The average LinkedIn user receives dozens of DMs every week. Most get ignored. The ones that don't share a few things in common — and they have almost nothing to do with the product being sold.
This guide breaks down the message types you'll need for LinkedIn DM outreach, what makes each one work, and templates you can adapt to your own voice and context.
The 3 Rules Behind Every LinkedIn DM That Gets a Reply
Before the templates, the principles. Breaking these is why most LinkedIn outreach fails:
1. Be specific, not generic
Generic openers ("I came across your profile and was impressed by your experience") are the fastest way to get ignored. The recipient has seen that sentence a hundred times. Specificity — referencing something real about them — is what creates the feeling of a genuine message rather than a blast.
2. Make it about them, not you
The single most common mistake in LinkedIn outreach is leading with "I" — I do X, I help companies with Y, I wanted to reach out because Z. The reader's first question is always "what's in it for me?" Lead with their world, not yours.
3. One goal per message
Don't try to introduce yourself, explain your offer, handle objections, and book a call all in one message. Each message should have one goal — usually to start a conversation, not to close a sale. The sale happens after the conversation has established trust and relevance.
Template 1: The Connection Request Note
LinkedIn's connection request note is limited to 300 characters. Use it to give them a reason to accept — not to pitch.
Formula: [Specific reason for connecting] + [One genuine observation or question]
Example (B2B):
"Saw your post on SDR onboarding — we ran into the exact same challenge scaling our team last year. Would love to connect and compare notes."
Example (creator / freelancer):
"Your breakdown of client onboarding workflows was genuinely useful — saved it immediately. Happy to connect."
What not to do:
"Hi [Name], I'd like to add you to my professional network." / "Hi [Name], I help companies like yours with [service]. Let's connect!"
Template 2: The First DM After Connecting
Wait at least 24–48 hours after they accept before sending a DM. The first message should continue the conversation naturally — it is not the place for a pitch.
Formula: [Reference what brought you together] + [Genuine observation or question] + [Soft, open-ended close]
Example:
"Thanks for connecting — genuinely enjoyed the piece you shared on [topic]. The part about [specific detail] is something I've been thinking about a lot lately. Curious: has your approach to [related challenge] changed much over the last year?"
Key principle: End with a question that's easy and interesting to answer. Avoid yes/no questions — open questions invite real responses.
Template 3: The Cold Outreach DM (No Prior Connection)
For reaching out to someone who doesn't know you yet. These require the most personalisation and the softest touch.
Formula: [Specific hook — post, company news, shared context] + [Why you're reaching out — one sentence] + [Easy, low-commitment question]
Example:
"Saw that [Company] just expanded into the EU market — congrats on that. We've been helping a few SaaS companies navigate the operational side of that transition. Curious if that's something you're actively working through, or if it's already figured out on your end?"
What makes it work: The specific hook (EU expansion) shows you did real research. The question is genuinely open — it doesn't assume a problem exists, which feels respectful rather than pushy.
Template 4: The Follow-Up After No Reply
Sent 4–6 days after the first message with no response. Adds value rather than just bumping the thread.
Formula: [Brief, no-pressure opener] + [New piece of value — article, observation, question] + [Optional easy out]
Example:
"Thought of our conversation when I read this — [one-sentence summary of something relevant]. Figured it might be useful given what you're working on. No pressure if the timing isn't right."
Example (simpler):
"Wanted to follow up on this in case it got buried. Also — genuinely curious what your biggest challenge has been with [topic] lately. Even if we're not a fit, it's something I'd like to understand better."
Template 5: Re-Engaging a Cold Lead
For someone who replied positively weeks or months ago but then went quiet. The goal is to restart the conversation without pressure.
Formula: [Reference something new — theirs or yours] + [Callback to the previous conversation] + [Easy re-entry point]
Example:
"Saw [Company] just [relevant news] — reminded me of our conversation back in [month]. How did that situation with [specific challenge they mentioned] end up resolving? Still on your radar or has it shifted?"
Why it works: It shows you remembered the conversation (personal), gives them a reason to re-engage (their news or situation), and opens with curiosity rather than a pitch.
Template 6: The Meeting or Call Request
Once a conversation has established relevance and interest, propose a concrete next step. This message should feel like a natural progression, not a sudden pivot to sales mode.
Formula: [Reference the conversation so far] + [Specific, low-friction ask] + [Concrete options]
Example:
"Based on what you've described, I think there are a couple of approaches that could actually help — easier to walk through in 20 minutes than over messages. Would something like Tuesday at 3pm or Thursday morning work on your end?"
Key detail: Offer specific times rather than "let me know when you're free." Specific options are easier to act on and signal that you respect their time.
Tracking Which LinkedIn DMs Are Working
Templates are only as good as the feedback loop you build around them. If you're not tracking which messages get replies, which conversations progress, and which leads convert — you're optimising blind.
At minimum, you should know:
- Which message types are getting the most responses
- Which industries or roles respond best to which angles
- How long conversations typically take to convert to a call or deal
- Where in the conversation flow most leads go cold
FollowSo captures every LinkedIn DM conversation in one click, tracks the full pipeline from first message to closed deal, and uses AI to score each lead's intent so you can see patterns across your outreach — not just manage individual conversations.
Key Takeaways
- Specificity beats volume: one personalised message outperforms ten generic ones
- Lead with their world, not yours
- One goal per message — usually starting a conversation, not closing a deal
- Follow-up adds value, not just "checking in" noise
- Track what works — templates improve only when you measure them