Should I use LinkedIn’s invitation message or not?

Published by Guillaume Portalier on March 21, 2022 5/5 (189 votes)

should I use the linkedIn invitation message or not
4 min

For some, sending a LinkedIn invitation message is useless, for others indispensable…  🤔

Is sending a new message as soon as you receive an invitation a good idea for your prospecting campaign?

In this article, we’re going to dive into the topic, so you have a better idea on whether or not to send an invitation note on LinkedIn. If you’re interested in prospecting effectively and finding customers through marketing automation, you might want to give this article a read.

We compared different acceptance rates and can now provide you with the results of an exclusive BtoB study on more than 10,000 invitation requests.

the linkedin invitation message example

Our case study on LinkedIn’s invitation message

Profiles used

For this case study, we used 4 different LinkedIn accounts to perform our invitation requests:

  • An account with a high degree of seniority.
  • Two accounts with a lower degree of seniority, but with a more prestigious title (CEO/COO).
  • An account with a lower degree of seniority and a standard title (Business Developer).

Targeted personas

We targeted 4 types of profiles. The only sorting carried out was on the title of prospects:

  • The “CEO” (2500).
  • The “Business Developer” (2500).
  • The “Sales” (2500).
  • The “Digital Marketer” (2500).

The prospects came from different countries around the world, but the notes were exclusively sent in English.

Goals and method

In this study, we sought to determine the importance of the type of note sent on the acceptance rate. We assumed that the content of the note had very little influence on the acceptance rate.
We have classified the different notes sent into 5 categories:

  • Empty note (no note was sent with the invitation).
  • A non-personalized note: “Hello, I would like to join your network”.
  • A personalized note: “Hello {{firstname}}, I would like to join your network”.
  • A complete note without a link: “Hi {{firstname}}, I’m wondering if you’re generating leads via LinkedIn. If this is the case, I would be interested in joining your network and having a chat about it. Have a great day!”
  • A complete note with a link: “Hi {{firstname}}, I’m wondering if you ever thought of promoting your brand or generating leads through LinkedIn. We’ve created a tool that automates this process, risk-free. If you’re curious, you will find more information on our website: Have a great day!”

The personas, as well as the sending of the requests, were distributed evenly between the different accounts and with the different notes. Thus, each note was sent 500 times to each persona for each of the 4 accounts.

Results of our study on whether to use LinkedIn’s invitation message

Acceptance rate statistics

Out of 2,000 invitations for each note, the results are as follows:

  • Empty note: 38%.
  • Non-personalized note: 36%.
  • Personalized note: 33%.
  • Complete note, no link: 32%.
  • Complete note, with a link: 26%.

So, to send a LinkedIn invitation message or not?

The clearest conclusion that emerged was this: if your goal is to maximize your acceptance rate to expand your network, you should avoid sending a note with your connection request.

The second conclusion is that there seems to be no significant difference between sending a personalized note or not.

Third conclusion, sending a link to your website in the note lowers your acceptance rate significantly, compared to sending a similar message without a link.

Fourth and final conclusion: Whether a note is sent, and the content of the note, greatly influences the acceptance rate of the connection request (46% difference between the acceptance rate of the connection request without a note and the connection request with a complete note with a link to a website included).


It is important to state the limits of this study. One being that this study only deals with the acceptance rate and completely ignores the conversion rate. If you are looking to find new leads on LinkedIn, this is something to keep in mind.
You will certainly have a lower acceptance rate by using a note presenting your product or service compared to a connection request without a note, however the people who accept your connection request will be more likely to listen to your proposal.

Another thing worth noting is that these figures were observed under specific conditions using our tool, ProspectIn. It is possible that the same targeted personas with different LinkedIn accounts would have resulted in different results. The same goes for personas. If we had targeted another profile typology with our accounts, we might have had different results.

Furthermore, follow the complete guide on prospecting for your business here!

Feel free to tell us if you get different results from ours when using a LinkedIn invitation message! 😊