LinkedIn InMail Sequences

LinkedIn InMail is a powerful touchpoint for high-value prospects, but most teams treat it as a manual, one-off action. To operate at scale, InMail must be an integrated step within a larger, automated sequence, coordinated with your email sends.

Without a unified infrastructure, you create channel silos, lose track of conversations, and make it impossible for reps to execute consistently. This isn't a content problem; it's an orchestration and infrastructure challenge.

For most growth teams, trying to integrate LinkedIn InMail into their outbound process creates operational chaos. The core pains are always the same:

1. No Coordination Between Touches: Your reps send an email from one platform, then have to manually log into LinkedIn to send a follow-up InMail. There's no connection between the two actions. A reply to the email doesn't stop the InMail, leading to awkward follow-ups.
2. Siloed Performance Metrics: You can see email open rates in your sending tool and InMail acceptance rates inside Sales Navigator, but you can't see the performance of the sequence as a whole. This makes it impossible to know which combination of touches actually generates meetings.
3. Impossible to Execute Consistently: Asking a team of 10 SDRs to remember to send an InMail on Day 4 of a 12-step sequence is a recipe for failure. The process is manual, error-prone, and completely unscalable.

An effective multi-channel operation treats LinkedIn InMail as just another step type in a unified sequence, managed by a central infrastructure. Here’s the ideal state for an SDR Manager or Head of Growth:

1. Unified Sequence Logic: An InMail is simply a step in the cadence, like step_type: linkedin_inmail. If a prospect replies to an email in Step 2, the system automatically cancels the InMail scheduled for Step 4.
2. Centralized Reporting: A single dashboard shows the entire funnel. You can track prospects as they move through email and LinkedIn touches, analyzing the performance of the holistic sequence, not just isolated channels.
3. Automated, Consistent Execution: The platform orchestrates all touches for every prospect, every time. Reps focus on conversations, not manual task management.
4. Scalable and Safe: The infrastructure manages LinkedIn account connections and respects API limits, allowing you to scale the strategy across the entire team without risking account health.

Setting up a robust multi-channel sequence requires thinking about infrastructure and logic first, not just copy.

Step 1: Map the Entire Cadence. Before writing a word, define the flow. When does the InMail get sent? Is it a primary touch for C-level targets? Is it a follow-up for prospects who don't open the first two emails? This logic dictates your infrastructure needs.

Step 2: Solidify Your Email Infrastructure. Multi-channel doesn't work if your primary channel (email) has deliverability issues. Ensure your domains are warmed up and your inboxes are rotated properly. A strong email foundation is non-negotiable.

Step 3: Connect LinkedIn Accounts Securely. Integrate your team's Sales Navigator accounts into your sequencing platform. The system must be able to send on behalf of each rep while respecting LinkedIn's daily usage limits to avoid suspensions.

Step 4: Build Conditional Logic. This is the critical step. Create rules like IF email_bounce = true, THEN send_inmail or IF no_reply_after_3_emails, THEN send_inmail. This level of automation is what separates professional operations from manual ones.

Step 5: Monitor Unified Analytics. Track the performance of the entire sequence. Look for patterns. Do sequences with an InMail touch on Day 3 outperform those with one on Day 5? This is how you optimize at a strategic level.

Executing this strategy is impossible with disconnected tools. It requires a platform built to handle multi-channel orchestration and manage the underlying infrastructure. Key functionality includes:

1. Central Sequence Orchestration: A single place to build, manage, and deploy sequences that include email, LinkedIn, and other channels.
2. Unified Reply Tracking: An inbox that aggregates replies from both email and InMail, so reps have a complete view of every conversation.
3. Automated Logic and Triggers: The ability to build rules that automatically adjust sequence paths based on prospect actions (like opens, clicks, or bounces).
4. Team-Wide Management: Tools to manage multiple rep accounts, assign prospects, and maintain consistent execution across the organization.

SuperSend is designed as this execution and infrastructure layer for outbound teams sending at volume. We handle the complex orchestration of email and LinkedIn so your team can focus on closing deals. The next step isn't just trying a tool, but understanding the core infrastructure strategies that make multi-channel outbound work at scale.