Top 5 InMail Templates for B2B Sales
- Silvio Bonomi
- Jul 16
- 16 min read
Updated: Sep 6
LinkedIn InMail is a powerful tool for B2B sales, offering direct access to decision-makers with response rates up to 300% higher than cold emails. Personalization is key - messages tailored to specific challenges or achievements can boost response rates by 30-40%. The article outlines five effective InMail templates designed for different outreach scenarios:
- First Contact Template: Ideal for breaking the ice with new prospects by addressing specific challenges or goals.
- Value Offer Template: Focuses on providing immediate value, such as free resources or tools.
- Event Follow-Up Template: Builds on conversations from events like trade shows or conferences.
- Referral Template: Leverages mutual connections to establish trust and credibility.
- News-Based Outreach Template: Ties outreach to recent company achievements or industry news.
Each template emphasizes brevity, relevance, and personalization to maximize engagement. By combining these strategies with tools like LinkedIn Sales Navigator and CRM systems, businesses can create high-impact, scalable outreach campaigns. Whether targeting mid-level managers or Fortune 500 executives, these templates help cut through the noise and drive meaningful conversations.
10 Simple Tips for Writing the Perfect LinkedIn InMail
1. First Contact Template
The First Contact Template is your go-to for starting a conversation with prospects you haven’t interacted with before. It’s designed to break the ice and leave a strong, positive first impression.
Subject Line: "Quick question about [Company Name]'s [specific challenge/goal]"
Message:"Hi [Name],
I noticed [a specific observation about your company's recent achievement or industry challenge]. How is [Company Name] currently handling [relevant pain point]?
I work with [similar companies/industry] to deliver [specific outcome], and I can share an insight tailored to your needs.
Worth a brief conversation?
Best,[Your Name]"
Personalization Level
To make this template work, skip the generic compliments and dive into specifics. Mention recent industry news, a notable accomplishment, or a challenge the company is facing. The more targeted your approach, the more likely your message will resonate and stand out.
Best Use Case
This strategy shines when reaching out to mid-level managers and directors - people who are directly involved in day-to-day decisions and operations. It’s particularly effective in industries like software, consulting, and other B2B services where trust and credibility matter. The conversational tone, paired with a question-driven approach, works well in relationship-focused sectors such as professional services, technology, and manufacturing.
Response Rate Potential
Personalization pays off. For instance, messages under 400 characters tend to get a 22% higher response rate than longer ones. Personalized InMails can boost acceptance rates by as much as 40%. These stats highlight the importance of tailoring each outreach effort - doing your homework can lead to significantly better results.
Ease of Adaptation to Specific Industries
What makes this template so effective is its flexibility. By focusing on pain points and outcomes, it’s easy to adjust for different industries. For example:
- In healthcare, you might reference regulatory changes.
- In manufacturing, you could address supply chain challenges.
You can also tailor your tone depending on the recipient. If you’re contacting a CEO, emphasize strategic growth and high-level benefits. For mid-level managers, focus on operational improvements. When reaching technical staff, highlight specific features or solutions that address their daily hurdles. Case studies even show that using CRM data to tweak messaging based on audience attributes can make personalized outreach scalable and efficient.
In the next section, we’ll dive into additional InMail strategies to further refine your outreach efforts.
2. Value Offer Template
The Value Offer Template is all about providing immediate value - whether it's a free resource, a helpful insight, or a tool that directly addresses a specific business challenge.
Subject Line:"Free [specific resource] for [Company Name] – [specific benefit]"
Message:"Hi [Name],
I've been following [Company Name]'s work in [specific area] and noticed you're tackling [specific challenge]. I created a [resource/tool] that has delivered [specific outcome] for companies facing similar challenges.
I’d love to share it with you. It includes [specific benefit 1], [specific benefit 2], and [actionable insight].
Would you like me to send it over?
Best,[Your Name]"
Personalization Level
To make this template work, you need to go beyond just inserting names. The key is to dig into your prospect’s business situation. Look for details like recent LinkedIn activity, blog comments, or mentions in industry events. Use these insights to tailor your message and make your offer feel highly relevant.
Best Use Case
This approach shines when you have something genuinely helpful that solves a common problem in the recipient’s industry. For instance, LinkedIn Jobs offers a free job posting to encourage users to try the platform. Once users experience the convenience, they’re more likely to continue posting jobs, especially when templates save them time.
It’s particularly effective for reaching decision-makers who are actively addressing operational challenges or seeking ways to improve efficiency. For example, Pat Vasquez’s Partial Paralegal LLC successfully used this strategy to connect with lawyers starting new practices. These firms often lack the resources for full-time staff, making a targeted, value-driven offer highly appealing.
Response Rate Potential
When done right, this template can significantly improve response rates. On average, cold email response rates in 2023 hovered around 7%, but adding a follow-up email can boost that by nearly 50%. That said, reply rates dipped slightly from 6.8% to 5.8% between 2023 and 2024, emphasizing the importance of clear and concise messaging.
Well-written emails often outperform the averages. For instance, entry-level professionals have reported an 8% reply rate and a 50% open rate.
"A niche approach can do magic. If you know that, say, healthcare companies are dealing with a new compliance headache and you've got the fix - lead with that. Speak their language and show you're not just another vendor."
- Vitaliy Zubkov, former Senior SDR at Belkins
Ease of Adaptation to Specific Industries
The beauty of this template is its flexibility - it works across industries because every sector has unique challenges and resource needs. Whether you’re offering compliance checklists for healthcare, cost calculators for manufacturing, or security assessments for tech, the key is tailoring your offer to solve an industry-specific pain point.
While the structure of the message stays the same, the value proposition must shift to reflect the recipient’s unique challenges and goals.
"If your cold email sounds like a template, it's doomed. I always read my emails out loud. If it doesn't feel like something I'd say in a casual chat, I rewrite it."
- Michael Maximoff, Co-Founder at Belkins
Success hinges on aligning your offer with the recipient’s core pain points. This requires thorough research into the industry, its common challenges, and the tools or solutions that could make a real difference. At Artemis Leads, we apply these principles to consistently deliver high-quality, meeting-ready leads.
Up next, we’ll dive into additional strategies to enhance the effectiveness of InMail outreach.
3. Event Follow-Up Template
The Event Follow-Up Template is your go-to for reconnecting with prospects after trade shows, conferences, or networking events. It leverages the personal connection you’ve already established through face-to-face interactions, making it easier to keep the conversation going.
Subject Line:"Great meeting you at [Event Name] – [specific topic discussed]"
Message:"Hi [Name],
It was great meeting you at [Event Name] yesterday. I really enjoyed our conversation about [specific challenge/topic discussed].
As promised, I’m sharing the [resource/information] we talked about. It directly addresses [specific challenge].
I’d love to continue our discussion on [specific topic]. Would you be available for a quick call next week to explore how we can help [Company Name] achieve [specific goal/challenge]?
Best regards,[Your Name]"
Personalization Level
Event follow-ups thrive on personalization because they build on the rapport you’ve already created. Mention specific details from your conversation - such as challenges, solutions, or even lighthearted remarks - to make the message feel genuine. Reviewing your event notes or business cards can help you recall these key details.
Best Use Case
This template is ideal for situations where you’ve had meaningful conversations at industry events, trade shows, or conferences. It’s particularly effective with prospects who showed real interest in your solution by asking detailed questions or sharing specific challenges.
"The follow-up is most important part of an event." - elevationb2b.com
By referencing a promise you made during the event - like sending a case study or sharing additional resources - you not only give a strong reason to follow up but also show your dedication to meeting their needs.
Response Rate Potential
Follow-ups after events often see higher response rates than cold outreach since they build on an existing connection. To get the best results, send your first follow-up within one to three business days after the event, while the interaction is still fresh in their mind. If there’s no response, a second follow-up a week later can help re-engage them.
Ease of Adaptation to Specific Industries
The structure of this template is flexible enough to adapt to various industries. Tailor it by addressing sector-specific challenges:
- Software companies: Focus on how your platform solves the technical issues discussed at the event.
- Healthcare organizations: Highlight your dedication to improving patient care and address any regulatory or operational concerns they mentioned.
- Manufacturing businesses: Connect your solution to the operational challenges they raised during your conversation.
- E-commerce companies: Emphasize how your offering can tackle digital marketplace challenges and drive online sales.
- Educational institutions: Showcase how your product or service supports their mission to enhance learning outcomes.
Up next, we’ll dive into additional strategies to refine your InMail outreach efforts.
4. Referral Template
The Referral Template is a tried-and-true method for turning existing relationships into opportunities. It works by harnessing the power of warm introductions, where prospects are more likely to trust you because someone they know has vouched for you.
Subject Line:"[Referrer's Name] suggested I reach out – [specific value proposition]"
Message:"Hi [Name],
[Referrer's Name] at [Company] suggested I get in touch with you. They mentioned you're working on [specific challenge/initiative], and they thought our solution might help address it at [Company Name].
We recently worked with [Referrer's Company] and helped them achieve [specific result]. Based on that success, [Referrer's Name] thought you might be facing similar challenges in [specific area].
I'd love to share how we tackled [specific challenge] for [Referrer's Company] and explore how we might be able to help [Company Name].
Would you be open to a quick 15-minute call this week to discuss further?
Best regards,[Your Name]"
Referrals build on the trust established by someone the prospect already knows, making them a powerful way to drive engagement.
Personalization Level
This template requires high personalization because it relies on the relationship between you, the referrer, and the prospect. A clear and thoughtful connection ensures the outreach feels intentional rather than random.
Best Use Case
Referral templates shine when you have existing customers or professional contacts who can vouch for your work. They’re especially effective for internal referrals within the same organization and are a great tool for account expansion.
Response Rate Potential
Referrals consistently outperform cold outreach in response rates. Research shows that 84% of B2B buyers start their purchasing process with a referral. Peer recommendations influence over 90% of buying decisions, and companies using referral-based approaches see a 70% higher conversion rate. Referral leads also tend to convert 30% better than other leads, with 73% of executives preferring to work with sales professionals recommended by someone they know.
"Referral programs are truly the gift that keeps giving. When a customer refers, not only will they continue to refer, but all that new business is also willing to recommend you as a solution. So, it's important to keep your promises by listening to their feedback and acting quickly. You have to be the model of great customer experience in order to be considered for a referral." - Cary T. Self, VP for Education, CustomerGauge
Additionally, referral leads are often pre-qualified - they come with a genuine need and budget in place, streamlining your sales process and making it more effective.
Ease of Adaptation to Specific Industries
The Referral Template works across industries because it focuses on relationships and trust rather than just product features. Tailor your approach to fit the dynamics of your target industry:
- Professional services: Highlight expertise and proven results.
- Technology companies: Emphasize innovation and solutions to specific problems.
- Healthcare organizations: Focus on compliance and improving patient outcomes.
- Manufacturing businesses: Reference operational efficiency and cost savings.
Understanding how trust and recommendations flow in your industry - whether through professional networks, industry groups, or peer referrals - can help fine-tune your outreach for maximum impact.
5. News-Based Outreach Template
The News-Based Outreach Template uses recent events or achievements to create timely and relevant connections with prospects. By referencing specific news, this approach shows you're paying attention to industry happenings, making your message feel more personal and engaging.
Subject Line:"Congrats on [specific achievement/news] – quick question about [relevant business area]"
Message:"Hi [Name],
I just came across the news about [specific achievement/announcement/milestone] at [Company Name]. Congratulations on [specific detail about the achievement]!
With this recent development, I imagine you're focused on [logical business implication or challenge]. We've worked with companies in similar situations to achieve [relevant business outcome].
For example, content specialist Chris Bibey successfully secured booked calls and closed a deal using this approach.
I'd be happy to share some insights on how other companies have navigated [relevant challenge] during times of change.
Would you be open to a quick 15-minute chat this week?
Best regards,[Your Name]"
This template works because it ties the prospect's recent news to a relevant business challenge, showing genuine interest in their success.
Personalization Level
This type of outreach requires a high degree of personalization. Referencing specific, timely events about the prospect ensures the message feels tailored and relevant. Tools like Lead411 or ZoomInfo can help you stay updated on company announcements, executive hires, and other key developments.
Best Use Case
This template shines when prospects have experienced recent noteworthy events, such as:
- Funding rounds
- Product launches
- Executive appointments
- Company expansions
- Industry awards or recognition
It's especially effective for re-engaging prospects who haven't responded to earlier outreach efforts.
Response Rate Potential
Acknowledging a prospect's recent achievements shows you're paying attention, which increases the likelihood of engagement. Reaching out promptly after a newsworthy event can significantly improve response rates.
Ease of Adaptation to Specific Industries
This approach works across a wide range of industries, as every sector has its share of notable events. Here are some examples:
- Technology companies: Highlight product launches, funding milestones, or technical advancements.
- Healthcare organizations: Mention regulatory approvals, research developments, or new facility openings.
- Manufacturing businesses: Reference new contracts, operational upgrades, or plant expansions.
- Financial services: Focus on mergers, regulatory changes, or market growth initiatives.
The key is understanding what kind of news resonates most within each industry and tailoring your outreach accordingly.
How to Make InMail More Effective
Standing out in a crowded inbox takes more than just sending a message. To connect with U.S. business professionals, you need to focus on three essential elements: personalization, clear communication, and understanding business etiquette. These factors can be the difference between a message that gets ignored and one that sparks a meaningful response.
Master Personalization That Stands Out
Personalization isn’t just a nice touch - it’s a game-changer. Targeted InMails can boost performance by 15% and increase acceptance rates by 40%. But to personalize effectively, you need to dig deep into your prospect's LinkedIn profile, recent activity, and shared connections.
For example, if you’re reaching out to someone at a tech company, mention recent milestones like a product launch or an industry award. Adding a personal touch, like video messages, can also make a big impact. Use video to congratulate them on achievements, respond to their LinkedIn posts, or simply introduce yourself in a way that feels genuine and memorable.
Another way to grab attention is by referencing recent accomplishments or social media activity to create what’s known as a "pattern interrupt." This approach breaks the monotony of generic sales messages and makes your outreach stand out.
Keep It Clear and Direct
Once you’ve personalized your message, the next step is to make it clear and easy to read. U.S. business culture values directness and transparency. Your message should be concise - research shows that emails with 6–8 sentences perform best, achieving a 6.9% reply rate and a 42.67% open rate.
To keep your InMail effective, aim for under 200 words. Avoid using overly technical terms or jargon that could confuse or alienate your reader. In fact, a study of B2B healthcare decision-makers revealed that 80% preferred plain language, and 73% were more likely to schedule a demo after reading simplified content compared to 44% for more complex versions.
Since many professionals check LinkedIn on their phones, format your message for mobile readers. Use short paragraphs, active voice, and bold text to highlight key points. Craft subject lines that focus on the benefits you’re offering to grab attention immediately.
Follow U.S. Business Etiquette
Understanding business norms in the U.S. can make a huge difference in how your message is received. Efficiency is key - time is money. Respond to replies within 24 hours, even if it’s just to acknowledge the message while you prepare a more detailed response.
Americans generally appreciate a tone that’s professional yet approachable. Avoid being too casual - steer clear of slang or emojis unless you have an established rapport with the recipient. At the same time, don’t be overly formal. Keep your language clear and professional.
When signing off, use phrases like "Kind regards", "Thank you", or "Sincerely", especially for first-time outreach. And don’t skip proofreading - spelling or grammar mistakes can hurt your credibility.
Build Trust Through Consistency
Consistency across all your outreach efforts builds trust and reinforces your value. Whether you’re using LinkedIn InMail or email, ensure your messaging aligns and delivers the same core value proposition. Research shows that 80% of customers are more likely to engage with companies that provide personalized experiences.
"Evolving personalization isn't a one-time effort. It's an ongoing journey. Dynamic personalization involves learning from each interaction and seamlessly adapting. This progressive approach transforms communication into an evolving dialogue, nurturing trust and showcasing your commitment."
To improve your results, track response rates and refine your approach based on what works best. Effective InMail strategies aren’t static - they evolve through constant testing and a focus on the recipient’s needs.
At Artemis Leads (https://artemisleads.com), we implement these strategies to connect you with decision-makers effectively and efficiently, ensuring your outreach delivers results.
Template Comparison Chart
Below is a chart summarizing the strengths, challenges, and best use cases for each InMail template, providing a quick reference guide to help streamline your outreach efforts.
Why does choosing the right InMail template matter? Because InMails are three times more likely to get a response than emails. Each template is tailored to a specific outreach scenario, making it essential to match the template to the prospect’s context and your goals.
The First Contact Template is perfect for cold outreach, focusing on establishing rapport through shared connections or interests. While effective, it can be time-consuming to identify those commonalities.
The Value Offer Template works best when addressing a prospect’s known business challenges. It’s ideal for decision-makers actively seeking solutions, though it can come across as overly sales-driven if not handled carefully.
Event Follow-Up Templates are great for keeping the conversation going after conferences, webinars, or industry events. These messages feel natural and timely, but their effectiveness diminishes quickly, so timing is everything.
Referral Templates leverage mutual connections to establish credibility. According to LinkedIn Sales Solutions, 67% of B2B buyers rely on peer recommendations. However, success hinges on having strong mutual connections willing to make introductions.
News-Based Outreach Templates are excellent for engaging prospects who’ve recently been featured in industry news or achieved notable milestones. These messages show you’re paying attention, but they require consistent monitoring of relevant updates.
Here’s a side-by-side comparison of these templates:
When selecting a template, consider your relationship with the prospect, their current business needs, and how much time you can dedicate to research. As Orla Walton, Director of Field Marketing EMEA LATAM at LinkedIn Sales Solutions, emphasizes:
"Prospecting emails and InMails need to feel distinct and individually relevant – but experience shows they are most effective when they follow one of five broad outlines."
Sometimes, the most effective outreach combines elements from several templates. Personalization and timing are crucial, and integrating these templates into your broader strategy ensures you connect meaningfully with every segment of your target audience. At Artemis Leads, we incorporate these proven templates into our outreach to maximize engagement across all customer profiles.
Conclusion
Successful B2B outreach starts with InMail templates designed with your prospects in mind. The five templates we've discussed offer a strong starting point, and the numbers speak for themselves: personalized InMails see a 40% higher acceptance rate. This highlights the importance of tailoring each message to resonate with your audience.
To make the most of these templates, focus on segmentation and personalization. Break your audience into groups based on factors like industry, company size, or job title. This allows you to craft messages that address their specific challenges and goals. Building detailed buyer personas and aligning your outreach with where prospects are in their buying journey can make all the difference.
Once your outreach is customized, tracking results becomes essential. Monitor metrics like response rates, conversions, and connections. Use tools like LinkedIn Analytics, Sales Navigator, or your CRM to run A/B tests and refine your strategy .
Here’s why personalization matters: it makes contacts six times more likely to buy, and personalized content increases response rates by 22% . Plus, InMail response rates range from 10–25%, far outpacing cold email’s 1–5%. This makes InMail a powerful tool for reaching your prospects.
Start experimenting with these templates by aligning them with your prospects’ specific needs. Adjust the details to ensure your messages feel relevant and personal.
At the end of the day, Artemis Leads has shown that combining these proven templates with thoughtful personalization leads to meaningful connections. While the templates provide a framework, your ability to understand and address each prospect’s unique situation is what truly drives success.
FAQs
What are the best ways to personalize InMail messages to boost response rates?
To make your InMail messages more effective and increase response rates, focus on crafting messages that feel personal and relevant to the recipient. Reference specific details like their recent accomplishments, mutual connections, or shared interests. This small touch can make your message feel more genuine and engaging.
Keep your communication brief and to the point - most professionals are short on time and appreciate clear, concise messages. Use this opportunity to quickly highlight the value of your outreach, whether you're addressing a specific challenge they might be facing or offering a potential solution tailored to their situation.
When your messages are timely, relevant, and easy to digest, you’re far more likely to catch their attention and spark a meaningful conversation.
What are some best practices for using InMail templates effectively across industries?
To make InMail templates work well across various industries, focus on three main elements: personalization, clarity, and timing. Craft messages that directly address the recipient's needs or challenges, and keep them short and professional. Steer clear of generic phrases - show how your solution aligns with their goals in a way that feels tailored to them.
For B2B sales, particularly in the U.S., building trust and credibility is crucial. Include a clear, actionable next step, like inviting the recipient to set up a brief meeting. No matter the industry, personalization and relevance are the driving forces behind higher engagement and better response rates.
How can I evaluate the success of my InMail outreach campaigns and improve them effectively?
To measure how well your InMail outreach campaigns are performing, pay attention to key metrics like response rates, conversion rates, and cost per lead. These numbers give you a clear picture of how your messages are landing with prospects and whether you're hitting your targets.
Make sure to define your goals and monitor KPIs such as lead quality, engagement levels, and sales results. Dive into data like click-through rates and response rates regularly to spot patterns and figure out what’s working - or what isn’t. On top of that, collecting feedback directly from prospects can help you fine-tune your messaging and ensure it stays relevant and effective.
By keeping a close eye on your results and using that insight to make informed adjustments, you can fine-tune your campaigns to boost engagement and build stronger, more meaningful connections with your audience.
