Networking is an essential part of building relationships and expanding your professional contacts. With the rise of social media and other digital communication tools, there are now more options than ever for connecting with people. Two of the most common channels used for professional networking are email and LinkedIn.
Both email and LinkedIn have their own advantages and disadvantages when it comes to networking effectively. By understanding the key differences between these platforms, you can determine which method may be better suited to your goals and preferences.
Email networking
Email has been a traditional networking channel for decades. Many professionals maintain extensive email contact lists for networking purposes. Here are some of the potential benefits of using email for networking:
- Direct access – Email allows you to directly contact and engage with connections. You don’t need to rely on algorithms or hope someone sees your message in their feed.
- Personalization – Emails can be crafted with personalized messages and content tailored to the recipient.
- Reciprocity – If someone emails you to network, etiquette often compels you to respond. This can help build reciprocal relationships.
- No gatekeepers – You don’t need to connect or follow someone first in order to email them. As long as you have their contact info, you can reach out directly.
- No limits – There are no caps on how many emails you can send in a day or restrictions on email length.
However, email networking also has some drawbacks to consider:
- No filtering – Inbound emails aren’t filtered, so your networking requests can easily get lost in the mix.
- Low response rates – People get a lot of emails so your outreach may not get a response.
- Time investment – Personalized networking emails take time to craft for each recipient.
- No central hub – Unlike a profile page, your network is scattered across different inboxes.
- Impersonal – Mass emails can come across as spammy.
LinkedIn networking
With over 675 million members, LinkedIn is the world’s largest professional networking platform. Here are some potential advantages of LinkedIn for networking:
- Built-in audience – Your profile and activity is passively visible to a large community of professionals.
- Targeted messaging – You can send messages directly to connections or use advanced filters to reach the right people.
- Centralized hub – Your profile, network, content, and discussions are all in one place.
- Relationship visibility – You can see your connections to mutual contacts before reaching out.
- Reciprocity – People often connect back if you show interest in their profile and send a note when connecting.
However, there are also some limitations with LinkedIn networking:
- Restricted messaging – You can only message your direct connections and there are caps on how many messages you can send.
- Public visibility – Your activity and connections are visible to others.
- Feed algorithms – Your messages may get lost amongst the feed noise.
- Template messages – Personalized messages don’t scale while copy-paste messages look spammy.
- Vanity metrics – Activity like connecting to everyone possible can artificially inflate your perceived influence.
Email vs. LinkedIn: Key differences
Here is a summary of some of the main differences between email and LinkedIn when it comes to professional networking:
Direct access to anyone | Limited to your connections |
Two-way communication | One-way communication options |
Personalized messages | Hard to personalize at scale |
No public component | Public profile and activity |
No limit on volume | Caps on messages per day/month |
No engagement metrics | Profiles have engagement stats |
When is email better for networking?
Here are some of the scenarios where email may have an advantage over LinkedIn for networking:
- Targeted outreach – If you want to reach out to specific individuals, email can be sent directly without needing to connect first.
- Personalized pitches – Customized emails with personalized messages tend to garner higher response rates.
- Confidentiality – Sensitive networking conversations may be better suited for email rather than LinkedIn messages.
- Longer messages – Email has unlimited length so you can provide more detail and context.
- Established contacts – For contacts you already have a relationship with, emails can help sustain the relationship.
When is LinkedIn better for networking?
Here are some scenarios where LinkedIn may be advantageous compared to email:
- Passive networking – Your profile and content can attract new connections without having to actively reach out.
- Relationship visibility – Seeing connections in common can help tactfully grow your network.
- Discovery of contacts – Search tools make finding relevant contacts easier than hunting down email addresses.
- Building a brand – Your profile and activity showcase your expertise to a wide audience.
- Metrics and analytics – You can measure the impact of your networking efforts through profile views, post engagement etc.
Best practices for networking success
Whichever platform(s) you use, there are some general best practices that can help maximize your networking effectiveness:
- Focus on quality over quantity of connections.
- Personalize invitations and messages as much as possible.
- Provide value and help others first without expecting anything immediate in return.
- Follow up and continue nurturing relationships after initial outreach.
- Build relationships offline too at events, conferences, meetups etc.
- Keep your outreach sincere – nobody wants to feel like they are being used.
- Organize your network with CRM tools so you remember touchpoints.
- Segment your network based on priority tiers.
- Set networking goals and track quantifiable metrics to measure progress.
Conclusion
Both email and LinkedIn can be very effective for professional networking under the right circumstances. Email allows for targeted, personalized, and confidential communication. LinkedIn provides passive networking at scale, relationship visibility, and built-in analytics. Optimally, utilize both platforms to maximize your reach while tailoring messaging and relationship-building approaches based on each individual contact.
At the end of the day, networking is about establishing win-win relationships, not just acquiring contacts. Focus on cultivating authentic connections and providing value to others through whichever platforms make the most sense. This will help build goodwill and mutually beneficial relationships that support everyone’s long-term career success.