You've found the perfect prospect. You know who they are, what they do, and why you'd be a great fit. There's just one question left: do you message them on LinkedIn, or do you send an email?
It's a real dilemma. Both channels have their strengths. Both can work. And both can flop completely if you use them wrong. The answer depends on who you're reaching out to, what you're asking for, and how you use each platform.
Let's break it down.
The Numbers: What the Data Says
LinkedIn InMail response rates typically fall between 10-25%, according to LinkedIn's own published data. That sounds good until you realize that range is heavily influenced by how well the InMail is targeted. Poorly targeted InMails perform much worse.
Cold email response rates generally land between 1-10% for truly cold outreach. But warm emails and well-targeted sequences can hit 15-30% or higher. The range is wider because email is a much broader channel with more variables.
Here's the tricky part: these numbers aren't directly comparable. InMail costs money (or LinkedIn Premium credits), which naturally limits volume and increases targeting effort. Email is essentially free, which means people send more of it and the average quality is lower.
When you compare apples to apples, meaning equally well-crafted, equally well-targeted messages, the gap between InMail and email narrows significantly.
Where LinkedIn InMail Wins
Reaching people you can't email. Some people are impossible to find an email address for. InMail bypasses that problem entirely. If they have a LinkedIn profile, you can message them.
Built-in credibility. Your LinkedIn profile acts as a living resume attached to your message. The recipient can instantly see your experience, connections, recommendations, and activity. With email, you're just a name and an email address.
Professional context. People expect business-related messages on LinkedIn. They're already in "work mode" when they open the app. An email that shows up between Netflix receipts and dentist appointment reminders has to fight harder for attention.
Mutual connections. LinkedIn shows shared connections, which builds instant trust. "We're both connected with Sarah Chen" carries weight.
Open rates. InMail open rates tend to be higher than cold email open rates. LinkedIn messages get push notifications, and the inbox is less cluttered than most email inboxes.
Where Email Wins
No character limits. LinkedIn messages and InMails have length restrictions. Email lets you say what you need to say, include attachments, add formatting, and link to relevant work.
Better for follow-up sequences. Email makes it easy to build multi-touch sequences with different angles, timing, and content. LinkedIn follow-ups feel more awkward and have more friction.
Tracking and data. With email, you can track opens, link clicks, and engagement timing. Tools like Pynglo let freelancers see exactly when a prospect opens their email, which helps you time your follow-ups perfectly. LinkedIn gives you almost no data on message engagement.
Volume. You can send more emails than InMails. LinkedIn limits your InMail credits depending on your subscription level. Email has no practical ceiling (though you should still be strategic about volume).
Familiarity. Everyone uses email. Not everyone checks LinkedIn regularly. Some people log in once a month. Your email will sit in their inbox until they see it. Your InMail might get buried under connection requests and endorsement notifications.
Threading. Email conversations are easier to track and reference. LinkedIn's messaging interface isn't great for long conversations.
Response Rates by Audience
The "right" channel depends heavily on who you're messaging.
C-suite executives and senior leaders: InMail tends to perform better. These people have overflowing email inboxes and full-time assistants filtering messages. But they often manage their own LinkedIn. Response rates for InMail to senior leaders can be 2-3x higher than cold email.
Marketing and sales professionals: Email often works better. These people live in their inbox and are used to fielding outreach. They also tend to have public-facing email addresses that are easier to find.
Recruiters and HR professionals: LinkedIn is their home turf. InMail is expected and welcomed. Email works too, but LinkedIn is where they're already looking for people.
Small business owners and freelancers: Email typically gets better results. Many small business owners don't check LinkedIn daily. They're more responsive to a well-crafted email that shows up where they're already spending time.
Developers and technical professionals: Email usually wins. Many technical professionals have a love-hate relationship with LinkedIn and check it infrequently. A concise, relevant email tends to cut through better.
The Real Answer: Use Both
The highest-performing outreach strategies don't choose one channel. They use both.
Here's a pattern that works well:
1. Connect on LinkedIn first (with a personalized note)
2. Once connected, send a brief LinkedIn message starting the conversation
3. If no response after a week, follow up via email
4. Reference the LinkedIn connection in your email ("We connected on LinkedIn recently...")
This multi-channel approach works because it creates multiple touchpoints without being repetitive. The LinkedIn connection warms up the email, and the email gives you more space to make your case.
You can also reverse the sequence. Start with email, then connect on LinkedIn and reference your email. Either direction works. The point is that following up across channels significantly increases your chances of getting a response.
Cost Considerations
LinkedIn InMail isn't free. Premium subscriptions that include InMail credits range from $30-$60/month for individuals, with a limited number of credits. If you use Sales Navigator ($80-$100+/month), you get more.
Email costs are minimal. A professional email address and a tracking tool might run you $10-20/month total.
For freelancers and solopreneurs watching their budget, the cost difference is real. You can send 50 targeted emails for the same price as 5 InMails. That doesn't mean email is always better, but it does mean you should use your InMail credits strategically on high-value prospects.
Best Practices for Both Channels
Whether you're using InMail or email, the fundamentals are the same:
The Verdict
There's no universal winner. InMail is better for reaching senior executives, leveraging your LinkedIn presence, and contacting people whose email you can't find. Email is better for follow-up sequences, tracking engagement, working within a budget, and reaching people who live in their inbox.
The smartest approach is to use both channels strategically, track your results, and let the data tell you what works for your specific audience. What works for a freelance designer targeting startups will be different from what works for a consultant targeting enterprise companies.
Test both. Measure both. Double down on what gets replies.