How to Cold Message on LinkedIn (Plus Tips & 17 Templates)

Since 2019, we have had the following averages when it comes to cold messages on Linkedin:

• A 45% connection request rate acceptance rate.

• A 19.98% reply rate to our LinkedIn messages

• And a 48.14% positive reply ratio (These replies were either meeting requests or qualified sales inquiries on our client’s products/services.)

If you would like the same averages for your business, then we are here to help. 

Cold messaging on LinkedIn isn’t complicated.

Yes, it takes time and research, but in essence, it’s all about starting conversations and building relationships. 

In this article, we will show you how to write ultra-personalized outreach messages, along with tips and 7 ready-to-use templates for inspiration. 

(If you need LinkedIn lead generation advice, hop on a free 15-minute strategy session with Jack Reamer, the CEO of SalesBread.)

First, check your LinkedIn profile

First impressions are a big deal in the business world.

If your LinkedIn profile isn’t professional, you’re going to miss out on a ton of leads.

Remember, most people will have a look at your profile before they accept your connection request.

So first things first, make sure your profile looks professional and credible, start with a high-quality profile picture.

A clear, well-lit headshot where you appear approachable and confident is key.

Try not to use random casual selfies.

Next, use a catchy headline that goes beyond just your job title.

Instead of “Sales Manager at XYZ Corp,” try something more engaging, like “Helping Companies Scale with Data-Driven Sales Strategies.”

Notice the CEO of SalesBread has used the statement “I love helping people master sales outreach.”

Your headline should clearly communicate your value proposition.

Use your About section as a chance to tell your story. Try to use it as a “sales page”, instead of a resume.

Lastly, build credibility with recommendations and endorsements. Ask colleagues, clients, or managers to write genuine recommendations highlighting your strengths.

Quick example of how important updating your LinkedIn profile is:

At SalesBread we have actually improved connection rates, once a client updated their profile.For example, they changed their profile picture to a warm, inviting image with a decluttered background and a smile.

This can make a big difference. 

They also changed their headlines to show social proof or stats.
Making use of the profile link can also lead to more booked appointments.

We also encourage posting helpful content at least once a week and engaging with your followers, this will help establish yourself as a thought leader in your industry.

Next, make sure you have an ultra-refined target market list

Before you even begin trying to send a LinkedIn sales message, make sure you have a refined prospect list. It doesn’t help reaching out to thousands of prospects who might be a fit.

You need to narrow down your list to people who:

• Need what you’re selling

• Who have the budget

• And who have the purchasing power

You can do this by analyzing WHO your current buying customers are. Which companies have purchased your product or service from you within the last 6 months?

What do all these companies have in common?

Once you know your ideal customer profile, it’s easier to build look alike prospect lists and go after the right target market.

How to physically send a cold message on LinkedIn

You can send an invite with Sales Navigator or LinkedIn.

However, even if you use Sales Navigator to find new opportunities, it’s best to send your invites using LinkedIn — this way all of your new connections can be found in one place (your LinkedIn network tab).

Here’s the exact process we use to send our connection requests:

1. Find your new connection on Sales Navigator (or LinkedIn basic search).
2. Visit their LinkedIn.com profile.
3. Click “More”, then “Connect”.
4. Click “Add a Note”, and write your invite message.
5. Click “Send”.

Easy, right?

What’s the best way to send a cold message on LinkedIn?

You have 2 options.

Connection requests and InMails

You could either send a LinkedIn connection request message for free or send an InMail.

At SalesBread we prefer to send connection requests first and then supplement our outreach with InMails.

Why?

For starters, it gets better reply rates, and it’s a great chance to leverage your network.

For example, mention something you share in common and state the reason for connecting.

Then you can warm up the lead by interacting with posts and then send a follow-up message. Even if the lead isn’t interested in your offering right now, you’ll be in their network, so you are poised to leverage any intent signals conveyed through their profile updates in the future.

For example, if they change their job, or share a post expressing a specific need.

While you don’t need to be connected to send InMails, they cost credits and there is no option to send a follow-up unless they express interest and reach out.

The reply rates tend to be lower, so it’s better to connect first so you can send personalized messages/follow-ups.

You should use InMail when these 2 conditions are met:

1. When you see an individual has an open profile; it means that it’s free to send InMails to that individual. Not because you can save costs, but because this individual has raised their hand saying: “It’s okay to receive InMails.”

2. It’s a signal that they prefer this kind of communication.

The second criterion for sending InMails is when you send a connection request but fail to get a response from the prospect.

The secret to cold outreach messages? Personalization

Have you ever received a LinkedIn message like this:

If you’re like me, you probably ignored it.

Firstly, I don’t need this, and secondly, this message comes across as spammy and generic.

The same message was probably sent to hundreds of other LinkedIn users. 

Most prospects have “spam blinkers” on. 

When you see a random sales message, you will most probably ignore it, especially if you don’t have a need for the product/service. 

But if you had to receive a message like this:

Wouldn’t you be more inclined to respond?

The reason?

It was a personalized message.

And that’s what successful cold messaging on Linkedin is all about. You just need to say something that will get your foot in the door for further conversation. 

Follow these steps for a successful lead-generation campaign

Step 1: Send personalized connection requests

CCQ is our go-to for writing personalized messages that capture a potential lead’s attention. We will either find something to compliment the prospect on, mention a commonality, or ask them a question in our direct messages. 

Compliment

Take a look at your prospects’ LinkedIn profile. Is there something very specific that you can use in your messaging to compliment them?

For example: 

• Did they recently host a webinar and it had a great turnout? 

• Were they featured in an article?

• Did they write an article or social media post that resonated with you?

• Did they just celebrate a promotion?

• Have they been working at the company for 10+ years and are celebrating?

If you notice something specific to compliment your prospect on, mention it in your LinkedIn outreach message. 

Here’s an example:

Hi Sean 

Congrats on your new role at { company name } Would love to connect with you because I’m interested in learning more about your {{topic}} approach.

Commonality

A commonality means to mention something that you have in common with your potential customer. It could be a mutual connection on LinkedIn, or perhaps you know someone at their company, or you work in the same industry; It could even be a shared love of surfing.

Some ideas for commonalities:

• Are you part of the same LinkedIn groups

• Do you have a mutual connection?

• Do you both support a certain charity that can be used as common ground for starting a conversation?

Example: 

{{first_name}}! {{common_connection}} recommended you as the expert for {{topic}}. Looking for the secret to getting {ideal_outcome}}.

Question

Asking a question is another way of capturing someone’s attention. For example, if you are selling a product or service that might help the prospect with their pain point, you could always ask them how they are dealing with their“ pain point.”

Example:

“{First name} I noticed that your company does XYZ. I was curious about how you handle { pain point }. For reference, my company does {how you solve pain points }. Would love to connect and see if we could be of any help to each other.

If you use this method, the chances of getting more positive replies will be greater.

Our clients know that they can expect 1 qualified sales lead per day .

Personalized cold message templates (Connection requests)

1. Hey {{Name}}, since we’re both working in {{commercial real estate}} here in {{San Diego}}, I’d like to invite you to share my network here on LI.

2. {{Name}},  I’m looking to connect with like-minded professionals who are on the {{revenue-generating}} side of things. Let’s connect? 

3. Hi {{Name}}, I’m looking to expand my network with fellow business owners in the {{HR Tech}} industry. Looking forward to learning more about what you do and see if there’s any way we can support each other.

4. Hi (Name) LinkedIn showed me your profile multiple times now, so I checked what you do.  I really like your {{sales posts}} and would like to connect with you here.

5. Hey (Name) I hope your week is off to a great start, since we both work in the {{HR/Employee Experience}} field together, are you open to connecting? (My background is in employee retention, happy to share insights anytime.)

6. Listening to your podcast now & subscribed! Wanted to connect and say thank you for sharing your insights – I’m using them to help land a lead gen job. Cheers,{{Signature}}

7. {{Name}}, we’re looking for a {{law firm}} like yours to collaborate on an upcoming book. Would like to interview you based on your {{10}} years experience with {{AI law}}. Have 15 minutes to talk next week?

Step 2: Send a personalized follow-up message

Some salespeople give up pretty quickly in their lead generation strategy.

For example, if a prospect doesn’t reply, they might not send a follow-up; Or they might do the opposite and send too many spammy follow-ups. 

There has to be a fine balance when it comes to follow-up messages in your outreach strategy. 

We suggest using the Fibonacci sequence when following up with your

When you do this, add in some more personalization.

LinkedIn cold message examples (Follow up) 

1.{first_name} Good to connect, By the way, congrats on your new role at { company name .}

2.Good to connect {first name}. By the way, what are your favorite hiking spots these days? Saw you’re in charge of account management, do you also handle { (to keep clients updated?) Or am I way off?

3.{first_name}, good to connect. By the way, happy to give you an intro to anyone in my network now that we’re connected. I’ve been doing some research on {{relevant topic}}. Our company does {{solves pain point}}.
Since we’re newly connected, I’d like to share this post with you: {{link}} P.S. It explains {{research}}.

4. Hi {first_name}, If you could help { company_name } with {{pain point}} would that be worth a short conversation? I’m asking because of {{ }}. Worth a short conversation?

5.Thanks for connecting {first_name}. I’d love to connect outside of LinkedIn too. Very curious to hear about where you get most of your {{tool}}. What does your calendar look like over the next week or two to connect? PS: For background, my company does {[solves pain point}}.

6.Hi {first_name} Thanks for connecting. We just opened our {{discuss in short what your company does}} I’d like to share some details about this opportunity with you. What’s your best email? { your name }

7.{first_name} {{Add a custom intro sentence}}. My company is looking to invest in {{ }}. Ps: For background, we have X+ + years in the industry. We have already purchased from companies such as {{ Name drop}}.

8.{first_name} There is an upcoming webinar next month on {{topic}}. It’s invite-only and specifically for leaders in the {{ industry space}}. In fact, I’m sure you already know some executives in the group. What’s the best way to arrange a short conversation over the next few days?

9.{first_name} Good to connect. Now that we are connected, do you mind if I ask you about your approach to {{pain point}}? I’m curious – How do you {{Ask a question about their strategy}} Could we get on a quick call next week at {{time, date.}}

Ps: For background, after helping {{mention what you do and how you have helped other companies}}. I’ve been exploring new ways to forecast revenue and ROI. I can share insights if this piques your interest.

10.Good to connect {first_name} {{Add a custom intro sentence}}.To be transparent, I do {{mention how you solve pain point}} and we help with {{pain point}}… Does this resonate with you? Or are you pretty happy with where you are right now?

NOTICE: 

We asked for a booked meeting ( phone call ) in many of the messages. Don’t be scared to ask for a booked sales call. Often sales teams leave this part out, but we have found based on data since 2019 that 48.14% of prospects agree to a meeting (This is the positive reply ratio.)

So have a clear call to action, that will be easy for your prospect to engage with. 

You could ask:

• Will you be available for a quick meeting next week to discuss XYZ?

• How about we hop on a quick 5-minute call next week to see if this is something that could work for you?

• Are you available next week {time} for a quick chat?

• Send over your calendar link and I will book a quick call.

LinkedIn prospecting tips for successful cold outreach

Have a value proposition that’s difficult to resist

We suggest only mentioning 1 value prop of your service/product per message.

Some people try to mention everything in one message, but it’s best to mention 1 great feature with each follow-up. 

• Why is your product or service better than anyone else’s?

• What can you offer that will make your prospect’s day better?

• Is your pricing more affordable?

• Is your tool superior to others? Does it have a user-friendly aspect that other tools don’t? 

• Are you offering to pay your prospect $100 for reading through your ebook?

• Do you offer a money-back guarantee?

When you do this in your cold outreach messages, it will help encourage your potential client to respond and get excited about your offer. 

Skip the sleazy sales message

Don’t use sleazy sales pitches in your messages, rather leave the sales speech for the booked call. Use LinkedIn as a bridge to building connections and getting your foot in the door for a sales call. 

When prospects see sales pitches, the chances of them running for the hills will probably be 90%. 

So cut the sleaze. 

Send connection requests on Mondays at 10:00 am

We analyzed data from Salesbread since 2019 and we found quite a few interesting stats. For example, the best time to send a connection request is on Mondays. Why? Because Mondays are when prospects are the most likely to accept your request. 

We also noticed that prospects are more likely to reply to your message at 10 am. 

Read this article about LinkedIn outreach for more info.

Frequently asked questions about “how to cold message on LinkedIn”

What is the success rate of cold messaging on LinkedIn?

Recently, we took a look at all our data from our ultra-personalized LinkedIn lead Generation agency

Bear in mind, that our campaigns only reach out to start sales conversations with decision-makers outside our client’s existing network. 

• 45 % Connection request acceptance rate

• 19.98% Reply Rate to LinkedIn Messages  

• 48.14% Positive Reply Ratio (These replies were either meeting requests or qualified sales inquiries on their product or service.)

To read more about LinkedIn outreach stats, read this article.

How many cold messages can you send on LinkedIn?

To be on the safe side, especially if you are new to LinkedIn outreach, we suggest starting off by sending between 20-25 connection requests per day and not more; especially if you have a new account. You could also send 30 mobile connections, which means a total of 50 per day.

What is the best time to send LinkedIn outreach messages?

According to our data, most prospects respond to LinkedIn outreach messages on Thursdays and the least likely day to get a reply is on a Saturday.

• Monday: 20.30%
• Tuesday: 18.49%
• Wednesday: 19.77%
• Thursday: 20.32%
• Friday: 18.48%
• Saturday: 2.65%

Need help with your LinkedIn lead generation strategy?

For effective cold messaging on LinkedIn, you need to use the platform in the way that it was intended.

Build relationships, start conversations, and show interest in helping people. When you use personalized outreach and build targeted lead lists, the chances of success will be high.

If you need a strategy that works, hop on a free 15-minute strategy session with Salesbread, and let’s see how we can help you find 1 qualified sales lead per day.