LinkedIn is chock-full of qualified leads. While you can write an outreach message to each one of these leads individually, you’ll quickly find that it’s a lot more efficient to send out a mass message. That’s why we (and many other lead gen professionals) consider mass messaging to be the bread and butter of prospecting.
Today we’ll cover everything you need to know so you can send your first mass message on LinkedIn.
Table of contents
- Why Should You Be Automating Your LinkedIn Messages?
- How To Send LinkedIn Mass Messages
- 7 Tips For LinkedIn Mass Messaging
What is an Automated LinkedIn Message?
Automated LinkedIn messages can be connection requests, InMails, or direct messages. Of course, the type of message you’re sending will depend on your degree of connection with that lead. In most cases, automated LinkedIn outreach refers to connection messages.
Automation means a few things for LinkedIn messages. First, it means that you can schedule your messages to be delivered at a certain time. Secondly, with most automation tools, you can schedule follow-up messages and automated actions. For example, let’s say your prospect doesn’t respond. Well, five days later you can program your account to like one of their posts or send them a follow-up message.
Why Should You Be Automating Your LinkedIn Messages?
There are a wide range of benefits (and time-saving features) when it comes to using automation tools for LinkedIn messages. Here are some examples:
- Automate connection requests, direct messaging, profile scanning, skills endorsing, and more.
- Create personalized messages based on the LinkedIn profile of your lead or your prior conversation thread.
- Detailed tracking and analytics on your campaigns.
- Ability to A/B test prospecting campaigns.
However, the biggest benefit of using an automation tool is the time savings. LinkedIn automation runs in the background, letting you focus on handling other more important tasks – like closing deals and social selling!
The question now is: how can you automate your messaging? Well, we’ll answer that in the next section!
How Many Messages Can You Send on LinkedIn?
Mass messaging means sending a lot of messages at once. However, LinkedIn has some general guidelines for sending connection requests and InMails. Specifically, LinkedIn limits an account to sending 200 connection requests per week.
That being said, you shouldn’t go out and start sending hundreds of connection requests per week. That’s because LinkedIn recognizes suspicious activity. For example, if on a typical week, you’re only sending 2 or 3 connection messages, a jump to 100 a week may get your account flagged. Additionally, be careful about how quickly you’re messaging other users. If you repeatedly message multiple individuals in a short period of time, your account may be monitored by LinkedIn’s surveillance team.
Luckily, most automation tools for LinkedIn have built-in safety features to keep your account secure.
If you want to read more about LinkedIn’s restrictions, click here!
How To Send LinkedIn Mass Messages
There are two ways to send a mass message on LinkedIn. Here they are:
Sending a Mass Messasge Without Automation
Automated messaging on LinkedIn is definitely quicker, but it’s not the only way.
Sending a mass message on LinkedIn manually can be successful; however, it’s harder to personalize these messages without the use of a third-party tool. And as you probably know, personalization is so important if you want your messages to be well-received.
Keeping that in mind, here’s the process to send a non-automated mass message on LinkedIn:
- Head to the messaging tab on LinkedIn.
- Click the “compose new message” button to display a new message.
- Add the people who you want to send a message to. Note: to use this method, you need to be connected to the LinkedIn users you wish to message.
- Type in an engaging message for your contacts.
- Review your message and hit send!
Sending a Mass Message Using Automation
The easier way to send a mass message on LinkedIn is to use an automation tool. While there are many different options when it comes ot automation tools, here are the features you can generally expect:
- Automated connection requests and messages
- Create sequenced campaigns that automate follow-up messages.
- Automated actions, such as liking posts, viewing profiles, and endorsing skills.
- Automating InMail messages.
- Determining your target audience from a group of leads
- Sending group invites and messages
- Detailed analytics of campaigns and outcomes.
If you want to see how We-Connect works in action, sign up for a 14-day free trial. No credit card necessary.
7 Tips For LinkedIn Mass Messaging
1. Create Messages Based on Market Segments.
Be sure to craft specific messages based on particular market segments.
Think about how you have helped or can help customers in specific industries, geography, or companies of a particular size. Think of the decision-makers based on Job titles. Develop a messaging based on these segments and accordingly create lists based on these segments.
Content aligned with your market segments will likely resonate more with your audience and increase your response rates.
2. Use Personalization
Use an automation tool that allows you to personalize your messages based on multiple variables. Personalization on variables like First Name, Last Name, Job Title, and Company Name can help develop faster rapport.
Hi [First Name],
Our customized outreach campaigns have helped companies in your [industry] generate 10X more leads. I see that you are a [Job Title] of a company with [company size] employees. We are currently running a promotion and I can offer [, Company Name] a 25% discount if you sign up by the end of this month.
Let me know if you would like to see a demo.
Some automation tools also offer custom variables that can step up the level of personalization. For example, let’s say you have done your research on your companies and want to quote a recent news article or cite a blog you read about them. You can use a custom variable like in this example.
Hi [First Name],
Congratulations on raising a new round of funding! I learned from [custom variable = news or blog link] that you would soon ramp up your hiring to strengthen your dev team.
We have already helped five companies in your [industry] put a team in place within three months. Would you like to learn more about our Talent acquisition services?
Here is a link to my calendar. I am looking forward to connecting with you soon!
3. Develop a Series of Messages
People are busy. One cold outreach message is not enough to get attention. You need to send 4-5 messages to increase your response rates. Develop unique content for your follow-up messages.
Choose a LinkedIn Automation tool that offers you the ability to send multiple follow-up messages, like We-Connect.
4. Space Follow-up Messages Apart
The biggest challenge for lead generation campaigns on LinkedIn is the follow-up. Don’t send follow-up messages every other day. Instead, space your messages sensibly so you don’t spam your audience.
Ideally, keep at least 4-5 days between messages. If possible, use an automation tool that lets you set the frequency of your messages – typically, this falls under something like a smart campaign.
5. Offer Something of Value
Taking the time to provide valuable tips, hacks, and industry insights and how they affect the prospect’s business is a great way to engage with prospects. It can be enriching in terms of lead generation. In addition, if you provide valuable advice or knowledge that is at par with the best-in-class standard in your industry, potential leads will likely appreciate you sharing this with them.
Offer a free LinkedIn profile review, consultation, or share some vital industry data or information. Try suggesting a LinkedIn Influencer, newsletter, live video or other resource for that individual to become more innovative. As a recruiter or potential partner, you can engage in mentoring or career advice and offer something valuable to your prospect at no cost.
6. Keep it Brief.
Stick to the “golden rule of three” of effective communication. Keep three paragraphs in your message and stick to three short ideas in each section. Your message is most likely to stick if you break it down into three easily digestible parts.
Keep it short and to the point and create an interest in your audience that prompts interest and action. Brilliant marketing messages immediately express what’s important and address what’s relevant to the customer.
Do NOT send your connections anything irrelevant, or they will consider that spam. Everything you send to your contacts should be positioned for their benefit, not yours if you want to stand a chance at building a relationship with them.
7. End each message with a CTA
A call-to-action (CTA) is a direct request for action from your audience. It should be displayed prominently, perhaps with an image or in breakout text that draws your audience’s attention. Giving your audience a Call to Action is crucial to your campaign success while sending mass messages on LinkedIn (we talk more about how to do this here).
CTAs cut through the noise and give your audience a clear directive. Of course, there is no one-size-fits-all approach for creating the perfect call to action, especially in the case of LinkedIn campaigns. However, LinkedIn messages apply the same benefit-driven policy for crafting a CTA.
Make it clear how your audience can benefit because people will not complete your desired action unless they understand how it helps them, too.
The Components of a Perfect LinkedIn Automated Message
These eight tips encapsulate the components of a well-thought-out and properly executed LinkedIn mass messaging campaign. A brilliant LinkedIn message is personal, gives context, shows genuine interest, and isn’t longer than three paragraphs. But, more importantly, the intent and the desired call to action are clear.
LinkedIn Automation tools provide you with the ability to perform LinkedIn Mass Messaging, but the best practices described above will get you the desired results. In addition, we-Connect offers a free trial, so you can get started immediately and apply these tips to your next LinkedIn lead generation campaign.