LinkedIn reply rates: what's realistic, and how to improve yours
By Tirth Shah, founder of Bub · Updated
LinkedIn doesn't publish reply rate benchmarks, and reported numbers vary wildly: templated, automated outreach tends to sit in the low single digits, while well-targeted, personal one-to-one messages do far better. The biggest levers are who you message, a first message that asks for little, follow-ups that add something new, and a format that feels personal, like a short voice note.
Add Bub to Chrome, it's freeWhat moves your LinkedIn reply rate
| Lever | What to do |
|---|---|
| Targeting | Message people with a real reason: they posted about the problem, changed jobs, or engaged with you |
| First message | Three lines, one specific detail, one easy question, no pitch |
| Follow-ups | Two follow-ups that each add something new, 3 to 5 days and 1 to 2 weeks later |
| Format | A 20 to 40 second voice note or a short video stands out from text |
| Volume | Fewer, better messages beat mass sends, and automation risks your account |
| Tracking | Know whose move it is, so no warm conversation goes cold |
How to measure it honestly
- Count replies to first messages separately from replies to follow-ups.
- Track acceptance rate and reply rate apart: acceptance tells you about targeting, replies tell you about the message.
- Compare formats over a few weeks: text versus voice note as the first follow-up.
- Look at positive replies, not just any reply.
Questions
What is a good reply rate on LinkedIn?
There's no official benchmark. Personal, well-targeted one-to-one messages do far better than templated automation, which tends to land in the low single digits.
Why is my LinkedIn reply rate so low?
Usually the targeting, a pitch in the first message, long generic copy, or no follow-up. Fix the first message and add two useful follow-ups before changing anything else.
Do voice notes improve LinkedIn reply rates?
They tend to get noticed because they're clearly personal, especially as a follow-up. They work best for people who've already accepted or engaged.
Is LinkedIn or cold email better for replies?
It depends on your audience. LinkedIn is strong when your buyers are active there and you can reference something specific about them; many teams use both.