LinkedIn DM Template: Message Formats That Get Responses

TL;DR:

Use the 3-sentence formula: context, value, specific ask

Personalize with recent activity or mutual connections

Follow up 3 times with different value angles

Optimize your profile before sending any messages

Track response rates and iterate on what works

Context and why it matters in 2025
Step-by-step playbook
Templates and examples
Metrics to track
Common mistakes and how to fix them
FAQ
Further reading
Why CraftUp helps

Context and why it matters in 2025

LinkedIn has become the primary channel for professional networking, customer discovery, and career advancement. The average response rate for LinkedIn messages sits around 11%, but personalized messages with clear value propositions achieve 35-40% response rates.

For product managers and founders, LinkedIn serves multiple purposes: recruiting talent, conducting customer interviews, building partnerships, and advancing careers. The key difference between messages that get ignored and those that spark conversations lies in the structure, personalization depth, and follow-up strategy.

Success criteria include: getting responses within 48 hours, booking actual conversations, and building long-term professional relationships that create opportunities.

Step-by-step playbook

Step 1: Profile optimization before outreach

Goal: Create a profile that builds trust and explains why someone should respond to you.

Actions:

Write a headline that states your role and value clearly
Add a professional photo with good lighting and background
Include 3-5 recent posts showing expertise in your field
Update your about section with specific achievements and current focus

Example: Instead of "Product Manager at TechCorp," use "Product Manager helping SaaS companies reduce churn by 25% through user research"

Pitfall: Sending messages from an incomplete or generic profile that doesn't establish credibility.

Done: Your profile clearly communicates your expertise and current goals within 10 seconds of viewing.

Step 2: Research and personalization

Goal: Find specific connection points that make your message relevant to the recipient.

Actions:

Review their last 3 LinkedIn posts and comment history
Check for mutual connections or shared experiences
Look up their company's recent news or product launches
Identify specific challenges they might face in their role

Example: "I noticed your post about struggling with user onboarding metrics. We faced similar challenges at my previous startup."

Pitfall: Using surface-level personalization like mentioning their company name without deeper context.

Done: You have 2-3 specific conversation starters based on their recent activity or shared interests.

Step 3: Craft the initial message

Goal: Write a message that gets opened, read completely, and generates a response.

Actions:

Start with specific personalization from your research
Provide clear value or insight relevant to their situation
Make a specific, low-commitment ask
Keep total length under 150 words

Example: Following the Customer Interview Questions That Get Real Stories approach, you might reference specific challenges they've mentioned publicly.

Pitfall: Writing generic templates that could apply to anyone in their industry.

Done: Your message feels like it was written specifically for this person and offers clear value.

Step 4: Plan your follow-up sequence

Goal: Stay top of mind without being pushy through valuable follow-ups.

Actions:

Schedule follow-up 1 for 5-7 days later with additional value
Plan follow-up 2 for 2 weeks later with different angle
Create follow-up 3 for 1 month later with new information
Set reminders to send each follow-up manually

Example: Follow-up 1 shares a relevant article, follow-up 2 mentions a mutual connection, follow-up 3 references new company developments.

Pitfall: Sending the same message multiple times or following up too aggressively.

Done: You have 3 distinct follow-up messages planned with different value propositions.

Step 5: Track and optimize

Goal: Improve response rates by measuring what works and iterating.

Actions:

Log each message sent with recipient details and response status
Track response rates by message type and industry
A/B test different subject lines and opening sentences
Document which personalization techniques work best

Example: Test "Quick question about [specific challenge]" vs "Insight on [industry trend]" as opening lines.

Pitfall: Not tracking results or sending too few messages to get meaningful data.

Done: You have data on at least 50 messages sent and can identify patterns in successful outreach.

Templates and examples

Here are proven LinkedIn DM templates organized by use case:

CUSTOMER DISCOVERY TEMPLATE
Subject: Quick question about [specific challenge they mentioned]

Hi [Name],

I saw your post about [specific challenge/goal they mentioned]. We faced something similar when [brief relevant experience].

I'm currently researching how [their role] at [company type] handle [specific problem area]. Would you be open to a 15-minute call to share your perspective? Happy to send you our findings afterward.

Best,
[Your name]

---

CAREER NETWORKING TEMPLATE
Subject: Your path from [previous role] to [current role]

Hi [Name],

I'm following a similar path from [your background] to [target role] and found your transition from [their previous company] to [current company] really interesting.

I'd love to learn about how you approached [specific challenge relevant to career change]. Would you be open to a brief call? I'm happy to share what I've learned about [relevant topic] in return.

Thanks,
[Your name]

---

PARTNERSHIP/COLLABORATION TEMPLATE
Subject: Potential collaboration on [specific area]

Hi [Name],

Your work on [specific project/initiative] caught my attention, especially [specific detail that impressed you].

We're working on [brief description of your project] and I think there might be interesting overlap, particularly around [specific area]. Would you be interested in a quick call to explore potential collaboration?

Best,
[Your name]

---

FOLLOW-UP TEMPLATES

FOLLOW-UP 1 (Value-first)
Hi [Name],

Following up on my message about [original topic].

I came across this article about [relevant topic] and thought you might find it interesting given your work on [their project]: [link]

Still interested in that quick call if you have time.

Best,
[Your name]

FOLLOW-UP 2 (Social proof)
Hi [Name],

I was just talking to [mutual connection] about [relevant topic] and your name came up in the context of [specific expertise area].

Still interested in connecting for that brief call about [original topic]?

Thanks,
[Your name]

FOLLOW-UP 3 (New angle)
Hi [Name],

I know you're busy, so this is my last follow-up.

I just saw [recent company news/achievement] and wanted to congratulate you. Given this development, I think our conversation about [original topic] could be even more relevant now.

If you're interested, I'm still happy to chat. If not, no worries at all.

Best,
[Your name]

Metrics to track

Response Rate

Formula: (Responses received / Messages sent) × 100 Instrumentation: Track in spreadsheet with date, recipient, message type, and response status Example range: 15-25% for cold outreach, 35-45% for warm introductions

Conversation Conversion Rate

Formula: (Actual calls/meetings booked / Responses received) × 100 Instrumentation: Log when responses turn into scheduled conversations Example range: 40-60% of responses should convert to actual conversations

Message-to-Outcome Rate

Formula: (Desired outcomes achieved / Total messages sent) × 100 Instrumentation: Track final outcomes like job interviews, customer insights, or partnerships Example range: 5-15% for career networking, 8-20% for customer discovery

Follow-up Effectiveness

Formula: (Responses from follow-ups / Total follow-ups sent) × 100 Instrumentation: Separate tracking for each follow-up in sequence Example range: Follow-up 1: 8-12%, Follow-up 2: 4-8%, Follow-up 3: 2-5%

Time to Response

Formula: Average hours between message sent and response received Instrumentation: Log timestamps for sent messages and responses Example range: 24-72 hours for most professional responses

Profile View Rate

Formula: (Profile views after message / Messages sent) × 100 Instrumentation: Check LinkedIn analytics for profile view spikes after outreach Example range: 60-80% of recipients should view your profile after receiving your message

Common mistakes and how to fix them

• Generic templates that could apply to anyone → Research each recipient for 5 minutes and include specific personalization based on their recent activity or shared connections.

• Asking for too much in the first message → Start with low-commitment asks like 15-minute calls or quick questions rather than requesting hour-long meetings or extensive favors.

• Poor timing and frequency of follow-ups → Wait 5-7 days for first follow-up, 2 weeks for second, and 1 month for final follow-up. Don't send more than 3 follow-ups total.

• Neglecting profile optimization before outreach → Update your profile with recent achievements, clear headline, and professional photo before sending any messages. People will check your profile after receiving your message.

• Not providing value in follow-up messages → Each follow-up should offer something new: relevant article, mutual connection, or updated context. Avoid just saying "following up" without additional value.

• Sending messages without clear purpose → Define specific goals for each message: customer interview, career advice, partnership discussion. Vague networking requests get ignored.

• Ignoring response patterns and not iterating → Track what works by message type, industry, and personalization approach. Double down on successful patterns and eliminate ineffective approaches.

• Using LinkedIn's default connection request message → Always customize connection requests with brief context about why you want to connect. Default requests get declined frequently.

FAQ

What makes a LinkedIn DM template effective in 2025?

Effective LinkedIn DM templates combine specific personalization, clear value proposition, and low-commitment asks. The best templates reference recent activity, offer relevant insights, and make it easy to say yes. Focus on the recipient's interests rather than your needs.

How many follow-ups should I send on LinkedIn?

Send maximum 3 follow-ups spaced 5-7 days, 2 weeks, and 1 month apart. Each follow-up should provide new value like relevant articles, mutual connections, or updated context. More than 3 follow-ups becomes spam.

Should I connect first or send a direct message?

For cold outreach, send a personalized connection request first, then follow up with a message once connected. For existing connections, you can message directly. Premium LinkedIn accounts can message non-connections, but connection requests often work better for building relationships.

How do I personalize LinkedIn messages at scale?

Create template frameworks with placeholder spots for personalization. Research 3-5 specific details per recipient: recent posts, company news, mutual connections, or shared experiences. Tools like LinkedIn Sales Navigator help identify commonalities across prospects.

What response rate should I expect from LinkedIn outreach?

Cold outreach typically sees 15-25% response rates, while warm introductions achieve 35-45%. Customer discovery messages often perform better than sales outreach. Track your rates by message type and industry to identify what works best for your goals.

Why CraftUp helps

Effective LinkedIn outreach requires consistent practice and continuous improvement of your messaging skills.

5-minute daily lessons for busy people help you master professional communication without overwhelming your schedule
AI-powered, up-to-date workflows PMs need including outreach templates, follow-up sequences, and personalization techniques that work in 2025
Mobile-first, practical exercises to apply immediately so you can practice messaging techniques and track your improvement in real-time

Start free on CraftUp to build a consistent product habit: https://craftuplearn.com

LinkedIn DM Template: Message Formats That Get Responses

Table of contents

Context and why it matters in 2025

Step-by-step playbook