The subject line is one of the most important parts of an InMail on LinkedIn. It can make or break whether your message gets opened and read. An effective subject line grabs attention, conveys your purpose for connecting, and motivates the recipient to open your message.
When writing a subject line for LinkedIn InMail, there are some key strategies you should follow:
Keep it short and specific
LinkedIn subject lines are limited to 100 characters, so you need to make every word count. Get right to the point about why you are reaching out to this person. Summarize the purpose of your message as concisely as possible.
Personalize the subject line
Generic subject lines are easy to ignore. Personalized subject lines show you took the time to craft a message specifically for the recipient. Reference their name, company, industry, or other unique details to show relevance.
Use power words
Power words trigger interest and action. Words like “opportunity,” “introduce,” “advise,” “partnership,” “invite,” “request,” or “connect” create curiosity.
Focus on their needs, not yours
The subject line should speak to what’s in it for them, not what you want. Communicate the value you can offer them.
Spark curiosity
Ask a thoughtful question or tease the key benefit to make them want to open the message. Give just enough intriguing detail.
Check clarity and spelling
Proofread the subject line to prevent typos or unclear phrasing. Test it out on others to confirm it makes sense.
How to Craft an Effective Subject Line
Follow these steps when creating a subject line for your LinkedIn InMail:
1. Identify your goal
What do you hope to achieve from this outreach? Are you seeking an introduction, trying to schedule a meeting, or inquiring about job opportunities? Defining your purpose will shape an appropriate subject line.
2. Research the recipient
Review their LinkedIn profile and other online presence to reference details that show you did your homework. What are their interests, background, skills, company, role, challenges?
3. Determine their motivation
Put yourself in their shoes. Why would they care to open this message? What problems could you help solve or what opportunities might interest them?
4. Summarize the benefit
Based on your research and their potential motivations, summarize the main benefit or opportunity being offered to them.
5. Include a curiosity hook
Add a question or intriguing phrase that sparks interest to read more.
6. Personalize with specifics
Weave in customized details like their name, company, location, interests, connections, etc.
7. Power up keywords
Incorporate power words that convey action, opportunity, advice, collaboration, or introduction.
8. Trim excessive words
Edit ruthlessly to cut any unnecessary verbiage and keep within the 100 character limit.
9. Proofread carefully
Double check spelling, grammar, punctuation, clarity. Read aloud to catch errors.
InMail Subject Line Do’s and Don’ts
Here are some best practices for what to do and avoid when creating LinkedIn InMail subject lines:
DO:
- Keep it short, specific, and scannable
- Spotlight the recipient and their needs
- Use power words like “opportunity,” “introduce,” “advise”
- Personalize with research details
- Emphasize the value being offered
- Spark curiosity with questions or intrigue
- Convey a clear purpose for connecting
DON’T:
- Use lengthy, vague, or confusing phrases
- Make it all about your needs or wants
- Use overused phrases like “Hope you’re well”
- Contain typos or spelling errors
- Use excessive exclamation points or ALL CAPS
- Repeat the same subject from a previous message
- Reveal too many details or the full request
Subject Line Examples
Here are some example subject lines for different InMail outreach goals:
For networking:
- [Name], fellow [university] grad seeking advice
- Connecting in the [industry] space
- Looking to network with [company] alumni
For introductions:
- Can you introduce me to [name/role]?
- Seeking an introduction to [name] at [company]
- Wondering if you could connect me with [name]
For opportunities:
- [Skills] role at [company]?
- Opportunity for [role] with [background]?
- Fit for open [position] at [company]?
For advice:
- Pick your brain about [topic]?
- Seeking advice on [transitioning careers]
- Could you advise on [overcoming obstacle]?
For meetings:
- Meet for [coffee/lunch] this month?
- [Name], 15 minutes to discuss [topic]?
- Quick meeting to explore [partnership idea]?
Tone and Voice
In addition to crafting the words in your subject line, also consider:
Tone
The tone should be:
- Professional
- Friendly
- Respectful
- Sincere
- Authentic
- Enthusiastic
- Helpful
Avoid tones that sound:
- Salesy or pushy
- Too casual
- Inauthentic
- Desperate
- Forceful
- Impatient
Voice
Your voice should reflect:
- Clarity
- Brevity
- Originality
- Creativity
- Thoughtfulness
- Added value
While avoiding voices that:
- Lack specificity
- Use jargon
- Are overly formal or informal
- Feel generic
- Don’t communicate purpose
Subject Line Length
LinkedIn InMail subject lines are limited to 100 characters, including spaces. This forces you to be concise and purposeful with every word.
Here are some tips for making the most of the 100 character maximum:
- Get to the point fast – Don’t waste characters on pleasantries
- Cut unnecessary filler words like “the,” “and,” “that,” etc.
- Use contractions like “I’m” instead of “I am” to save space
- Limit descriptors and adjectives; only include essentials
- Use abbreviations if they are clear in context
- Replace phrases with single power words like “introduce” vs. “request an introduction”
Evaluate each word critically. If it doesn’t add something unique and substantive, consider cutting it.
Prioritize words that communicate:
- Recipient’s name
- Purpose for connecting
- Relevance to their needs
- Benefit or opportunity offered
- Question or interest hook
- Specific details that personalize
The shorter you can make a subject line while retaining clarity and impact, the better.
Subject Line Length Examples:
88 characters:
Hi [First Name], fellow Cornell alum here looking to connect with other college alumni at [Company Name]
76 characters:
Quick intro request? You know [Name], [Title] at [Company] – I’d value meeting him to discuss [topic]
62 characters:
[Name], seeking your advice on transitioning from [current role] to [future role]
47 characters:
Coffee to discuss the [industry] landscape?
Subject Line A/B Testing
To fine tune your InMail subject lines, try A/B testing different options.
Steps for A/B testing:
- Write 2-3 different subject line versions for the same InMail content
- Keep major keywords consistent across both
- Vary specifics like questions asked, benefits highlighted, power words used
- Personalize both options, don’t just change one
- Ensure both align to the InMail goal and recipient relevance
- Send each version to a comparable size sample of recipients
- Track open and response rates for each subject line
- Determine which subject line performed best
- Use the winning version for future outreach
- Further optimize based on what resonated in top performer
For example, you could test:
Subject A: Meeting to explore partnering opportunities?
Subject B: Could we meet to discuss a strategic partnership?
Look at the open rate lift and responses to the different subject lines. Then apply insights to craft even better high performing subject lines.
Common Subject Line Mistakes
Here are some frequent mistakes to avoid when writing LinkedIn InMail subject lines:
- Too vague or generic – “Hope you’re well!”
- Spelling or grammar errors – “Advicw seeking”
- Too salesy or promotional – “Act Now for 50% Off!”
- Too formal – “I would be pleased if we could connect”
- Too urgent or demanding – “Meet with me today”
- Too long and wordy – “I wanted to reach out regarding an opportunity I think could be of interest”
- Irrelevant to the recipient – “Become a member!”
- No clear purpose – “Interesting opportunity”
- Too many exclamation points – “Meet for coffee!?!?”
- ALL CAPS – “URGENT REQUEST”
Proofread carefully and run draft subject lines by colleagues to catch errors and test effectiveness before sending.
Conclusion
An optimized LinkedIn InMail subject line can greatly boost your outreach results. By being personalized, specific, benefit-driven, and intriguing, you can motivate recipients to open your message and respond. Follow best practices on tone, length, keywords, and power words. Continuously refine through A/B testing. With a compelling, value-focused subject line, you can increase positive engagement and achieve your InMail goals.