Choosing the right channel for outbound outreach can change everything. Email has long been the workhorse for sales teams. It's scalable, measurable, and cost-effective.
LinkedIn InMail, on the other hand, positions itself as the premium option: a direct line to decision-makers without needing their email address.
But access doesn’t guarantee engagement. Just because someone receives an InMail doesn’t mean they’ll respond. And just because email requires more groundwork doesn’t make it less effective.
So where does each channel actually shine? When should you lean on InMail, and when does email deliver more consistent results? And most importantly, what should your sales stack look like if you want to scale outreach without losing personalization? Let’s break it down.
What is LinkedIn InMail?
LinkedIn InMail is a premium messaging feature that lets you contact LinkedIn users outside of your network. You get a limited number of credits (usually monthly) depending on your LinkedIn subscription plan.
It’s often used to message business executives, decision-makers, or other professionals whose direct emails aren’t readily accessible. And yes, it can work well, especially for 1:1 personalized outreach.
But with limitations on volume, cost per message, and scalability, InMail is more of a surgical tool than a scalable one.
Pros of LinkedIn InMail
- Great for short-term, high-value outreach.
- Direct access to LinkedIn users without needing a connection.
- Higher visibility (messages appear in a prominent spot on LinkedIn).
Cons of LinkedIn InMail
- More expensive per touchpoint.
- Can’t automate or scale without third-party tools.
- Often perceived as salesy or spammy if not personalized.
- Limited number of messages per month (even on paid plans).
What is Email Outreach?
Email outreach is the practice of reaching out to prospects via email. It’s been the go-to strategy for B2B sales teams, founders, recruiters, and marketers for decades.
The reason is simple: email gives you scale and control. With the right tools, you can send thousands of emails a month, personalize at scale, and track exactly what’s working effortlessly.
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Cold email is especially powerful in Account-Based Marketing (ABM), where reaching multiple stakeholders across an organization is key.
Pros of Cold Email
- Highly scalable and automatable.
- Cost-effective for large campaigns.
- Easier to personalize with custom fields.
- Easy to integrate into broader funnels and CRMs.
Cons of Cold Email
- Can land in spam folders if not done right.
- Requires warm-up and deliverability management.
- Response rates depend heavily on targeting and copy.
What Are the Key Differences Between InMail and Email?
InMail and email are both great marketing channels with different focuses and priorities. It all comes to your outreach goals. This Reddit user puts it perfectly:
Here’s a side-by-side look at how InMail and email stack up across the metrics that matter:
LinkedIn InMail vs Cold Email Comparison
| Feature | LinkedIn InMail | Cold Email |
|---|---|---|
| Scalability | Limited to monthly credit caps (e.g., 15–50 messages/month on Premium plans). | Virtually unlimited with the right setup. Can send thousands of emails per month across multiple inboxes. |
| Cost per Message | High. Each message costs $0.50–$1.00, depending on subscription and credits. | Low. After setup, the cost is minimal, making it more efficient at scale. |
| Automation Tools | Limited. Requires workarounds or expensive tools for sequencing or tracking. | Fully supported. Instantly offers automation, tracking, and A/B testing. |
| Data Ownership | You don't own the platform or contact data. | You own your leads, campaigns, and contact lists. Portable and reusable. |
| User Experience | Can feel intrusive if not contextual. Recipients often ignore unsolicited messages. | Email inboxes are built for cold outreach. Well-written messages perform better. |
| Analytics & Insights | Basic. Only shows if messages were read or replied to. | Robust. Instantly tracks opens, clicks, reply rates, bounces, and more. |
The Deliverability Factor
Email deliverability has become increasingly challenging, with spam filters growing more sophisticated and inbox providers more protective.
Getting your cold emails into the primary inbox requires careful attention to sender reputation, authentication, and content quality.
InMail sidesteps traditional deliverability issues entirely. Messages go directly to LinkedIn's messaging system, bypassing email filters altogether.
However, it’s worth noting that LinkedIn has its own algorithms and user preferences that can affect message visibility and response likelihood.
Personalization and Context
Both channels allow for personalization, but they excel in different areas. InMail benefits from LinkedIn's rich professional data, making it easier to reference specific career moves, company news, or industry connections. The platform practically hands you conversation starters.
Email personalization, while requiring more research, can be incredibly powerful when done well. You have access to broader data sources and can incorporate information from multiple touchpoints, social media platforms, and public records.
Why Instantly is the Best Choice for Email Outreach
Cold email isn’t just about sending messages. It’s about making sure they land, get opened, and lead to conversations. Instantly helps you do exactly that in ways very few platforms can match.
Built for Scale
Instantly lets you manage thousands of personalized cold emails per month across unlimited accounts. That’s something InMail will never offer.
Whether you're running mass campaigns or building a lead generation infrastructure, Instantly handles the heavy lifting.
Automated Deliverability
Unlimited email warm-ups, bounce protection, inbox rotation, and domain authentication—Instantly bakes all the technical requirements into its platform so your messages actually reach inboxes.
No IT team required. Instantly completely bypasses all the deliverability concerns of cold email, making your campaigns potentially more effective than InMail.
Real-Time A/B Testing
With InMail, you’re flying blind. There are no insights into your messages, no chance to test what works. On the other hand, Instantly tracks much more than vanity metrics like opens and clicks.
It allows you to test subject lines, email copies, and even personalized data, allowing you to see what works across campaigns and double down on details that convert.
Easy Multi-Channel Integration
While email should be your main channel, Instantly makes it easy to coordinate with LinkedIn outreaches thanks to its multi-channel capabilities and robust third-party integrations.
A Smarter Way to Do Outreach
InMail and email are complementary rather than competing tools. The most successful outreach strategies often combine both channels.
InMail is best for personalized, relationship-driven outreach to high-value prospects. Email is your go-to when you need scale, cost-efficiency, and creative flexibility.
Start with email to cast a wide net, then use InMail for targeted follow-ups with promising prospects who didn't respond to email.
With Instantly, you can run high-performing email campaigns while supporting InMail outreach with accurate data, smart targeting, and reliable deliverability. Ready to combine personalization and scale? Start your free Instantly trial.
