A/B testing, in the context of a LinkedIn InMail, is the process of sending one variation of your outreach to a subset of your target candidates and a different variation to another set of candidates. With the goal of working out which variation of the subject line/content brings back the best results.
Bottom Line Up Front:
- Use Your Brand Name: If you’re recruiting for a well-known company, include the name in your subject line—it adds credibility and catches attention.
- Skip Job Titles and Compensation in the Intro: These details discourage engagement. Save them for later in the conversation.
- Ask Open-Ended Questions: Make your outreach feel like the start of a two-way conversation rather than a one-sided pitch.
- Keep It Concise: Messages under 500 words perform best. Stick to the essentials and leave room for follow-up discussions.
If using a CRM or email manager such as Mailchimp, Findem, or Gem A/B testing can have different levels of complexity and tracking – tracking open rate, reply rate, and hires. With InMails it’s pretty limited. You can try different subject lines or content to test which generates the most responses.
Setting Up an Effective A/B Test
To conduct a meaningful A/B test, keep these key suggestions in mind:
- Test one element at a time (e.g. subject line, message body, or call-to-action)
- Ensure your test groups are similar in composition and size
- Send both variations simultaneously to minimize external factors
- Gather sufficient data before drawing conclusions
What to Test in Your InMails
Key elements you can A/B test in your InMails include:
- Subject lines: Test different approaches to grab attention
- Message content: Compare different ways of presenting information or value propositions
- Message length: Determine the optimal amount of detail to include
- Call-to-action: Experiment with different ways to encourage a response
My results: Subject line:
Company Name (on its own and nothing else!) = 25% response rate Career opportunity with Company Name = 24% response rate Career opportunity in Programmatic Advertising = 22% response rate Career opportunity – Customer Success Manager = 21% response rate
Body of text:
My standard intro with the job title and comp info, are you open to a conversation? – 18% response rate My standard intro with an open question i.e. your experience looks great can I send you some info on the roles I am hiring for? – 28% response rate My standard intro with details of the company, role, and salary plus a request for a conversation – 17% response rate
Limited words:
I always open with a short polite hi and reason for out-reach but then trialed different levels of information
- under 300 words = 22% response rate
- 300 to 500 words = 22% response rate
- 500+ words = 18% response rate
Conclusion:
- Use Your Brand Name: If you’re recruiting for a well-known company, include the name in your subject line—it adds credibility and catches attention.
- Skip Job Titles and Compensation in the Intro: These details discourage engagement. Save them for later in the conversation.
- Ask Open-Ended Questions: Make your outreach feel like the start of a two-way conversation rather than a one-sided pitch.
- Keep It Concise: Messages under 500 words perform best. Stick to the essentials and leave room for follow-up discussions.