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11: The DM

11: The DM

Chelsea Castle 2 min

Use case: LinkedIn InMail / DM (or other social platforms)

How to use it:

  1. Give context on what prompted you to reach out
  2. Tie that observation back to an insight or challenge they have
  3. Ask a question that either ties the original context to the question or the challenge to a different observation about them or their business


Hey Emily,

Great to see the traction on your hiring post. For SDR ramp, I’m seeing a lot of sales leaders leaning on phone training and email templates.

Do you have a playbook from your time with Salesforce?


Why it works: Social inboxes aren’t email inboxes. It’s a water cooler. Not a to-do list. This framework takes best practices from email and applies them to social.

You’ll notice it’s shorter and focused on starting a controlled dialogue where you can naturally introduce what you do. It pulls in personalization at the bottom of the message (not just the top).

Seek to start a conversation: Try to give the reader context on why you’re showing up in their DMs.

Here are a few other tips and tactics to remember when crafting your next LinkedIn InMail or other social media DM.

How to Use An Email Framework

Tailor each framework to its designated use cases for optimal effectiveness. Examples are provided for reference, but avoid copying them directly. They include light personalization to clarify the framework’s structure. Use the framework as the foundation for your email and add your relevant personalization.

Ensure your emails go beyond the provided examples by incorporating more personalization to resonate with the recipient. Focus on the underlying structure and instructions of the frameworks.

Make the framework your own, then test it with Lavender’s email grader. Our email coach will pinpoint areas that require improvement and provide guidance to optimize your email for a score of 90+. Achieving this score doubles your chances of receiving a reply.

Chelsea Castle 2 min

11: The DM

Unsure how to follow-up effectively via DM or LinkedIn InMail? Here's a framework for how to do this well.

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