Cold messaging on LinkedIn can be an effective way to generate new business opportunities and connections. However, crafting an effective cold message subject line is critical for getting your message opened. Your subject line needs to grab the recipient’s attention and highlight the value you can provide. However, with LinkedIn’s restrictions on spammy content, you need to tread carefully. Utilizing proven best practices can help increase open and response rates. In this article, we’ll explore ideal strategies for crafting cold message subjects on LinkedIn.
Keep it Personalized Yet Concise
Personalization is key for cold outreach emails. Generic subject lines will likely get ignored or perceived as spam. However, you want to balance personalization with brevity. LinkedIn subjects have a limit of 100 characters. You want a subject that’s tailored but still compact.
For example: “John, quick question regarding social media marketing” is far better than “Social media marketing inquiry.” At the same time, you wouldn’t want an overly long subject. The goal is a happy medium that feels personalized yet remains scannable.
Highlight the Recipient’s Name
Including the recipient’s first name in the subject line is an easy way to personalize. You want to grab their attention by signaling you’re addressing them specifically. For instance, “Hi [First Name], seeking your guidance on accounting software.” This helps ensure they know it’s a personalized message rather than a generic blast email.
Emphasize Common Connections
Mentioning mutual connections in your subject line can also help personalize the message while signaling you share common ground. For example, “John, [Mutual Connection] suggested I connect with you.” Name dropping a shared connection establishes credibility and provides context.
Be Clear on Your Purpose
The subject line should indicate the overall purpose of your message – don’t leave them guessing! Are you seeking advice, trying to schedule a meeting, or introducing yourself? Clarify the intent upfront.
For instance, “Seeking guidance on financial reporting best practices.” Or “Interested in discussing open marketing manager role.” Be explicit about your purpose for outreach.
Highlight Value Being Provided
You want to convey the value you can bring to the recipient. Rather than making demands, emphasize how you can help them or share useful insights. For example, “Thought you’d find this case study on increasing leads helpful.”
Framing your outreach around sharing valuable information demonstrates you’re not just asking for something. Position yourself as a provider of useful knowledge.
Ask Open-Ended Questions
Subject lines framed as thought-provoking questions encourage the recipient to open your message. For example, “What are the biggest social media challenges facing your industry?” or “Have you tried this approach for reducing IT costs?”
Compelling questions spark curiosity and position you as knowledgeable on topics important to them.
Subject Line Question Examples
Question Focus | Example Subject Lines |
---|---|
Industry Insights | “What trends are shaping the retail sector in 2023?” |
Business Advice | “What do you see as the biggest mistake in lead generation?” |
Professional Expertise | “How are you leveraging data analytics to drive strategic insights?” |
Company Success | “Have you found SEO or PPC more effective for revenue growth?” |
Career Development | “What skills are most critical for marketing managers today?” |
Avoid Overpromising
It can be tempting to make bold claims about the value you can provide in your subject line. However, overpromising may set unrealistic expectations that hurt your credibility. Instead, create curiosity by mentioning how you can potentially help.
For instance, “Ideas that may help reduce customer churn” is better than “Guaranteed ways to eliminate churn.” Avoid definitive statements you can’t necessarily fulfill.
Steer Clear of Urgency and Demands
Subjects that create a false sense of urgency, demand immediate action, or use aggressive sales tactics often backfire. For example, avoid subjects like “Urgent: Reply needed asap.” Similarly, steering clear of forceful demands like “You need to see this” can prevent irritating recipients.
Keep the tone conversational and opt for soft requests rather than commands wherever possible. For instance, “Do you have a few minutes to connect?” sounds more polite than “Need to discuss proposal.”
Review LinkedIn’s Guidelines
Before finalizing your cold outreach subject line, review LinkedIn’s rules around unwanted messages. Avoid phrases flagged as spam triggers, like:
- Deceptive or unrealistic offers (e.g. “Act now for huge savings”)
- Inappropriate content
- Clickbait (e.g. “You won’t believe this!”)
- Malicious links or attachments
- Misrepresentation of identity or intent
Staying within their policies preserves your account reputation and maximizes deliverability.
A/B Test Different Subjects
There is no one-size-fits-all approach to cold email subjects. The ideal tactic depends on factors like your industry, target recipient, and message goals.
That’s why subject line A/B testing can be invaluable. Try slightly different subjects and track open rates to identify what resonates best. Refine based on empirical data instead of guesses.
For example, you may find question-based subjects outperform value-focused ones, or that certain industry keywords have an impact. Let data guide your subject line decisions.
Examples of Strong Cold Email Subjects
Here are examples of effective cold email subjects tailored to different goals and contexts:
Networking Outreach
- “John, Samantha Jones suggested we connect”
- “Looking for advice from insurance industry experts like you”
- “Hoping to learn more about your career path”
Profile-Based Outreach
- “Impressed by what you’ve achieved at Acme Co.”
- “Noticed you have experience in financial analysis – seeking your guidance”
- “You seem very knowledgeable about marketing automation. Can we discuss?”
Content Sharing Outreach
- “Sharing a case study I think you’ll find interesting”
- “Thought my recent post would provide some helpful insights”
- “Sent you an article that might help with lead generation challenges”
Service Offering Outreach
- “Have some ideas that may help reduce IT costs”
- “Believe we could help boost customer retention for your company”
- “Do you have a few minutes to discuss social media marketing services?”
Job Opportunity Outreach
- “Noticed you’re an accounting manager – have an opening you may be interested in”
- “Interviewed at Acme Co recently and thought of you for this role”
- “Have you considered opportunities outside your current industry?”
Conclusion
Crafting the perfect cold email subject line on LinkedIn requires balancing brevity, personalization, and clarity on intent. Keep subjects concise yet tailored, highlight common ground, and pose intriguing questions to spark interest. Avoid aggressive sales tactics and overpromising. Review LinkedIn’s guidelines and test different approaches to identify optimal phrasing. With thoughtfully crafted subjects, you can cut through the noise in inboxes and get your messages opened.