The difference in one table
Both get a message in front of someone you're not yet connected to. They differ in cost, in what happens afterwards, and in how much you can say.
| Connection request | InMail | |
|---|---|---|
| What it is | An invitation to join your network, with an optional short note | A direct message to someone you're not connected to |
| Cost | Free | Uses InMail credits from Premium, Sales Navigator or Recruiter |
| Length | A short note; LinkedIn caps it, and free accounts can only add a limited number of personalised notes each month | A subject line and a full message |
| After it lands | Once accepted, you can message freely and they see your posts | They can reply without connecting; the thread ends there if they don't |
| Best for | People you want to stay in touch with and engage with over months | Senior or hard-to-reach people, and asks that can't wait |
LinkedIn returns an InMail credit when the message gets a reply within its stated window, so a well-targeted InMail is cheaper than it looks and a spray of them is more expensive.
When a connection request wins
For most small-team outreach, start with a connection request:
- You'll want to talk more than once. A connection lets you message again, comment on their posts and show up in their feed. An InMail is one shot.
- You have a genuine reason to connect. Their post, a mutual contact, the same event, the same problem. The reason does the work a long message would otherwise have to do.
- You post regularly. Once they accept, your posts do some of the selling. That compounds; an InMail doesn't.
- Budget matters. Requests are free. Weekly invitation limits are the constraint, so choose who gets one.
Keep the note under 200 characters and leave the pitch out. Our 30 connection request templates are sorted by situation.
When InMail is worth the credit
- They rarely accept requests. Senior people with large networks often ignore invitations but read messages that are clearly about them.
- The reason is time-bound. A funding round, a new role, an event next week. Waiting days for an acceptance loses the moment.
- You need room to explain. A specific idea, a short case, a question that needs context. A note can't hold it.
- A request was ignored. If a well-chosen request sits unanswered for a week or two and the person really matters, an InMail is a fair second attempt.
How to write each one
The connection note. One reason, something true about them, no ask. "Hi Priya, your post on onboarding checklists matched what we see with agencies. Would like to follow your work." That is the whole job.
The InMail. Treat it like a short cold email:
- A subject line that names the topic plainly: "question about your onboarding".
- One line on why you're writing to them, now.
- One line on the problem you think they have, and one piece of proof.
- One easy question to close. "Worth a look?" beats "Do you have 30 minutes on Thursday?"
Three to five sentences is plenty. If it needs scrolling on a phone, cut it. Our 15 InMail templates include subject lines.
Use both in one sequence
The best results usually come from combining them rather than choosing one:
Engage first
Comment on one of their posts with something useful. It makes your name familiar before any request arrives.
Send the connection request
A short note that mentions the reason you're connecting.
If they accept, start a conversation
Wait a day, then thank them and ask one question about their work. No pitch yet. Our follow-up message templates cover this step.
If they don't, and they matter, send an InMail
After a week or two, use a credit on the people worth it, with a reason that's still current.
Use email as the other channel
If LinkedIn goes quiet, a short email referencing the same reason often gets the reply.
Measure cost per conversation
Open rates and acceptance rates are easy to track and easy to fool yourself with. What matters is conversations started, then calls booked.
For InMail, divide what your credits cost by the replies they produced. For connection requests, the cost is your time and your weekly invitation budget, so measure replies per hundred requests sent. Run each for a month on the same kind of person and keep the one that books more calls, not the one that feels busier.
Frequently asked questions
Is InMail better than a connection request?
Not generally. A connection request is free and opens an ongoing relationship, so it suits most outreach. InMail is better for senior or hard-to-reach people and time-sensitive reasons, because it reaches them without waiting for an acceptance.
Do LinkedIn InMails cost money?
Yes. InMail uses credits that come with paid plans such as Premium and Sales Navigator. LinkedIn returns the credit when your InMail gets a reply within its stated window.
Can I message someone on LinkedIn without connecting or paying?
Sometimes. Members who turn on Open Profile can be messaged by anyone without using a credit, and you can message people you share a LinkedIn group or event with in some cases.
How long can a connection request note be?
LinkedIn caps note length and the cap can differ by account type. Keep notes under 200 characters so they fit on every account and get read in full.
Should I send an InMail after an ignored connection request?
Only for people who really matter, after a week or two, and with a reason that's still current. Otherwise move on or try email.