When reaching out to potential customers or leads on LinkedIn, crafting an effective inmail subject line is crucial for getting your message opened and read. For sales professionals, the subject line presents the first impression of your outreach and can determine whether the recipient engages or ignores your message. An ideal LinkedIn inmail subject line for sales grabs attention, conveys value, and motivates the prospect to learn more about your offering.
Research the prospect and company
Before drafting your subject line, research the prospect’s LinkedIn profile, company website, and any other available information. Learn about their role, challenges, interests, and priorities. This helps you craft a relevant subject line that aligns with their needs. Personalized subject lines have much higher open rates than generic ones.
Highlight the commercial intent
Since you are reaching out for sales purposes, make that clear upfront in the subject line. Phrases like “Inquiry about [product/service],” “Exploring [solution] options,” or “Discussing [company’s] offerings” signal a commercial intent. This prepares the prospect and sets proper expectations about the nature of your outreach.
Speak to the prospect’s pain points
If your research revealed any pain points or challenges the prospect is facing, address those in the subject line. For example, “Reducing operational costs for retailers” or “Improving digital campaign performance.” This shows you understand their needs and grabs their interest to learn more.
Emphasize value over features
Avoid subject lines that simply promote your product or service. Prospects care more about the concrete value you can provide. Subject lines like “Boost sales conversions by 15%” or “Slash production costs by 30%” highlight the outcomes, not just the offering.
Use power words strategically
Power words like “increase,” “improve,” “save,” “growth,” “results,” and “profit” capture attention. But use them judiciously and ensure they relate to the prospect’s goals. Overusing superlatives like “revolutionary” or “amazing” can seem hyperbolic.
Pose an interesting question
Asking a thoughtful question in the subject line can spark curiosity and intrigue. For example, “What if you could double sales in 6 months?” or “Have you optimized your supply chain workflow?” Make sure it connects to a pain point or goal.
Mention a referral
If you were referred by someone familiar to the prospect, mention that connection. For example, “John Smith suggested we connect” or “Meeting request per Jane Doe’s referral.” Social proof helps build credibility and gets your message opened.
Limit to 50 characters or less
Subject lines over 50 characters often get cut off on mobile devices, the platform where most LinkedIn usage happens. Keep yours clear, concise, and scannable for the small screen.
Avoid spam trigger words
Terms like “free,” “act now,” “offer,” and “sale” can trigger spam filters and prevent delivery. While you want to highlight value, avoid language that might signal a promotional email.
Test different subject line options
There is no one-size-fits-all approach, so test different options and see what resonates best with your prospects. Try problem-focused, benefit-focused, question-based, and referral-based subject lines. Track open and response rates to optimize.
Align with your inmail body content
Make sure your subject line properly reflects the core message and purpose of the inmail content. Don’t overpromise something your inmail body doesn’t deliver. The subject line is crucial but should sync up with the overall narrative.
A/B test subject line variants
Leverage A/B testing to determine what subject line variations perform best. Test small tweaks like changing power words, adjusting length, or re-ordering phrases. The optimization insights can really add up over time.
Front-load your value proposition
Since you only have a few words, get right to the core value you can offer. Leading with strong benefits or an intriguing question engages recipients early and motivates them to open.
Follow up strategically
If your initial outreach goes unopened, follow up in 3-5 days with a new subject line. Try a different approach and add something like “Following up re: [key benefit]” to prompt them to recall your previous message.
Adapt for different prospect stages
Early stage prospects may need more education on the problem you solve, while later stage ones need specificity on solutions and value. Tailor subject lines to the prospect’s place in the buyer’s journey.
Set expectations accurately
Avoid exaggerating or making unrealistic claims about your offering. While compelling, it could come off as hype and set the wrong tone. Focus on resonating with the prospect’s real needs.
Leverage emotional motivators
Connecting to prospects on an emotional level can be very persuasive. Beyond rational benefits, subject lines that tap into desires like achievement, status, satisfaction, and security can strongly motivate.
Keep adjust and optimizing
Subject line performance can vary across prospects, industries, and economic conditions. Continuously test new variations, monitor results, and adapt your approach to drive optimal engagement over time.