Cold Outreach on LinkedIn That Works: 12 Tips to Increase Response Rates

How does research improve your outreach?

We recommend doing some research before you start your cold outreach on LinkedIn. You don’t sell your products to everyone! So do your homework to get to know the person you’re trying to send a message to. In this case, more is better. 

So, collect data offered by LinkedIn itself to find leads on LinkedIn. If you have any of the platform’s plans, you can review contact profiles, see what companies they’ve collaborated with or bought before, and what kind of services or products they’ve bought. 

Also, examine search engines, social media, forums, or directories of people who buy your products. All this will allow you better to understand your target audience’s behavior and preferences. You can also invest in tools specializing in data analysis and enrichment. 

Take that data and start segmenting the information, dividing that list of contacts into smaller, more specific groups according to their characteristics, such as age, occupation, address, type of problems, solutions they’re looking for, etc. This allows you to adapt the text of your messages to the preferences of each group created. According to a Backlinko study, emails with personalized bodies increase the response rate by 32.7%, same is true for LinkedIn messages, be sure!

Extra tip: Analyze what didn’t work in your previous campaign and where the failure occurred so you don’t repeat the same mistakes in your cold outreach. We want your message to get through!

What makes a strong hook?

The hook is the first thing your contacts will see in their inboxes, and it needs to be punchy enough to catch the recipient’s attention and make them want to open the message. This is probably the most important part of your message, so it must have the right words and length. 

We recommend a hook of 36 to 50 characters, raising the response rate to 24.6%. Why this length? A long hook allows you to explain the content of the message better so the recipient will know what to expect.

Remember, this is the key to getting in. If you write a generic or sloppy line, the client will ignore your message, delete it, or mark it as spam, which can be even worse. 

How to make it attractive? 

• Highlight the benefit of the product.
• Try personalizing it, including the contact’s name if possible. 
• Don’t fall into phrases like “hi there! Or take a look”.

How can you add value for the reader? 

For your message to be valuable to the person, you need to offer them a solution to a problem they have or clear advantages to improve how they live or work. At Reply.io, we suggest that in the wording of your messages, you address the prospect’s problems, which you already know as part of the research you have done previously. 

Let them know that you understand what they’re struggling with and that you have a clear solution. Mention the benefits of your products and services. By this, we don’t mean listing product features, which can be difficult to understand, we’re talking about benefits. 

It isn’t necessary to mention all of them, only those advantages that may be of most value to the lead or that you consider to be the most outstanding of your product or service. 

We even suggest you add social proof. Mention how one of your customers (if it’s a company or brand recognized in the locality or region better) improved their work, “did the job in less time,” “prevented operational risks 80% faster”, and add that you can do the same for them—it’ll make all the difference in your LinkedIn lead generation efforts.

Why should your message be clear and concise?

When writing messages for cold outreach on LinkedIn, we suggest you be brief, to the point and use a friendly and natural tone. 

Why? Most messages that get a response are written with a clear objective. 

Make sure to complete your offer correctly! If you send a message that is too formal, with a list of technical specifications, the recipient will get confused, not understand what you’re offering, and possibly ignore your message.

People want to interact with other people rather than receive robotic, structured messages. Obviously, we know there is a structure that we follow, but for the reader, the message must be friendly, easy to digest, and leave them interested enough to ask for more information. 

It’s important to include a clear call to action to move our recipients. Don’t end your message with phrases like “we’re pending” or “we hope to hear from you.” 

Remember that we’re looking for interaction, we want to hear back! So, you must be direct: “Arrange a call this week.” “Schedule a free consultation this Thursday and learn more about our products and services.”

How does personalization make a difference?

A personalized message has a 32.7% higher response rate than non-personalized messages. Even if, as part of your cold outreach on LinkedIn, you’re going to create mass messages, you don’t want to send messages that look like mass emails. Doesn’t that make sense? Well, yes, it does. The central idea is that our recipient thinks the message has been sent only to them. 

Your recipients receive dozens of sales proposals daily, to stand out from the crowd, you have to personalize. By being on LinkedIn, you can see the company’s profile and website and create a tagline that lets your potential clients understand that you aren’t sending the same message to a hundred other people but that it’s an offer specially created for them.

Why talk about the next steps? 

Talking about the next steps is critical. Here’s why! 

When we refer to what could be next in the conversation, we refer to the actions we will take after first contact, such as a meeting or a call to share more detailed information. In this way, you provide the other person with a clear idea of how to move forward so they know where to go.

Also, by showing interest in the following steps, you show that you are interested in moving forward, demonstrating to the prospect that you want to help them, which will help them feel more comfortable. It’s like saying, “I want to make this easier for you. How about implementing this idea later?“

But that’s not all. 

This strategy allows you to keep conversations from stagnating. By suggesting a specific action, you keep the conversation relevant and suggest a clear path to having a conversation in the future. 

In addition, you reinforce commitment and interest in building a stable relationship, so don’t hesitate to mention it to move forward!

What can A/B testing reveal? 

A/B testing can be your best ally in improving your outreach messages. It is a powerful tool that empowers you to test, learn from your results, and refine your strategies. By implementing this tactic, you gain valuable insights into what resonates with your audience, enabling you to connect more effectively. 

Discover some of the key things it reveals that help improve your marketing and outreach strategy:

• Content that works best: By testing two different versions of a LinkedIn cold outreach message, you can identify which one is more successful, i.e., the one that engages more. This will help you get more responses—it’s a practical experiment!
• Audience preferences: A/B testing allows you to discover what your audience is interested in, such as the type of tone or presentation that most capture their attention. With this information, you can tailor your approach to make your messages more engaging.
• Best times to send messages: You can test different times to see when you get more responses and choose that time to send your messages, thus increasing your chances.
• Most engaging content type: You can test different types of content, such as a video, an infographic, or a short message, to see what format your target audience prefers. 
• Conversions and metrics: A/B testing can help you see which approach gets more responses and which messages drive the audience to action.

Dare to find out what really works for your audience with A/B testing!

How does multichannel outreach help? 

An effective strategy you can use on different platforms is multichannel outreach because it uses different platforms and communication methods, such as social networks, emails, and text messages, that maximize your reach and effectiveness. 

Here are some reasons why its implementation is so practical:

• Greater reach: Not all users check their LinkedIn messages daily. Some prefer to use email or are more active on Instagram or WhatsApp. Therefore, using multiple channels ensures that your message reaches more people—it’s like casting a bigger fishing net to catch more fish!
• Reinforce your message: When you share content on different platforms, you increase users’ likelihood of seeing it. It also serves as a reminder of your proposition in various places, which makes it more familiar to them. Without a doubt, repetition is crucial to fixing your message in the audience’s mind! 
• Build stronger relationships: implementing multiple channels allows you to interact more naturally. You can start a conversation on LinkedIn and then move to a video call to discuss the details, thus giving people a more comfortable space that can make the relationship more personal and authentic.
• More options to follow up: If you send a message and don’t get a response on a specific social network, you can immediately start following up with the user through another channel, such as email.

Take advantage of multichannel outreach to maximize your chances of connecting with your prospects!

Why automate but stay personal?

When discussing automation in marketing and sales, the main idea is to make processes easier. However, it’s crucial to remember that if you automate LinkedIn messaging too much, you risk losing your company’s personal touch, which helps connect with people.

The key is finding the perfect balance, ensuring every automated message still carries a personal touch.

Automation can be a game-changer in managing your workload. It lets you set reminders, schedule emails and messages, and plan social media posts, freeing time to build genuine relationships. 

However, the key to successful automation is personalization. Tailoring your messages to the recipient can significantly enhance their impact.

It’s also crucial that you listen to your customers and prospects. LinkedIn outreach tools can gather information about people, such as their preferences and behaviors. Then, use this data to make the messages you send in the future more relevant and personalized.

Finally, be attentive to your audience’s responses. Although your audience can make it easy for you to manage interactions, you must react to their responses. To do this, you must be ready to step up and talk with people when required. 

Automation is just a tool to enhance your relationships, not replace them—remember to always maintain a personal approach!

Why not pitch in the first message?

Initiating a conversation with a pitch can be counterproductive. It often comes across as too aggressive, potentially creating a negative impression, especially in a connection message. The first message should be about starting a dialogue, not making a sale.

Instead of launching straight into a pitch, it is better to focus on asking questions about something interesting in their profile or simply introducing yourself. By applying these actions, you can establish a relationship of trust with users, which is much more effective than trying to sell them something immediately.

Also, making a pitch too early can scare people off. They may feel that you are bombarding them with information to get them to buy from you, increasing the likelihood that they will ignore or even block you. Taking the time to build a relationship first will increase the likelihood that they will be willing to talk about what you have to offer.

Another essential reason to wait before making your pitch is that it allows you to gather more information. By conversing with people, you can learn about their needs and problems. So, when you finally get to the pitch, you can customize it to their interests rather than general information. 

Finally, first impressions are crucial. If you start with a sales pitch, you will show that you are only interested in making a sale. However, by sending a friendly and engaging first message, you will leave a positive impression, and later, they will be ready to consider your offer. Focus on creating a genuine connection to get a better result!

Why follow up politely?

For several reasons, politely following up with people is crucial to building professional relationships. 

First, it shows that you really care about them. When you take the time to get back to someone after you’ve spoken, you show them that what they say or think is valuable to you.

Also, people are often busy or may need to remember what you brought up to them, so every little reminder is what they need to get back into the conversation. They may see your message but don’t have time to respond, so gently following up with them can give them the nudge they need. 

Another aspect is that you can use the follow-up to offer something extra. Instead of just asking if they’ve thought about your proposal, you can encourage them to send you an interesting article or a tip that they find helpful. 

This way, you show that you are more focused on providing them with a solution than selling them something. 

But that’s not all; following up politely allows you to create longer-lasting relationships. Even though they may not be interested, people can appreciate your care, which can open doors for you in the future. 

If you hesitate to follow up politely, you can strengthen relationships, show professionalism, and offer additional value.

How do you avoid being too pushy?

Avoiding being too pushy is crucial to maintaining good relationships with your target audience. Here are some simple tips to follow so you don’t come across as a pushy salesperson and get more sales. 

• Listen more, talk less: Instead of giving the potential customer your sales message, focus on listening to what they are saying. You can ask them questions about their needs or challenges and pay attention to their answers. This way, you will be able to address their interests.
• Give them space: Sometimes, people need to take some time to think before buying. We recommend giving them some time and space so that the conversation flows naturally again.
• Keep a friendly tone: Be relaxed and friendly when communicating with your prospects. We recommend using language that resembles a conversation between friends rather than like a robot so that they feel more comfortable.  
• Offer value: Instead of insisting on closing a sale, look for opportunities to offer something valuable to the prospect, such as an interesting article, a resource, or even advice. This way, you show that you care more about giving them a solution than selling them something.
• Accept no: Only some people you talk to will show interest, and that’s okay. If a prospect tells you they don’t want to buy, you should respect that and not insist on it. Sometimes, it’s a matter of time, and a good attitude can open doors later.  

The key to the strategy is to offer value to your prospects and respect their time!