Email vs LinkedIn Messaging: Which Is Working Better for B2B Outreach

Recent studies show LinkedIn messaging is producing stronger results than cold email in several areas, though both channels still have a role to play. If you are deciding where to put more of your outreach effort, here is what current data shows.

Email vs LinkedIn Messaging: Which Is Working Better for B2B Outreach

What the Data Shows

• LinkedIn direct messages are seeing an average response rate of about 10.3 percent, compared with roughly 5.1 percent for cold email.
• Campaigns that combine LinkedIn and email get much higher engagement, with some reports showing a 287 percent increase over email-only sequences. 
• Cost per meeting on LinkedIn is often lower than email, with benchmarks showing LinkedIn averaging about $7.90 per meeting compared with around $18.12 per lead through cold email.

Why This Matters

• People are more likely to trust a message that comes with a visible profile and context, which LinkedIn naturally provides.
• Email still allows for bigger reach at lower cost, but lower reply rates and filtering issues can limit results.
• For higher-value deals or longer sales cycles, LinkedIn often delivers better quality conversations, while email works well for broad outreach campaigns.

Who This Impacts

• If you rely heavily on one channel only, you may miss prospects who prefer the other.
• If your email domain has a weak reputation, LinkedIn can provide a safer first touch.
• If your LinkedIn profile is outdated, response rates may suffer.follow-ups

What You Can Do

• Use LinkedIn to connect and start conversations, then follow up via email with more detail.
• Personalize messages beyond just the first name, since advanced personalization can boost reply rates by two to three times
• Keep volume steady and avoid sending too many messages at once to protect deliverability.
• Track response rate, cost per meeting, and conversion to opportunity to know where to focus.

Final Thought

Both channels still work. LinkedIn is winning more attention and replies right now, while email remains a cost-effective way to reach larger audiences. The strongest results come from using both together with a consistent, personalized approach.