can send to a LinkedIn member who is not one of your first-degree connections. It uses credits that come with Premium, Sales Navigator and Recruiter plans. InMail lets you reach prospects directly without waiting for a connection request to be accepted.
LinkedIn InMail explained
Each paid plan includes a monthly allowance of InMail credits, and unused credits roll over up to a cap. At time of writing, LinkedIn returns the credit when the recipient replies within 90 days, so well-targeted messages cost less. Messages to members with an Open Profile are free and do not use a credit. Allowances differ by plan and change over time.
An InMail has a subject line and a body, and it lands in the recipient's LinkedIn inbox, often flagged as InMail or sponsored. That label makes people a bit wary, so the message has to show quickly why it is relevant to them. Short, specific messages tend to work better than long pitches.
In outbound, InMail is a supporting channel. It is useful for high-value accounts, for prospects who rarely accept connection requests, and for reaching people who are hard to find by email. Most teams still rely on connection requests and email for volume and save InMail credits for the accounts that matter most.
LinkedIn InMail example
An account executive targets the CFO of a 600-person logistics company who has not accepted a connection request in a month. She sends an InMail with the subject "Freight audit after the Midwest expansion" and three sentences: what she noticed about the expansion, a common billing problem it creates, and a question about how they handle it. The CFO replies a week later, so the credit comes back.
Subject: Onboarding after the Acme Inc acquisition
Hi Dana, congrats on closing the Acme Inc deal. Teams merging two support orgs usually hit the same snag: two ticket queues and no shared view of SLAs.
We helped a similar team get to one queue in a few weeks. Is that on your list for this quarter, or already solved?How to write a LinkedIn InMail that gets replies
Save InMail for priority accounts
Use credits on high-value prospects or people who have not accepted a connection request. Use free messages for first-degree connections.
Write a specific subject line
Name something relevant to them, such as a recent hire, expansion or post. Avoid generic subjects like "Quick question" or "Partnership opportunity."
Keep the body short
Three to five sentences: why you are reaching out now, the problem you solve for people like them, and one easy question.
Ask a light question
Ask whether the problem is relevant instead of asking for a 30 minute call. Easier replies protect your credit refunds.
Track replies per credit
Measure replies and meetings per InMail sent, by persona and message, and drop messages that do not earn replies.
Common mistakes
- Sending long, feature-heavy InMails that read like a brochure and get ignored.
- Spending credits on people you could reach for free with a connection request or an Open Profile message.
- Using vague subject lines that look like spam in the LinkedIn inbox.
- Asking for a meeting in the first message instead of starting a conversation.
- Assuming credit counts and refund rules never change instead of checking LinkedIn's current help pages.
LinkedIn InMail FAQ
There is no official benchmark that holds across audiences. Generic InMails to large lists often get low reply rates. Short, relevant messages to well-chosen prospects usually do noticeably better. Track your own replies per credit by persona, and treat each campaign as a test.
Yes, unused InMail credits roll over month to month up to a maximum balance, and they expire after a set period. The cap and expiry depend on your plan, so check LinkedIn's help center for the current rules on your subscription.
Not usually for volume. Connection requests are free and, once accepted, give you unlimited messaging. InMail is better for high-value prospects who ignore requests, or when timing matters and you cannot wait for acceptance. Most teams use both.
A regular message can only go to first-degree connections and is free. InMail can go to anyone outside your network, uses a paid credit (unless the recipient has an Open Profile), and shows up labeled as InMail in the recipient's inbox.